{"id":5818,"date":"2021-09-07T13:44:53","date_gmt":"2021-09-07T13:44:53","guid":{"rendered":"https:\/\/pospotential.com\/blog\/from-product-marketing-to-shopper-marketing\/"},"modified":"2024-05-15T15:19:36","modified_gmt":"2024-05-15T15:19:36","slug":"du-marketing-produit-au-shopper-marketing","status":"publish","type":"post","link":"https:\/\/pospotential.com\/fr\/blog\/du-marketing-produit-au-shopper-marketing\/","title":{"rendered":"Du marketing produit au shopper marketing"},"content":{"rendered":"<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4cn8vd6-a11a1f41626b8b2266202ade4b812111\">\n.avia-section.av-k4cn8vd6-a11a1f41626b8b2266202ade4b812111{\nbackground-repeat:no-repeat;\nbackground-image:url(https:\/\/pospotential.com\/wp-content\/uploads\/shoppermarketing_bg.jpg);\nbackground-position:50% 50%;\nbackground-attachment:scroll;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-k4cn8vd6-a11a1f41626b8b2266202ade4b812111 main_color avia-section-default avia-no-border-styling  encabezado-single-blog avia-full-stretch avia-bg-style-scroll av-minimum-height av-minimum-height-66 av-height-percent  container_wrap fullsize'  data-section-bg-repeat='stretch' data-av_minimum_height_pc='66' data-av_min_height_opt='percent'><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-5818'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-7usef-2195258c4daf499cd559ed31cfc36249 sc-av_four_fifth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-7usef-2195258c4daf499cd559ed31cfc36249\">\n.flex_column.av-7usef-2195258c4daf499cd559ed31cfc36249{\nborder-radius:0px 0px 0px 0px;\npadding:50px 50px 50px 50px;\nbackground-color:#ffffff;\n}\n<\/style>\n<div  class='flex_column av-7usef-2195258c4daf499cd559ed31cfc36249 av_four_fifth  bloque-encabezado-single-blog first no_margin flex_column_table_cell av-equal-height-column av-align-middle  '     ><section  class='av_textblock_section av-k4cnb9i3-a18f01074c03cb0102241ec4b627d62e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h1 class=\"headers\">Du marketing produit au shopper marketing<\/h1>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-k4cnu2w4-59ff2f184c280ce20693fe4dcbe8d4c9 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock bloque-encabezado-single-blog'  itemprop=\"text\" >Gilles Dallest\n<\/div><\/section><\/p><\/div><\/div><!--close column table wrapper. Autoclose: 1 --><div class='flex_column_table av-313a3d-fa25b25832b4b5b597152b8432b62683 sc-av_one_fifth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-313a3d-fa25b25832b4b5b597152b8432b62683\">\n.flex_column.av-313a3d-fa25b25832b4b5b597152b8432b62683{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\nbackground-color:#ffffff;\n}\n<\/style>\n<div  class='flex_column av-313a3d-fa25b25832b4b5b597152b8432b62683 av_one_fifth  bloque-encabezado-single-blog no_margin flex_column_table_cell av-equal-height-column av-align-middle av-zero-column-padding  '     ><section  class='av_textblock_section av-k4cnu2w4-59ff2f184c280ce20693fe4dcbe8d4c9 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock bloque-encabezado-single-blog'  itemprop=\"text\" ><\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n\n<div class='flex_column_table av-pbh47-22418633c640e1e10f7114eba54519d0 sc-av_one_half av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-pbh47-22418633c640e1e10f7114eba54519d0\">\n.flex_column.av-pbh47-22418633c640e1e10f7114eba54519d0{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-pbh47-22418633c640e1e10f7114eba54519d0 av_one_half first flex_column_table_cell av-equal-height-column av-align-top av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-knyix3ie-3029d09ca010e9740c3444ac8a1999be\">\n.avia-image-container.av-knyix3ie-3029d09ca010e9740c3444ac8a1999be img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-knyix3ie-3029d09ca010e9740c3444ac8a1999be .