{"id":26134,"date":"2020-02-17T13:20:06","date_gmt":"2020-02-17T13:20:06","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26134"},"modified":"2020-02-17T17:33:41","modified_gmt":"2020-02-17T17:33:41","slug":"le-marketing-par-les-nuls-1-rossignol","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-par-les-nuls-1-rossignol\/","title":{"rendered":"Le marketing par les nuls #1 : Rossignol"},"content":{"rendered":"\n<p><em>Le\nmarketing pour les nuls<\/em>\nexiste, ouvrage de vulgarisation parmi d\u2019autres, tout comme l\u2019excellent <em>Le marketing expliqu\u00e9 \u00e0 ma m\u00e8re<\/em> de mon\nami <em>Morald Chibout<\/em>&nbsp;; la s\u00e9rie de\npapiers que j\u2019inaugure ne vise inversement qu\u2019\u00e0 illustrer le marketing \u2013 si\nl\u2019on peut utiliser encore ici le terme \u2013 quelque peu assassin\u00e9 <strong>par<\/strong> certains mauvais marketers&nbsp;:\nles nuls&nbsp;!<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img data-attachment-id=\"26135\" data-permalink=\"https:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-par-les-nuls-1-rossignol\/rossignol\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/02\/rossignol.jpg?fit=661%2C496&amp;ssl=1\" data-orig-size=\"661,496\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"rossignol\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/02\/rossignol.jpg?fit=300%2C225&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/02\/rossignol.jpg?fit=661%2C496&amp;ssl=1\" loading=\"lazy\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/02\/rossignol.jpg?resize=296%2C222\" alt=\"\" class=\"wp-image-26135\" width=\"296\" height=\"222\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/02\/rossignol.jpg?w=661&amp;ssl=1 661w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/02\/rossignol.jpg?resize=300%2C225&amp;ssl=1 300w\" sizes=\"(max-width: 296px) 100vw, 296px\" data-recalc-dims=\"1\" \/><\/figure><\/div>\n\n\n\n<p>La plupart des exemples pourraient pr\u00eater \u00e0 rire \u2026 s\u2019ils n\u2019\u00e9taient pas finalement tristes pour une profession cens\u00e9e \u00eatre proche des consommateurs.<\/p>\n\n\n\n<p>1<sup>er<\/sup> exemple donc&nbsp;: <strong>Rossignol<\/strong>, fabricant d\u2019articles de\nsport, en la personne de son Service Client\u00e8le \u2013 avec majuscules&nbsp;!<\/p>\n\n\n\n<p>Un ami remplit le formulaire de\ncontact du site&nbsp;: <em>\u00ab&nbsp;O\u00f9 trouver\nle sac SAC \u00c0 DOS 55L HOMME ADVENTURE sur Paris&nbsp;?&nbsp;\u00bb<\/em>.<\/p>\n\n\n\n<p>R\u00e9ponse&nbsp;: <em>\u00ab&nbsp;En r\u00e9f\u00e9rence \u00e0 votre demande, nous vous informons ne pas avoir\nde visibilit\u00e9 sur les stocks des points de ventes, cependant vous trouverez ci\njoint notre localisateur de boutique vous fournissant la liste des boutiques\nRossignol et revendeurs proche de Paris, vous pourrez ainsi les contacter et\nconna\u00eetre leur disponibilit\u00e9 sur le produit recherch\u00e9&nbsp;\u00bb.<\/em><\/p>\n\n\n\n<p>La Service Client\u00e8le de la marque se\nmontre incapable de dire lesquels parmi ses revendeurs, ont command\u00e9 le sac en\nr\u00e9f\u00e9rence \u2026 ou n\u2019a pas envie de s\u2019ennuyer \u00e0 effectuer la recherche&nbsp;!<\/p>\n\n\n\n<p>A moins que tous les\nrevendeurs doivent commander tous les produits Rossignol \u2026 mais on peut\nen douter.<\/p>\n\n\n\n<p>Le ridicule ne tue pas (le\nmarketing) \u2026 mais il y contribue.<\/p>\n\n\n\n<p>Au fait, c\u2019est quoi, un rossignol&nbsp;?\n<em>\u00ab&nbsp;Un rossignol ou vieux rossignol\nest une marchandise d\u00e9mod\u00e9e et sans valeur, un invendu&nbsp;\u00bb<\/em>, nous\nrappelle <a href=\"https:\/\/www.dhnet.be\/archive\/un-vieux-rossignol-51b7e110e4b0de6db9926e13\">dhnet.be<\/a>&nbsp;;\npas glamour comme nom de marque, m\u00eame si le fondateur <em>Abel Rossignol<\/em> \u00e9tait fier d\u2019apposer son patronyme sur ses produits \u2026\nsans se soucier de la polys\u00e9mie du terme&nbsp;!<\/p>\n\n\n\n<p>Personnellement, je pr\u00e9f\u00e8re l\u2019oiseau\n\u2013 d\u2019o\u00f9 la photo, bien sympathique.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le marketing pour les nuls existe, ouvrage de vulgarisation parmi d\u2019autres, tout comme l\u2019excellent Le marketing expliqu\u00e9 \u00e0 ma m\u00e8re de mon ami Morald Chibout&nbsp;; la s\u00e9rie de papiers que j\u2019inaugure ne vise inversement qu\u2019\u00e0 illustrer le marketing \u2013 si l\u2019on peut utiliser encore ici&#8230;<\/p>\n","protected":false},"author":2,"featured_media":26135,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[401],"tags":[161,402],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le marketing par les nuls #1 : Rossignol - Marketing is Dead<\/title>\n<meta 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marketing par les nuls #2 : TomTom","date":"11 mars 2020","format":"gallery","excerpt":"En