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Belgium's second largest commercial bank, Bank Brussels Lambert (BBL) was created in 1975 by the merger of Banque de Bruxelles and Banque Lambert

Read more: http://www.answers.com/topic/bank-brussels-lambert#ixzz1G1RdRDVF
Belgium's second largest commercial bank, Bank Brussels Lambert (BBL) was created in 1975 by the merger of Banque de Bruxelles and Banque Lambert

Read more: http://www.answers.com/topic/bank-brussels-lambert#ixzz1G1RdRDVF
Belgium's second largest commercial bank, Bank Brussels Lambert (BBL) was created in 1975 by the merger of Banque de Bruxelles and Banque Lambert.

Read more: http://www.answers.com/topic/bank-brussels-lambert#ixzz1G1U06AH7

LSMF 2002: Marketing approfondi
Valérie Swaen

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Travail réalisé par le groupe n°4 :
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Bocklant Jaime
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Bonaert William
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Iyakaremye-Nawe Linda
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Ouadoudy Amina

Année académique 2010-2011
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PRESENTATION

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MISSION, VISION ET VALEURS

Mission

Vision

Valeurs

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PRODUITS ET SERVICES

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CUSTOMER RELATIONSHIP MANAGEMENT

Pour J&J, le « customer relationship management » représente une stratégie qui est au cœur des orientations à long terme. Il s’agit de gérer les interactions avec les consommateurs et les professionnels médicaux de manière efficace et prometteuse. Le recours aux meilleures technologies afin d’organiser, automatiser et enfin synchroniser l’ensemble des processus de toutes les activités tout au long de la chaîne de valeur est un élément vital. -------------------------------------------------
MODELE DE SEGMENTATION

J&J applique un modèle de marketing relationnel dont le but est d’attirer des nouveaux clients ainsi que de fidéliser ceux qui existent déjà. Visant la réduction des coûts de marketing et service client, ce modèle cible l’augmentation de la valeur aux yeux des clients.
Voici les fonctions remplies par ce modèle :

* identifier les facteurs qui sont importants aux yeux des clients : dans le but d’introduire ses lentilles de contact jetables "Acuvue" aux Etats-Unis, J&J a procédé par un sondage afin de collecter les informations relatives aux clients et qui servira de base pour une prochaine communication ciblée et personnalisée. * mener une culture orientée vers le client : penser « client » devient une vraie philosophie impliquée à tous les niveaux organisationnels. * adopter des mesures basées sur le point de vue du client : apprendre à écouter les clients est fondamental. * construire un processus de service client « end to end » : le modèle de marketing relationnel intègre le marketing, les ventes et service client du « end to end ». * fournir un excellent support aux clients : il s’agit d’utiliser les media sociaux comme source importante qui permet d’achever des niveaux de qualité supérieure et de trouver des solutions aux problèmes des clients. * traiter les plaintes : il faut être rapide et efficace. * prendre note et suivre tous les aspects de vente : il s’agit de fournir des services de manière intelligente et active. Cela permet de découvrir et combler les lacunes. * créer une information de type holistique concernant les services et ventes : il s’agit d’adopter une vision globale sur l’ensemble des activités impliquées dans la « supply chain ».

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Business to Business

Dans une perspective « business to business », la compagnie J&J pratique quelques grandes techniques pour atteindre une plus grande efficacité au niveau des interactions avec les clients dans le cadre d’un marketing relationnel : * interagir de manière efficace avec les clients ainsi que d’inviter les leaders les plus influents au niveau opinion à participer. * Interagir de manière active avec l’ensemble des partenaires stratégiques. * demander l’avis des consultants expert les plus compétents concernant les nouveaux produits. * organiser des conférences et des séminaires, écouter les clients satisfaits, parler aux experts, bref être ouvert aux opinions des parties impliquées. * développer un portefeuille clients pour pourvoir mieux faire profiter à ces clients de manière. * toujours chercher à positionner l’entreprise et sa marque par rapport aux autres (benshmarking). * mener l’ensemble des activités dans la plus grande transparence : J&J fait de la communication une stratégie de transparence, la compagnie communique toutes ses nouvelles réalisations et interagit avec les entités suivantes : des analystes de l’industrie, des analystes financiers, des partenaires professionnels, des médias…

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10 QUESTIONS

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BIBLIOGRAPHIE
* ------------------------------------------------- http://www.jnj.com/connect/ --------------------------------------------
[ 1 ]. http://nadyameivira.blogspot.com/2010/12/costumer-relationship-management-crm-of.html

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