UNIVERSITE de CAEN/BASSE NORMANDIE

Transcription

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9 A1.QCM)2N.E U. 0+, 90+. / 1,.! D9 PR-P0+9:+,,: + +.%+9A4D D-41 D B T2C 4,.DAPPC0,+9. M D4:, + 9 W LNAD1PP1.C. E6APRRC A9 DC 4 49= M , N.AE61PRR1.C $ D '4 /8E &T 8 M 8 2 D: + +N A&1 C. E 4D2 4D2 +.( O D: E $#$"#*,($& &&( &#,*F G"*H4E , + 4, 4./.11De l homme, de ses facultés intellectuelles et de son éducatione:21.q1 E6 APRRC1.Q. 2

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16 Introduction F ]E 0 - ]19]+1] E0, 9 9."1 %/ A) 91 PPP1 C.# :, = :. : A +C1 9 A- ;1 4, 1 + C. + 1./ AC , ++ A C D senti.$.4 >19 +2;18 M K9 2 :1++D+ N.# 2,D.D D. # D 44= M + N1#" # # "##$ ($ #$$ #$."',$ ( L #"$ #** #$ ))&# "# ("4 $ 2144,+ 41 9"'#".,# # &*&/#("'(,I /))&#$"# ") $ "## $' # &+$# ## #H #$ $( "#$",, ,,$ #)# $,$ ") )$$"&/#("$$&("#$$((.$ &..$"#$",,. E - ; 4 T21 29] "-+ T]"-+]F 9

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18 Introduction ( 4 9.! L 491 4: $"#(4:. $ 1 H D,!( A +C.!(5 D 9, + 44.!(: +, D ; :. 11

19 Introduction 2 E"' (%"'"# $%("' %(#= $'(# $%($'/E# E"' (%"'"# $%E %('=#$'(!$%E/ $$/#/$ /$'/6"' &E!/#F(%''=E %('!! (#E'/6#F(%/$E/!#$_(7'%" ## $$!$ ; < <=7 E" (7 #'/55#5"*# E 6#F(%E %(' E" (7 #'*!& E#F(!$! $#F(%E %(' *$%''!/'H#$6" '/$('E#$5E($%E %('('E '" $%( $!!/(' 6 7 > E %('/( ('%(%&/ 6$##5-/55#5 E' E%7/'#/&E! #7/# $$EE%/$E"' (%"'"# $%(!/6 E/%' $"(E%#$5E($%E %('('E'" $"'"#7 < B 7 E/%'#"# $%E/"' %('%E/'' E #3% $%## $%!/$#"(E/# $%E3"'#!$/# $ E "'/# $$/E#/# $% $'(#%E3"'#!$/# $ 5 E/$/E*"'/E/&E/(3%*" E%*" *$%'(E/ : 33 C E/%#(# $%'(E/%E/'' E/"" 'E#!#%E/'' 12

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21 2 E"' (%"'"# $%("' %(#= $'(# $%($'/E# E"' (%"'"# $%E %('=#$'(!$%E/ $$/#/$ /$'/6"' &E!/#F(%''=E %('!! (#E'/6#F(%/$E/!#$_(7'%" ## $$!$ ; < <=7 E" (7 #'/55#5"*# E 6#F(%E %(' E" (7 #'*!& E#F(!$! $#F(%E %(' *$%''!/'H#$6" '/$('E#$5E($%E %('('E '" $%( $!!/(' 6 7 > E %('/( ('%(%&/ 6$##5-/55#5 E' E%7/'#/&E! #7/# $$EE%/$E"' (%"'"# $%(!/6 E/%' $"(E%#$5E($%E %('('E'" $"'"#7 < B 7 E/%'#"# $%E/"' %('%E/'' E #3% $%## $%!/$#"(E/# $%E3"'#!$/# $ E "'/# $$/E#/# $% $'(#%E3"'#!$/# $ 5 E/$/E*"'/E/&E/(3%*" E%*" *$%'(E/ : 33 C E/%#(# $%'(E/%E/'' E/"" 'E#!#%E/'' 14

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24 4 =EO 98, , D:. #( $,# $ "##&$ $#$"$. O # &*& ; E " 8= : 11)",/#(&$# "#,(".E8 4D4: 5 APRC = D: 49 [4 9 + Y D: D:49#)",($$ & A$.1PRC. # $ "$,$$.( "#+""*H' #"#$ "##$$# "#$ "# # (&$# "#',O,,("' 8 M N A72>. G 1 PP1.QC. M 2NA" Q 1PR1.C.+2:D4:.! MO9 D D4:N1 72> APP1.C.E 9++9D + D: 8,. 9 5)./.1PR1La modularité de l esprit, essai sur la psychologie des facultés,e!1" 1 E ^1APPPC Q "!.1PR1Le problème de la sensation, philosophie de la sensation#e&e1" AC1.R. 17

