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Link tải miễn phí Luận văn: Developing social marketing mix for female condom targeting sex workers in Vietnam = Phát triển chương trình tiếp thị xã hội cho sản phẩm bao cao su nữ, đối tượng gái mại dâm ở Việt Nam. Luận văn ThS. Kinh doanh và quản lý: 60 34 05
Nhà xuất bản: Khoa Quản trị Kinh doanh
Ngày: 2012
Chủ đề: Quản trị kinh doanh
Quản lý tiếp thị
Bao cao su
Gái mại dâm
Miêu tả: 108 tr. + CD-ROM + tóm tắt
Luận văn ThS. Quản trị kinh doanh -- Khoa Quản trị Kinh doanh. Đại học Quốc gia Hà Nội, 2012
Luận văn tiếng Anh In the mid-1980s, Condom Social Marketing (CSM) emerged as an effective tool in combating the spread of HIV/AIDS.
Through Social Marketing programs and projects in many countries affected by the epidemic, condoms have become more easily available, affordable and acceptable to sexually active men, women and young people in general as well as to those in high-risk groups, including female sex workers. In Vietnam, unsafe commercial sex is one of the primary drivers of the HIV epidemic. It is estimated that 9.3% of all female sex workers in Vietnam will be living with HIV in 2012. In addition, and particularly in the case of condoms with Sex Workers (SWS), social marketing can be an alternative source of products and information for them who may be unable or unwilling to access public health services. The female sex workers study design is based on theoretical framework of Social Marketing Mix specially focus on P4: Promotion - Integrated Marketing Communication; and the perform framework for social marketing
(Chapman and Patel, 2004). Perform analyzes the major determinants of health behaviors by categorizing them in terms of opportunity, ability and motivational factors. By segmenting the customer and conducting formative research, we will determine the exact needs and suitable and effective condom social marketing. CSD‘s team target SWS in six provinces: Hanoi, Haiphong, Quang Ninh, Ho Chi Minh, Can Tho and An Giang. We use an innovative approach to conduct qualitative, exploratory research on the most relevant methods of changing behavior among the various at-risk groups within the SWS population. Data was collected via individual face-to-face interviews, using a structured questionnaire. Reported that SWS use condom with clients during the last sex was high (91%), but consistent condom use in the past month was lower (66%). In the past month, 83% of SWS report having regular clients and 71% report always using a condom with these clients. 56% of SWS reported having non-commercial regular partners in the past three months. Reported condom usage is much lower with non-commercial partners than with commercial partners. At last sex, 39% of SWS report using a condom with regular partners and 25% report consistent condom use. The risk factor here is the risks of HIV/AIDS with SWS though not consistent use any condom with their partners (commercial and non-commercial clients). In this situation with my knowledge had studied specialize in marketing at HSB, I create the female condom social marketing communication campaign for SWS in Vietnam with brand ―SHE female condom‖. My campaign focus on SWS consistent use female condom with both their partners: commercial clients and non-commercial sex partners. The marketing plan that has been prepared for the market analysis followed. The thesis outlines the various factors that need to be considered in bringing out such a product and the various advantages that it carries for the society. I am interested in creating awareness about the product ―SHE female condom‖ and create enough interest in the mind of SWS to facilitate purchase of the product. The measure of success of this social marketing program is much more than the volume of product sales achieved. Female condoms have never come to Vietnam and they are totally new to most people here in Vietnam. Thus, the idea of this communication is to non-distinguish the introduction of female condom in general and SHE brand female condom. In Vietnam, when new products were introduced first to the people, the brand name of the very first product, or sometimes the most popular brand name of a type of products got to be taken as the name. For example, in Vietnam, most people call motorbike ―HONDA‖, even when the bike is produced by YAMAHA; or they call ―Lavie‖ for any mineral water. The idea of the communication plan is to unify the concept of female condom with SHE brand female condom. Also, since the product should be of non-profitable aim, communication for the product has to be unified or in-distinguished with communication for STDS including HIV/AIDS prevention among SWS. Thus, female condoms should be compared to other methods of STDS prevention as male condoms but not to fight for victory with them. Instead the idea should be that female SWS now can feel safer and even more equal when they can be more active to use condoms (female condoms). In conclusion, I focus on social marketing, and particularly the social marketing mix of female condoms, as a key strategy in the fight against the global HIV/AIDS pandemic. In Vietnam, the population will find it difficult, frequently impossible, to avail of the new products and increased protection. The lessons to be learned from the past experience and experiments in male condom social marketing in Vietnam and female condom in other countries can Giúp in making female condom campaign efficiency in future. improve the reach of social marketing to specific groups or population segments but individuals can be trained also in collecting information from their peers, through individual interviews and focus group discussions, as well as in sales and distribution. 