5 Ps Of Marketing Flashcards
5 Ps of Marketing:
Product, Place, Price, Promotions, Policy
Product:
1. Includes ________, ________, or ________ that support or facilitate behavior change
Interventions, objects, services
Product:
2. May also refer to the _____________________________ that a social marketing program offers
Desired behavior or benefits
Product:
3.
4.
- Anything that can be offered to a market to satisfy a want or need.
- Can be tangible or intangible
PRODUCT ELEMENTS:
- Benefit the target audience, anything the target audience wants in exchange for performing a behavior
- Any goods/service to promote target audience
- Any additional product elements included to assist the target audience in performing the behavior.
Name, term, sign, or design (or combination of these) that identifies the maker or seller of a product.
Brand
PRICE:
1. Invites _____________________ that use ________ and ___________ (monetary or non monetary) to minimize the __________ the audience members face in making the desired behavior change. (Examples)
Interventions; incentives; disincentives; barriers;
Financial, emotional, psychological, or time costs
Price:
Can be monetary or non monetary….
- Costs incurred by a social marketing program
- In line with barriers the target audience associates with adopting the desired behavior (time, effort, psychological risks, physical discomfort)
Includes interventions objects or services that support or facilitate behavior change
PRODUCT
Invites planning interventions that use incentives and disincentives to minimize the barriers the audience members face in making the desired behavior change.
PRICE
Invites consideration of where and when the target audience will perform the desired behavior or access program products/services so that it is convenient and pleasant to do so. (e.g. Immunizations in a neighborhood clinic)
PLACE
Place strategy:
- Physical location
- Phone
- Fax
- Where people hang out
- Vending machines
Things to take not of for PLACE:
- overcoming ________ associated with place
- be more _______________ than ______________
- Make _____________________ more difficult or unpleasant
- Be where your target audience __________ or __________
- Work with __________________
Psychological barriers; accessible than the competition; access to competition; shops or hangs out; existing distribution channels
Includes the communication messages, messengers, materials, channels, and activities that will effectively reach your target audience to promote the benefits of the behavior change
PROMOTIONS
Promos:
Includes the ______________, _____________, __________, _________, and __________ that will effectively reach your target audience to ____________ of the behavior change
Communication messages, messengers, materials, channels, and activities; promote the benefits.
