final Flashcards

1
Q

what are sources of grant money

A

federal agencies, private foundations, professional organizations, private industry

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2
Q

What are the three types of evals

A

process: during implementation, ongoing
Impact: 3 months after completion of program
Outcome: 6 or more months after completion

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3
Q

KAB

A

knowledge, attitude and behavior

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4
Q

those that need more, get more

A

social equity

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5
Q

everyone is treated the same, complete fairness

A

social equality

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6
Q

stages of change

A

Pre contemplation, contemplation, preparation, action, maintenance, termination

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7
Q

DOI

A

Innovators 2.5, early adopters 13.5, Early Majority 34, Late Majority 34 , Laggards 16

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8
Q

why do we measure

A

Fulfill grant

Improve campaign for next time

get more funding

resource allocation and prioritization

mid-source correction

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9
Q

tyes of positioning focus

A

Behavior focused- 5 a-day for a better health

Barrier focused- mammograms, you can quit tobacco, condoms OK

Benefit focused- change a light- change the world

Repositioning focused- new markets, image problem, fun easy, popular

Competition focus- benefit to benefit superiority, cost to benefit superiority, benefit to cost superiority, cost to cost superiority

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10
Q

10 strategic marketing steps

A
  1. Describe- plan background, purpose and focus
  2. conduct a situation analysis
  3. select target markets
  4. set goals and objs.
  5. identify competition and target market barriers/ motivation
  6. craft a desired positioning
  7. develop of a strategic marketing mix
  8. outline a plan for monitoring and evaluation
  9. establish budgets and find sources
  10. complete an implementation plan
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11
Q

name, term, sign, design that identifies maker

A

brand

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12
Q

how you want target audience to feel

A

brand identity

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13
Q

how target audience actually reacts

A

brand image

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14
Q

process of creating identity

A

branding

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15
Q

ones belief in ones ability to succeed in specific situations or accomplish a task

A

self-efficacy

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16
Q

how behavior is influenced by what others think and do

A

social norming

17
Q

types of products

A

core product: benefits of behavior

actual product: behavior

augmented product: services to support behavior

18
Q

what are the three types of augmented product

A

line: related products
mix: variety of product types
features: components

19
Q

what are some budget components

A

direct costs (personnel, salary), equipments, supplies, trainee expenses, travel, renovations, contractual costs, other, F&A -8-10% modified direct costs, institutional commitments

20
Q

numbers, statistics

A

quantitative

21
Q

language, focus groups

A

qualitative

22
Q

what are some positioning examples

A

messing with the mind of the TA

sharp image

less is often more

no ambiguities

simple message

based on data from customer

you create the why in the

23
Q

points of parity (parity= similarities)

A

associations that are not unique

may be considered essential to be a legitimate offer

24
Q

focus groups

A

8-10 participants in each group, 1 mediator and a few note takers

25
strengths and weaknesses are internal (within the organization)
microenvironement
26
opportunities and threats are external (forces outside the organization)
macroenvironment
27
variables of segmentation
geographic, demographic, psychographic, behavioral
28
traditional marketing vs. social marketing
traditional: goods and services, make money, competition, changing money flows Social: behavior, improve society, competition, harder because of behaviors similarities: customer orientation, exchange theory is fundamental, marketing research, audiences segmentations, 4 p's, results-used for imporvement, greatest return on investment
29
data gathering techniques
key informant interviews, focus groups, surveys, experiemental, observational, ethnographic, mystery shoppers
30
pricing strategies
price, monetary benefits, nonmentary costs, goals, monetary benefits/ incentives, monetary costs, nonmonetary benefits, nonmonetary costs, monetary cost 4 competing, nonmonetary costs 4 competing, ethics
31
communication elements
rational (just the facts), emotional, moral elements, nonverbal elements