1. 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

2. 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)

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

4. 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)

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

6. 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

7. 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)

8. 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

9. 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?)

10. 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?

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

12. 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