25 4 =EO A1.RC9: 0 M 2N. $#$ "# # ( ($ O "#M #&(#,,# $ (( "# / (( 4 " APRC1$2 APQCE APC M2N 1 0 A.. C , ;0 1 *& # "# %8. 4("$$$+""*H=; M 0,[42NA51 PP1.C ; ("$$$,". "## ; ++ A72> 1PPC ;0.& %APPC 4A+C 1 4\. - $ (#(E &,## $ # # "# #.""# $"# &$ / #$ &$ H$(!K$H$$,$= 1 A 9C1 1 1 A ++ = 2 2 > 9 29 C1 A C.! 12 8 : $2).1PQ1La signification du sensible/1" 1 5 AC1.P. E E.1La dialectique du monde sensible# AC1.. 18

26 4 =EO = 2 A L 1 + 4CY ++ 9 : 91 1;. - $$"#,# H$(#(E&,## $ # "#.""# $"# & ",# &$$- (.# 4# 9 = 01 1;1+ A C. E + M4 N A%)1PPRC.4 9 :++, 919 A..+ C ;,. E : 9 O = 1 9D4."#,#,# '",(E&ED,,",# ' H #*.&((.("(,# ' "## # &* "# $ ))&# $,$$*$ $#$"$ "*#$ "# # # $ "!&# $*#)# (" $- (.# P44 D$ E (&$# "#$QAE ^1PPPC %8 =,# *&( $ "##&$$#$"$ *&($"#( $. - E L 2. - E E :+, 19

27 4 =EO.% APRQC+ M 9 T2 : + L9 4 +N.% , 4, 2 0, 8./ 1 +: + 2 = D D: 1 :1 BA 1C. ++ D2AE ^1PPPC./1 1"# &$ )#$ "$ + "##$*#) "#E# &$$#$"$. $ 9 A90 92 D49C : ,+ 0194D4: 0, + 8 AE ^1PPPC14D4: ,.# 2 -, + L1.# D , , 0, +1.$ &#",# "#E(,&($- H (, ($$*(( "#( 4+ 9LA 4C 01.. A 2 C, / R APRC D4 + 8 [4 = ,- 0, 9 # "#$ %.1PRQ1Comportement du consommateur et stratégie de marketing!6 ^1! 1 5 APPC1.Q A 4C 1 A CD91, :. R /.1PR1Consumer Behavior and Marketing ActionH1&1! 1.1 5APPC1.QR. 20

28 4 =EO!","*D# ! "D P APC 0. #... E/"'"# $!!"' (% '/$5 '!/# $% $/# $ $ '"'$/# $ E 2, +++ = U1 1. " S-& APPQC1 M 9 2+, N.E E +$.APRC 091, 1,# )0L A4 +2C D.029 9,09+.# &#"# L.E A C 0 + = E Y+ (("( "#A0C 01,.+$ "# ;2 AH###GH 1PPC-9, :. : 1 : P! -"D!.1P1Phénoménologie de la perception6 1" 1 E ^APPPC1.P. 02 1) 9&1PP1Langage, perception et réalitéla perception et le jugement$@1) 94 1R. D 42. E A C 0 ; :

29 4 =EO = * `#>ACE ^AQC Stimuli Signes Sons Odeurs Textures Couleurs Saveurs Rétention Récepteurs sensoriels Attention Interprétation Acceptation Sensation Perception Signification Conceptualisation M 11 N E, = 9 MN 9 L.! L M $"(("$, NA+E 1 72> 1PP1.C. # 9 4 4D ; E(,&$#$,$$*#)# #+&#&) L 0. 22

30 4 =EO ,,1 # ( ($ (" # (("! "*#.$ (( "# D MN + =. " 1 8." 81 82, 8.# , 8 A72> 1PPC. E 42 14! "DAPC "81 19! "D=ME N O 9. EL =,AC1 2 1Gestalt.E + :.H APR1.QRC Q 9M+ N.#,49 forme4:1, M+2 N1 9 : M U N.$ O0, ,1 21 D42 2 A$1 PRY&1 PPC.# 19 2:9 D Q H.1PR1De la forme et des principes du monde sensible et du monde intelligibleœuvres philosophiques" QR1 AC1.. 23

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37 4 =EO benefit bundle contribution 6. AC Customer attributes APRRC.E 2X + L = bénéfice avantage essentiel ; motivation d avantagerecherché, de conséquences désiréesa6 1PRCd utilité générale ou de satisfaction des désirsa/.1pprc1. / ; 1 M+NA 2 C + 8 4=promessed attributs. 2+ promesse'9 8:9 + M+N1 ++ L 9 = A CLM+NY 2A2 CMN. L9D +Abenefit bundlec A bénéfice prioritaire27aprp1.c1core benefit proposition( APR1.C19 8. E MattributsN8.% M + N " 81!D4TAPR1.QC++ subjective abstract attributes. %;1 APRR1.C customer attributes2+. E D2!D4TAPRC+. /-, 2X A -+C1 8 8 DA.QC= - E 9 $ (("# E("(& &$(!K$H$ ("1 92 M+ N. R E.1PP1 The Marketing mode : pathways to corporate growth$^*t=!6 ^1.5 L L esprit Marketing" = 2 1P1! APPC1.. P ( 6.G 1PR1Design and marketing of new products12^++=" 1! APPC1.. 30

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