Post on 26-May-2017
Social Marketing
Commercial and Social Marketing Commercial Marketing: The Make Profit
MotiveMarketing is a system of interrelated activities designed to
develop, price, promote and distribute goods and services to groups of customers.
In most cases marketing attempts to generate profits from the sale of good and services created to fill customer needs.
Social Marketing: The Do Good Motiveis different from commercial marketing in substance and objective
but not in methodology.
Social Marketing ConceptMARKETING TECHNIQUES
USED
TO ENHANCE SOCIAL ENDSOR
PROMOTE PRO SOCIAL BEHAVIOUR
INVOLVES THE DESIGN,IMPLEMENTATION AND
CONTROL OF PROGRAMS
Social Marketing Concept
It is the explicit use of marketing skills to help translate present social action efforts into more effectively designed and communicated programs that elicit desired audience responses.
Social Marketing Concept SM puts emphasis not so much on getting
ideas out or transforming attitudes but influencing behavior.
Behavior change is social marketing's bottom line.
Centers on communication campaigns designed to promote socially beneficial practices or products in a target group.
Social Marketing Concept SM is not about targeting the general public
rather it focuses on a target audience. Participation of people is critical SM determines the core wants and needs
of its customers through market research methods and focuses on them.
Four Ps of Social Marketing
1. PRODUCTSTangible Products
Seat belts Nutritious weaning foods
Practice
Vaccinate childrenAvoid smoking
Idea
Human RightsEquality
Four Ps of Social Marketing
2. PRICEMonetary
Cost of subsidized productsSocial cost
Opportunity
Time lost from other activitiesMissed opportunity if innovation not beneficial
Psychological and Physical
Stress in giving up smokingEffort involved in obtaining clean water
Four Ps of Social Marketing
3. PLACE / 4. PROMOTIONDelivery of product
Tea shopsClinics and pharmaciesHouseholdsWork place
Delivery of message
TV/ Radio/ NewspapersPosters/ billboards/ bannersFolk songsPublic ralliesInterpersonal / counseling
Uses of Marketing TechniquesExchange Theory of Marketing: Exchange is the central concept underlying
marketing. It calls for the offering of value to someone in
exchange for value. Through exchanges various social units – individuals,
small groups, organizations, whole nations – attain the inputs they need.
By giving up something, they acquire something else in return. This something else is normally more valued than that which is given up. This explains the motivation for the exchange.
Uses of Marketing Techniques
Audience Segmentation: Knowing your target audience is very important in
social marketing. Social marketers learn specific facts about the target
audience such as gender, age, income levels, social class and lifestyle in order to price and promote the product.
Example: Primary audience in a family planning program is couples within a certain income range
Research Methods in SM Several research techniques are used in
SM to find out about the target audience.
QUANTITATIVE METHODS
Cross sectional and longitudinal
Sample surveys.
Archival data analysis
Structured Interviews
Mail / Telephone surveys
(How many people think orDo something)
QUALITATIVE METHODS
Focus Group Discussions
Unstructured Interviews
Direct Observation
(Why people think or do What they do)
Stages of Social Marketing
Read Notes for detailed informaton