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Ch1 social marketing acu

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Definetion of Social Marketing

Definetion of Social Marketing

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  • Reference: Health Behavior & Health Education, 2008 Social Marketing, Kotler & Nancy Lee, 2008 Communication for Social Change, Kincaid 2002

Transcript

  • 1. Social Marketing Dr. Samir Al-Alfy Senior Communication Advisor JHU/CCP February 2010
  • 2. “ A process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviors that benefit society (public health, safety, the environment, and communities) as well as the target audience.” (Kotler, Nancy Lee & Rothschild, 2006) SOCIAL MARKETING DEFINITION (1)
  • 3. “ A process for creating, communicating and delivering benefits that target audience(s) wants in exchange for audience behavior that benefits society without financial profit to the marketer.” (Bill smith, 2006) SOCIAL MARKETING DEFINITION (2)
  • 4. “ social marketing is the application of commercial marketing technologies to the analysis, planning, execution 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 ” (Andreasen, 1995) SOCIAL MARKETING DEFINITION (3)
  • 5.
    • Accept a new behavior
    • Reject a potentially undesirable behavior
    • Modify a current behavior
    • Abandon an old undesirable behavior
    SOCIAL MARKETING Focus on Behavior
  • 6. SOCIAL MARKETING Focus on Behavior Beliefs Attitude feelings Behavior Education ↑ Knowledge & skills Benefits Wants Needs Preferences (Behavior Is Voluntary) Rewarding good behaviors Punishing bad behaviors
  • 7. SOCIAL MARKETING Marketing Principles & Techniques Customer orientation Marketing research : marketing segments—} potential needs, wants, beliefs, problems, concerns, behaviors. Objectives & goals Positioning : to appeal to the desires of the target markets Marketing mix (4Ps): Product, Price, Place, Promotion Monitoring & Evaluation Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. “ The American Marketing Association”
  • 8. Market segmentation - Audience needs & wants - Objectives (Advocacy) SOCIAL MARKETING Select & Influence a Target Market The 1ry Beneficiary is Society Who determines what is good? (Abortion)
  • 9. Difference between Social & Commercial Marketing Similarities: Customer orientation is critical Exchange theory is fundamental Marketing research Audience segmentation All 4 Ps are considered Results are measured Behavior of target market Other organization Competitors Prevalence, reach, change More sales Target Market Societal gain Financial gain 1ry aim Desired behavior Goods & services Product Social Marketing Comm. Marketing
  • 10. FACTORS AFFECTING SOCIAL ISSUES Technology: Science Legal/Political/Policy Making Improved Infrastructures & Built Environments Changes in Corporate Policies & Business Practice automatic seat belts, Cars high-tech alcohol sensors Inoculation against cervical cancer A shot to smokers to quit For late adopters & laggards Hotels master switches Schools, Education, Media