{"id":504,"date":"2018-12-19T21:48:13","date_gmt":"2018-12-19T21:48:13","guid":{"rendered":"https:\/\/mattersgraph.com\/?post_type=insight&#038;p=504"},"modified":"2026-06-16T20:09:24","modified_gmt":"2026-06-17T00:09:24","slug":"diligence-methods-to-measure-price-and-price-sensitivity-and-the-opportunity-to-improve-margins","status":"publish","type":"insight","link":"https:\/\/mattersgraph.com\/fr\/insights\/diligence-methods-to-measure-price-and-price-sensitivity-and-the-opportunity-to-improve-margins\/","title":{"rendered":"011\u00a0: M\u00e9thodes de diligence raisonnable pour mesurer le prix et la sensibilit\u00e9 au prix, et possibilit\u00e9 d\u2019am\u00e9liorer les marges"},"content":{"rendered":"<div  class=\"theme-block wp-block-group is-style-pull-left is-layout-flow wp-block-group-is-layout-flow\" ><p  class=\"appear-on-scroll is-style-intro wp-block-paragraph\" >La plupart des \u00e9tudes de march\u00e9 interrogent le r\u00e9seau de distribution et les clients finaux afin d&#039;\u00e9valuer la sensibilit\u00e9 au prix. La plupart des outils d&#039;analyse de la relation client (ORC) pr\u00e9sentent un graphique indiquant le degr\u00e9 de sensibilit\u00e9 des clients au prix, et sugg\u00e9rant ainsi des pistes d&#039;am\u00e9lioration des marges. Toutefois, se fier uniquement \u00e0 l&#039;avis des clients ou du r\u00e9seau de distribution sur la sensibilit\u00e9 au prix peut conduire \u00e0 des conclusions erron\u00e9es.<\/p><\/div>\n\n<hr  class=\"appear-on-scroll wp-block-separator has-alpha-channel-opacity\" \/>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">La meilleure fa\u00e7on d&#039;obtenir une image claire des opportunit\u00e9s de tarification existantes est de bien comprendre trois facteurs cl\u00e9s influen\u00e7ant la sensibilit\u00e9 aux prix\u00a0:<\/p>\n\n<ol  class=\"appear-on-scroll-children wp-block-list\" >\n<li><strong>Diff\u00e9renciation per\u00e7ue\u00a0: <\/strong>Dans quelle mesure les clients estiment-ils que les produits et services de l&#039;entreprise cible sont diff\u00e9renci\u00e9s\u00a0? Et dans quelle mesure recherchent-ils cette diff\u00e9renciation\u00a0? (Remarque\u00a0: en mati\u00e8re de prix, \u201c\u00a0rechercher\u00a0\u201d peut \u00eatre tr\u00e8s diff\u00e9rent (et plus significatif) que d&#039;\u201c\u00a0appr\u00e9cier\u00a0\u201d la diff\u00e9renciation.)<\/li>\n\n\n\n<li><strong>Criticit\u00e9 op\u00e9rationnelle du produit ou du service\u00a0:<\/strong> Quelle importance rev\u00eat le produit ou le service (la satisfaction \u00e9motionnelle peut \u00eatre aussi, voire plus, importante que la satisfaction fonctionnelle)\u00a0?<\/li>\n\n\n\n<li><strong>Valeur relative aux autres postes de d\u00e9penses discr\u00e9tionnaires\u00a0:<\/strong> La v\u00e9ritable concurrence r\u00e9side dans toutes les autres utilisations possibles (et pr\u00e9vues) de ce budget. Comment cette cat\u00e9gorie de d\u00e9penses se positionne-t-elle par rapport aux autres priorit\u00e9s du foyer ou de l&#039;organisation\u00a0? Quelle pression budg\u00e9taire s&#039;exerce-t-elle sur ce poste de d\u00e9pense l&#039;ann\u00e9e prochaine\u00a0? Et dans les trois prochaines ann\u00e9es\u00a0? Pourquoi n&#039;y a-t-il pas plus de marge de man\u0153uvre pour ce poste de d\u00e9pense\u00a0?<\/li>\n<\/ol>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">Il est indispensable d&#039;adopter une approche d&#039;investigation approfondie, c&#039;est-\u00e0-dire de constituer un \u00e9chantillon suffisamment large et repr\u00e9sentatif des segments cl\u00e9s. En d\u00e9finitive, il est pr\u00e9f\u00e9rable d&#039;explorer ce sujet en discutant attentivement avec les clients plut\u00f4t qu&#039;en menant une enqu\u00eate visant \u00e0 \u00e9valuer leur suppos\u00e9e indiff\u00e9rence face aux variations de prix.<\/p>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">Vous souhaiterez \u00e9galement comparer la perception du probl\u00e8me par les clients de Target avec celle des clients des concurrents de Target.<\/p>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">Si vous comprenez les trois facteurs ci-dessus, et si vous int\u00e9grez ensuite la performance de la marque de l&#039;entreprise cible sur diff\u00e9rents crit\u00e8res de choix, vous aurez une bonne id\u00e9e du type d&#039;opportunit\u00e9 qui existe pour influencer le prix, et de la mani\u00e8re de saisir cette opportunit\u00e9.<\/p>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">Augmenter les prix et \u00e9laborer une strat\u00e9gie de prix et de produit solide, bas\u00e9e sur la segmentation ou les canaux de distribution, sont bien entendu des \u00e9l\u00e9ments incontournables. D&#039;autres aspects sont \u00e0 examiner (par exemple, l&#039;historique du prix de vente moyen) et des actions suppl\u00e9mentaires seront n\u00e9cessaires apr\u00e8s l&#039;acquisition (analyse quantitative d\u00e9taill\u00e9e, analyse conjointe, segmentation client, positionnement produit, niveaux de gamme, etc.) avant de pouvoir d\u00e9clencher une hausse de prix mesur\u00e9e. Toutefois, cette approche approfondie s&#039;av\u00e9rera plus pertinente qu&#039;un simple sondage qui \u201c teste \u201d l&#039;opinion des clients.\u2019&nbsp;<em>disposition \u00e0 payer<\/em>.<\/p>","protected":false},"excerpt":{"rendered":"<p>La plupart des projets d&#039;audit commercial interrogent le r\u00e9seau de distribution et les clients finaux afin d&#039;\u00e9valuer la sensibilit\u00e9 aux prix. La plupart des CIM (Commercial Information Management) comportent un graphique indiquant dans quelle mesure les clients sont, ou sont\u2026<\/p>","protected":false},"author":[39],"featured_media":0,"template":"","meta":{"featured_image_background_position":"","promoted":false,"promoted-priority":0,"footnotes":""},"sector":[],"topic":[80,78,79,81,67],"audience":[],"insight-category":[141],"class_list":["post-504","insight","type-insight","status-publish","hentry","topic-organic-growth-tactics","topic-price","topic-price-sensitivity","topic-pricing-management-strategy","topic-value-development-generation","insight-category-profit-pricing","author-mark-stein"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>011: Diligence Methods to Measure Price and Price Sensitivity, and the Opportunity to Improve Margins - Matters Graph<\/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:\/\/mattersgraph.com\/fr\/insights\/diligence-methods-to-measure-price-and-price-sensitivity-and-the-opportunity-to-improve-margins\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"011: Diligence Methods to Measure Price and Price Sensitivity, and the Opportunity to Improve Margins - Matters Graph\" \/>\n<meta property=\"og:description\" content=\"Most commercial diligence projects will query the channel and the end-customers to measure price sensitivity. 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