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 customer-centered 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

• 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– 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?

• 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 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?)

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?

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