Marketing 3950 Social Marketing : February 2017

Monday, February 27, 2017

phase 1: scoping
phase 2 : selecting
phase 3: understanding
phase 4: designing
crafting desired positioning statement 6.0
internal statement about how you want to be percieved by your target audience
marketing mix strategies
product
price
place
promotion
phase 5: managing
positioning is the act of designing the organization's actual and perceived offering in such
important tips for positioning statements
less is more
keep it simple
be clear and concise
important tips for positioning statements
behavior focused
highlight a description of the behavior
example: national cancer institute's " 5 a day for better health"
re positioning - the act of changing the actual and percieved offering in the mind of the target audience
reasons for repositioning - you need to attract new audiences
image problem with changing perceptions
examples: seattle police department (2013)
image problem due to use of excessive force
shifted from "warrior" to "guardians of democracy" training

phase 1 : scoping
phase 2 : selecting
phase 3: understanding
phase 4: designing
phase 5: managing
understanding the target audience
perciver barrirs
desired benefits
pitential motivators
competition
influential others
desired benefits and potential motivators are correlated
percived barriers
reasons why target audience does not want to do or thinks they cannot do the behavior
internal barriers
lack of knowledge or skill
external barriers
lack of structureal changes
real barriers time constraints
percieved barriers percieved constraints
desired benefits
what your target audience believes in it for them
what your target audience needs, wants and values
benefits in the eyes of the customer- not the social marketer
potential motivators
target audience ideas about what would make them adopt the behavior
what could someone say to you
what could someone show you
is there anything someone could give you
is there anything someone could do for you
competition
competing individuals and organizations or ingrained behaviors that the target audience prefers to continue

the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the organization
research is critical
marketing research terminology can be characterized in different ways
research objective - explanatory, descriptive, casual (cause- effect)
stage in planning process - fethonography, etc ormative, pretest, monitoring, evaluation
source of information - secondary data or primary data
research approach - quantitative research or qualitative research
primary data collection method - surveys , interviews, focus groups, crowdsourcing, experimental research, observation, ethnography etc.
market research plan
research purpose - what questions do you need to answer? what decisions will this research inform
audience - for whom is the research being conducted? to whom will it be presented
informational objectives - what specific information do you need?
respondents or participants - from whom do you need information? whose opinion matters?
research techniques - what is the most efficent and effective way to gather this information
sample design - how many respondents or participants? from what population will you select your sample? how will you get access to this sample?
pretest - with whom will the questionere or moderator's guide be pretested? who will conduct the pretest
data collection
analysis
report