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Marketing and Market Research FCS 5155 Fall 2006 What is marketing? Process by which individuals/groups get what they want/need by creating and exchanging products and values. Tool for managing change, specifically behavior Target market SWOT analysis Market segmentation Market niche

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Marketing and market research l.jpg

Marketing and Market Research

FCS 5155

Fall 2006


What is marketing l.jpg
What is marketing?

  • Process by which individuals/groups get what they want/need by creating and exchanging products and values.

  • Tool for managing change, specifically behavior

Boyle, 2003


Key marketing terms l.jpg

Target market

SWOT analysis

Market segmentation

Market niche

Marketing philosophy

Marketing mix

Four P’s of marketing

Marketing strategy

Key Marketing Terms

Boyle, 2003


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Purpose of marketing

  • Identify a problem, need, or want (market research) and

  • Fashion a solution to it (marketing plan).

Boyle, 2003


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Components of Market Research

  • Identify your target market

  • Evaluate the trends

  • Competitive analysis

    • SWOT analysis

  • Product life cycle curve

Helm, 1995


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Identify Target Market

  • Why is it important?

  • What do we need to know?

  • When should it be obtained?

  • How should it be obtained, and by whom?

Helm, 1995


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How obtained?

  • Primary vs. secondary sources

    • Who conducted the research?

  • Direct vs. indirect methods

    • How it is conducted?

Helm, 1995


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Evaluation of trends

  • What are some current trends regarding today’s society?

  • Nutrition?

  • Nutrition education?

Burns, 2005


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Changes in Nutrition Education

Baker & Pearson, 2006 (SNE AC)


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Changes in Nutrition Education

Baker & Pearson, 2006 (SNE AC)


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Changes in Nutrition Education

Baker & Pearson, 2006 (SNE AC)


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Competitive analysis

  • Finding the competition

  • Fitting into the competitive environment (SWOT analysis)

  • Keeping ahead of the competition

  • Learning from others’ mistakes

Helm, 1995


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Product life cycle curve

  • Infancy and growth are good

  • During maturity be thinking about new ideas

  • Sometimes decline can lead to infancy

Helm, 1995


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Marketing Plan

  • Determine needs/wants

  • Identify benefits of program

  • Develop a marketing strategy

  • Develop a budget and timeline

  • Implement and evaluate

Helm, 1995


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Moment of Application

  • In groups of 3-4, complete the worksheet based on the assigned scenario.

  • Elect a facilitator, recorder, and reporter for each group.

Burns, 2005


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Scenario 1

  • Assume you are an employee of a nutrition ed consulting firm…

    • Client: Medium-sized corporation employing mostly blue-collar males

    • Program: Nutrition component of a worksite wellness program

Burns, 2005


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Scenario 2

  • Assume you are an employee of a nutrition education consulting firm…

    • Client: Large senior living center

    • Program: Nutrition program for free living residents

Burns, 2005


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How much is enough?

  • What do you already know?

  • Length and scope of program

  • Cost of effort

  • Accountability expected

Helm, 1995