{"id":10118,"date":"2021-06-23T07:00:00","date_gmt":"2021-06-23T11:00:00","guid":{"rendered":"http:\/\/31b600cd-b9d3-4004-9253-d6785aaeb661"},"modified":"2023-03-01T16:35:54","modified_gmt":"2023-03-01T21:35:54","slug":"43-les-lois-des-rp-et-du-marketing-regle-no-5-la-loi-de-la-perception","status":"publish","type":"post","link":"https:\/\/natapr.com\/fr\/2021\/06\/23\/43-les-lois-des-rp-et-du-marketing-regle-no-5-la-loi-de-la-perception\/","title":{"rendered":"43- Les lois des RP et du marketing : r\u00e8gle no 5 la loi de la perception"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_2281\"><!--[if lt IE 9]><script>document.createElement('audio');<\/script><![endif]-->\n<audio class=\"wp-audio-shortcode\" id=\"audio-10118-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/35764702\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2021-5-18%2F5a7719e5-efd3-ec20-4540-4063995341a0.mp3?_=1\" \/><a href=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/35764702\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2021-5-18%2F5a7719e5-efd3-ec20-4540-4063995341a0.mp3\">https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/35764702\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2021-5-18%2F5a7719e5-efd3-ec20-4540-4063995341a0.mp3<\/a><\/audio><\/div><p>Nous avons tendance \u00e0 croire que les meilleures ventes reviennent aux meilleurs produits.<\/p>\n<p>Plusieurs grands directeurs de marketing passent \u00e9norm\u00e9ment de temps \u00e0 s\u2019assurer de la meilleure qualit\u00e9 d\u2019un produit pour avoir ensuite tous les \u00e9l\u00e9ments et les arguments n\u00e9cessaires pour confirmer qu\u2019ils sont les meilleurs sur le march\u00e9. Cela semble des \u00e9tapes \u00e9videntes, n\u2019est-ce pas? Et bien c\u2019est sans compter sur la loi de la perception.<\/p>\n<p>Vous vous rappelez les fameuses cassettes vid\u00e9o VHS devenues tr\u00e8s populaires dans les ann\u00e9es 80-90. Pourtant le format BETAMAX \u00e9tait nettement sup\u00e9rieur en termes de qualit\u00e9 d\u2019image et m\u00eame exig\u00e9 par les stations de t\u00e9l\u00e9 pour pr\u00e9senter nos clients. Pourtant, c\u2019est le format VHS qui remporta la palme et s\u2019appropria plus de 60 % du march\u00e9. Les enjeux concernaient les grands manufacturiers : Sony, qui misait sur la qualit\u00e9 BETA, et Matsushita, qui a mis\u00e9 sur le format VHS lequel pouvait enregistrer plus d\u2019une heure de contenu.<\/p>\n<p>Plus pr\u00e8s de nous aujourd\u2019hui, des batailles similaires se jouent du c\u00f4t\u00e9 des microdistilleries locales qui se multiplient \u00e0 la vitesse grand V depuis la pand\u00e9mie. Chacune de ces distilleries tente de profiter de la vague d\u2019achat local. Mais comme vous vous en doutez, la qualit\u00e9 n\u2019est pas toujours au rendez-vous. Ces entreprises savent souvent bien jouer sur la perception des consommateurs. Ils utilisent des techniques vieilles comme le monde, mais qui fonctionnent toujours :<\/p>\n<p>&#8211; Recruter une personnalit\u00e9 qui peut devenir un repr\u00e9sentant et utilisera sa notori\u00e9t\u00e9 pour promouvoir des spiritueux qui souvent ne sont absolument pas distill\u00e9s localement;<\/p>\n<p>&#8211; Jouer sur les mots et les nouvelles appellations, telles qu\u2019\u00ab embouteill\u00e9e localement \u00bb, alors qu\u2019aucun ingr\u00e9dient ou savoir-faire local n\u2019est mis en \u0153uvre;<\/p>\n<p>&#8211; Copier des recettes de concurrents pour s\u2019approprier l\u2019aspect local;<\/p>\n<p>&#8211; Investir lourdement dans des campagnes publicitaires tandis que les plus petits artisans n\u2019ont pas les m\u00eames ressources.<\/p>\n<p>Ces entreprises s\u2019appuient donc sur la loi de la perception. Elles tentent de faire croire que leur produit est local. On peut comprendre la confusion des consommateurs avec ces appellations :<\/p>\n<p>o Embouteill\u00e9 au pays<\/p>\n<p>o Fabriqu\u00e9 au pays<\/p>\n<p>o Origine locale<\/p>\n<p>Car l\u2019adage dit : \u00ab Perception is reality \u00bb<\/p>\n<p>En d&rsquo;autres termes, nous croyons que ce que nous <strong>percevons<\/strong>est vrai et nous cr\u00e9ons nos propres r\u00e9alit\u00e9s sur la base de ces <strong>perceptions<\/strong>. Et bien que nos <strong>perceptions<\/strong> semblent tr\u00e8s <strong>r\u00e9elles<\/strong>, cela ne veut pas dire qu&rsquo;elles sont n\u00e9cessairement factuelles.<\/p>\n<p>C\u2019est pourquoi en RP et en marketing, il est inutile de se battre contre la perception des consommateurs.<\/p>\n<p>Vous avez envie d\u2019\u00e9changer sur le sujet avec nous? N\u2019h\u00e9sitez pas \u00e0 vous inscrire \u00e0 une consultation gratuite.<\/p>\n<p><a href=\"https:\/\/calendly.com\/natapr\/15?month=2021-03&amp;date=2021-03-17\">Consultation gratuite<\/a>.<\/p>\n<p>Inscrivez-vous sur nos listes pour obtenir toute information pertinente : <a href=\"https:\/\/natapr.com\/\">www.natapr.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nous avons tendance \u00e0 croire que les meilleures ventes reviennent aux meilleurs produits. Plusieurs grands directeurs de marketing passent \u00e9norm\u00e9ment de temps \u00e0 s\u2019assurer de la meilleure qualit\u00e9 d\u2019un produit pour avoir ensuite tous les \u00e9l\u00e9ments et les arguments n\u00e9cessaires pour confirmer qu\u2019ils sont les meilleurs sur le march\u00e9. Cela semble des \u00e9tapes \u00e9videntes, n\u2019est-ce [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[126,1],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>43- Les lois des RP et du marketing : r\u00e8gle no 5 la loi de la perception - Nata PR<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/natapr.com\/fr\/2021\/06\/23\/43-les-lois-des-rp-et-du-marketing-regle-no-5-la-loi-de-la-perception\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"43- Les lois des RP et du marketing : r\u00e8gle no 5 la loi de la perception - Nata PR\" \/>\n<meta property=\"og:description\" content=\"Nous avons tendance \u00e0 croire que les meilleures ventes reviennent aux meilleurs produits. 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