4. The measure of success of a social marketing program is much more than the volume of product sales achieved. The success of social marketing should be evaluated not only in terms of sales and distribution figures but also through their impact within the wider social and health context. Techniques and indicators that can document the impact of programs above and beyond sales figures exist, such as measures of awareness, recognition and acceptance of risk, behavior and social change, and program reach, and others are being developed. 5. Female condom social marketing in Vietnam require a tailored approach. In these situations especially, marketing the female condom as a niche product is in fact the most cost-effective, rational and appropriate way to use it, and will protect many by targeting only a few. Because the female condom offers protection against pregnancy and STIs, it can be part of broader public health systems and initiatives, such as family planning and general reproductive health, universal health care and outreach to high risk populations. Integration in existing programs can facilitate product uptake, broaden the market and ensure sustainability. REFERENCES Chapman, S. (2004). Evaluating Social Marketing Interventions. Chapter 7 in M. Thorogood& Y. Coombes (Eds.), Evaluating Health Promotion. Oxford: Oxford University Press. Chapman, S., & Patel, D. S. (2004). PSI Behavior Change Framework ―Bubbles‖: Proposed Revision. Concept Paper, Washington, DC: Population Services International. Patel, D. S. (2005). The Dashboard: A Tool for Social Marketing Decision Making. Concept Paper, Washington, DC: Population Services International. Patel, D. S. (2005). The PSI Dashboard: An Analysis Plan for TRaC (Tracking Results Continuously) Study Designs. Concept Paper, Washington, DC: Population Services International. HIV Behavioral Survey evaluating Risk behaiors and Determinants among Female Sex Workers in Vietnam/ Social Marketing Prevention and Supportive Services Project Condom Social Marketing: Selected Case Studies - Joint United Nations Program on HIV/AIDS (UNAIDS) (English original, November 2000) PSI, the creative Edge: Social Marketing for AIDS Prevention, 1998. UNAIDS. Social Marketing: An Effective Tool in the Global Response to HIV/AIDS, UNAIDS Best Practice Collection, 1998. UNAIDS and PSI. Social Marketing: Expanding Access to Essential Products and Services, 1999. APPENDIX: RESEARCH QUESTION AND RESULT I want to know information about SW situation and need in more detail in order to determine exactly who to target and how to reach them. By segmenting the customer and conducting formative research, I will determine the exact needs and suitable and effective Condom Social Marketing. Step 1: I want to know information that can learn about their demographic environment can include: age, occupation, education, income, family structure, and location, other... Beside of we want to know information that can learn about their economic environment includes: How they spend their money, they may borrow any money? Places where SWs mostly meet their clients; SWs mostly work independently or under a management?... Step 2: I want to know information that can learn about their clients with consistent condom use: commercial clients and non commercial clients Step 3: I want to know information that can learn about their cultural environment and factors that shape the basic values, perceptions, preferences and behaviors... Step 4: I want to know information that can learn about 4Ps to launch our product: ―female condom‖. And this above is result of survey. Step 1: The information that can learn about their demographic environment. Questionnaire 1: Read the Informed Consent script to the respondent. If the respondent agrees to answer this questionnaire, sign to confirm her voluntary participation. Interviewer’s signature:
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tải đủ 2 phần và giải nén
Nhà xuất bản: Khoa Quản trị Kinh doanh
Ngày: 2012
Chủ đề: Quản trị kinh doanh
Quản lý tiếp thị
Bao cao su
Gái mại dâm
Miêu tả: 108 tr. + CD-ROM + tóm tắt
Luận văn ThS. Quản trị kinh doanh -- Khoa Quản trị Kinh doanh. Đại học Quốc gia Hà Nội, 2012
Luận văn tiếng Anh In the mid-1980s, Condom Social Marketing (CSM) emerged as an effective tool in combating the spread of HIV/AIDS.
