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Summary h17 marketing

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All chapters belong together for a summary of the entire marketing subject taught by professor Nathalie Dens in the 1st year of the HI (B), tew and sew bachelor's degrees

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  • October 3, 2024
  • 4
  • 2023/2024
  • Summary
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Marketing Nathalie Dens

Not-for-profit (NFP) and Social marketing
Social Marketing

- Products
o Tangible, physical products
 Condoms, biodegradable products
o Services
 Medical exams, education, green transport
o Practices
 Eating healthy, recycling, donating to charities, saving money, driving safely
o Intangible ideas
 Environmental protection, human rights, gender equality

- Differences with commercial marketing
o Proposition
NFP offerings have weaker unique selling proposition, are weaker direct benefits,
relates to audience benefit gained from undertaking a specific desired behavior
 Giving to charity gives us a sense of doing good but this feeling may
not be sufficient to induce many people to give
 Not drinking and driving saves lives
o Price
has different connotations, can be perceived as incentives and costs of (not) taking
up a particular desired behavior => ex price of demarketing cocaine
 Incentive to stop using cocaine = removal of psychological and physiological
problems
 Cost to stop using cocaine = loss of self-confidence or feeling of having fun
o Involvement
displays more extreme tendencies
 People often either really engage with a charity, political party or social cause
or show strong reactions against them
o Segmentation
necessary to develop a campaign to drive behavior in all targets  specific
audience/segment
 Health promotion campaign might encourage all adults to eat 5 portions of
fruit a day although young children may need specific targeted messages
o Marketing strategy
needs to be check against the environment, available resources, organization’s social
values
 Mission statement focus on causes, exist to solve a particular societal
problem  being the best in the market, profit in commercial marketing

Demarketing:
use of marketing techniques to discourage demand for particular proposition




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