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Marketing: Key Terms

Marketing: Key Terms. Market - “the set of all people who have an actual or potential interest in a product or service” ( Kotler & Clark, 1987, p.108) Marketing - exchange of costs and benefits by buyers and sellers, or providers and consumers (Pickett & Hanlon, 1990)

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Marketing: Key Terms

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  1. Marketing: Key Terms • Market - “the set of all people who have an actual or potential interest in a product or service” (Kotler & Clark, 1987, p.108) • Marketing - exchange of costs and benefits by buyers and sellers, or providers and consumers (Pickett & Hanlon, 1990) • Tangible (material items) vs. intangible (i.e., awareness, knowledge, skills, & behavior) products • Social marketing - deals with intangible products

  2. Health Marketing • Market defined: The set of all people who have an actual or potential interest in a product or service. • Seller= program planner • Buyer= the priority population • Health Marketing Defined: Health Marketing involves creating, communication, and delivering health information and interventions using customer-centered and science-based strategies to protect and promote the health of diverse populations. (CDC, 2005)

  3. The Marketing Process • Understanding the priority population • Knowing how to segment the priority population • Having a good understanding of the diffusion theory

  4. The Consumer & Segmentation • Divides the priority population into smaller, more homogeneous or similar groups. • Allows planers to better meet the needs of the consumer allowing for a greater chance of an exchange taking place • Factors or variables used for segmentation: demographics, geographics, lifestyle, benefits sought, and behavioral (readiness to change, knowledge, attitudes, beliefs, or behaviors) • Most of time multiple factors are used to identify segments; no right or wrong way to segment; can be done a priori (independent of experience) or a posteriori (dependent)

  5. Segmentation Variables • Geographic • Demographic • Psychographic • Behavioral • Benefits sought • Constructs of Behavior Theories

  6. Diffusion of Innovation • The diffusion theory (Rogers, 1962) provides an explanation for the diffusion of innovations (something new) in populations; or stated a little differently, it explains the pattern of adoption of the innovations. • Priority population • Innovators (-2 sd from mean) (2-3%) • Early adopters (-2 to -1 sd from mean) (14%) • Early majority (-1 sd to mean) (34%) • Late majority (mean to +1 sd) (34%) • Laggards (> +1 sd) (16%) • Each group has its own set of characteristics

  7. The Marketing Process • Developing informative & persuasive communication flows • Formative research needed • What are the best communication channels for your clients? Media habits? What medium? Costs? Reach? Culturally appropriate? • Ensuring that the product is provided in an appropriate manner (4 Ps)

  8. What Principles do They Share? • Focus on the wants and needs • Offer benefits the consumer will value • Offer benefits at an affordable price • Make the product convenient • Attention attracting promotion

  9. The 4 P’s The Marketing MixSyre & Wilson (1990) • Product (the multi-strategy intervention) • Price ($, but there are others - behavioral, geography, physical, psychological, social, structural, & temporal) • Place - where? Convenience? • Promotion (includes advertising, public relations, media advocacy, personal selling, & entertainment vehicles) (Weinreich, 1999); • Internal & external advertising; What’s in a name?)

  10. Communication Flow • Relates to the creative strategy & message strategy (Kotler & Keller, 2007) • How will the planners get the message out? • What are the best communication channels for your clients? • Media habits? • What medium? • Costs? • Reach? • Culturally appropriate?

  11. Keeping the clients satisfied & loyal • Key is motivation • Using contacts • Social support • Media • Competition • Incentives and disincentives

  12. Group Activity • Brainstorm a list of ways that the media is used today to market products. • With all of the negative advertising that is available/accessible, how are you proposing to counter this influence? • Get in your groups and develop: • Title of program (if you have not already done so) • Graphics/logo that captures your program

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