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marketing des ca > analyser un marché > Flashcards

analyser un marché Flashcards

1
Q

SCA/ASK

A

Available Seat Kilometer

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2
Q

TONNE

A

nn passagers transportés

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3
Q

PKT

A

passagers km transportés

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4
Q

CF/TR

A

coeff remplissage/taux remplissage

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5
Q

LF

A

load factor

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6
Q

RPK

A

Revenue Passenger Km

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7
Q

RSKO

A

Recette au Siège Km Offert

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8
Q

TMC

A

Taux moyen coupon

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9
Q

CPK

A

Coût passager km

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10
Q

CSKO

A

Coût au siège km offert

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11
Q

modèle PESTEL

A

Politique
Économique
Social
Technologique
Environnemental
Légal

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12
Q

marketing

A

the activities, institutions and processes for creating, communicating, delivering, exchanging offerings that have value for customers, clients, partners and scty at large

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13
Q

fonctions marketing d’une CA

A

définition de l’offre
parcours client
communication
vente

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14
Q

10 champs intervention marketing

A

biens
services
événements
expériences
personnes
lieux
propriétés
organisation
information
idées

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15
Q

besoin, désir, demande

A

B: fondamental
D: spécifique
Dde: spécifique ++

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16
Q

Marketing mix classique (4P)

A

Produit (services, événements, idées)
Prix
Place (canaux, circuits distribution)
Promotion (com: médias, etc)

_> org offre selon cible

17
Q

Benchmark

A

étudier et comparer concu

18
Q

SWOT

A

Strenght
Weaknesses (int,ext)
Opportunities
Threats

19
Q

Segmentation

A

1/ B2B, B2C, B2E, B2T

2/
-situationnelle (business, loisirs)
-géographique (marche origine, marche destination)
-demographique: genre, âge, statut, revenus, constitution familiale …
-entreprise: PME, grosse entreprise, institution
-comp: clients réguliers, habitués
-sociologique: niches
- sur les avantages recherchés : bagages autorisés, prix avantageux

20
Q

Cible marketing

A

coeur de cible, cible primaire, cible secondaire, reste du monde

buyer personae

21
Q

plan d’actions marketing

A
  • def actions communes à mettre en place
    plan d’actions communes dans le temps
  • prévisions investissements nécessaires
    intégration montants investis au plan fonctionnel
  • évaluation besoins financiers, humanitaires, extérieurs, nécessaires

+ KPI

22
Q

objectif stratégique

A

: intention globale (dev clientèle, renforcer notoriété…)

déclinaison objectifs opérationnels grace modèle SMART

Spécifique
Mesure
Atteignable (moyens d’agir)
Réalisable (raisonnable)
Temps défini

marketing des ca (2 decks)

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