Metabical case study

demography (age), geography (location), psychography (people who want to look like movie stars) and behavior (choose drugs, like certain brands, etc.)

patients

doctors

source, message, medium, and receiver

advertising, sales promotion, personal selling, pr, direct and digital marketing

push strategy (calls for using the sales force and trade promotion to push the product through channels, the producer promotes the product to channel members which in turn promote it to final consumers

product (drug), price (list price and discounts or allowances), place (channels, coverage, locations, inventory, transportation and logistics) and promotion (advertising, pr, sales promotion, direct marketing and digital marketing)

awareness, interest, desire, and action

awareness, consideration, preference, action, loyalty, advocacy and ZMOT

paid, owned, shared and earned

you can promote sales for consumers (think coupons or samples), trades (think discounts or allowances) or businesses (think car shows or event marketing)

determine the size of incentive, set of conditions for participation, how to spread the word about the promotion, length of program and evaluate

Identify behavior you want to change and the audience you want to target > do some research on why the problem exists/why they perform the behavior you're trying to eliminate > develop your program > test the message and concept > try the program out (pilot) > revise and launch > monitor and evaluate

involves market segmentation, market targeting, differentiation and positioning

suppliers, company and competitors, marketing intermediaries and final consumers

1. understand the marketplace and customer needs and wants 2. design a customer driven marketing strategy (customers to serve, value proposition, marketing management orientations, etc) 3. construct an integrated marketing program that delivers superior values (SOCIAL MARKETING CONCEPT) 4. build profitable relationships and create consumer delight (Customer Relationship Management) 5. capture value from customers to create profits and customer equity (Create customer loyalty and retention)

SWOT analysis

cost leadership, differentiation and focus

fighting over existing things bloody, finite market space very competitive

expanding new markets, creating new markets low costs and greater value through differentiation

threat of new entrants, threat of substitutes, buyer power, supplier power and competitive rivalry (industry structure drive completion and profitability)

industry growth rate, technology and innovation, government and complementary products or services

who are we going to serve them and how are we going to serve them? (SEGMENTATION AND TARGETING) and decide on value proposition (DIFFERENTIATION AND POSITIONING)

design a customer driven marketing strategy flows to an integrated marketing program that developers superior value (INCLUDES FOUR PS, PRODUCT, PRICING, PLACE AND PROMOTION (ADVERTISING, PERSONAL SELLING, PR AND DIRECT AND DIGITAL MARKETING)