Health Sciences 2250A/B Chapter Notes - Chapter 11: Led Lamp, Marketing Mix, A Priori And A Posteriori
4 Aug 2017
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Marketing: creating, communicating & delivering value to customers = financial goal. Social marketing: facilitate voluntary beh. change for personal/societal wellbeing. Makes it easy & convenient for pp to engage in change. The marketing mix/4p"s of sm. ex. behaviour: led bulb in recessed can light. Tangible: consumers" needs met, easy & convenient, & provides valued benefit. ex. Core: benefits associated w/ service. ex. protects environment. Where consumers access product. ex. events at stores. Promotion communication strategy (visuals, channels etc). ex. posters, emails. Comparing sm to other approaches ex. carbon emissions reduction program. Providing product at low prince making it easy & convenient ex. cheap recycling bins. Teaching people benefits ex. teaching school age children to save energy. Communicating - media/other ex. using tv & social media to tell ppl to use public transport. Develop policies ex. create policy which forces ppl to pay higher prices for excess energy.
