DIE 3310 Lecture Notes - Lecture 8: Market Segmentation, Marketing Plan, Social Marketing

• School: University of Florida
• Department: Food Science and Human Nutrition
• Course: DIE 3310
• Professor: Beth Gankofskie

Document Summary

Aim is to persuade, convince, and strengthen the fit between products, services, and programs offered for population needs. New research data and info on practices need to be disseminated. Countermarketing is needed against potentially harmful products. Activation is needed to move people from intention to action. Marketing principles: can be used in planning, implementation, evaluation. Health marketing: potential of reaching the largest possible group, at the least cost with the most effective, consumer-satisfying program, marketing plan- outlines a solution to a problem. Determine needs and wants of target pop. Swot- strengths, weaknesses, opportunities, threats: market research- target markets. Develop specific strategy for each: market research- market segmentation. More precise definition of consumer needs and behavior patterns. Improved identification of ways to provide services to population groups. More efficient utilization of nutrition and health education resources through a better fit among products, programs, services, consumers. Develop budget and timetable: analyze the environment and watch for trends.