ch 11 Flashcards
What is marketing
a set of processes for creating, communicating, and delivering value to customers.
*consumer-based planning approach
What is social marketing
the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of the society.
What is consumer orientation
a dedicated effort to understand a priority population prior to developing an intervention and then keeping this knowledge at the center of all program planning decisions.
What is the diffusion of innovation theory
theory that provides explanation for the spread of innovations; it provides an explanation for the pattern of adoption of the innovations.
early adopters 14%, early and late majority 34%, laggards 16%
what are the 4 components of the marketing mix
Product, price, place and promotion
what is product
what the planners are offering that will meet the consumers needs, make it easy and convenient to do the behavior, and provide a benefit that consumers value (augmented and tangible products)
ex nutritional supplements, contraceptives, food, battery collection cage, bike helmet, etc.
what is price
what it costs the priority population to obtain the product and its associated benefits. what they had to ‘give up’ ex target population buying a low cost glucometer
what is place
where the priority population has access to the product
what is promotion
communication strategy, what most people think of when they hear marketing. ex: messages, associated visuals, graphics, channels, social media, etc.
why is pretesting important
planners need to make sure they are still on track with consumer preferences before offering products or launching the promotional campaign. This is the process of getting this feedback back.
