献血营销角度分析英文版.pptVIP

The definition of societal marketing marketing strategy target customers market segments Internal marketing External marketing promotion place The end * Marketing principles of blood donation ——by：Lisa Yvanie Definition of VNRD (voluntary ,non-remunerated blood donors ) The essence of VNRD: to change social behavior Blood donation ——a kind of “charity marketing”, a kind of “ societal marketing” The definition of charity marketing A kind of marketing principle that cares about the existence and the development of human beings and also the uplift of society. It contacts customers through charity activities, and it produces charity effects while attracting customers’ predilection to its products or services. A principle of enlightened marketing that holds that a company should make good marketing decisions by considering consumers’ wants , the company’s requirements , consumers’ long-run interests , and society’s long-run interests. The heart of societal marketing trust marketing How? to set a ligament between the company and the consumers to get consumers’ confide to get a “win-win” The involvement of leadership (the support of the government) Partner relationship with media Telemarketing voluntary ,non-remunerated blood donors (especially young students) (according to its motivation) { donors for value donors who take the place of family or relatives to donate blood voluntary ,non-remunerated blood donors Employing, training and inspiring staff to work for blood donors or potential blood donors 4Ps 4Cs Figure 2.5 product price promotion place target customers variety quality design features brand name intended positioning packaging services advertising personal selling sales relations public relations list price discounts allowances payment period credit terms channels coverage assortments locations inventory transportation logistics product packaging CIS (corporate identity system ) brand name image representative price discounts preferential policy