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

counsels businesses to be fair to consumers encourage informed consumers avoid marketing practices that have negative

consequences for society

History of Marketing (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

Marketing Terms (Cooper, 1998)

Marketing American Marketing Association“marketing is the process of planning an 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”

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

Firm

Owners

Customers

Employees

Suppliers

PoliticalGroups

Government

FinancialCommunity

ActivistGroups

CustomerAdvocateGroups

Unions

Competitors

TradeAssociations

Marketing Terms (Cooper, 1998)

Competitive Advantage Differentiation of the organization and/or its products and

services in some way in order to gain preference by all or part of the market over its rivals.

Purpose is to increase the market share Two types:

Assists Capabilities

1) market sensing capability - ability to detect changes

2) customer linking capability (Day 1994)

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

Components of the Marketing Mixfour 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

Price The cost of the product to the consumer

Promotion 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

Example (s)

Marketplace

Hudson - 5 views of the marketplace Product Perspective

The consumer will favor the product that has the most value, desirable features, or best performance

Example (s)

Marketplace

Hudson - 5 views of the marketplace Selling Perspective

Direct promotion to consumers to introduce them to a product that was not being sought

Example(s)

Marketplace

Hudson - 5 views of the marketplace Marketing Perspective

Determining the wants and needs of the target market and developing products to satisfy those needs.

Example(s)

Marketplace

Hudson - 5 views of the marketplace 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.

Example:

Topic:

Project 5: Marketing Plan

Mission StatementThe Center for Public Health Nutrition at the University of Washington will advance and promote public health strategies for improving nutrition and reducing obesity rates among Washington State residents.

Goal:

The student team will demonstrate the ability to plan and develop a marketing project for the CPHN

Objectives:Main Objective:

Demonstrate the ability to evaluate the external market environment.

Objectives:

Secondary Objectives: Review the marketing process Review the mission statement for the CPHN Outline a strategic plan. Outline short term and long term goals and

objectives to support the strategic plan Identify Stakeholders Identify the equivalent to the 4 Ps of Marketing Conduct an informal SWOT analysis

EvaluationEvaluation8% Team grade:  

Overall quality of work Meet the goal and objectives for the project Effective selection and application of productivity tools Materials / Handouts / Illustrations / Overheads Team coordination and organization Written, 3 page summary of the project. Content, such as a flow

chart or a stakeholder map, would be added to an appendix.

NOTE: One report per team.

  2 % Individual grade

Oral presentation

Project 5 (All) :           Marketing Plan 

Productivity Tools: (As appropriate) Word Visio Front Page

Center forPublic Health

Nutrition