Description
This is a project. The organization I choosed is ” UMCSSA” The University of Manitoba Chinese Students and Scholars Association. Only need to finish 1 to 3 components.
The components of a marketing plan are:
1. Background, Organization, Purpose, Focus
2. Situation Analysis
3. Priority Audience
4. Set Behavior Objectives and Goals
5. Barriers, Benefits, Motivators, Competition, and Influential Others
6. Positioning Statement
7. Marketing Intervention Mix: 4Ps Strategies
8. Determine An Evaluation Plan
9. Establish A Campaign Budget and Find Funding
10. Outline An Implementation Plan
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Chapter 6: Step 3: Selecting Priority
Audiences
Steps in Selecting Priority
Audiences (1 of 2)
1. Segment the Market
• Division into smaller groups.
• Common attitudes about wants, needs, and so
on.
2. Evaluate Segments
• Variety of factors (e.g., size, ability to reach,
how receptive they might)
– Helps prioritize the segments.
– Helps eliminating some segments.
2
Steps in Selecting Priority
Audiences (2 of 2)
3. Select a Priority Segment
• One or a few segments is ideal:
– Helps develop a rich profile.
– Inspires unique campaign strategies.
• Numerous benefits.
– Increased effectiveness.
– Increased efficiency.
– Input for resource allocation.
– Input for developing strategies.
– Addressing equity.
3
Variables Used to Segment
Markets (1 of 8)
Traditional Variables
• Demographic segmentation:
– Variables common to census forms.
– The best predictors of needs, wants, and so on.
– Easiest way to find a priority segment.
• Geographic segmentation.
• Psychographic segmentation.
• Behavior segmentation.
4
Variables Used to Segment
Markets (2 of 8)
Stages of Change Variables (The
transtheoretical model)
• Precontemplation.
• Contemplation.
• Preparation.
• Action.
• Maintenance.
• Termination.
5
Variables Used to Segment
Markets (3 of 8)
Diffusion of Innovation: Social Marketing
Version
• Innovators
• Early Adopters
• Early Majority
• Late Majority
• Laggards
6
Variables Used to Segment
Markets (4 of 8)
Healthstyles Segmentation
• Several segmentation variables
(demographics, psychographics,
knowledge, attitudes, and current
behaviors related to personal health).
• Rich picture of priority audience.
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Variables Used to Segment
Markets (5 of 8)
Environmental Segmentation
• National studies by Maibach et al.
– Six distinct groups: Alarmed, Concerned,
Cautious, Disengaged, Doubtful, Dismissive
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Variables Used to Segment
Markets (6 of 8)
Generational Segmentation
• Profoundly influential: The influences may
come from music, movies, politics,
technological advances, economics, and
defining events, such as the COVID-19
pandemic.
• Seven cohorts:
– Tradionalists, Baby boomers, Gen X, Gen
Y, Millennials, and Gen Alpha.
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Variables Used to Segment
Markets (7 of 8)
Segmenting Midstream and Upstream
• Midstream audiences.
• Upstream audiences.
10
Variables Used to Segment
Markets (8 of 8)
Combination of Variables
• Primary base.
• Show me. Help me. Make me.
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Criteria for Evaluating
Segments
• Segment size.
• Problem incidence.
• Problem severity.
• Defenselessness.
• Reachability.
• General responsiveness.
• Incremental costs.
• Responsiveness to marketing intervention mix.
• Organizational capabilities.
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How Priority Audiences Are
Selected
• Budgeting.
• Evaluation criteria:
– Greatest need.
– Greatest readiness for action.
– Easiest and least costly to reach.
– Best match.
13
Ethical Considerations When
Selecting Priority Audiences
• Providing objective data.
• Checking implicit bias.
14
Chapter 5: Steps 1 & 2: Social Issue,
DEI Considerations, Purpose, Focus,
Situation Analysis
Step 1: Describe Social Issue, DEI
Considerations, Background,
Purpose, and Focus (1 of 4)
Social Issue, DEI Considerations, and
Background
• Identify the social issue (e.g., public health
problem, safety concern, environmental
threat, or community need).
• Identify the organization.
• Present the information.
2
Step 1: Describe Social Issue, DEI
Considerations, Background,
Purpose, and Focus (2 of 4)
Purpose
• Answering questions like “What is the potential
impact of a successful campaign?” and “What
difference will it make?”
• Difference from objectives/ goals:
– Objective: what is to be done (behavior objective,
knowledge objective, and belief objective)
– Goals: a desired level of behavior change;
quantifiable and measurable.
– Purpose: ultimate impact/benefit.
3
Step 1: Describe Social Issue, DEI
Considerations, Background,
Purpose, and Focus (3 of 4)
Focus
• Each purpose statement leads to a
different focus.
• Selected to narrow the scope of the plan.
4
Step 1: Describe Social Issue, DEI
Considerations, Background,
Purpose, and Focus (4 of 4)
Focus
• Criteria:
– Behavior change potential.
– Market supply : Is this area of focus already being
addressed adequately in this way by other
organizations and campaigns?
– Organizational match.
– Funding sources and appeal.
– Impact: finding the greatest potential to
contribute.
5
Step 2: Conduct Situation Analysis,
Review Prior Efforts (1 of 6)
The Microenvironment
• Resources:
– Levels of funding.
– Adequacy of staff.
– Access to expertise.
• Service delivery capabilities:
– Availability of distribution channels.
– Concerns, if any, with current or potential quality of service
delivery.
• Management support:
– Organizational management’s support for the project.
– Briefing the management.
• Issue priority:
– Prioritizing the social issue within the organization.
– Competing issues, if any.
6
Step 2: Conduct Situation Analysis,
Review Prior Efforts (2 of 6)
• Internal publics: Organizational people or
groups in favor or and against the
program.
• Current alliances and partners: Alliances
and partners of the organization for
provision of additional resources.
• Past performance: Successes and failures
of the organization in regard to projects
such as this.
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Step 2: Conduct Situation Analysis,
Review Prior Efforts (3 of 6)
Strengths
– List the major organizational strengths.
– Maximize the points from this list.
Weaknesses
– List the major organizational weaknesses.
– Minimize the points from this list.
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Step 2: Conduct Situation Analysis,
Review Prior Efforts (4 of 6)
The Macroenvironment
• Forces outside the marketer’s influence.
– Cultural forces.
– Technological forces.
– Demographic forces.
– Natural forces.
– Economic forces.
– Political/legal forces.
– External publics.
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Step 2: Conduct Situation Analysis,
Review Prior Efforts (5 of 6)
Opportunities
• Purpose of scanning: to discover
opportunities.
• Visibility and resources.
Threats
• Potential threats.
• Understanding influences.
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Step 2: Conduct Situation Analysis,
Review Prior Efforts (6 of 6)
Review Prior Efforts
• Search and review.
• Sharing research, plans.
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The Role of Exploratory Research
When Choosing Focus
• Exploratory research assists in making
decisions regarding the purpose and focus
of your plan (step 1) and in identifying
strengths and weaknesses (step 2).
• It helps with step 3 (priority audiences)
and 5 (priority audience barriers, benefits,
motivators; the competition; and influential
others) as well.
12
Ethical Considerations When
Choosing Focus
• Ethical dilemmas and challenges.
– Varied ethical considerations.
– Common themes:
• Social equity
• Unintended consequences
• Competing priorities
• Full disclosure
• Responsible stewardship
• Conflicts of interest
• Whether the end justifies means
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