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-knyix3ie-3029d09ca010e9740c3444ac8a1999be av-styling- avia-align-center'   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-5820 avia-img-lazy-loading-not-5820 avia_image ' src=\"https:\/\/pospotential.com\/wp-content\/uploads\/4p_marketing_mix_fr.png\" alt='supply chain' title='4p_marketing_mix_fr'  height=\"554\" width=\"618\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/pospotential.com\/wp-content\/uploads\/4p_marketing_mix_fr.png 618w, https:\/\/pospotential.com\/wp-content\/uploads\/4p_marketing_mix_fr-300x269.png 300w\" sizes=\"(max-width: 618px) 100vw, 618px\" \/><\/div><\/div><\/div><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<div class='flex_column_table av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29 sc-av_one_half av-equal-height-column-flextable'><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29\">\n.flex_column.av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29 av_one_half flex_column_table_cell av-equal-height-column av-align-top av-animated-generic fade-in av-zero-column-padding  '     ><section  class='av_textblock_section av-k4b8xxgm-6a72df0092618b9e77adcdb6a3784cec '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Le <u>marketing<\/u> moderne est n\u00e9 formellement dans les ann\u00e9es 30 aux \u00c9tats-Unis lorsque les fabricants sont pass\u00e9s d\u2019une strat\u00e9gie de <u>production<\/u> (le c\u00e9l\u00e8bre \u00ab Le client peut choisir la couleur de sa voiture, pourvu que ce soit le noir \u00bb d\u2019Henry Ford) \u00e0 une strat\u00e9gie de vente et de marketing dans laquelle l\u2019objectif est de r\u00e9pondre aux attentes du consommateur en mati\u00e8re de disponibilit\u00e9 du produit et de caract\u00e9ristiques du produit.<\/p>\n<p>En 1960, J\u00e9r\u00f4me McCarthy, professeur d\u2019universit\u00e9 am\u00e9ricain, a d\u00e9fini les c\u00e9l\u00e8bres 4P qui composent le <u>marketing mix<\/u> :<\/p>\n<ul>\n<li><strong style=\"color: #00b4ac;\">Produit :<\/strong> que vendons-nous ? Quel est le b\u00e9n\u00e9fice pour le consommateur ?<\/li>\n<li><strong style=\"color: #00b4ac;\">Place (Distribution) :<\/strong> o\u00f9 le produit est mis \u00e0 la disposition du consommateur<\/li>\n<li><strong style=\"color: #00b4ac;\">Prix :<\/strong> somme d\u2019argent que le consommateur paie pour avoir acc\u00e8s au produit<\/li>\n<li><strong style=\"color: #00b4ac;\">Promotion :<\/strong> au sens g\u00e9n\u00e9ral, toutes les techniques permettant de faire conna\u00eetre le produit et de stimuler l\u2019acte d\u2019achat.<\/li>\n<\/ul>\n<\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k584ornz-67bb848f28e8aeb703de2c06e66e510d\">\n.avia-section.av-k584ornz-67bb848f28e8aeb703de2c06e66e510d{\nbackground-color:var(--verde1);\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_2'  class='avia-section av-k584ornz-67bb848f28e8aeb703de2c06e66e510d main_color avia-section-default avia-no-border-styling avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-5818'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k5859jlf-2733466d6488858df1a8c7fd94f5f768\">\n.flex_column.av-k5859jlf-2733466d6488858df1a8c7fd94f5f768{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-k5859jlf-2733466d6488858df1a8c7fd94f5f768 av_one_full first flex_column_div av-animated-generic fade-in av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62\">\n#top .av_textblock_section.av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p>Au fil des ans et avec la concentration et la sp\u00e9cialisation de la distribution moderne est apparu le <strong style=\"color: #00223b;\"><a title=\"Qu\u2019est-ce que le trade marketing ?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/trade-marketing\/\">customer marketing<\/a><\/strong> ou <strong style=\"color: #00223b;\"><a title=\"Qu\u2019est-ce que le trade marketing ?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/trade-marketing\/\">trade marketing<\/a><\/strong> (marketing de distribution) dont le but est simplement d\u2019adapter la proposition de valeur du marketing mix \u00e0 un canal de distribution ou \u00e0 un client en particulier.<\/p>\n<p>Le <strong style=\"color: #00223b;\"><a title=\"Qu\u2019est-ce que le trade marketing ?