ch1 social marketing acu
TRANSCRIPT
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Social MarketingSocial MarketingDr. Samir Al-AlfyDr. Samir Al-Alfy
Senior Communication AdvisorSenior Communication AdvisorJHU/CCPJHU/CCP
February 2010February 2010
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“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)
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“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)
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“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)
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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
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SOCIAL MARKETINGSOCIAL MARKETINGFocus on Behavior
Beliefs
Attitude
feelings
BehaviorEducation
↑ Knowledge & skills
Benefits
Wants
Needs
Preferences
(Behavior Is Voluntary)
Rewarding good behaviors
Punishing bad behaviors
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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”
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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)
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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
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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