How to promote a new form of selling books for the EFE Company?

Teodora A.

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How to promote a new form of selling books for the EFE Company?

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Lecture
Résumé
Sommaire
Extraits

Résumé du document

With analyse-experts, EFE is not only selling a product on the Internet, it is also selling a new concept of using e-books rather than printed books. The distinction may not have been understood. That is why we decided to have three different objectives.
First of all, we have to understand why the previous marketing strategies did not work. Our hypothesis is that the product is very innovative and thus not very easy to get familiar with (especially for the targeted customers who are not often very familiar with the use of internet). That is why any usual marketing strategy is likely to fail. We want to understand on which points the undertaken measures failed in order to try to build a new one. Then we want to get as much information as possible on the relations between the potential customers and their professional purchases on the internet. Very often the experts that EFE targets, buy their books in bookshops or even go to public libraries. Buying on internet is something which they are not used to and that is why we need to know how we could bring them to loose this habit (change the site frame; change the means of paying…

Sommaire

Executive summary
1. Summary of prime objectives
2. Major findings
3. Conclusions and recommendations
Problem definition
1. Description of the company
2. Background to the problem
3. Statement of the marketing problem
Approach to the problem and research design
1. Research design
2. Data from primary sources
3. Data from secondary sources
4. Description of the sample characteristics
Results
Conclusions and recommendations
Limitations
Conclusion

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Extraits

[...] OUI / NON 66/ Quels sont les avantages, selon vous, du produit électronique ? 0 pas de délai de livraison/rupture de stock 31/ facilité de transport 20/ duplication facile, pas besoin d'en acheter plusieurs 18/ la fréquence des mises à jour 12/ copier-coller; rédiger des notes Aucun les compléments d'information mis à votre disposition Paiement en ligne Quels inconvénients ? 0 peu d'achat sur internet en général (ne dépend pas du site) habitude du papier 38/ fatigant pour les yeux si on ne l'imprime pas 17/ moins de fiabilité peur des virus Aucun Avez-vous déjà acheté des versions électroniques sur d'autres sites ? [...]

[...] Nowadays EFE's conferences are given in several European countries-they give about 700 conferences a year in 6 countries- and in France EFE reinforced its position by acquiring the CFPJ group (Training and Improvement Center of the Journalists) - many famous journalists have already graduated in this school EDITION: It was the first activity of EFE but EFE is not known enough in this sector to be considered as a serious competitor by the other firms. Their books deal with topics such as law and tax- there are many sub-topics in these topics- and their targets are lawyers, tax advisers or chartered accountants. They also publish an expert magazine and big expert files. [...]

[...] It is necessary to remind this. All the sectors even such a niche sector using the Internet can possibly take advantage of this trendy economy and profitable business. Another feature of the good opportunities to come for EFE is the willingness of the clients to pay online (even if only of the interviewees consider this as a top priority). Finally, the last interpretation of our results, and may be the most important, regards the mindset of the possible consumers: what was striking when we phoned the clients was the fact that they are willing to simplify as much as possible the tools they have, their access to the data in this sector where quickness and efficiency go along with each other. [...]

[...] The four of us went phoning in their local in Paris. All in all, we managed to phone around four or five hours each, to get 70 questionnaires. These results were hard to get because almost one out of four clients we phoned did not answer or answered, but negatively. C. Technical constraints Very soon in the study, the group had decided to work as efficiently as possible to save some precious time, and to send back a relevant analysis regarding the marketing objectives of EFE. [...]

[...] professionnels ? pour votre usage privé ? Classez par ordre d'importance les 3 premiers facteurs déterminants pour l'achat d'un ouvrage : Numéro 1 : Thème Auteurs Prix Fiabilité Accessibilité Numéro 2 : Thème Auteurs Prix Fiabilité Accessibilité Numéro 3 Thème Auteurs Prix Fiabilité Accessibilité Comment utilisez-vous les ouvrages papier ? 0 Lors de vos rendez-vous professionnels : usage collectif 0 Pour votre usage individuel. Quel travail effectuez-vous alors : - un travail de recherche - une simple mise à jour / confirmation d'un point de droit - phase d'apprentissage 0 Quel pourcentage du livre consultez-vous en moyenne ? [...]

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