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Learning area
Apply Marketing Mix
Product
• Behavior, service being exchanged with audience for a price and benefit
• Must compete successfully against benefit of current behavior
• Fun, easy, popular, social life…

Price
• Cost to the target audience of changing (financial, time, effort, lifestyle, etc.)

Place
• Channels where products, programs are/could/should be available
• Make accessible, move programs/products to places audience frequents

Promotion
• Communication with audience about product/program, price and place
• Advertising, media relations, events, direct mail, entertainment, personal selling

Politics
• Stimulate policy that influences voluntary behavior change (system and environmental change)
Exercises/Tools
Choose a case study from the best practices collection accesible at:
http://seedproject.eu/uploaded/tiny/files/seed_toolbox_o2_v3.pdf
Identify the principals of the Social Marketing and apply them to the chosen good practice (Marketing Mix).





















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