1 lecon inaug -ebs-cours-digital-marketing d · balanced centricity » marketing management kotler...
TRANSCRIPT
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#ChefDeProduit internet
@kratiroff | 2019
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technology evangelist
full stack marketer CDDO: chief digital/data officer DPO: Data Protection Officer professeur d’économie numérique expert learn marketing, CMI, marcom everyday writing, coding & programming entrepreneur / consultant [email protected]
@kratirofflinkedin.com/in/kratiroff
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NOTATION (5/4)
5 quiz ¼ note 2 colles (questions mail) ¼ note Elevator Speech ¼ note Pitch ¼ note Key Takeway ¼ note
www.toutsurlemarketing.com/EBS
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@kratiroff | 2019 | EBSk ∝ QI x t x At©
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tout sur le
marketing .com/EBS
premier site sur recherche
Google : EBS marketing digital EBS chef de produit
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TOOLS
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EP01
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89132456789
intro
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LEÇON INAUGURALE ÉCONOMIE & MARKETING
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1 Marketing Moderne
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Méfiez-vous des recettes des années 60• 4P de Jerome McCarthy (1960)
Produit - Prix - Promotion - Place • 5B de Charles Kepner (1955): BON -
produit prix endroit moment quantité • SWOT de Humphrey (1970) • CAP Caractéristique Avantage Preuve • cognitif / conatif / affectif • SONCAS / AIDA
VU EN
COURS
comic
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4P
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6. Positioning 7. UX / CX & content 8. Distribution 9. Promotion 10. Data and Measurement
1. Strategy 2. Market Orientation 3. Customer insight 4. Brand & Value 5. Segmentation Targeting
4P
M3 Modern Marketing Model
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sources :
HBR + HBS ADETEM + AACC + UDA
iabe-consultancye-marketer
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« meeting needs profitably »
Philip Kotler (2006 12ème édition de Mkt Mgt)
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Gary Vaynerchuk
Stop selling. Start helping Zig Ziglar
The best marketing strategy ever
« CARE »
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@kratiroff
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@kratiroff | 2019 | GEMk ∝ QI x t x At©
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€
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Aphorisme de Hubert Kratiroff
your happiness is my business
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TEXT
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Créer de la valeur pour le client, l’écosystème et l’entreprise
hk 2014
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Def wiki en
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« Transformer la satisfaction des clients en profit pour
l’entreprise »
Hubert Kratiroff (2004 Chef de Produit)
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« Le marketing est un processus social et managérial qui permet à des personnes ou à des organisations de créer de la valeur et de l’échanger avec d’autres, afin d’obtenir ce qu’elles recherchent et ce dont elles ont besoin. Dans l’entreprise, le marketing suppose l’établissement de relations d’échange rentables avec les clients, basées sur la notion de valeur » Principles of Marketing Philip Kotler
« Le marketing est une conception de la politique commerciale … fonction fondamentale des entreprises consiste à créer une clientèle et à la conserver … permet aux entreprises d’exploiter au maximum toutes les ressources dont elles disposent » Théodore Levitt
« … effort d’adaptation des organisations à des marchés concurrentiels, pour influencer en leur faveur le comportement des publics … par une offre dont la valeur perçue est durablement supérieure à celle des concurrents. Dans le secteur marchand, le rôle du marketing est de créer de la valeur économique pour l’entreprise en créant de la valeur perçue par les clients » Mercator Lendrevie & Lindon
« Le marketing est un état d’esprit et une attitude, un choix de gestion et un ensemble de techniques qui permettent, à travers une offre de biens et services, de satisfaire les besoins et désirs des consommateurs d’une manière rentable pour l’entreprise » C Michon, 2010 Pearson
« science qui consiste à concevoir l’offre d’un produit en fonction de l’analyse des attentes des consommateurs, en tenant compte des capacités de l’entreprise ainsi que de toutes les contraintes de l’environnement (socio-démographique, concurrentiel, légal, culturel…) dans lequel elle évolue » L’encyclopédie du Marketing, Jean-Marc Lehu
« activité menée par les organisations et les individus… permettant de créer, communiquer, distribuer et échanger des prestations qui ont de la valeur pour les consommateurs, les clients, l’organisation, la société dans son ensemble » Marketing pour ingénieurs A Goudey et G Bonnin
« C’est le mécanisme économique et social par lequel individus et groupes satisfont leurs besoins et désirs au moyen de l’échange de produits et autres entités de valeur » Cours complet de marketing Yvan Valsecchi 2009
1.Meeting needs profitably 2. “Apporter de la valeur aux clients, à tout l’écosystème et à
l’entreprise” 3. “Transformer la satisfaction du consommateur en profit pour
l’entreprise” 4. :) => €
5.« Make what people want instead of make people want the thing you do »
6.« Marketing is not the thing you do, it is the story of the thing you do »
7.« Stop selling start helping » 8.« CARE » 9.« Le marketing est le mécanisme économique et social par
lequel individus et groupes satisfont leurs besoins et désirs au moyen de la création et de l’échange avec autrui de produits et services de valeur… selon un principe de balanced centricity » Marketing Management Kotler
10.« Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large »2013 American Marketing Association
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Key TakeAways
ce qu’il faut retenir
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:) = €
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Satisfaction vs. Profit
PROFIT : 10 types / fréquents
SATISFACTION : 2 types / rares Objective : features Subjective : insight
