Social Marketing Social Change with Marketing
What do we mean? <ul><li>Social marketing is the systematic application of marketing concepts and techniques to achieve sp...
Marketing <ul><li>It’s not bloody communications </li></ul><ul><li>The management process responsible for identifying, ant...
Profitably <ul><li>Not strictly about the money  </li></ul><ul><ul><li>(but doesn’t hurt not to create a yawning chasm of ...
Let’s talk real marketing
Kotler, P and Roberto, E, (1989),
The 5 Point Check <ul><li>Relative advantage  </li></ul><ul><ul><li>(How does it kick ass?) </li></ul></ul><ul><li>Compati...
The expectations trap A Parasuraman, Zeithaml and Berry (1985) Expected Service Perceived Service GAP
Why it’s a really big trap Perceived Service Expected  Service Them Us Customer Gap GAP 1 GAP 2 GAP 3 External Communicati...
Mind the Gap <ul><li>Customer Gap: </li></ul><ul><ul><li>difference between expectations and perceptions </li></ul></ul><u...
 
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So You Want To Change

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Marketing. It's more than bloody communications.

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So You Want To Change

  1. 2. Social Marketing Social Change with Marketing
  2. 3. What do we mean? <ul><li>Social marketing is the systematic application of marketing concepts and techniques to achieve specific behavioural goals relevant to a social good </li></ul><ul><ul><li>(French and Blair-Stevens, 2005) </li></ul></ul>
  3. 4. Marketing <ul><li>It’s not bloody communications </li></ul><ul><li>The management process responsible for identifying, anticipating and satisfying customer requirements profitably . </li></ul><ul><ul><li>CIM (2005) </li></ul></ul>
  4. 5. Profitably <ul><li>Not strictly about the money </li></ul><ul><ul><li>(but doesn’t hurt not to create a yawning chasm of fiscal suck) </li></ul></ul><ul><li>Mutual gain. </li></ul><ul><li>Better… </li></ul><ul><li>Faster… </li></ul><ul><li>More… </li></ul>
  5. 6. Let’s talk real marketing
  6. 7. Kotler, P and Roberto, E, (1989),
  7. 8. The 5 Point Check <ul><li>Relative advantage </li></ul><ul><ul><li>(How does it kick ass?) </li></ul></ul><ul><li>Compatibility </li></ul><ul><ul><li>(Does it fit?) </li></ul></ul><ul><li>Complexity </li></ul><ul><ul><li>(Good or bad complexity) </li></ul></ul><ul><li>Capacity for Trial </li></ul><ul><ul><li>(Heart surgery v. jogging) </li></ul></ul><ul><li>Observable </li></ul><ul><ul><li>(Obvious or subtle?) </li></ul></ul>Rogers, 1995
  8. 9. The expectations trap A Parasuraman, Zeithaml and Berry (1985) Expected Service Perceived Service GAP
  9. 10. Why it’s a really big trap Perceived Service Expected Service Them Us 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
  10. 11. Mind the Gap <ul><li>Customer Gap: </li></ul><ul><ul><li>difference between expectations and perceptions </li></ul></ul><ul><li>Provider Gap 1: </li></ul><ul><ul><li>not knowing what customers expect </li></ul></ul><ul><li>Provider Gap 2: </li></ul><ul><ul><li>not having the right service designs and standards </li></ul></ul><ul><li>Provider Gap 3: </li></ul><ul><ul><li>not delivering to service standards </li></ul></ul><ul><li>Provider Gap 4: </li></ul><ul><ul><li>not matching performance to promises </li></ul></ul>

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