This document discusses societal marketing and social marketing. It defines societal marketing as a macro-marketing philosophy that shifts focus from customers to the environment and society, aiming for sustainability. Social marketing is defined as using marketing techniques to promote behaviors that improve well-being for a target group or society. It involves voluntary behaviors, high customer involvement, and subtle competition. Social marketing tools include developing ideas or behaviors as products, promoting through PR and word of mouth, considering emotional and monetary costs as prices, and forming partnerships between organizations rather than a single company driving efforts.

1. 310h: Marketing
Societal Marketing

2. Societal Marketing
• Philosophy
– Macro-marketing
• Tool
– Social marketing

3. Macro-marketing
In pursuit of high quality of life
• From Anthropocentrism To ecocentrism
(McDonagh and Prothero, 1997)
Who is in the
centre?
Customers
Who is in the
centre? The
Environment/
?
society
• From living to consume To consume to live
(Kilbourne et al, 1997)
• Goal: Sustainability

4. Macro-marketing (conti.)
• Macro-Marketing
Concept focuses on
– The semi-ethical
consumer
• Buying good causes
(humans’ well-being) via
a product (products are
means to an end not ends
in themselves)
• e.g. anti-slavery/fair trade
initiatives to encourage
poverty elimination via
consumption (i.e.
Responsible
Consumption)

5. Social Marketing
• Definition:
– “The use of marketing
management techniques to
promote the adoption of a
behavior that will improve
the well-being of the target
audience or of society as a
whole” (Weinreich, 1999)
– Characteristics
• Long term issues
• Based on voluntary
behavior
• High customer
involvement
• Competition is
subtle?????????

6. The social marketing tools
•
•
Product
– Idea (democracy, aids prevention)
– Behavior (addiction)
– Tangible object (drugs, cigarettes)
Place
–
•
Promotion
–
–
•
The Information chain rather than the
physical goods’ chain
Mainly PR and word of mouth
All others used as well (ads, sales
promotion, etc.)
Price
– Cost/Opportunity Cost
• Emotional (mainly)
• Monterey
• Publics
– External and internal
groups involved in a
program--massive
• Partnerships
– Working in teams of
institutions; no single
company does the job.
• Purse strings (sources of
funds)
– Raised not generated

7. Exam essay themes
• The interplay b/w marketing concept and
Relationship Marketing paradigm.
• The interplay b/w services marketing and
marketing research.
• Exam time (date) and location
– Time 9am-11am (Date: 20/12/2007)
– Location: SC137