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  • Orientation On Social Marketing: The Philippine Environmental Governance 2 Project

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    Social marketing uses marketing principles and techniques to promote social causes and influence behaviors that benefit individuals and society. It aims to get a target audience to voluntarily accept, reject, modify, or abandon a behavior. Like commercial marketing, it focuses on the target audience, has clear objectives and goals, and considers the four Ps - product, price, place, and promotion. The main differences are that social marketing promotes behavior change rather than sales, and addresses current behaviors rather than selling goods/services. Both fields use customer research, audience segmentation, and measure results. The document provides 12 principles for effective social marketing, such as starting with receptive target markets, promoting a single doable behavior, considering incentives, allocating adequate resources, and tracking results

    Original Description:

    social market

    Original Title

    29 Orientation Social Marketing

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    Social marketing uses marketing principles and techniques to promote social causes and influence behaviors that benefit individuals and society. It aims to get a target audience to voluntarily accept, reject, modify, or abandon a behavior. Like commercial marketing, it focuses on the target audience, has clear objectives and goals, and considers the four Ps - product, price, place, and promotion. The main differences are that social marketing promotes behavior change rather than sales, and addresses current behaviors rather than selling goods/services. Both fields use customer research, audience segmentation, and measure results. The document provides 12 principles for effective social marketing, such as starting with receptive target markets, promoting a single doable behavior, considering incentives, allocating adequate resources, and tracking results

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    10 views20 pages

    Orientation On Social Marketing: The Philippine Environmental Governance 2 Project

    Uploaded by

    rafiqcu
    Social marketing uses marketing principles and techniques to promote social causes and influence behaviors that benefit individuals and society. It aims to get a target audience to voluntarily accept, reject, modify, or abandon a behavior. Like commercial marketing, it focuses on the target audience, has clear objectives and goals, and considers the four Ps - product, price, place, and promotion. The main differences are that social marketing promotes behavior change rather than sales, and addresses current behaviors rather than selling goods/services. Both fields use customer research, audience segmentation, and measure results. The document provides 12 principles for effective social marketing, such as starting with receptive target markets, promoting a single doable behavior, considering incentives, allocating adequate resources, and tracking results

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 20

    Orientation

    on
    Social Marketing
    The Philippine Environmental Governance 2 Project

    What is Social Marketing?


    Use of marketing
    principles
    and techniques
    to advance
    a social cause,
    idea or behavior
    Kotler and Zaltman
    2

    SOCIAL
    MARKETING
    Use of marketing
    principles and
    techniques to influence
    a target audience to
    voluntarily accept,
    reject, modify or
    abandon a behavior for
    the benefit of individuals,
    groups or society as a
    whole.
    3

    MARKETING PRINCIPLES
    Target Audience
    Clear Objectives & Goals
    4 Ps:

    Product
    Price
    Place
    Promotion

    DIFFERENCES Between Commercial Sector


    Marketing & Social Marketing
    Commercial Sector
    Marketing

    Social Marketing

    Products Sold

    Goods & Services


    (Financial Gain)

    Behavior Change
    (Individual or
    Societal Gain)

    Competitors

    Other institutions
    offering similar
    goods & services

    Current or preferred
    behavior of
    target market

    Behavior Desired

    Purchase a Product
    Avail of a Service

    Perform
    a Specific Behavior

    (Easier)

    (More Difficult)
    5

    SIMILARITIES Between Commercial Sector


    Marketing & Social Marketing

    Customer orientation is applied


    Exchange Theory is fundamental
    Marketing research is used
    Audiences are segmented
    All 4Ps are considered

    Product
    Price
    Place
    Promotion

    Results are measured.


    6

    1. Take advantage
    of what is known and
    has been done before.
    7

    2. Start with
    target markets
    that are most
    ready for action.
    8

    3. Promote a single,
    doable behavior
    explained in simple,
    clear terms.
    9

    4. Consider incorporating
    and promoting a
    tangible object
    or service to support
    the target behavior.
    10

    5. Understand and
    address perceived
    benefits and costs.
    11

    6. Make access easy.

    12

    7. Develop attention-getting
    and motivational messages.
    13

    8. Use appropriate media


    and watch for and use
    opportunities for audience
    participation .
    14

    9. Provide response mechanisms


    that make it easy and convenient
    for inspired audiences to act on
    recommended behaviors.
    15

    10. Allocate sufficient


    resources for media
    and outreach .
    16

    11. Allocate adequate


    resources for research.

    17

    12. Track results and


    make adjustments.
    18

    P
    Performance

    Socio-Economic

    MONITORING & EVALUATION

    Biophysical
    P

    Incentives

    End of Part 2

    20

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