Scenario 3
"After I talked to Dr. Richards, he seemed okay with giving one of my current
projects to someone else so I could spend some time on social marketing. But,
while I was explaining some of the key elements of social marketing to him, he
had some concerns about a few big pieces of this approach to planning."
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"That audience orientation piece seems like a waste of time to me. We've been
working in these areas statewide for a long time and we have a pretty good idea
about what people are doing (or not doing) when it comes to eating healthy and
getting physical activity. And why should we target segments? I don't think it's
a good idea to leave people out of any kind of intervention that we plan.
Shouldn't we be trying to reach as many people as we can?" |
"I'm losing my confidence! How do you think I can convince him of the need to
understand our target audience and segment them? Or do you think it is okay for
me to concede on a couple of these points?"
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