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 The application of commercial marketing techniques + To influence a key target audience + To voluntarily change a behavior = For the good of society . execution. planning. and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society.WHAT IS SOCIAL MARKETING???  Social Marketing is the application of commercial marketing technologies to the analysis.

performance and innovative features. • Consumer favour products that offer the most quality.PRODUCTION CONCEPT PRODUCT CONCEPT SELLING CONCEPT MARKETING CONCEPT SOCIAL MARKETING CONCEPT • Consumers favours products that are available and highly affordable. • Consumer will buy products only if the company promotes/ sells these products. • Focus on needs/ wants of target markets & delivering superior value and society’s wellbeing. improve production and distribution. . • Focus on needs/ wants of target markets & delivering satisfaction better than competitors.

 A “customer” focused approach  Voluntary behavior change  An exchange  Individual or societal benefit (rather than corporate benefit or profit) .

 Education  Law  Marketing  Marketing is useful at the individual intervention level and involves the crafting of programs using well-tested commercial concepts and tools to induce voluntary personal change-as opposed to. say. . hoping they will act. passing laws to force people to act or merely educating people.



fun. and motivators  Social marketing focuses on making behaviors easy. and popular! . wants. Social marketing recognizes that information alone does not change behaviors  Social marketing focuses on target audiences. including their needs.

3. Price. 2. Place. Promotion. 4. Product. .Four Variables: 1.

 They must "package" the social idea in a manner which their target audiences find desirable and are willing to purchase. the social marketer remains aware of the core product (safer driving) and tries to create various tangible products and services which are "buyable" and which advance the social objective. sellers also have to study the target audiences and design appropriate products.  In general. . In social marketing.

and events) designed to stimulate audience interest and acceptance of a product. or ideas by an identified sponsor. It is the communication-persuasion strategy and tactics that will make the product familiar.  Personal Selling: Any paid form of personal presentation and promotion of products. service. materials. incentives. services. . or ideas by an identified sponsor.  Sales Promotion: Miscellaneous paid forms (special programs. services.  Publicity: Any unpaid form of non personal presentation and promotion of products.  Promotion includes the following major activities:  Advertising: Any paid form of non personal presentation and promotion of products. or ideas where the sponsor is unidentified. and even desirable to the audience. acceptable.

Thus. Place: The third element to social campaigns calls for providing adequate and compatible distribution and response channels. .  Strategists of anticigarette campaigns have recognized the need for action channels by setting up smoker's clinics in many large cities. The most notable example is the Kate Smith bond-selling campaign and its imaginative establishment of telephone order channels during the broadcast. Motivated persons should know where the product can be obtained. place means arranging for accessible out-lets which permit the translation of motivations into actions .  The importance of place has been recognized in several campaigns.

opportunity costs. Price includes money costs.  Many poor patients prefer to patronize unlicensed practitioners and pay a fee instead of going to the free hospital. . energy costs.  The cost of giving up smoking is largely psycho-logical. and psychic costs. since there is actually a financial saving in breaking the habit.


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