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Research Observational Qualitative – interviews, focus groups Quantitative – surveys/Sales Test markets Informal feedback ANY research is better than none
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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
Research Observational Qualitative – interviews, focus groups Quantitative – surveys/Sales Test markets Informal feedback
ANY research is better than none
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
Social Marketing Planning and implementation of
programs designed to bring about social change using concepts from commercial marketing
Add to the 5 Ps:1. People – the specific target audience2. Product – the change of behavior
desired
3. 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
4. Place – less clear for intangible products that involve behavior change, although not always
5. Promotion – must address, reach, convince
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
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?
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
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