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finaldraftofabb

finaldraftofabb

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Published by vj1414
Social Marketing
Social Marketing

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Published by: vj1414 on Jun 04, 2008
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06/14/2009

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IntroductionSocial marketing theory is a combination of theoretical perspectives and a set of marketingtechniques. Social marketing has been defined as: "differing from other areas of marketingonly with respect to the objectives of the marketer and his or her organization. Socialmarketing seeks to influence social behaviors not to benefit the marketer, but to benefit thetarget audience and the general society" (Kotler and Andreasen 1991).Social Marketing was“born” as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realized that thesame marketing principles that were being used to sell products to conusmers could be usedto “sell” ideas, attitudes and behaviours (kolter and Zalman 1971 ).In social marketing theintervention is developed from a solid base of communication and social-psychologicaltheories: marketing techniques are used to supplement message development and programimplementation.Shine - I dont know how to add the concept of the whole project in the introduction.1. Social MarketingSocial marketing is the design, implementation, and control of programs seeking to increasethe acceptability of a social idea, cause, or practice in a target group(s). It utilizes marketsegmentation consumer research, concept development, communications, facilitation,incentives and exchange theory to maximize target group response .Social marketers can pursue different objectives, produce understanding (knowing thenutritional value of different foods), trigger a one-time action (participating in a massimmunization campaign), attempt to change behavior (auto seatbelt campaign), change a basic belief (convincing anti-abortion adherents to believe in a woman’s right to abortion).Social marketing is new, and its effectiveness relative to other social change strategies is hardto evaluate. It is difficult to produce social change with any strategy, let alone one that relieson voluntary response. Social marketing has mainly been applied to family planning,environmental protection, energy conservation, improved nutrition, auto driver safety, and public transportation and there have been some encouraging successes. But more applicationsare needed before we can fully assess social marketing’s potential for producing socialchange.
 
Marketing Mix --Product, price, place and promotion (4Ps)
The principle of social marketing is to use marking principles to influence behavior andimprove the value to customers. In this situation, marketing mix is playing the important rolesto maximize value to customers. It includes product, price, place and promotion.Product: It is generally refers to the tangible product or provided service which purchased bycustomers (Rob.D.& Nadine.H 2003). Product is also an idea, desired behavior, goods or service that can be exchange by pricing. It can be tangible or intangible. However, in socialmarketing concept, the product considerations are different from commercial marketing innumber of ways (Rothschild 1979). For most social marketing programs, the core productrepresents the health or wellbeing of the individual, the desired behavior or health idea totarget individuals. It can be an action, service, or a set of beliefs. It also consider asinflexibility, intangibility, complexity, controversial, and personal benefits (Rob.D.& Nadine.H 2003).Price: Price is the cost when target audiences making an exchange based on financially,emotionally, psychologically or timely. When talking about commercial marketing, price issimply about financial. It more refers to monetary cost when buying a product or service(Rob.D.& Nadine.H 2003). However, as the changing of social marketing, the concept of  price is more widely defined. Rob Donovan and Nadine Henley defined price in socialmarketing includes monetary cost, but it more involved time, effort, physical discomfort, and psychological cost. (Rob.D.& Nadine.H 2003). It more refers to opportunity cost, status loss,social embarrassment based on values and time. Weinstein pointed out that the cost in socialmarketing usually in short-term and certain. Nevertheless, the benefits are often long termand less certain (Weinsterin 1998).Place: Place is where and when the target audience performs their behavior to purchasing product or service. It involves physical distribution, number and type of outlets, openinghours, public transport availability, and other environmental issues. In social marketing, placeconcepts as a message delivery channels. It also helps to develop a sales force.Promotion
 
As a part of marketing mix, promotion is including advertising, public relations, sponsorship,sales promotion, and personal sales. It is the communication message which related the product or service to the target audiences.Rossiter & Percy pointed out that in social marketing, sales promotion may consider moreserious than others. The explanation here is, advertising and other communication modes aremore refers on primarily impact on beliefs and attitudes. However, sales promotions are morelikely to act directly on audience behaviors. It is more efficiency (Rossiter & Perry, 1997).Rob & Nadine pointed out another key method to challenge social marketing is how to utilizethe concept of point of sale advertising and promotions.
Additional social marketing “P’s”
PartnershipsAs the improvement of market mix definition, the partnerships and policy has beenconsidered as other important issues to marketing mix.Social and health issues are often so complex that one agency cannot make a dent by itself.You need to team up with other organizations in community to really be effective. You needto figure out which organizations have similar goals to yours- not necessarily the same goals-and identify ways you can work together.PolicyPolicy and environmental changes are very important for social marketing. It influencesaudience behavior by consideration of the laws or regulations. And it may also act asimportant barriers to the performance.Social marketing programs can do well in motivation individual behavior change, but that isdifferent to sustain unless the environment they are in supports that change for the long run.Often, policy change is needed and media advocacy programs can be an effectivecomplement to a social marketing program.

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