Download Marketing: Making Sure Programs Respond to the Wants and Needs

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
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 customercentered and science-based strategies to protect and
promote the health of diverse populations. (CDC,
2005)
The Marketing Process
• Understanding the priority population
• Knowing how to segment the priority
population
• Having a good understanding of the diffusion
theory
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)
Segmentation Variables
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Geographic
Demographic
Psychographic
Behavioral
Benefits sought
Constructs of Behavior Theories
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
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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
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)
What Principles do They Share?
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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
The 4 P’s The Marketing Mix
Syre & 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?)
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?
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Media habits?
What medium?
Costs?
Reach?
Culturally appropriate?
Keeping the clients satisfied & loyal
• Key is motivation
– Using contacts
– Social support
– Media
– Competition
– Incentives and disincentives
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