Marketing Programs.docx - Marketing Programs 4.29.2018 o...

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Marketing Programs 4.29.2018 o Definitions Market : the set of all people who have an actual or potential interest in a product or service Marketing : The design, analysis, implementation and control of carefully formulated programs designed to facilitate voluntary exchanges of values with the target markets for the purpose on achieving an organizational goal Sales : the activities designed to secure the exchange of tangible property or services for an agreed upon sum of money or other valuable consideration o Selling vs. Marketing Selling – concentrating on procedure needs Marketing – concentrates on the needs of the buyer/public o Advertising To tell about or praise publicly as through newspaper, flyers, radio, TV, etc., so as to make people want to buy it To make known or to give notice to the public information about a product service or program o Social Marketing The design, implementation and control of programs seeking to increase the acceptability of a social idea or practice in a target audience Emphasis on non-tangible products Ideas Attitudes Lifestyle Changes o Diffusion Theory Rogers, 1962 Describes a pattern that the target population will most likely follow in adopting/purchasing an innovation (something perceived as new) Innovators (<3%) Want to be the first Characteristics Venturesome Independent Risk-takers Daring May not be restricted by others in social system Early Adopters (14%) Often well-respected as leaders Wait until innovators test the water May show early interest Early Majority (34%)
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  • Spring '17
  • DebraJ.Tavasso
  • Marketing,  Risks,  Innovators

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