$
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Satisfaction objective / subjective
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Satisfaction objective (cerveau gauche)
Réalité, features
Fonctionnalités
Réponse aux besoins
Qualité réelle
benchmark technique
Disponibilité du produit
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Perception Insight
Image Notoriété
Qualité perçue Perception du prix
Appartenance (sentiment d’) Buzz/viralité
Recommandation Réponse aux attentes et motivations
Satisfaction subjective (cerveau droit)
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Deux types de satisfaction2 satisfactions à mesurer mensuellement
Objective (réalité, features) Fonctionnalités, réponse aux besoins Qualité réelle, benchmark technique Disponibilité du produit, prix
Subjective (perception, insight) Image, notoriété Qualité perçue, perception du prix Appartenance (sentiment d’) Buzz, viralité, recommandation Réponse aux attentes et motivations
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Key TakeAways
ce qu’il faut retenir
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Subjectif >
Objectif
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La démarche marketing
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Médecine vs. Marketing
Osculation, examen, observation, intuition, expérience, analyse de sang, NFS, chimie, iono
Soigner, guérir, baisser douleur, prolonger la vie
Médicament, opération traitement
Prix, délai, remboursement
Données primaires, analyses, enquêtes études, mapping, matrice, datamining…
Augmenter CA, marge, résultats, pérenniser, atteindre taille critique
Pub, prix, PDV, FDV, CGV, internet, amélioration de l’offre
Budget, rentabilité
Analyse
Diagnostic
Moyens
Objectifs
Chiffrage
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Key TakeAways
ce qu’il faut retenir
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1: analyse fin: chiffre
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Discipline reine du marketing :
Positionnement
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Segmentation, ciblage, positionnement
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Key TakeAways
ce qu’il faut retenir
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Adresser une qualité à une cible
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MIX
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MIX mmm
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M MMODERN
MARKETING MODEL
M3
ANALYSE
OBJECTIFS
STRATÉGIE
ACTION
DATA
5 blocs
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M MMODERN
MARKETING MODEL
M3
ANALYSE
OBJECTIFS
STRATÉGIE
ACTION
DATA
1 2
3 4
Quatre exemples d’utilisation
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Key TakeAways
ce qu’il faut retenir
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MIX le bon dosage
consommateur
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3 : Décomposition du marketing
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1- Philosophique : vision
2- Stratégique : long terme / projet / PM + BP
3- Opérationnelle : court terme / projet / plan d’action
Philosophique, stratégique et opérationnelle
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Philosophique, stratégique et opérationnelle
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La philosophie marketing
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1. Consommateur au centre2. Démocratie marketing
consumer focus
Philosophie
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“Marketing is so basic that it cannot be considered a separate function...it is the whole business seen from the point of view of its final result, that is, from the customer’s point of view.”
Peter Drucker
Marketing
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Marketing STRATÉGIQUE
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Fondamental du marketingSert de base à AnsoffSert de base au positionnementPrincipe de la segmentation
Outil de réflexion universel
Couple produit / marché
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Décomposition stratégique d’Ansoff
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Marketing Opérationnel =
3 x 6 moyens
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Marketing Opérationnel
MM
TM
18
6
6DM 6
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Marketing Mix1. Segmentation 2. Produit 3. Prix 4. Publi-promotion (consommateur) 5. Distribution 6. Positionnement
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Trade marketing 1. CGV 2. FDV 3. EDI, SCM & LOGistique (process) 4. COPromotion, comarketing, coadv 5. LOBbying 6. MERchandising
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TAXINOMIE
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Digital Marketing1. Web Management 2. Référencement (SEARCH) 3. e-marketing 4. e-commerce 5. e-publicité 6. m-marketing
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2010 xMind.net
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2017
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2010
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Tableau Périodique
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Gartner
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SOCIAL MOBILE ANALYTIC CLOUD
RSE YouTube Linkedin
Vidéo RA
TAG Lake
APP Collaboratif
+ Sécurité / RGPD
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Key TakeAways
ce qu’il faut retenir
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1 4
3 x 6
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QrCode
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Lien analogique/physique
digital
QrCode : phygital
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URL shortener
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#gem
sli.do ou slido.com #gem
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AUDIENCE INTERACTION
▸SLI.do ▸www.beekast.com ▸Klaxoon ▸Kahoot ▸WooClap.com ▸www.mentimeter.com/inspiration
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Black Mirror NOSEDIVE (S03E01) Entire History of you (S01E03) Credit Social : note de confiance
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Épisode 2 : Plan Marketing Business Plan
Projet Plan d’action (PAC ou PAM)
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gestion de
grands projets
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Sommaire1