Through Social Marketing programs and projects in many countries affected by the epidemic, condoms have become more easily available, affordable and acceptable to sexually active men, women and young people in general as well as to those in high-risk groups, including female sex workers. In Vietnam, unsafe commercial sex is one of the primary drivers of the HIV epidemic. It is estimated that 9.3% of all female sex workers in Vietnam will be living with HIV in 2012. In addition, and particularly in the case of condoms with Sex Workers (SWS), social marketing can be an alternative source of products and information for them who may be unable or unwilling to access public health services. The female sex workers study design is based on theoretical framework of Social Marketing Mix specially focus on P4: Promotion - Integrated Marketing Communication; and the perform framework for social marketing
(Chapman and Patel, 2004). Perform analyzes the major determinants of health behaviors by categorizing them in terms of opportunity, ability and motivational factors. By segmenting the customer and conducting formative research, we will determine the exact needs and suitable and effective condom social marketing. CSD‘s team target SWS in six provinces: Hanoi, Haiphong, Quang Ninh, Ho Chi Minh, Can Tho and An Giang. We use an innovative approach to conduct qualitative, exploratory research on the most relevant methods of changing behavior among the various at-risk groups within the SWS population. Data was collected via individual face-to-face interviews, using a structured questionnaire. Reported that SWS use condom with clients during the last sex was high (91%), but consistent condom use in the past month was lower (66%). In the past month, 83% of SWS report having regular clients and 71% report always using a condom with these clients. 56% of SWS reported having non-commercial regular partners in the past three months. Reported condom usage is much lower with non-commercial partners than with commercial partners. At last sex, 39% of SWS report using a condom with regular partners and 25% report consistent condom use. The risk factor here is the risks of HIV/AIDS with SWS though not consistent use any condom with their partners (commercial and non-commercial clients). In this situation with my knowledge had studied specialize in marketing at HSB, I create the female condom social marketing communication campaign for SWS in Vietnam with brand ―SHE female condom‖. My campaign focus on SWS consistent use female condom with both their partners: commercial clients and non-commercial sex partners. The marketing plan that has been prepared for the market analysis followed. The thesis outlines the various factors that need to be considered in bringing out such a product and the various advantages that it carries for the society. I am interested in creating awareness about the product ―SHE female condom‖ and create enough interest in the mind of SWS to facilitate purchase of the product. The measure of success of this social marketing program is much more than the volume of product sales achieved. Female condoms have never come to Vietnam and they are totally new to most people here in Vietnam. Thus, the idea of this communication is to non-distinguish the introduction of female condom in general and SHE brand female condom. In Vietnam, when new products were introduced first to the people, the brand name of the very first product, or sometimes the most popular brand name of a type of products got to be taken as the name. For example, in Vietnam, most people call motorbike ―HONDA‖, even when the bike is produced by YAMAHA; or they call ―Lavie‖ for any mineral water. The idea of the communication plan is to unify the concept of female condom with SHE brand female condom. Also, since the product should be of non-profitable aim, communication for the product has to be unified or in-distinguished with communication for STDS including HIV/AIDS prevention among SWS. Thus, female condoms should be compared to other methods of STDS prevention as male condoms but not to fight for victory with them. Instead the idea should be that female SWS now can feel safer and even more equal when they can be more active to use condoms (female condoms). In conclusion, I focus on social marketing, and particularly the social marketing mix of female condoms, as a key strategy in the fight against the global HIV/AIDS pandemic. In Vietnam, the population will find it difficult, frequently impossible, to avail of the new products and increased protection. The lessons to be learned from the past experience and experiments in male condom social marketing in Vietnam and female condom in other countries can Giúp in making female condom campaign efficiency in future. improve the reach of social marketing to specific groups or population segments but individuals can be trained also in collecting information from their peers, through individual interviews and focus group discussions, as well as in sales and distribution. 