{"id":12018,"date":"2009-03-07T23:21:42","date_gmt":"2009-03-07T23:21:42","guid":{"rendered":"https:\/\/www.sisinternational.com\/multiple-constituencies-indirect-influencers-in-consumer-purchasing\/"},"modified":"2025-09-16T01:28:08","modified_gmt":"2025-09-16T05:28:08","slug":"plusieurs-groupes-dinfluenceurs-indirects-dans-les-achats-des-consommateurs","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/fr\/plusieurs-groupes-dinfluenceurs-indirects-dans-les-achats-des-consommateurs\/","title":{"rendered":"Plusieurs influenceurs dans les achats des consommateurs"},"content":{"rendered":"
\"\u00c9tudes<\/figure>\n\n\n\n
\n\n\n

Une entreprise dispose de plusieurs groupes lorsqu'elle propose le m\u00eame produit \u00e0 diff\u00e9rents segments de march\u00e9.<\/h2>\n

Why is this important in Marketing? Often times, your direct buyer is not the most important influencer. Children, doctors, relatives, and social referential leaders often assume major positions in the purchasing decision.<\/p>\n

As a result, it is important to understand these indirect customers and influencers and integrate this understanding into marketing strategy. Multiple Constituency Commercialisation<\/a> applies to a wide number of industries including the Pharmaceutical, Hospitality, Consumer Goods, Toys, and Entertainment sectors.<\/p>\n

Plusieurs circonscriptions = acheteur r\u00e9el + influenceurs <\/em><\/h3>\n

Influencers can include, for example, doctors, accrediting agencies, children, relatives, thought leaders, and referential leaders in society.
<\/em><\/p>\n

Exemples de marketing \u00e0 plusieurs circonscriptions<\/h2>\n

One example of Multiple Constituency Marketing is in the Pharmaceutical<\/a> sector. Take for example Viagra as a drug. Pharmaceutical firms target not only the doctor who is the gatekeeper in the prescription purchasing decision. Pfizer targets customers directly to inquire from their doctors about getting the drug, appealing to their psychological needs of potency and “scoring” (indicated by its communications). Beyond this, it also targets wives via television communications, appealing to their needs of intimacy. It also appeals to referential leaders like Bob Dole.<\/p>\n

Companies that manufacture nourriture<\/a> also consider how to appeal to not only the adult that will purchase the product, but also the children and significant other who heavily influence purchasing.<\/p>\n

Comprendre plusieurs circonscriptions<\/h2>\n

Une entreprise qui dispose de plusieurs circonscriptions doit constamment s'assurer qu'elle r\u00e9pond aux d\u00e9sirs de son segment\u00a0:<\/p>\n

    \n
  • Besoins<\/li>\n
  • Veut<\/li>\n
  • Demandes<\/li>\n
  • Les tendances<\/li>\n
  • Opportunit\u00e9s<\/li>\n
  • D\u00e9savantages<\/li>\n<\/ul>\n

    Key Success Factors in Influencer Marketing<\/h2>\n
      \n
    • Ajuster ses offres de produits<\/li>\n
    • D\u00e9velopper des relations avec les influenceurs et les acheteurs dans tous les domaines du processus d'achat<\/li>\n
    • S'assurer que tous les niveaux de l'organisation restent proches des influenceurs et des clients<\/li>\n
    • Des messages attrayants pour tous les segments concern\u00e9s<\/li>\n
    • Fournir plusieurs formes et canaux de communication pour atteindre les segments<\/li>\n<\/ul>\n

      \u00a0<\/p>","protected":false},"excerpt":{"rendered":"

      D\u00e9couvrez comment plusieurs groupes d'int\u00e9r\u00eat et influenceurs peuvent dynamiser votre marque.<\/p>","protected":false},"author":1,"featured_media":63100,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[292],"tags":[],"class_list":["post-12018","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/12018","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/comments?post=12018"}],"version-history":[{"count":3,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/12018\/revisions"}],"predecessor-version":[{"id":81317,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/12018\/revisions\/81317"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/63100"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=12018"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/categories?post=12018"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/tags?post=12018"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}