Health Sciences 2250A/B Study Guide - Final Guide: Direct Marketing, Railways Act 1921
29 Apr 2018
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Chapter 11 – Marketing
What is commercial marketing primarily concerned with? How does it differ from
marketing in HP?
- It is primarily concerned with financial outcomes and the benefit to the
organization/stakeholders
- A social marketing-based intervention focuses on providing products to make it easy to
accomplish/do the behaviour
What does a social marketing-based intervention focus on? List one approach.
- A social marketing-based intervention focuses on providing products to make it easy to
accomplish/do the behaviour.
- One of many approaches, where the program planner provides the PP with opportunities and
choices in contrast to communication campaigns
If there is an intervention approach to a carbon emissions reduction program, what
would be the Social Marketing, Communications, and Law Policy Approach?
Social Marketing
- Provide recycling bins at a low cost making it easier to conserve energy.
Communications
- Conduct a media campaign to encourage people to take public transportation.
Law policy
- Develop a policy requiring people who exceed their allotment of energy each month to pay
higher prices for the excess electricity they consume.
What is the exchange theory? Its benefits?
- The exchange theory states that there are buyers who have needs and sellers who have the
products that can fill the needs
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products that can fill the needs
- The benefits must be important and valued by the buyer
In the exchange theory who are the buyers? The sellers?
- The PP is the buyer, while the seller is the program planner which is a tangible item or
service that provides a benefit and will help support their efforts in initiating behaviour change
What must planners understand in consumer orientation?
- Planners must understand the consumer in order to successfully facilitate a product exchange
- Every aspect of the marketing program must be based on the preferences of the PP, not doing
this is not considered marketing
Which model is primarily used for consumer analysis?
- The model primarily used is the SMART model regarding consumer analysis (wants, needs,
preferences), market analysis (identifying competing behaviours, messages), and channel
analysis (communication preferences)
What question would be asked in formative research regarding behaviour?
What is keeping members of the PP from doing the desired behaviour?
What question would be asked in formative research regarding needs?
What needs do members of the PP have?
What question would be asked in formative research regarding competition?
What are the members of the PP choosing to do right now to fill their needs? What do they see
as the benefits of that choice?
What question would be asked in formative research regarding product?
What type of products would help the PP make behaviour changes? What would make it easy
for the PP to obtain the product?
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What question would be asked in formative research regarding benefits?
What benefit dos the PP want as a result of doing the desired behaviour? What benefit does the
PP think the product provides?
What question would be asked in formative research regarding barriers?
What would make it difficult for or keep the PP from using the product? What makes it
difficult for or keeps the PP from doing the desired behaviour?
What question would be asked in formative research regarding price?
What would the priority population be willing to give up or pay to obtain the product and
accompanying benefits?
What question would be asked in formative research regarding place?
Where would the PP like the product offered?
What question would be asked in formative research regarding promotion?
What is the best way to communicate information to the PP about the product?
What is competition? What should the planners do about competition?
- Competition can come from other programs/services offering similar programs or products
that are sending messages that conflict with the behaviour change that is trying to be promoted
- Planners should identify the competition and learn more about them during the formative
research phase
What is the goal of segmentation?
- The goal is to create groups of people who may share similar qualities or characteristics who
will respond in a similar way in response to the intervention
What does segmentation help with regarding marketing strategy?
- It helps to narrow the marketing strategy, and helps with effective and efficient use of limited
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