Chapter 19 - organization marketing the product o...

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Chapter 19: Social Marketing Application of commercial marketing technologies for analysis, planning, execution, and evaluation of programs designed to influence voluntary behavior of target audiences in order to improve their personal welfare and that of their society o Use of marketing perspective to influence behavior for individual/social good Social marketing o Locus of benefit: individuals, social/political leaders, professionals, society at large o Types of outcomes: behaviors that increase personal and social welfare commercial marketing o marketing organization, producer of marketed goods o purchasing behaviors, attitudes toward and image of product, consumer self-image, norms and values addressed to extent that they address purchases health education o individuals o knowledge, attitudes, skills, practice of skills Principles of Social Marketing o Focus on behavior o Prioritizing consumer benefits, focus is not on the benefit to the
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Unformatted text preview: organization marketing the product o Maintaining a market perspective Consumer orientation: revolves around consumer needs and desires and decisions made to satisfy those needs Markets dependent on communication of information about available products, costs, use, benefits provided, where to obtain Promoted products always face competition for attention and resources of consumer • Four P’s o Product o Price (perceived costs or barriers) o Promotion (communication and messaging elements of social marketing program) o Place (where consumer is reached with product and information about it and where voluntary exchange takes place) • Segmentation of audience o Identification of relatively homogenous subgroups and the development of marketing strategies customized to unique characteristics of each subgroup...
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