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Synthèse Documentaire Marketing

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Synthèse Documentaire Marketing
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INTRODUCTION

Ma première recherche formalisée dans le monde des métiers m’a permis de définir plus rigoureusement mon terrain de recherche, aussi bien pour mon sujet de GAP que pour ma carrière professionnelle.

Je reste alors concentré sur la fonction managériale auparavant citée, le Marketing des marques, ainsi que sur la fonction métier « Planeur stratégique », qui, en amont de toutes décisions du département Marketing, doit définir le positionnement de la marque pour une campagne publicitaire en la corrélant à ses forces et ses antécédents.

Mon observation constante du monde des marques, de leur univers et leur publicité me fait m’arrêter actuellement sur ce qui semble être un « retour à la simplicité et à l’authenticité », aussi bien dans leurs offres que dans leur mise en scène :

- « Venez comme vous êtes » de McDo - « Le bon goût des émotions simples » des confitures à l’ancienne Bonne maman - Le « Retro-Marketing » des boulangeries à l’ancienne Paul par exemple. - les remakes des produits traditionnels qui ont marqué l’histoire : la nouvelle Fiat 500, New Bettle etc.

Certaines de ces valeurs rejoignent des critères qui définissent la postmodernité. Or ce concept ne date pas d’hier, et si tendance postmoderniste il y a, c’est qu’elle a bel et bien été engendrée par les récentes crises mondiales.

Après m’être éclairé sur les origines et le rôle du Marketing (Doc.1) puis du planning stratégique (Doc.2), je dois m’interroger sur le lien probable qui unit tendances de « Marketing de l’authentique » avec les grands événements et crises qui ont fait changer les habitudes et opinions des Français (Doc.3). Pour compléter d’éventuels avis explicatifs et les confronter, un second document (Doc.4) étudie le même phénomène dans un contexte international. Enfin, un autre article expérimental analyse les résultats d’un sondage de perception de la nouvelle ancienne MINI cooper (Doc.5).

GRILLE

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