Public health marketing and strategies

1. PUBLIC HEALTH
MARKETING

2. PLAN
1. Social economical preconditions of origin
and development of marketing activity.
2. Definition of marketing and its tasks.
3. Market, types, methods of study, factors
that influence market of goods and
services.
4. Definition of goods and services, likeness
and unlikeness.
5. Price and price formation.
6. Types of marketing, their characteristics.

3. Origin and development of
marketing activity
 Economic marketing relations have been
highly developed during 150 years without
any changes in the essence of capitalist
system (its exploitation of hired labour,
private-ownership appropriation of surplus
value).
 During this period of time deep changes in
producing and social structure of the society
took place.

4.  Informational era substituted industrial
one that was started with industrial
revolution of the first half of the XX
century.
 Transition to informational era took
place in 50-60s in accordance with
development of scientific and
technological revolution.

5.  Industrial era was characterized by
paramount development of all the spheres
of material production and, first of all,
industry.
 Industry value gradually increased both
among economically active population and
in national produce.
 Production obtained mass character, it
became large-batch and directed to the
market of large value and to products of
mass demands.

6. Informational era
 means paramount extension in
economics of human services, and
mainly in the spheres connected with
information organization and
realization of all the types of
intermediary activity.
 Industry tended to become flexible, non-
mass and it followed individual demands
of consumers and large markets and
separate segments of market (USA,
Japan, Germany, etc.).

7.  In the period of economical era there
increased number of small and average
undertakers, managers and mental workers
among economically active population.
 Informational era, in particular, became the
basis of marketing activity where number of
intermediary services of different types
predominated.

8. Marketing
 is a complex of measures in the
sphere of investigation of sale and
market activity of an enterprise.
 These measures study all the factors that
influence the process of production and
advancement of goods and services from
producer to consumer.

9.  Marketing helps enterprise leaders to obtain
necessary information about consumers’
demands, about prices they are ready to
pay, about the regions of demands that
means market capacity.
 It is higher in regions where goods sell can
make the highest profit.
 Marketing defines the most profitable
spheres to put up money and the place of
new enterprise organization.

10.  Marketing allows understanding of goods’
sale scheme, ways of leading a company in
order to promote goods to the market, and
organization of advertising campaign, etc.
 Marketing allows counting various variants
of effectiveness of inputs to production and
realization of goods and services. It allows
defining what types of goods sold to some
definite consumer in a definite region would
make the highest profits.

11. Marketing tasks are:
 to study consumer;
 to investigate motives of his behavior on the
market;
 to analyze enterprises’ market;
 to make a research of a good or service;
 to analyze forms and ways of goods selling;
 to analyze the volume of enterprises
commodity circulation;

12. Marketing tasks are:
 to study competitors, and to define forms
and levels of competitiveness;
 to investigate advertising activity;
 to define the most effective ways of product
promotion on the market;
 to study sphere of productive activity and
commerce where the enterprise has the
best possibilities (in comparison with
potential competitors) to realize its
comparative advantages to increase
commodity circulation.

13. There are three
basic types of markets:
 Capitals and equity market.
 Market of goods and services.
 Labour market.
 In its turn, every basic type of markets
has its own classification.
 For example, capitals and equity market
includes market of national currency,
market of shares, bond market, etc.

14.  At the same time, market of goods can
be subdivided into market for farm
products, market for industrial
products, which can be subdivided as
well.
 The same subdivision takes place on
market of medical, communal,
intermediary and other services.

15. Labour market
 is a market of qualified labour in the
sphere of production, market of mental
and intellectual work, etc.

16. Methods of study
1. Methods of study of consumers:
 sociological (questionnaire, interview, etc.);
 direct observation of motives of consumer behavior.
2. Methods of study of goods.
3. Market analysis that defines market capacity, its
saturated with goods and services, market sector,
its place, consumer’s activity, etc.
4. Analysis of the systems and methods of realization
of goods (there is studied intermediary activity to
promote goods and services, and it is formed
network of dealers and commercial agents).

17. Methods of study
5. Analysis of volume of enterprise’s commodity
circulation when dynamics of selling, expenses and
profits of an enterprise are studied. In this case
different statistical data from various forms of
documents are used.
6. Study of competitors and defining of forms and
levels of competitiveness.
7. Investigation of advertising activity.
8. Defining of the most effective ways of goods
promotion on the market.
9. Defining of market “niche” that is situated on the
junction of two and more market segments.

18. Basic types of marketing:
 Marketing directed to product, good or
service.
 Marketing directed to a consumer,
special clients that are divided to
groups of consumers beforehand.

19. Factors that influence market
segmentation to consumers groups:
 Geographical (region):
 Administrative division (republic, country,
region).
 Population number.
 Population density.
 Climate.

20. Demographical:
 Age.
 Sex.
 Number of family members.
 Family status:
 income level (fees per month);
 types of professions;
 educational level;
 religion;
 race;
 nationality.

21. Psycho graphical:
 social structure;
 way of life;
 personal qualities;
 behavioral.

22. Likeness and unlikeness of
goods and services.
GOODS SERVICES
LIKENESS value terms value terms
UNLIKENESS
process of
production and
sale do not
coincide
 process of
production and
sale is common
keep, store,
save, transport
it is
impossible to
keep, save and
transport

23. PRICE IS BASIC REGULATOR
OF MARKETING RELATIONS
 There are following types of prices:
 “skimming the cream off”;
 prices for goods (services) introduction to
the market;
 “psychological” price;
 price of the leader of the market or sphere;
 price with recovery of expenses;
 prestigious price.

24. Price of new goods with
cost recovery:
 Pr = C + A + P (C + A) , where
 C – actual cost recovery;
 A – administrative and realization
expenses;
 P – average norm of profit on the given
market;
 Pr – price of the new good.

25. TYPES OF MARKETING:
 Conversion marketing – in case of
negative demand (to increase it).
 Stimulative – absence of demand
(to stimulate it).
 Upcoming marketing – to transform
potential demand into real one.
 Re-marketing – to renew demand.

26. TYPES OF MARKETING:
 Synchromarketing – in case of
demand fluctuation (to stabilize it).
 Supporting marketing – to support
demand on the given level.
 De-marketing – to decrease demand
in its agiotage character.

27. THANK YOU FOR ATTENTION