4. The measure of success of a social marketing program is much more than the volume of product sales achieved. The success of social marketing should be evaluated not only in terms of sales and distribution figures but also through their impact within the wider social and health context. Techniques and indicators that can document the impact of programs above and beyond sales figures exist, such as measures of awareness, recognition and acceptance of risk, behavior and social change, and program reach, and others are being developed. 5. Female condom social marketing in Vietnam require a tailored approach. In these situations especially, marketing the female condom as a niche product is in fact the most cost-effective, rational and appropriate way to use it, and will protect many by targeting only a few. Because the female condom offers protection against pregnancy and STIs, it can be part of broader public health systems and initiatives, such as family planning and general reproductive health, universal health care and outreach to high risk populations. Integration in existing programs can facilitate product uptake, broaden the market and ensure sustainability. REFERENCES Chapman, S. (2004). Evaluating Social Marketing Interventions. Chapter 7 in M. Thorogood& Y. Coombes (Eds.), Evaluating Health Promotion. Oxford: Oxford University Press. Chapman, S., & Patel, D. S. (2004). PSI Behavior Change Framework ―Bubbles‖: Proposed Revision. Concept Paper, Washington, DC: Population Services International. Patel, D. S. (2005). The Dashboard: A Tool for Social Marketing Decision Making. Concept Paper, Washington, DC: Population Services International. Patel, D. S. (2005). The PSI Dashboard: An Analysis Plan for TRaC (Tracking Results Continuously) Study Designs. Concept Paper, Washington, DC: Population Services International. HIV Behavioral Survey evaluating Risk behaiors and Determinants among Female Sex Workers in Vietnam/ Social Marketing Prevention and Supportive Services Project Condom Social Marketing: Selected Case Studies - Joint United Nations Program on HIV/AIDS (UNAIDS) (English original, November 2000) PSI, the creative Edge: Social Marketing for AIDS Prevention, 1998. UNAIDS. Social Marketing: An Effective Tool in the Global Response to HIV/AIDS, UNAIDS Best Practice Collection, 1998. UNAIDS and PSI. Social Marketing: Expanding Access to Essential Products and Services, 1999. APPENDIX: RESEARCH QUESTION AND RESULT I want to know information about SW situation and need in more detail in order to determine exactly who to target and how to reach them. By segmenting the customer and conducting formative research, I will determine the exact needs and suitable and effective Condom Social Marketing. Step 1: I want to know information that can learn about their demographic environment can include: age, occupation, education, income, family structure, and location, other... Beside of we want to know information that can learn about their economic environment includes: How they spend their money, they may borrow any money? Places where SWs mostly meet their clients; SWs mostly work independently or under a management?... Step 2: I want to know information that can learn about their clients with consistent condom use: commercial clients and non commercial clients Step 3: I want to know information that can learn about their cultural environment and factors that shape the basic values, perceptions, preferences and behaviors... Step 4: I want to know information that can learn about 4Ps to launch our product: ―female condom‖. And this above is result of survey. Step 1: The information that can learn about their demographic environment. Questionnaire 1: Read the Informed Consent script to the respondent. If the respondent agrees to answer this questionnaire, sign to confirm her voluntary participation. Interviewer’s signature:
Do Drive thay đổi chính sách, nên một số link cũ yêu cầu duyệt download. các bạn chỉ cần làm theo hướng dẫn.
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tải đủ 2 phần và giải nén
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