Introduction to Marketing Uttam Raj Regmi
Meaning of Marketing <ul><li>According to American Marketing Association, “ Marketing is the process of planning and execu...
Concept of Marketing People  Need   Want Marketing Transaction Exchange Product Demand  Market
What is social marketing ? <ul><li>Social Marketing is the application of commercial marketing principles to influence the...
The Social Marketing approach to social change <ul><li>Campaigns for social change are not a new  </li></ul><ul><li>phenom...
The Social Marketing approach to social change <ul><li>In recent time, social change campaigns have focused on issues such...
Examples of Social Marketing Activities <ul><li>Tobacco </li></ul><ul><li>Alcohol and other drugs </li></ul><ul><li>Enviro...
Anti smoking ad campaigns
An Abstract Product Attitudes & Behavior
Condom Campaign
Social Campaign
Commercial Products
Social Marketing vs. Commercial Marketing Marketing  Tools Commercial Marketing Social  Marketing Product Satisfies  exist...
What  social marketing is not <ul><li>Organization-centered </li></ul><ul><ul><li>“ We know what’s best” </li></ul></ul><u...
What social marketing is <ul><li>Customer-focused </li></ul><ul><ul><li>Behavioral goals </li></ul></ul><ul><ul><li>Target...
Benefits <ul><li>Focuses on end users </li></ul><ul><li>Encourages proper market segmentation </li></ul><ul><li>Facilitate...
Example- Social Marketing
The Four P’s In Social Marketing, Promotion and Place are key variables of the marketing mix Place Promotion Product Price...
Thanks
Thanks
Upcoming SlideShare
Loading in …5
×

How to understand social marketing ?: By Uttam Raj Regmi

990 views
898 views

Published on

1 Comment
0 Likes
Statistics
Notes
  • Give it a better name, perhaps by highlighting the nepaliness of the approach or something similar. I would ask your edit that one slide so that everything is not shown as this document lives on the internet. Great job and keep up!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total views
990
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
34
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

How to understand social marketing ?: By Uttam Raj Regmi

  1. 1. Introduction to Marketing Uttam Raj Regmi
  2. 2. Meaning of Marketing <ul><li>According to American Marketing Association, “ Marketing is the process of planning and execution the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives” </li></ul>
  3. 3. Concept of Marketing People Need Want Marketing Transaction Exchange Product Demand Market
  4. 4. What is social marketing ? <ul><li>Social Marketing is the application of commercial marketing principles to influence the voluntary behavior of target audiences to achieve social objectives </li></ul>
  5. 5. The Social Marketing approach to social change <ul><li>Campaigns for social change are not a new </li></ul><ul><li>phenomenon, for example </li></ul><ul><li>Campaigns to free slaves in ancient Greece and Rome </li></ul><ul><li>Campaigns to abolish debtor prisons and child labor </li></ul><ul><li>Campaigns to grant voting rights to women </li></ul>
  6. 6. The Social Marketing approach to social change <ul><li>In recent time, social change campaigns have focused on issues such as </li></ul><ul><ul><li>Health </li></ul></ul><ul><ul><li>Environment </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Economics </li></ul></ul>
  7. 7. Examples of Social Marketing Activities <ul><li>Tobacco </li></ul><ul><li>Alcohol and other drugs </li></ul><ul><li>Environment </li></ul><ul><li>Vitality </li></ul><ul><li>Fitness </li></ul><ul><li>Breast feeding </li></ul><ul><li>Condom promotion </li></ul><ul><li>ORS </li></ul><ul><li>Handicrafts </li></ul>
  8. 8. Anti smoking ad campaigns
  9. 9. An Abstract Product Attitudes & Behavior
  10. 10. Condom Campaign
  11. 11. Social Campaign
  12. 12. Commercial Products
  13. 13. Social Marketing vs. Commercial Marketing Marketing Tools Commercial Marketing Social Marketing Product Satisfies existing consumer need (high demand) Satisfies public need (little/no demand) Price Aims to cover all costs/generate a profit Often subsidized to guarantee access for low-income groups Place Focus on cost efficiency Focuses on access for target group Promotion Aims to build and defend market share Aims to increase overall market , requires demand creation activities
  14. 14. What social marketing is not <ul><li>Organization-centered </li></ul><ul><ul><li>“ We know what’s best” </li></ul></ul><ul><ul><li>Problem is with the target audience </li></ul></ul><ul><ul><li>Focus is on information/education </li></ul></ul><ul><ul><li>Target audience is blamed for program failure </li></ul></ul><ul><ul><li>All people are treated the same </li></ul></ul><ul><ul><li>Research is not important or not used </li></ul></ul>
  15. 15. What social marketing is <ul><li>Customer-focused </li></ul><ul><ul><li>Behavioral goals </li></ul></ul><ul><ul><li>Targeted interventions </li></ul></ul><ul><ul><li>Use of both marketing techniques and behavioral science theories </li></ul></ul><ul><ul><li>Use of research </li></ul></ul>
  16. 16. Benefits <ul><li>Focuses on end users </li></ul><ul><li>Encourages proper market segmentation </li></ul><ul><li>Facilitates comprehensive analysis and use of research </li></ul><ul><li>Highlights the need for prioritization and strategic choices </li></ul>
  17. 17. Example- Social Marketing
  18. 18. The Four P’s In Social Marketing, Promotion and Place are key variables of the marketing mix Place Promotion Product Price Distribution Channels Communications idea, behavior, or adoption of new idea and behavior Value
  19. 19. Thanks
  20. 20. Thanks

×