final Flashcards
what are sources of grant money
federal agencies, private foundations, professional organizations, private industry
What are the three types of evals
process: during implementation, ongoing
Impact: 3 months after completion of program
Outcome: 6 or more months after completion
KAB
knowledge, attitude and behavior
those that need more, get more
social equity
everyone is treated the same, complete fairness
social equality
stages of change
Pre contemplation, contemplation, preparation, action, maintenance, termination
DOI
Innovators 2.5, early adopters 13.5, Early Majority 34, Late Majority 34 , Laggards 16
why do we measure
Fulfill grant
Improve campaign for next time
get more funding
resource allocation and prioritization
mid-source correction
tyes of positioning focus
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
10 strategic marketing steps
- Describe- plan background, purpose and focus
- conduct a situation analysis
- select target markets
- set goals and objs.
- identify competition and target market barriers/ motivation
- craft a desired positioning
- develop of a strategic marketing mix
- outline a plan for monitoring and evaluation
- establish budgets and find sources
- complete an implementation plan
name, term, sign, design that identifies maker
brand
how you want target audience to feel
brand identity
how target audience actually reacts
brand image
process of creating identity
branding
ones belief in ones ability to succeed in specific situations or accomplish a task
self-efficacy
how behavior is influenced by what others think and do
social norming
types of products
core product: benefits of behavior
actual product: behavior
augmented product: services to support behavior
what are the three types of augmented product
line: related products
mix: variety of product types
features: components
what are some budget components
direct costs (personnel, salary), equipments, supplies, trainee expenses, travel, renovations, contractual costs, other, F&A -8-10% modified direct costs, institutional commitments
numbers, statistics
quantitative
language, focus groups
qualitative
what are some positioning examples
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
points of parity (parity= similarities)
associations that are not unique
may be considered essential to be a legitimate offer
focus groups
8-10 participants in each group, 1 mediator and a few note takers
strengths and weaknesses are internal (within the organization)
microenvironement
opportunities and threats are external (forces outside the organization)
macroenvironment
variables of segmentation
geographic, demographic, psychographic, behavioral
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
data gathering techniques
key informant interviews, focus groups, surveys, experiemental, observational, ethnographic, mystery shoppers
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
communication elements
rational (just the facts), emotional, moral elements, nonverbal elements
