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
History of Marketing (Cooper, 1998)
“Societal Marketing”
 criticizes traditional marketing
definitions for their emphasis on
material consumption and short-term
consumer gratification

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counsels businesses to be fair to consumers
encourage informed consumers
avoid marketing practices that have
negative consequences for society
Marketing Definitions(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”
Marketing Terms (Cooper, 1998)
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
Owners
Political
Groups
Financial
Community
Government
Suppliers
Activist
Groups
Firm
Customers
Competitors
Customer
Advocate
Groups
Trade
Associations
Unions
Employees
Marketing Terms (Cooper, 1998)
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
Marketing Terms (Cooper, 1998)
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
Marketing Terms (Cooper, 1998)
“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.
2.
3.
4.
5.
6.
Label is typically applied to causes judged by persons in
positions of power and authority to be beneficial to both
individuals and society.
The agent of change does not profit financially from a
campaign’s success
Goal is to change behaviors believed to place the
individual at risk, not simply increase awareness or alter
attitudes.
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.
Social marketing strives to create conditions in the social
structure that facilitate the behavioral changes promoted.
Reliance upon commercial marketing concepts.
Nutrition 564: Marketing

Objectives:
Review the history of marketing
 Define terms
 Describe the marketing process
 Identify elements to be used in project 5

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

The cost of the product to the consumer

Price
Promotion

Positioning
Maximize benefits and minimize costs. A
psychological construct that involves the
location of the product relative to other
products and activities with which it competes.
Methods for communicating information
about the product to the consumer
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)
Marketing Planning - Stages
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
(Leppard & McDonald, 1991)
Marketing Planning - Stages
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.
(Leppard & McDonald, 1991)
Marketplace
Hudson - 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 Perspective
Direct 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 Perspective
Balancing the customers’ needs for satisfaction with the organizational
goal of making a profit while acting in the best interest of society.
Nutrition 564: Marketing

Objectives:
Review the history of marketing
 Define terms
 Describe the marketing process
 Identify elements to be used in project 5

Project 5: Marketing Plan
TV Reduction
Goal:
This marketing project will use the element of
‘System and Environmental Change’ to
promote TV reduction among young
children.
TV Reduction Marketing Project
Objectives:
1.
Identify TV reduction as a target for system and
environmental change.
2.
Outline the marketing plan including the five P's
(product, place, price, promotion and positioning)
in accordance with social marketing theories.
Marketing Project
Goal: The student will demonstrate the ability to plan and
develop a marketing project.
Overall objectives for marketing:
 Define a mission statement and strategic plan.
 Outline a business plan and define a market opportunity.
 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.
TV Reduction Marketing Project
Objectives Cont’:
3.
Gather information including:

Completion of literature review on impact of screen
time on health, including overweight and obesity

Inventory of educational materials and campaigns
addressing the impact of screen time (also collecting
such materials)

List of key stakeholders

Identify existing ‘Toolkits’ used to promote TV
reduction.
TV Reduction Marketing Project
Objectives Cont’:
4.
Preliminary identification of target audience
segments for a TV reduction campaign
5.
Conduct a SWOT analysis with key stakeholders
6.
Design a ‘Toolkit’ for use with the target audience.
Steps to complete the project