ces temps o\u00f9 m\u00e9dias et associations de consommateurs d\u00e9noncent, parfois violemment, l\u2019obsolescence programm\u00e9e, TomTom r\u00e9ussit \u00e0 m\u2019envoyer un mail pour m\u2019annoncer\u00a0: \u00ab\u00a0Votre GPS actuel est incompatible avec la derni\u00e8re mise \u00e0 jour de carte TomTom\u00a0\u00bb \u2026 sympa\u00a0! Rien d\u2019ill\u00e9gal \u00e0 cela, comme le souligne Hop \u00e0 qui j\u2019ai fait\u2026","rel":"","context":"Dans &quot;Le marketing par les nuls&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/03\/ane_g.jpg?fit=418%2C480&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26169,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-par-les-nuls-3-fnac-spectacles\/","url_meta":{"origin":26134,"position":1},"title":"Le marketing par les nuls #3 : Fnac Spectacles","date":"13 mars 2020","format":"gallery","excerpt":"Vous avez achet\u00e9 des billets sur le site de Fnac Spectacles ; quelques jours avant le concert, vous recevez un mail vous avertissant\u00a0: \u00ab\u00a0Vous nous avez fait confiance pour acheter vos billets pour votre \u00e9v\u00e9nement. Nous vous en remercions, et tenons \u00e0 vous accompagner jusqu'au bout de l'exp\u00e9rience. Retrouvez toutes\u2026","rel":"","context":"Dans &quot;Le marketing par les nuls&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/03\/Morcheeba.jpg?fit=600%2C889&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26196,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-par-les-nuls-4-qonto\/","url_meta":{"origin":26134,"position":2},"title":"Le marketing par les nuls #4 : Qonto","date":"9 juin 2020","format":"gallery","excerpt":"Il n\u2019y a pas de raison pour que les startups ne soient pas \u00e0 l\u2019honneur dans cette rubrique\u00a0! Il y a quelques jours, je re\u00e7ois un communiqu\u00e9 de presse pour \u00ab\u00a0Qonto, la n\u00e9obanque des entreprises et des ind\u00e9pendants dont l'offre r\u00e9pond aux besoins des professionnels de l'\u00e9v\u00e9nementiel, de la communication\u2026","rel":"","context":"Dans &quot;Le marketing par les nuls&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/06\/l-argent-en-psychotherapie.png?fit=750%2C500&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25522,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/rue-commerce-mieux-vaut-tweet-2-heures-telephone\/","url_meta":{"origin":26134,"position":3},"title":"Avec Rue du Commerce, mieux vaut un Tweet que 2 heures au t\u00e9l\u00e9phone","date":"16 octobre 2017","format":"gallery","excerpt":"R\u00e9cemment, j\u2019\u00e9voquais mes d\u00e9boires avec Rue du Commerce\u00a0: hallucinant\u00a0! Tout commence par la commande d\u2019un ordinateur le 4 Juillet dernier, \u00ab\u00a0Date de livraison estim\u00e9e : Le samedi 08 juillet 2017\u00a0\u00bb en point relais Relais Colis\u00a0: j\u2019aurais d\u00fb me m\u00e9fier, avec Relais Colis, c\u2019est probl\u00e8mes garantis. 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En avant-premi\u00e8re, il r\u00e9pond \u00e0 la question\u00a0: \u00ab\u00a0Dans son dernier manifeste, \u00e0 para\u00eetre \u00e0 l'occasion des 70 ans de l'Adetem, son Conseil Scientifique\u2026","rel":"","context":"Dans &quot;Interviews&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2024\/09\/Kamel-Ouadi.png?fit=631%2C600&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25549,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/acte-daccusation-marketing-digital-2030\/","url_meta":{"origin":26134,"position":5},"title":"Acte d\u2019accusation du marketing digital en 2030","date":"7 novembre 2017","format":"gallery","excerpt":"Lors de l\u2019Adetem Factory, les membres du Conseil Scientifique de l\u2019Adetem instruiront le Proc\u00e8s du Marketing en 2030\u00a0; en voici l\u2019acte d\u2019accusation, r\u00e9dig\u00e9 par \u2026 le Pr\u00e9sident du Tribunal Georges-Edouard Dias\u00a0! Pas tr\u00e8s classique comme proc\u00e9dure\u00a0? Ne vous inqui\u00e9tez pas, le 15 novembre, chacun reprendra sa place, le Pr\u00e9sident animera\u2026","rel":"","context":"Dans &quot;Marketing 2.0&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/11\/marteau-verdict-tribunal.jpg?fit=400%2C293&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26134"}],"collection":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=26134"}],"version-history":[{"count":2,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26134\/revisions"}],"predecessor-version":[{"id":26141,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26134\/revisions\/26141"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/26135"}],"wp:attachment":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=26134"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=26134"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=26134"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}