Internal Social Marketing
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Social marketing (the marketing of social change) has four decades of experience in bringing about systematic and systemic change in the broader society. Marketingโs role as a means for understanding the individual, their needs, world views and barriers to change can be used equally effectively within the organisation (as well as without an organisation). This paper overviews a set of the key models for managing the social change process from the macro-level through to understanding and addressing the individualโs needs for during periods of change.
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Internal Social Marketing
- 1. Marketing internal change Dr Stephen Dann School of Management, Marketing & International Business, Australian National University December 8, 2009 http://www.slideshare.net/stephendann
- 2. And thatโs the last neat picture
- 8. The product Product Idea Belief Attitude Value One off Ongoing Objects Behavior Physical Object Software / System Large amount of nothing
- 13. Stages of behaviour change Reinforce social norms Individual responsibility Termination Ongoing rewards Individual responsibility Maintenance Support and facilitation, group activities Individual responsibility Action Place based initiatives/ programs, competitions Facilitated action Promised reward Preparation Train facilitators, engage community organisations Information and education Contemplation Engage media, role models Mass communication Precontemplation Upstream Downstream Stage
- 15. The people in the change
- 21. The (Bonus) Tool Kit Services Gap Model
- 23. Gaps Model of Service Quality Zeithaml, M, Bitner, M J, Gremler D, (2008) Services Marketing, McGraw Hill http://www.amazon.com/Services-Marketing-Valarie-Zeithaml/dp/0073380938/ref=dp_ob_title_bk Perceived Service Expected Service CUSTOMER COMPANY Customer Gap Gap 1 Gap 2 Gap 3 External Communications to Customers Gap 4 Service Delivery Customer-Driven Service Designs and Standards Company Perceptions of Consumer Expectations
- 24. Customer Gap Customer Expectations Customer Perceptions Customer Gap
- 25. Provider Gap 1 Customer Expectations Company Perceptions of Customer Expectations Gap 1
- 26. Provider Gap 2 Customer-Driven Service Designs and Standards Management Perceptions of Customer Expectations Gap 2
- 27. Provider Gap 3 Service Delivery Customer-Driven Service Designs and Standards Gap 3
- 28. Provider Gap 4 Service Delivery External Communications to Customers Gap 4
Editor's Notes
- Ideaโ beliefs which are the consumerโs understanding of the facts, knowledge and information associated with the product, and which can be generated by the product itself; attitudes which are cognitive interpretations of positive and negative reactions to the product and which may incorporate emotional responses of liking or disliking a product; and values represent the compatibility (Chapter 5) of the product with the consumerโs personal view of the world in terms of ethics, morality and the sense of social appropriate conduct. Behavior one-off immediate actions recurring activity Provide the answer to the โOkay, now what?โ question is a case of supporting an ongoing behavior. โ Objectโ splits into three categories Absence of anything virtual object physical object. The model can also be used as a way of considering how a product can reach the market by answering the following questions What ideas do the consumers need to have to use the product? What facts do they need to know to use the product? How do we increase positive evaluation of the product and address any negative evaluations? Does this product contravene any ethical, moral or value position in the world view of the target market? What behaviors does the product require for use? Are we asking for a non-recurring behavior initially? Do we require recurring behaviors to get the most out of the product? What is the substantive nature of the product? Is this a physical product to be acquired online and supplied offline? Is this a virtual product that resides on the consumerโs computer? Is this a non-corporeal virtual product that doesnโt stay on the consumerโs computer when theyโve finished with it?