Term
Chitterlings case
what
who
when
other info (2) |
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Definition
what: severe diarrhea
who: african american infants
when: november and dece associated with chitterlings for the holidays
OTHER INFO
associated with breaks in hygiene during preparation
food preparer also cares for the infants while handling chitlins |
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Term
Past approaches of chitterlings
utilized
emphasized
repeated
outcome |
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Definition
Utilized an informational intervention in WIC (women infants children) clinics
emphasized:
hand washing
separating children from the cooking environment
repeated this intervention from 1989 till 1996
outcome: yearly winter peaks of cases continued
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Term
| FORMATIVE research of Chitterlings |
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Definition
literature reviews
community focus groups
interviews with park producers, federal food and health agencies
microbiological study of levels of YE ( yersinia enterocolitica) bacteria present
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Term
| target audience for chitterlings |
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Definition
| Primary: chitlin preparers- older african american women |
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Term
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Definition
| pre boil your chitterlings for 5 minutes before cleaning and cooking as usual |
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Term
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Definition
status quo: family recipes handed down through generations
perception that it will "boil in the dirt"
perception that boiling affects the taste
cooking is a family tradition- children are wanted in the kitchen |
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Term
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Definition
Change from tradition
extra 5 minutes of work upfront
perceived change in taste
keeping children away |
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Term
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Definition
healthy children/ no trips to the hospital
children can stay with you while cooking
makes cooking easier
ownership of solution |
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Term
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Definition
grocery stores
churches
health provider offices |
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Term
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Definition
Flyers/bulletion inserts
PSAs
newspaper articles
TV and radio news and talk shows |
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Term
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Definition
| case surveilance=lower number of cases! |
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Term
| Social marketing key features |
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Definition
To benefit target audience and society
To change audiences’ behavior
The behavior change is typically voluntary
To use of marketing techniques |
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Term
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Definition
| what we want out target audience to do |
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Term
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Definition
| what they may need to know |
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Term
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Definition
| what they may need to believe |
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Term
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Definition
narrowing the scope of the plan
social issue
campaign purpose
options for campaign focus |
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Term
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Definition
| to create several attractive potential segments for consideration |
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Term
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Definition
behavior change potential
market supply
organizational match
funding sources and appeal
impact |
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Term
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Definition
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Term
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Definition
| strengths weaknesses opportunity threat |
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Term
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Definition
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Term
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Definition
| positive attributes of the organization ( not the campaign itself) |
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Term
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Definition
cultural forces
technological forces
demographic forces
natural forces
economic forces
political legal forces
external publics |
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Term
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Definition
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Term
| variables for segmenting markets |
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Definition
demographic
geographic
psychographic
behavioral |
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Term
| key questions for target selection |
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Definition
Segment size: How many people are in this segment?
Problem Severity: Who are the people at highest risk?
Problem Incidence: How many people in this segment
are either engaged in the problem-related behavior or
not?
Problem severity: Who are the people most open to
change?
Reachability: Is this an audience that can be easily
identified and reached? |
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Term
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Definition
8 segments indicitive of personality traits considered to be drivers of buying behaviors
horizontal-primary motivations
vertical dimension-resorces |
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Term
| Strategies for choosing target market |
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Definition
What segmentation variables should we use to create the most meaningful segments of targeting?
which segments should we focus a majority of the resources on?
which segments will be most cost efficient? size, ability to reach, receptive |
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Term
| variables for segmenting markets |
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Definition
demographic
geographic
psychographic
behavioral |
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Term
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Definition
Segment size: How many people are in this segment?
Problem Severity: Who are the people at highest risk?
Problem Incidence: How many people in this segment
are either engaged in the problem-related behavior or
not?
defenselessness: Who are the people most open to
change?
Reachability: Is this an audience that can be easily
identified and reached? |
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Term
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Definition
one big market
no individual segments
single marketing mix |
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Term
| undifferientiated market benefits and disadvantages |
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Definition
potential savings on production and marketing costs
hard to satisfy customers
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Term
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Definition
chooses two or more well defined marekt segments
distinct marketing mix for each segment |
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Term
differientiated marketing advnatages
disadvantages |
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Definition
higher levels of sales
satisfying customer needs
high costs
cnaniblization |
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Term
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Definition
| one marketing mix for one segment |
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Term
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Definition
concentration of resources
meets narrowly defined segment
small firms can compete
strong positioning
segments too small or changing |
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Term
| THEORY OF REASONED ACTION |
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Definition
attitude towards act or behavior
behavioral norm behavior
subjective norm |
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Term
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Definition
| the perceived social pressure ( the normative expectation of significant others) to engage or not engage in a behavior |
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Term
| theory of planned behavior |
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Definition
| same as theory of reasoned action but this time add perceived behavioral control- if high so high level of intention and then they might actually buy an i-pad |
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Term
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Definition
| perceived susceptibility and severity to disease can lead to demographics, social, political, cultural factors---> perceived benefits and barriers cost benefit analysis or perceived threat of disease ( cues to action) which leads to likelihood of behavior change<----- self efficacy for behavior change |
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Term
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Definition
| perceptions of what is approved or disapproved of commonly in a given group or society |
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Term
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Definition
| perceptions of what people typically do in a particular situation |
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Term
| social norm theory works how to change behavior |
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Definition
| increases esteem/ love and belonging |
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