Cooper P D, King K K
Health Values. 1985 Nov-Dec;9(6):29-36.
Survey data were used to evaluate the role of marketing in the nonprofit arena of health promotion. Questionnaires utilizing a Likert type scale were sent to 106 marketers and 247 health educators soliciting their opinions about health care marketing. Both groups agreed that marketing was appropriate for both profit and non-profit organizations, but were not in total agreement on specific aspects of the marketing process. Marketers were adamant that marketing is not confined to promotional, advertising and communication functions, while health educators were neutral. Marketers were strong in their disagreement that marketing is selling; health educators were still neutral but in slight disagreement. Marketers did not believe that marketing uses gimmickry heavily, while health educators agreed that it does use gimmickry. A significant finding from the survey is that the major ethical issue for health educators is their view that marketing manipulates society. Both community and school health educators agreed that using marketing techniques is a step forward manipulation of a society, while the group of marketers disagreed.
调查数据被用于评估营销在健康促进非营利领域中的作用。使用李克特量表的问卷被发送给106名营销人员和247名健康教育工作者，征求他们对医疗保健营销的意见。两组都认为营销对盈利性和非营利性组织都适用，但在营销过程的具体方面并未完全达成一致。营销人员坚决认为营销并不局限于促销、广告和沟通功能，而健康教育工作者持中立态度。营销人员强烈反对营销就是销售的观点；健康教育工作者仍持中立态度，但略有分歧。营销人员不认为营销大量使用噱头，而健康教育工作者则认为营销确实使用噱头。该调查的一个重要发现是，健康教育工作者面临的主要伦理问题是他们认为营销在操纵社会。社区和学校健康教育工作者都认为使用营销技巧是迈向操纵社会的一步，而营销人员群体则不同意这一观点。
