ميمون, نبيلة2019-03-252019-03-252018http://dspace.univ-msila.dz:8080//xmlui/handle/123456789/12413Among the modern marketing concepts that have recently emerged is the concept of pink marketing, women marketing or women oriented marketing (Pink marketing or marketing to women). It is marketing strategy and plan that targeting the woman by the company’s products and services, where the marketing techniques and means used by the company are more influential in women in particular. This concept has drew attention of many researchers because of its specificity, and that it cares about the wishes of a large category of the society, which is the woman, who has special, distinct and diverse wishes and needs. The company that offers women's goods and services are obliged to understand their wishes and expectations, and then, to make various efforts to satisfy and retain them. For these reasons, we dealt with this subject that is one of the most important modern trends in the field of marketing, entitled: The impact of pink marketing on the satisfaction of customers. The aim of this research is to identify the impact of pink marketing on the satisfaction of customers, or the validity of this effect and its volume. In order to achieve that target, we applied an empirical study on a sample of L'ORÉAL beauty product users in the province of M’sila - Algeria. The sample contained 125 women. We found through the study that the basic hypothesis is invalid according to the multiple regression model. It means that there is no statistically significant effect of pink marketing on customer’s satisfaction, because of the statistically significant effects of the pink marketing mix elements that are the pink product and the pink distribution in order to satisfy customer. Regarding pink pricing and pink promotion we have found that their effect is insignificant. Despite the fact that the basic hypothesis is incorrect, containing false part and true part, but we cannot deny the pink marketing ineffectiveness and its effect on women's satisfaction in general, because this is confirmed by the literature and previous studies of this subject, and because this effect changes according to the circumstances, regions and social and economic nature of its environment. This insignificant influence of price and promotion may refer to the lack of brand effective promotional campaigns in the district of M’sila, and that the price of L'Oréal products does not match the needs and desires of women and also the standard of living in this districtpink marketing, pink product, pink price, pink distribution, pink promotion, customer’s satisfaction.Article