Aménagement du lieu de vente : expertise des professionnels du marketing du sport et connaissance du comportement du consommateur

Cet article traite de la façon dont les professionnels du marketing des articles de sport procèdent pour optimiser l'influence du lieu de vente sur les comportements d'achat. Leurs expertises reposent sur une combinaison de données et d'expériences qui peut être rapprochée des démarches sociologiques. Leurs analyses des situations d'achat nous permettent de comprendre comment ils peuvent agir sur les comportements à travers les points de vente, en tentant de guider la perception des produits par le consommateur. Elles nous aident plus globalement à mieux appréhender les décisions des consommateurs. Abstract This paper focuses on how marketers of sporting goods proceed to optimize the influence of the store on purchasing behaviour. Their expertise is based on a combination of data and experiences that parallels the sociological methods. Their analysis of purchasing situations aloud to understand how they can influence behaviours through retailing places, while trying to guide consumers' perception of the products. More broadly, they contribute to a better understanding of consumer's decisions. Keywords: sports, retail, store, marketing, sociology.

Le suivi prénatal des femmes accouchant dans le canton de Vaud: etude rétrospective de 854 cas. [Prenatal care of women delivering in the Vaud canton: retrospective study of 854 cases].

The association between prenatal care and infant health has been shown in many studies. Therefore, accurate information on prenatal care is required to assess the organization of preventive measures aiming at a reducing in neonatal mortality any morbidity. We retrospectively collected data on 854 pregnancies. According to a classification scheme developed by Kessner, 61.6% of women had access to adequate prenatal care. Overall, the proportion of adequate prenatal care was lower among multiparas, and in this subgroup we found a lower rate for women with base line insurance. In the primiparas subgroup we found a lower rate of adequate prenatal care for foreigners, women under 20 years or unmarried mothers, and for women without professional activity during pregnancy, besides preterm birth was more frequent amongst women in the group of prenatal care qualified as intermediate or inadequate. The frequency of pregnancy visits and the Kessner index are discussed in a literature review. The association between socio-economic indicators and prenatal care was unexpected considering the overall wealth of Switzerland. With a 6.8% infant mortality registered in 1989, this country can be considered to have one of the lowest rates in the world. These findings nevertheless suggest the way to possible additional gains by interventions targeted to specific socio-economic groups.