Nutrition 564: Marketing Objectives: Review the history of marketing Define terms Describe the marketing process Identify elements to be used in

Nutrition 564: Marketing

Objectives: Review the history of marketing Define terms Describe the marketing process Identify elements to be used in project 5

History of Marketing (Cooper, 1998)

1902 First taught in a business school 1870 - 1930 “Production era”

focus was overcoming constraints on supply

1930 - 1950 “Sales era”marketing’s responsibility to sell what was produced

1960s - “Marketing era”widespread adoption of customer orientation

“Societal Marketing” criticizes traditional marketing definitions for

their emphasis on material consumption and short-term consumer gratification

counsels businesses to be fair to consumers encourage informed consumers avoid marketing practices that have negative

consequences for society

Marketing Terms (Cooper, 1998)

American Marketing Association“marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives”

UK Chartered Institute of Marketing“the management process which identifies, anticipates and satisfies customer requirements efficiently and profitably”

Hudson“A management tool that focuses on identifying the needs, wants and demands of customers and developing products to meet those needs”


Stakeholders All the people (and organizations) that have an interest

in a company, and may influence the company or be influenced by its activities.

Internal External

Most individuals belong to more than one group at a time

Important by virtue of their ability to influence the organization

During the marketing process and stakeholder analysis it is important to “map” the stakeholders


Firm

Owners

Customers

Employees

Suppliers

PoliticalGroups

Government

FinancialCommunity

ActivistGroups

CustomerAdvocateGroups

Unions

Competitors

TradeAssociations

Competitive Advantage Differentiation of the organization and/or its products

and services to gain preference by all or part of the market over its rivals.

Purpose is to increase the market share

Two types: Assists Capabilities

- market sensing capability - ability to detect changes

- customer linking capability (Day 1994)


Competitor Analysis Examine those key competitors that presently and/or

in the future may have a significant impact on the strategy of the firm

Priorities: Existing Direct Competitors

Note-- not all competitors appear in every segment but may be in specific niches

New and Potential Entrants Competitor Intelligence Sources Competitor Analysis Database Function Analysis Marketing Strategy


“Social Marketing” Concerned with the development of programs

designed to influence the acceptability of social ideas - a set of activities to

create/maintain and or alter attitudes and/or behavior toward a social cause

independent of a sponsoring organization or person Purpose to change behavior

Contribute to a charity Discourage at risk behaviors (tobacco) Change attitudes or beliefs


Terms (Alacay R, Bell RA 2000)

“Social Marketing”1. Label is typically applied to causes judged by persons in

positions of power and authority to be beneficial to both individuals and society.

2. The agent of change does not profit financially from a campaign’s success

3. Goal is to change behaviors believed to place the individual at risk, not simply increase awareness or alter attitudes.

4. The optimal social marketing campaign is tailored to the unique perspective, needs, and experiences of the target audience, hopefully with input from the representative group.

5. Social marketing strives to create conditions in the social structure that facilitate the behavioral changes promoted.

6. Reliance upon commercial marketing concepts.



Components of the Marketing Mix

five P’s of Marketing Product Goods, services, places, ideas, activities,

organizations, and people that are being offered to consumers

Place Getting the product to a location that is available to the consumer

Price The cost of the product to the consumer

Promotion Methods for communicating information

about the product to the consumer Positioning Maximize benefits and minimize costs. A

psychological construct that involves thelocation of the product relative to otherproducts and activities with which it competes.

Marketing Planning - Stages

1). The gathering of information on the companies internal operations and external environment

2). The identification of the (SWOT) Strengths Weaknesses Opportunities Threats

(Leppard & McDonald, 1991)


3). The definition of the assumptions regarding the company and its environment

4). The setting of the marketing objectives

in the light of the first three stages

5). The formulation of strategies aimed at achieving these objectives



6). The devising of programs setting out the timing of activities, costs and revenues

7). The definition of responsibilities and the means of monitoring performance.


MarketplaceHudson - 5 views of the marketplace Production Perspective

The consumer will favor products that are readily available Product Perspective

The consumer will favor the product that has the most value, desirable features, or best performance

Selling PerspectiveDirect promotion to consumers to introduce them to a product that was

not being sought Marketing Perspective

Determining the wants and needs of the target market and developing products to satisfy those needs.

Societal Marketing PerspectiveBalancing the customers’ needs for satisfaction with the organizational

goal of making a profit while acting in the best interest of society.



Marketing ProjectOverall Goal: Students will demonstrate the ability to plan

and develop a marketing project.Overall project objectives for marketing:

Define a mission statement and strategic plan. Outline a business plan and define a market opportunity. Develop a timeline for the project. Identify teams for specific project objectives. Demonstrate the ability to identify sources of market research

and supportive data. Access information necessary to develop a marketing plan in

support of the mission statement and strategic plan. Outline the market strategy Develop one tool used to support the market strategy (toolkit) Describe how the marketing project would be evaluated.

Project Goal: Promote the use of MedlinePlus as a source of quality information to staff in the Seattle Public Schools.

Project 4: Marketing Plan

Project Objectives: 1. Develop the ‘toolkit’ to:

Develop skills in the use of MedlinePlus for accessing nutrition information

2. Create a ‘market’ for the use of a toolkit on the use of MedlinePlus in the schools Present purpose of using MedlinePlus Inform on the quality of this site Address needs for flexibility and versatility in

content information, type of information available, and other positive attributes.

Marketing Project

Project Objectives: .3. Deliver the toolkit as a web-based

tutorial

4. Market the toolkit to key audiences

Marketing Project

Activities Include

Identification of target audiences Prioritize suitable audiences Consider potential for growth to other segments

Conduct a SWOT analysis

Identify potential competitors in the marketplace

Review existing (?) tutorials

Marketing Project

Project Deliverables:

Toolkit suitable for transfer to the SPS library website

Project Report describing the project. Refer to the project objectives* Include the ‘activities’ (SWOT analysis, etc.)

Presentation

Steps to complete the project

Documents

Nutrition 564: Marketing Objectives: Review the history of marketing Define terms Describe the marketing process Identify elements to be used in