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Fundamentals of Marketing

Fundamentals of Marketing. Definitions Research The 5 Ps Social Marketing. Definitions. To create exchanges – money for products and services, time for volunteering, donations to support causes To increase customer satisfaction and meet customer needs To build a brand based upon trust.

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Fundamentals of Marketing

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  1. Fundamentals of Marketing Definitions Research The 5 Ps Social Marketing

  2. Definitions • To create exchanges – money for products and services, time for volunteering, donations to support causes • To increase customer satisfaction and meet customer needs • To build a brand based upon trust

  3. Research • Observational • Qualitative – interviews, focus groups • Quantitative – surveys/Sales • Test markets • Informal feedback ANY research is better than none

  4. The 5 Ps of Marketing • People – who are the target markets? • Product – what is provided, how is it designed, research and development • Price – what is the price point? • Place – what are the distribution points? • Promotion –PR, sales promotions, personal selling, direct marketing

  5. Social Marketing • Planning and implementation of programs designed to bring about social change using concepts from commercial marketing • Add to the 5 Ps: • People – the specific target audience • Product – the change of behavior desired

  6. Price – the complex relationship between the benefit of the desired changed behavior and the perceived loss: the higher the benefit perception, the easier the behavior change • Place – less clear for intangible products that involve behavior change, although not always • Promotion – must address, reach, convince

  7. Publics – many different audiences to address – the target audience, policy makers, gatekeepers, people who hold influence over others • Partnerships – social issues are complex and cannot be solved alone; partnerships are critical

  8. Policy – success often needs policy changes and media advocacy – such as seat belt and helmet usage • Purse strings – where will the money come from and with what strings attached?

  9. Public Relations (Promotion) • Strategic media planning • Annual plans covering all activity and addressing all media outlets • Reactive media capacity • Proactive media capacity • Create and stay on message • Identification and training of spokespeople

  10. Public Relations…more • Cultivate media professionals • Focus on media outlets with the most reach for your organization • Always tell the truth • You don’t need to tell everything, but everything you tell must be true

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