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 audience 2.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