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/trade-marketing\/\"> Trade Marketing<\/a><\/strong> prend en compte les besoins et les sp\u00e9cificit\u00e9s d\u2019une enseigne, par exemple en termes de<\/p>\n<ul>\n<li>Format du produit : on ne vend pas le m\u00eame format dans un magasin de proximit\u00e9 ou un hypermarch\u00e9<\/li>\n<li>Shelf ready packaging : pour faciliter la mise en rayon<\/li>\n<li>Prix diff\u00e9renci\u00e9s selon le positionnement du distributeur<\/li>\n<li>Adaptation des promotions \u00e0 la strat\u00e9gie du distributeur<\/li>\n<li>Jusqu\u2019\u00e0 des produits ou marques exclusives par enseigne<\/li>\n<\/ul>\n<\/div><\/section><\/div>\n\n<div class='flex_column_table av-gy5w7-32f1b83814000428a8cf33a2b0437bd1 sc-av_one_half av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-gy5w7-32f1b83814000428a8cf33a2b0437bd1\">\n.flex_column.av-gy5w7-32f1b83814000428a8cf33a2b0437bd1{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-gy5w7-32f1b83814000428a8cf33a2b0437bd1 av_one_half first flex_column_table_cell av-equal-height-column av-align-top av-animated-generic fade-in av-zero-column-padding  '     ><section  class='av_textblock_section av-k4b8xxgm-6a72df0092618b9e77adcdb6a3784cec '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Cela repr\u00e9sente \u00e9videmment un d\u00e9veloppement important de la collaboration entre le distributeur et le fabricant qui va bien au-del\u00e0 de la n\u00e9gociation commerciale. L\u2019alignement strat\u00e9gique des deux pose les bases du <strong><a title=\"Qu\u2019est-ce que le category management ?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/category-management\/\">category management<\/a><\/strong> ou gestion par cat\u00e9gories dont l\u2019objectif est une gestion partag\u00e9e du mix visant \u00e0 r\u00e9pondre de mani\u00e8re durable et rentable aux attentes du client.<\/p>\n<p>C\u2019est l\u00e0 que nous arrivons \u00e0 la distinction importante entre <strong><a title=\"Qui est le shopper ?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/shopper\/\"><u>shopper<\/u><\/a><\/strong> et <strong><a title=\"Qui est le consommateur ?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/consommateur\/\">consommateur<\/a> <\/strong>: qui consomme n\u2019est pas n\u00e9cessairement qui ach\u00e8te le produit, il est donc important de r\u00e9pondre aux attentes de l\u2019un comme de l\u2019autre.<\/p>\n<p>Cela ressort tr\u00e8s clairement, par exemple, dans le cas d\u2019un produit pour enfants pour lequel l\u2019acheteur (p\u00e8re, m\u00e8re, famille) aura des attentes de disponibilit\u00e9, de prix, de qualit\u00e9, d\u2019origine, de recette, etc. qui sont \u00e9videmment totalement \u00e9trang\u00e8res \u00e0 l\u2019utilisateur final du produit.<\/p>\n<p>Le <strong><a title=\"Qu\u2019est-ce-que le shopper marketing ?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/shopper-marketing\/\">shopper marketing<\/a><\/strong>s\u2019int\u00e9resse au d\u00e9roulement de l\u2019acte d\u2019achat depuis le choix du canal de distribution jusqu\u2019au paiement. On peut \u00e9tudier le comportement du shopper \u00e0 l\u2019aide d\u2019\u00e9tudes ad hoc en point de vente, de compr\u00e9hension du <u>shopper journey<\/u> ou de d\u00e9finition du <u>shopping trip <\/u>car ce n\u2019est pas la m\u00eame chose que d\u2019acheter une bouteille de vin en passant pour un d\u00eener avec des amis et de choisir du vin pour monter une cave personnelle. Le shopper est vari\u00e9 et les occasions d\u2019achat multiples. Adapter le marketing mix \u00e0 ces variables est le d\u00e9fi du shopper marketing.<\/p>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 445px; top: 83.1875px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n<\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<div class='flex_column_table av-eayez-444c1aa35aeb3593dc2006b71df0ace9 sc-av_one_half av-equal-height-column-flextable'><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-eayez-444c1aa35aeb3593dc2006b71df0ace9\">\n.flex_column.av-eayez-444c1aa35aeb3593dc2006b71df0ace9{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-eayez-444c1aa35aeb3593dc2006b71df0ace9 av_one_half flex_column_table_cell av-equal-height-column av-align-top av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-8l70b-f108bcea3533e4294e42f538e7494f5c\">\n.avia-image-container.av-8l70b-f108bcea3533e4294e42f538e7494f5c img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-8l70b-f108bcea3533e4294e42f538e7494f5c .