Fundamentals of Marketing

Definitions Research The 5 Ps Social Marketing

Definitions To create exchanges – money for

products and services, time for volunteering, donations to support causes

To increase customer satisfaction and meet customer needs

To build a brand based upon trust

Research Observational Qualitative – interviews, focus groups Quantitative – surveys/Sales Test markets Informal feedback

ANY research is better than none

The 5 Ps of Marketing People – who are the target markets? Product – what is provided, how is it

designed, research and development Price – what is the price point? Place – what are the distribution

points? Promotion –PR, sales promotions,

personal selling, direct marketing

Social Marketing Planning and implementation of

programs designed to bring about social change using concepts from commercial marketing

Add to the 5 Ps:1. People – the specific target audience2. Product – the change of behavior

desired

3. Price – the complex relationship between the benefit of the desired changed behavior and the perceived loss: the higher the benefit perception, the easier the behavior change

4. Place – less clear for intangible products that involve behavior change, although not always

5. Promotion – must address, reach, convince

Publics – many different audiences to address – the target audience, policy makers, gatekeepers, people who hold influence over others

Partnerships – social issues are complex and cannot be solved alone; partnerships are critical

Policy – success often needs policy changes and media advocacy – such as seat belt and helmet usage

Purse strings – where will the money come from and with what strings attached?

Public Relations (Promotion) Strategic media planning Annual plans covering all activity and

addressing all media outlets Reactive media capacity Proactive media capacity Create and stay on message Identification and training of

spokespeople

Public Relations…more Cultivate media professionals Focus on media outlets with the most

reach for your organization Always tell the truth You don’t need to tell everything, but

everything you tell must be true