This document discusses the history and principles of social marketing. It describes social marketing as involving networks of individuals and entities embedded in a social matrix that collectively create value for customers. The key characteristics of social marketing are identified as having a customer orientation, focusing on behavioral goals, being theory-based, using insights, emphasizing exchange, employing competition, using segmentation, and utilizing the marketing mix. Strategic social marketing is defined as programs that satisfy consumer needs and reach a broad audience to facilitate widespread changes in risky behaviors through education, marketing, and law. It also notes that strategic social marketing focuses not just on individuals but also contexts as potential targets for change.

1. THE HISTORY & DOMAIN OF SOCIAL
MARKETING
PRINCIPLES OF SOCIAL MARKETING
Dosen Pembimbing : MGM
Shinta Aulya
NIM: 0802515174
AL AZHAR INDONESIA UNIVERSITY
T.A. 2017-2018

2. MARKETS AND SOCIAL MARKETING
• A network of individuals, groups and or entities
• Embedded in social matrix
• Linked directly or indirectly through sequential or shared participation in
economic exchange
• Which jointly and collectively create value with and for customers, through the
use of;
• Assortments of products, services, experiences, and ideas
• That emerge in response to or anticipation of customer demand
by Shinta Aulya

3. CHARACTERISTICS OF SOCIAL
MARKETING
French & Blair-Stevens (2010)
Customer
Orientation
Behavioral Goals Theory Based Insight
Exchange Competition Segmentation Marketing Mix
by Shinta Aulya

4. HOW CAN WE USE SOCIAL MARKETING?
“Programs that are developed to satisfy consumer needs, strategized to
reach as broad an audience as is in need of the program, and thereby
enhance the organization’s ability to affect population wide changes in
targeted risk behaviors”
by Shinta Aulya

5. STRATEGIC SOCIAL MARKETING
• MOTIVATION
• OPPORTUNITY
• ABILITY
Using education,
marketing, and law to
change social and health
behaviors
by Shinta Aulya

6. STRATEGIC SOCIAL MARKETING
Focus not just on people but also on places also helps to make it a
framework for social change that positions the context, not just the
person, as a potential target for change.
by Shinta Aulya