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ORIENTATION TO SCHOOL NUTRITION MANAGEMENT
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Institute of Child Nutrition theicn.org 800-321-3054
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Institute of Child Nutrition theicn.org 800-321-3054
Describe the importance of
marketing in school nutrition
programs.
To help school nutrition professionals:
understand the basic principles of
marketing
know how to apply marketing principles to
develop and implement a school nutrition
marketing plan and
evaluate a marketing plan
Knowing
what the customer wants
and needs
Providing
products and services
that satisfy customer demands
Identify the basic principles
of marketing.
Marketing is the process of
creating, communicating,
and delivering value to
customers.
Promoting
Advertising
Merchandising
Selling
Marketing
includes advertising.
Marketing is both active and
interactive.
Advertising is presenting the sales
pitch and is more direct.
Advertising is more of the
commercial way of marketing.
Promote
school nutrition products as
nutritious.
Sell the school nutrition program as
part of the educational environment.
Change the image of the program.
Influence dietary behaviors of
students.
Direct
or commercial marketing is the
process of promoting and selling
the product or service.
Social marketing is a process for
influencing human behavior on a
large scale, using marketing
principles for the purpose of societal
benefit rather than for profit.
VOTE
1.
Promoting and selling food products
2.
Influencing students to select a quality
nutritional diet to improve their health
3.
Not sure
Product: goods, services, or changed
behavior
Price: cost to target group in money, time,
and effort
Place: outlet or spot where product is
acquired
Promotion: activities to “sell” or promote
benefits of the product
Policy: facilitates a course of
action to support voluntary
changes in behavior
Identify the elements of a
marketing plan.
A marketing plan is a written plan of an
organized approach to change, with
goals and objectives identified, and the
means of accomplishing those goals
described.
1.
2.
3.
4.
5.
Establish measurable
objectives/goals.
Identify the target audience.
Assess the current situation.
Research the target audience.
Develop strategies and tactics.
6.
7.
8.
9.
10.
Develop a budget.
Establish timelines.
Implement strategies and tactics.
Evaluate results.
Follow up.
The Institute of Child Nutrition
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Institute of Child Nutrition
The University of Mississippi
• Mission: To provide information and services that promote
the continuous improvement of child nutrition programs
• Vision: To be the leader in providing education, research, and
resources to promote excellence in child nutrition programs