Marketing and Health Promotion Quiz

Marketing Nutrition and Health Promotion

• Marketing: the process by which individuals and groups get what they need and want by creating and exchanging products and values with others.
• Purpose of marketing: to find a problem, need, or want and to find a solution to it.

Developing a Marketing Plan

• Step 1: Determine the needs and wants of the target population because marketing always starts with the customer.
• Step 2: Specify the benefits of the product or service to the target population.
• Step 3: Develop a budget and timetable.
• Step 4: Implement the plan according to the original design and then evaluate its effectiveness.
• Step 5: Develop a marketing strategy for ensuring a good fit between the goals and resources of the organization and the needs and wants of the target population.

Marketing Strategy

• Specifies a target market and four elements: Product, Place, Price, and Promotion.
• Product: all of the characteristics of the product or service that are to be exchanged with the target market.
• Place: the actual location where the exchange takes place, including accessibility and comfort for the client.
• Price: both tangible and intangible costs that the consumer must bear in the marketing exchange.
• Promotion: the organization’s informative or communication with the target market.

Marketing Tools

• Publicity Tools:
  • Articles in newsletters or newspapers
  • Informational brochures
  • Radio and television interviews
  • Internet web sites
  • Public service announcements (PSAs)
  • Direct mail
  • Word-of-mouth

Conducting a Situational Analysis

• Analyze the potential market, the environment in which the product or service will be positioned, and the competition.
• Select a target market that will be the primary focus.
• Situational analysis: a detailed assessment of the environment, including an evaluation of the consumer, the competition, and any other factors that may affect the program or business.

Market Research: Target Markets

• Each target market should be viewed as a separate and different audience.
• Ideally, develop a specific marketing strategy for each target audience.
• Actual and potential markets should be divided further into subgroups, which is a process called market segmentation.

Market Segmentation

• Four classes of variables used for market segmentation:
  • Geographical segmentation: grouping people according to the location of their residence or work.
  • Demographic segmentation: grouping based on variables such as income, age, sex, occupation, family size, religion, and marital status.
  • Psychographic segmentation: based on criteria such as personal values, attitudes, opinions, behavior, lifestyle, and level of readiness for change.
  • Behavioristic segmentation: based on criteria such as purchase frequency and occasion, and attitude toward the product.

Nutrition of Minorities in the Community

• Racial and ethnic minorities in the USA:
  • May have less healthy food consumption patterns.
  • May have less access to healthy foods.
• Heterogeneous relationships between labor income and health by race/ethnicity in the USA:
  • Results highlight the need to provide safety nets for adults who experience a decline in income to prevent worsening health.

Saudi Arabia's Ethnic Groups and Nationalities

• Average fast food consumption per week in 2017-2018:
  • About 30.79% of respondents in Saudi Arabia stated they eat fast food less than once per week.
• Common food items in Saudi Arabian kitchen:
  • Wheat, rice, lamb, chicken, yogurt, potatoes, seafood, and dates.

USA Population Considerations

• Consumption of fast food:
  • Higher prevalence of fast food restaurants in African American and low-income neighborhoods.
  • Low-income and non-white individuals consume more fast food.
• Food preparation:
  • Individuals from racial and ethnic minority groups may have traditional cooking practices that put them at greater risk for chronic diseases.
• Demand for healthy foods:
  • Low availability of healthy foods in racial and ethnic minority neighborhoods.
• Target food marketing:
  • Advertising for unhealthy foods is often targeted more towards racial and ethnic minority audiences.
• Belief in diet-disease connection:
  • Different perceptions of disease risk in relation to group membership.
  • Individuals may not view chronic disease as something that can be prevented by healthy food consumption patterns and other lifestyle habits.
• Stress:
  • Ethnic and racial minorities may face multiple life stressors, such as discrimination, violence, and poverty.

Strategies to Address These Considerations

• Improve availability of healthy food choices.
• Improve access to healthy food choices.
• Make use of the power of media.
• Provide hands-on learning opportunities.
• Address barriers related to language.
• Tailor to culture.
• Provide cultural competency training.
• Involve the priority populations.
• Engage community stakeholders.
• Address participant needs.
• Use established settings.
• Develop a Healthy Food Palm (HFP) based on the culture and eating habits of Saudi Arabians.
• Launch a strategic plan for healthy food, focusing on key aspects that studies have shown to have a significant impact on public health.

Minority Groups and Cooking Practices

• Individuals from racial and ethnic minority groups may have traditional cooking practices that increase their risk for chronic diseases.
• Traditional cooking practices may involve frying instead of baking, which can contribute to health risks.
• The use of lard instead of canola oil is another traditional practice that may increase the risk of chronic diseases.

