Health Sciences 2250A/B Chapter Notes - Chapter 11: Personal Selling, Cost Estimate, Likert Scale
12 Dec 2016
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Document Summary
Goal of this chapter: learn how to use social marketing as a planning approach to develop consumer-based programs and interventions. Based on a priority pop"s wants, needs, desires, preferences. Social marketing: uses marketing principles to design programs that facilitate voluntary behaviour change for the purpose of improved personal or societal well-being. Commercial marketing: a set of processes for creating, communicating, and delivering value to customers. Concerned with financial outcomes that benefit organization or its stakeholders. Consumer-based planning approach, social marketing approach to design interventions -> planners make it easy and convenient for the priority pop to do a behaviour. Provide the priority pop with opportunities and choices (products), or tangible items and services. Different intervention approaches to a carbon emissions reduction program. In contrast to educational or communication campaigns or other persuasion techniques to facilitate behaviour change. Also different from advocating for and enacting laws and policies to coerce people to change their behaviour.
