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Ch_11_5e - Fifth Edition Planning Implementing Evaluating...

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Planning, Implementing, & Evaluating Health Promotion Programs: A Primer – James F. McKenzie, Brad L. Neiger, Rosemary Thackeray Fifth Edition Marketing: Making Sure Programs Respond to the Wants and Needs of Consumers Chapter 11
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Key Terms Market – “the set all people who have an actual or potential interest in a product or service” (Kotler & Clark, 1987, p.108) Marketing – a set of processes for creating, communicating, and delivering value to customers: (American Market Association) Social marketing – attempts to change behavior for improved health or social outcomes Commercial marketing – is concerned with a financial profit Items that can be marketed can be tangible or intangible: information, ideas, goods, services, events, or behaviors Exchange – trading a product for certain costs
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The Marketing Process & Health Promotion Programs Keys to understanding the marketing process Understanding the priority population Knowing how to segment the priority population Having a good understanding of the diffusion theory
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