Foods and Dishes

• Arab dishes: Jareesh, Khmer, Mabshoor, Haneeth, Markook, Manthoo, Hininy, Aseedah, Roz Bukhari, Madfoon, Harees, Kanafeh, Mandi, Mutabbaq, Muhallebi, Jalamah, Sambusak, Basbousa, Ka'ak, Saleeg, Umm Ali, Kabsa, Dates Mohalla

USA Population Considerations

• Higher prevalence of fast food restaurants in African American and low-income neighborhoods
• Low-income and non-white individuals consume more fast food
• Racial and ethnic minority groups may have traditional cooking practices that put them at greater risk for chronic diseases
• Low availability of healthy foods in minority neighborhoods
• Targeted advertising for unhealthy foods towards racial and ethnic minority audiences
• Different perceptions of disease risk in relation to group membership
• Stress contributes to unhealthy lifestyles, including poor nutrition, in racial and ethnic minorities

Poor Nutrition

• Condition of improper or inadequate food intake or absorption
• Manifests in various diseases
• Includes four forms: undernutrition, overnutrition, imbalance, and specific deficiency
• Affected groups: pregnant women, mothers, infants under 2, children, adolescents, and the elderly

Racial/Ethnic Disparities in Chronic Diseases of Youths and Access to Health Care in the US

• Chronic diseases: asthma, diabetes mellitus, obesity, hypertension, mental illness, attention-deficit/hyperactivity disorder

Strategies to Address Considerations

• Improve availability and access to healthy food choices
• Use the power of media
• Provide hands-on learning opportunities
• Address barriers related to language
• Tailor to culture
• Provide cultural competency training
• Involve priority populations
• Engage community stakeholders
• Address participant needs
• Use established settings

Saudi Arabia

• The Healthy Food Palm (HFP) was developed to preserve and enhance nutrient adequacy and improve health
• Saudi Food & Drug Authority launched a strategic plan for healthy food, involving determining allowable rates of sugar, salt, and saturated fat in processed food
• A "signal light" system of green, yellow, and red will be used on products to indicate the amount of sugar, salt, and fat

Market Research: Market Segmentation

• Four classes of variables: geographical, demographic, psychographic, and behavioristic segmentation

Nutrition of Minorities in Community

• Racial and ethnic minorities in the USA may have less healthy food consumption patterns and less access to healthy foods due to socioeconomic status

Maternal and Infant Health

• The effects of nutrition extend from one generation to the next, especially during pregnancy, affecting the fetus's development.
• Inadequate maternal nutrition early in pregnancy can lead to poorly developed fetuses, and malnourished mothers are more likely to have infants with health issues.

Trends in Maternal and Infant Health

• The United States has a high infant mortality rate (IMR) of 7.0, higher than several industrialized countries.
• IMRs persistently differ between ethnic groups and between poor and non-poor infants.

Primary Indicators of the Infant's Future Health Status

• Birth weight and length of pregnancy are primary indicators of an infant's future health status.

International Factors Must Be Addressed

• Poverty, minority status, lack of access to healthcare, inability to pay for healthcare, poor nutrition, low educational achievement, unhygienic living conditions, and unhealthful habits (e.g., smoking, drug use) contribute to low birth weight.

National Goals for Maternal and Infant Health

• The country aims to reduce infant mortality by focusing on changing protective and risky behaviors affecting pregnancy outcomes.
• Goals include:
  • Reducing infant mortality rates for Hispanics, Whites, and American Indians.
  • Increasing breastfeeding among women in all race and ethnic groups.
  • Continuing to decline in cigarette smoking during pregnancy.

Nutrition Health for Mothers

• Maternal weight gain during pregnancy is crucial for the health of the mother and the fetus.
• Normal weight gain and adequate nutrition support the health of the mother and the development of the fetus.
• Low weight gain in pregnancy is associated with increased risk of delivering a low-birthweight infant.
• Recommended weight gain during pregnancy:
  • 11-15 kg for normal-weight women (BMI 18.5-25 kg/m2).
  • 7 kg for overweight women (BMI >25 kg/m2).
  • Calculated according to Body Mass Index (BMI).

Maternal and Infant Nutrition Programs

• The WIC Program (not detailed in the provided text).
• Expanded Food and Nutrition Education Program (EFNEP) (not detailed in the provided text).

Determinants of Food Choice in Children

• Food choice in children is influenced by neophobia and exposure, which affect their willingness to try new foods.
• Social modelling, involving the imitation of others' behaviors, plays a significant role in shaping children's food preferences.
• Children's eating habits are influenced by various social agents, including:
  • Peers, who can pressure them to adopt certain eating habits.
  • Heroes, such as celebrities or idols, who can promote specific foods or diets.
  • Parents, who can model healthy or unhealthy eating behaviors.

Factors Contributing to Unhealthful Eating Patterns

• Increased independence from parents, leading to reduced parental supervision and guidance.
• Eating away from home, where children may be more likely to consume unhealthful foods.
• Concern with physical appearance and body weight, which can lead to unhealthy eating habits.
• The need for peer acceptance, which can drive children to adopt unhealthful eating patterns to fit in with their peers.