2. Marketing and corporate strategy

2.1 Entrepreneurial context

The company and its marketing system must take into account the nature of the markets that are more or less accessible to it:

• rather saturated but quantifiable markets in developed countries;

• new markets in certain developed countries ;

• very young markets, in developing countries.

This is conceived in terms of the company's vocation or mission: private enterprise, under different legal forms, public enterprise, mutual insurance company, association... This framing by vocation is one of the starting points of marketing.

On the other hand, the nature of the offer, the sector (or sectors)...