ch1 social marketing acu

Social MarketingSocial MarketingDr. Samir Al-AlfyDr. Samir Al-Alfy

Senior Communication AdvisorSenior Communication AdvisorJHU/CCPJHU/CCP

February 2010February 2010

“A process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviors that benefit society (public health, safety, the environment, and communities) as well as the target audience.”

(Kotler, Nancy Lee & Rothschild, 2006)

SOCIAL MARKETINGSOCIAL MARKETING

DEFINITION (1)

“A process for creating, communicating and delivering benefits that target audience(s) wants in exchange for audience behavior that benefits society without financial profit to the marketer.”

(Bill smith, 2006)

SOCIAL MARKETINGSOCIAL MARKETING

DEFINITION (2)

“social marketing is the application of commercial marketing technologies to the analysis, planning, execution and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society”

(Andreasen, 1995)

SOCIAL MARKETINGSOCIAL MARKETING

DEFINITION (3)

1) Accept a new behavior

2) Reject a potentially undesirable behavior

3) Modify a current behavior

4) Abandon an old undesirable behavior

SOCIAL MARKETINGSOCIAL MARKETINGFocus on Behavior

SOCIAL MARKETINGSOCIAL MARKETINGFocus on Behavior

Beliefs

Attitude

feelings

BehaviorEducation

↑ Knowledge & skills

Benefits

Wants

Needs

Preferences

(Behavior Is Voluntary)

Rewarding good behaviors

Punishing bad behaviors

SOCIAL MARKETINGSOCIAL MARKETINGMarketing Principles & Techniques

Customer orientation

Marketing research: marketing segments—} potential needs, wants, beliefs, problems, concerns, behaviors.

Objectives & goals

Positioning: to appeal to the desires of the target markets

Marketing mix (4Ps): Product, Price, Place, Promotion

Monitoring & Evaluation

Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

“The American Marketing Association”

Market segmentation

- Audience needs & wants

- Objectives (Advocacy)

SOCIAL MARKETINGSOCIAL MARKETINGSelect & Influence a Target Market

The 1ry Beneficiary is Society

Who determines what is good?

(Abortion)

Difference between Social & Difference between Social & Commercial Marketing Commercial Marketing

Comm. MarketingComm. Marketing Social MarketingSocial MarketingProductProduct Goods & servicesGoods & services Desired behaviorDesired behavior

1ry aim1ry aim Financial gainFinancial gain Societal gainSocietal gain

Target MarketTarget Market More salesMore sales Prevalence, reach, Prevalence, reach, changechange

CompetitorsCompetitors Other organizationOther organization Behavior of target Behavior of target marketmarket

Similarities: Customer orientation is critical

Exchange theory is fundamental

Marketing research

Audience segmentation

All 4 Ps are considered

Results are measured

FACTORS AFFECTING SOCIAL ISSUESFACTORS AFFECTING SOCIAL ISSUES

Technology:

Science

Legal/Political/Policy Making

Improved Infrastructures & Built Environments

Changes in Corporate Policies & Business Practice

automatic seat belts,

Cars high-tech alcohol sensors

Inoculation against cervical cancer

A shot to smokers to quit

For late adopters & laggards

Hotels master switches

Schools, Education, Media