Marketing: Key Terms Market - “the set of all people who have an actual or potential interest in a product or service” (Kotler & Clark, 1987, p.108) Marketing - exchange of costs and benefits by buyers and sellers, or providers and consumers (Pickett & Hanlon, 1990) Tangible (material items) vs. intangible (i.e., awareness, knowledge, skills, & behavior) products Social marketing - deals with intangible products

Health Marketing Market defined: The set of all people who have an actual or potential interest in a product or service. Seller= program planner Buyer= the priority population Health Marketing Defined: Health Marketing involves creating, communication, and delivering health information and interventions using customer-centered and science-based strategies to protect and promote the health of diverse populations. (CDC, 2005)

The Marketing Process Understanding the priority population Knowing how to segment the priority population Having a good understanding of the diffusion theory

The Consumer & Segmentation Divides the priority population into smaller, more homogeneous or similar groups. Allows planers to better meet the needs of the consumer allowing for a greater chance of an exchange taking place Factors or variables used for segmentation: demographics, geographics, lifestyle, benefits sought, and behavioral (readiness to change, knowledge, attitudes, beliefs, or behaviors) Most of time multiple factors are used to identify segments; no right or wrong way to segment; can be done a priori (independent of experience) or a posteriori (dependent)

Segmentation Variables Geographic Demographic Psychographic Behavioral Benefits sought Constructs of Behavior Theories

Diffusion of Innovation The diffusion theory (Rogers, 1962) provides an explanation for the diffusion of innovations (something new) in populations; or stated a little differently, it explains the pattern of adoption of the innovations. Priority population Innovators (-2 sd from mean) (2-3%) Early adopters (-2 to -1 sd from mean) (14%) Early majority (-1 sd to mean) (34%) Late majority (mean to +1 sd) (34%) Laggards (> +1 sd) (16%) Each group has its own set of characteristics

The Marketing Process Developing informative & persuasive communication flows Formative research needed What are the best communication channels for your clients? Media habits? What medium? Costs? Reach? Culturally appropriate? Ensuring that the product is provided in an appropriate manner (4 Ps)

What Principles do They Share? Focus on the wants and needs Offer benefits the consumer will value Offer benefits at an affordable price Make the product convenient Attention attracting promotion

The 4 P’s The Marketing Mix Syre & Wilson (1990) Product (the multi-strategy intervention) Price ($, but there are others - behavioral, geography, physical, psychological, social, structural, & temporal) Place - where? Convenience? Promotion (includes advertising, public relations, media advocacy, personal selling, & entertainment vehicles) (Weinreich, 1999); Internal & external advertising; What’s in a name?)

Communication Flow Relates to the creative strategy & message strategy (Kotler & Keller, 2007) How will the planners get the message out? What are the best communication channels for your clients? Media habits? What medium? Costs? Reach? Culturally appropriate?

Keeping the clients satisfied & loyal Key is motivation Using contacts Social support Media Competition Incentives and disincentives

Group Activity Brainstorm a list of ways that the media is used today to market products. With all of the negative advertising that is available/accessible, how are you proposing to counter this influence? Get in your groups and develop: Title of program (if you have not already done so) Graphics/logo that captures your program