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1、OutliningtheStrategicMarketingPlanningProcessChapter21TheProblemishowtomakesurewearereallyusingmarketingtothefullestextentandnotdroppingintoadvertisingalone,productdevelopmentalone,orignoringtheconsumerbecausewethinkweknowmorethantheydo.-WilliamSmith,ExecutiveDirectorAcademyforEducationalDevelopm

2、ent2TheNatureandRoleofSocialCampaigns"Asocialchangecampaignisanorganizedeffortconductedbyonegroup(thechangeagent)whichintendstopersuadeothers(thetargetadopters)toaccept,modify,orabandoncertainideas,attitudes,practices,andbehaviour."(Kotler&Roberto1989:6)3TargetAdopterTargetadopteriswhatintraditio

3、nalMarketingwecallthe"targetmarket",whosebehaviourorthinkingthechangeagentistryingtochange.Weareusuallyaskingthetargetadopterstodooneofthreethingswithrespecttothesocialissue:4ActionExampleaccepttoacceptthatpeoplewhosufferfromAIDSarejustasdeservingoftreatmentwithdignityasthosewithanyotherdiseaseMo

4、difytonotovereat;tonotdrinkwhiledriving.Notethatwedon'tasktoabandoneatingordrinking,justtodoitinmoderationornotincertaincircumstancesAbandontoquitsmoking,littering,abusingchildren–anythingwhichjustshouldnotbedoneatanytime(inthemindofthechangeagent;thesearealmostalwaysvaluejudgments)5MarketingHigh

5、lightLoweringBloodPressureBackgroundandSituationCoordinatedbytheNationalHeart,Lung,andBloodInstituteoftheNationalInstitutesofHealth.Theultimateprogrampurposeistoreducedeathanddisabilityrelatedtohighschoolpressure.6Severalhypertensioncontrolissuesarepartofthisprogram.Excessivestrokemortalityinthes

6、outheasternUSEffectivetreatmentpracticesUtilityofloweringthesystolicbloodpressureinorderAmericansRoleoflifestylechangesinpreventingandtreatinghypertensionIssuesregardingspecialpopulationsandtheirsituationsEducationalstrategiesdirectedatprofessional,patient,andpublicaudiencesandcommunityorganizati

7、ons7TargetAudiencesWomentakingbirthcontrolpillsOlderpersonsAfricanAmericansPeoplewithdiabetesPeoplewithhighbloodcholesterolFollowingsegmentationprinciples,theuniquecharacteristicsofeachofthesesegmentwouldbeanalyzedrela