démarche analyse objectifs & cibles stratégie moyens & actions finance
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@kratiroff | 2019 | EBS
©
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NOLIMIT
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Numérique techno, electro, computer, enable companies to do things greater
Digital the way from finding clients to earn income change business model, process, objective
Cyber security, resilience … bureau des légendes
PLANB
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NBIC Rupture NUMERIQUE
COMPLEXE AMBIGÜE
Évolution DIGITALE
VUCA
LIQUIDE
VITESSE VOLATILITÉ
.02.01 .03
.04 .05 .06
1-NoLimit
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NBIC
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Nano (techno / matériaux)
Bio (techno / mimétisme)
Informatique (IOT Blockchain Quantique Algo) Cognitif (IA ML MOOC)
NBIC
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4ème révolution industrielleVapeur + moteur Électricité Informatique IA
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https://toplink.weforum.org/knowledge/explore/all https://toplink.weforum.org/knowledge/insight/a1Gb0000001hXcwEAE/explore/summary
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https://toplink.weforum.org/knowledge/explore/all https://toplink.weforum.org/knowledge/insight/a1Gb0000001hXcwEAE/explore/summary
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Vapeur + moteur Électricité NBIC (NTIC)
3ème
révolution industrielle
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-3000 écriture 1800 Vapeur 1450 imprimerie/chiffre 1900 Électricité 2000 NBIC 2000 NBIC
Michel Luc SERRES FERRY
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Gutenberg Zuckerberg Sandberg
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NOLIMIT
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GAFA NATU BAT
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GAFAM S NATUBE Y BATX BDH
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Booking
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NOLIMIT
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… CNIL + RGPD
protection des
données personnelles
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RGPD
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Jeff Bezos
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AI + amazon = amazon go
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NOLIMIT
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TECHed
civic
medfin
mar
adtech
insurfood
green
ag water
deepprop
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economyblue sha | ring
gift
market
plateform
attention
expectation
micro macro
neurooffre
evonomicsGIG
nudgecollaborativebarter
new
thingonomics (IOT)
comportementale
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crowdlaw sha | ring
lending sourci
ng
econ
intelligencefunding
powermarketing
collaboration
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NOLIMIT
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Transformation Numérique intégrer les nouvelles technologies pour développer les activités
Transformation Digitale adopter une nouvelle culture pour développer les activités
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Numérique invention, technologie, électronique, informatique, OS, brevet, industrie, production, backend, serveur, code, langage machine
Digital innovations dans la manière de se servir des objets, frontend, nouvelles utilisations des fonctions, commandes par le toucher (doigt)
Cyber sécurité, « intelligence (EN) » : le renseignement … bureau des légendes
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CULTURE EATS STRATEGY FOR BREAKFAST Peter Drucker
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TOOLS
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Il n’y a pas d’amour, il n’y a que des preuves
d’amour
Pierre Reverdy (1889-1960)
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Il n’y a pas de digital, il n’y a que des preuves
de digital
HK & Pierre Reverdy (1889-1960)
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VUCASWOT
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VUCA
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VUCA HBR 2014
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VUCA : NIKE with colin kaepernick
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TIME IS
MONEY
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ATTENTION =
MONEY
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ATTENTION =
MONEYsans forgetica
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Amartya SEN Nobel 1998 pour IDH
Jean Tirole Nobel 2014 : régulation et pouvoir de marché
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Daniel Kahneman 2002 Decision making under uncertainty
Richard Thaler Nobel 2017 pour Nudge
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Richard Thaler Nobel 2017 pour Nudge
inciter sans que l’incitation soit perceptible, sans contrainte ni récompense
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Courbe de décision en incertitude
https://www.ubs.com/microsites/together/en/nobel-perspectives/laureates/daniel-kahneman.html
https://www.cairn.info/revue-idees-economiques-et-sociales-2010-3-page-15.htm
https://www.theguardian.com/science/2014/feb/16/daniel-kahneman-thinking-fast-and-slow-tributes
Les agents économiques n’agissent pas de manière rationnelle et «consistente». on peut prédire les actes des personnes par la volonté du gain ou la diminution de la perte
—- In psychology, heuristics are simple, efficient rules which people often use to form judgments and make decisions. They are mental shortcuts that usually involve focusing on one aspect of a complex problem and ignoring others. These rules work well under most circumstances, but
they can lead to systematic deviations from logic, probability or rational choice theory. The resulting errors are called "cognitive biases" and many different types have been documented. These have been shown to affect people's choices in situations like valuing a house, deciding the outcome of a legal case, or making an investment decision. Heuristics usually govern automatic, intuitive judgments but can also be used as deliberate mental strategies when working from limited information.
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Key TakeAways
ce qu’il faut retenir
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meeting needs
profitably in a VUCA ecosystem