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Pertinence et valeur stratégique de la cible "femme" telle que traitée en recherche marketing

Author

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  • Helen Zeitoun

    (GfK Sofema)

Abstract

Vieillissement des sociétés occidentales, changement du rôle de la femme dans la société, ne sont que le reflet de nouvelles structures à prendre en compte dans les réalités de marché. Si certains secteurs ont adapté leur Marketing, notre opinion est que le métier du Marketing est en retard sur ces évolutions de société, et a fortiori le métier de la Recherche Marketing : parfois obsolète dans sa vision de la femme (et d'ailleurs sa vision de l'homme également) comme actrice de consommation, la Recherche Marketing doit aujourd'hui réagir, anticiper, porter les stratégies Marketing de demain. Elle doit raisonner sur une segmentation stratégique plus large, attitudinale, plus efficiente qu'un focus sur la « ménagère de moins de 50 ans », dans l'optique d'actions Marketing plus impactantes, donc d'un meilleur retour sur investissement.

Suggested Citation

  • Helen Zeitoun, 2000. "Pertinence et valeur stratégique de la cible "femme" telle que traitée en recherche marketing," Post-Print halshs-02923662, HAL.
    • Handle: RePEc:hal:journl:halshs-02923662
    DOI: 10.7193/DM.020.89.93
    as

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