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-8l70b-f108bcea3533e4294e42f538e7494f5c av-styling- avia-align-center'   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-5800 avia-img-lazy-loading-not-5800 avia_image ' src=\"https:\/\/pospotential.com\/wp-content\/uploads\/shopping_cart.jpg\" alt='supply chain' title='shopping_cart'  height=\"625\" width=\"500\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/pospotential.com\/wp-content\/uploads\/shopping_cart.jpg 500w, https:\/\/pospotential.com\/wp-content\/uploads\/shopping_cart-240x300.jpg 240w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/div><\/div><\/div><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<div  class='hr av-1zquuz-83dec9686ffcf9a9b0cc002d4b41126c hr-default'><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-kt9x07iy-9e3574d7a89d5d77180634d4b7ee1735 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p>Le marketing en g\u00e9n\u00e9ral et le <strong><a title=\"Qu\u2019est-ce-que le shopper marketing ?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/shopper-marketing\/\">shopper marketing<\/a><\/strong> en particulier sont aujourd\u2019hui confront\u00e9s \u00e0 une croissance acc\u00e9l\u00e9r\u00e9e des ventes en ligne, en particulier depuis le d\u00e9but de la pand\u00e9mie de COVID 19. Adapter le mix aux potentiels, mais aussi aux limites, du t\u00e9l\u00e9commerce est certainement la nouvelle fronti\u00e8re du marketing.<\/p>\n<\/div><\/section>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k584ornz-67bb848f28e8aeb703de2c06e66e510d\">\n.avia-section.av-k584ornz-67bb848f28e8aeb703de2c06e66e510d{\nbackground-color:var(--verde1);\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_3'  class='avia-section av-k584ornz-67bb848f28e8aeb703de2c06e66e510d main_color avia-section-default avia-no-border-styling avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-5818'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k5859jlf-2733466d6488858df1a8c7fd94f5f768\">\n.flex_column.av-k5859jlf-2733466d6488858df1a8c7fd94f5f768{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-k5859jlf-2733466d6488858df1a8c7fd94f5f768 av_one_full first flex_column_div av-animated-generic fade-in av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62\">\n#top .av_textblock_section.av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><h2>Si vous \u00eates arriv\u00e9\u00b7e jusqu\u2019ici, vous \u00eates \u00e0 deux doigts de pouvoir vendre plus et mieux ! Qu\u2019avez vous pens\u00e9 de ce post ?<\/h2>\n<\/div><\/section><br \/>\n<br \/>\n<section  class='av_textblock_section av-kfs1117z-684ba4c095934365c834b5bac4cdc811 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"font-size: 10px;\">ThinkBI SLU traite les donn\u00e9es personnelles afin de r\u00e9pondre \u00e0 votre demande ou demande avec votre consentement. Pour en savoir plus sur la fa\u00e7on dont nous g\u00e9rons vos donn\u00e9es personnelles et pour exercer vos droits, veuillez vous r\u00e9f\u00e9rer \u00e0 notre politique de confidentialit\u00e9.<\/p>\n<\/div><\/section><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2dm5pl-01f9296144a2434c14799bffad9c3731\">\n.flex_column.av-2dm5pl-01f9296144a2434c14799bffad9c3731{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-2dm5pl-01f9296144a2434c14799bffad9c3731 av_one_full first flex_column_div av-zero-column-padding  '     ><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le marketing moderne est n\u00e9 formellement dans les ann\u00e9es 30 aux \u00c9tats-Unis lorsque les fabricants sont pass\u00e9s d\u2019une strat\u00e9gie de production (le c\u00e9l\u00e8bre \u00ab Le client peut choisir la couleur de sa voiture, pourvu que ce soit le noir \u00bb d\u2019Henry Ford) \u00e0 une 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