Transcript 420_ch_5x

MKT 420
Contemporary Issues in
Marketing
Chapter 5
Social Marketing
Objective
Define Social Marketing
 Analyze marketing mix elements for
social marketing.
 Identify the distinctive features of the
social marketing approach.
 Identify the steps that comprise the
social marketing process.
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What is Social Marketing?
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What it is not…
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Social Media
Marketing using
Facebook, Twitter
and other social
networks
Can be used for
social marketing, but
mostly used for profit
E.g.: Facebook fan
page
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CSR
Linking for-profit
organizations with
obligations beyond
profit motives
Societal impact,
philanthropy etc.
E.g.: Sponsorship
of cultural events
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What is Social Marketing?
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Social Marketing and Social Media Marketing are
different.
Born as a discipline in the 1970s, when Philip
Kotler and Gerald Zaltman realized that the same
marketing principles that were being used to sell
products to consumers could be used to "sell"
ideas, attitudes and behaviors.
Kotler and Andreasen define social marketing as
"differing from other areas of marketing only with
respect to the objectives of the marketer and his
or her organization”.
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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
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Social marketing seeks to influence social
behaviors not to benefit the marketer, but to
benefit the target audience and the general
society.
This technique has been used extensively
in international health programs (Anti
Smoking, Polio Eradication, Oral
Rehydration Therapy), and is being used
with more frequency in the United States for
such diverse topics as drug abuse, heart
disease and organ donation.
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Social Marketing Issues
Issue
Magnitude
Alcohol use during pregnancy
Estimated 5000 infants born with fetal alcohol syndrome each
year
40% of sexually active high school students report not using a
condom
About 1/3 of the nearly 16 million people with diabetes are not
aware they have the disease
Approximately 70% of American adults do not protect themselves
from the sun’s dangerous rays
More than 20% of females aged 50 and over have not had
mammograms in the last two years
Only about half of all prostate cancers are found early
Only about 1/3 of all colon cancers are found early
An estimated 30% of drivers and adult passengers do not always
wear their seat belts
Almost 50% of fires and 60% of fire deaths occur in the estimated
8% of homes with no smoke alarms
Sexually transmitted diseases
Diabetes
Skin cancer
Breast cancer
Prostate cancer
Colon cancer
Seat belts
Fires
Magnitude (in the USA) of issues social marketing may contribute towards alleviating
Source: Kotler, P., Roberto, N. and Lee, N. (2002) Social Marketing: Improving the Quality of Life. Thousand Oaks, CA: Sage
Publications.
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Distinctive Features
Consumer orientation
 Use commercial marketing
technologies and theory
 Voluntary behavior change
 Targets specific audiences
 Focus is on personal welfare and that
of society
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Interdisciplinary Approach
Commercial Marketing
 Social Anthropology
 Behavioral Psychology
 Communication Theory
 Education
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Marketing Mix in Social
Marketing
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Product
Price
Placement
Promotion
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Public
Partnership
Policy
Purse
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Marketing Mix- Product
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Not necessarily a physical offering.
Can range from intangible to actual
physical products, services (Human
rights violation), practices (Cancer
awareness) or more intangible ideas
(Environmental protection).
To have a viable “product”, the target
segment must first perceive a genuine
problem or a need, and that the product
or service being marketed is a good
solution for that problem.
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Marketing Mix- Price
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Refers to what the consumer must do or
pay (in terms of financial, physical effort
time or any other resource) in order to
obtain the social marketing product or
service.
Just like product marketing, if the costs
outweigh the benefits for an individual, the
perceived value of the offering will be low
and it will be unlikely to be adopted, but if
the benefits are perceived as greater than
their costs, chances of trial and adoption of
the product is much greater.
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Marketing Mix- Place
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Describes the way that the product reaches the
consumer.
For a tangible product, this refers to the distribution
system--including the warehouse, trucks, sales force,
retail outlets where it is sold, or places where it is given
out for free.
For an intangible product, place is less clear-cut, but
refers to decisions about the channels through which
consumers are reached with information or training.
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Marketing Mix- Promotion
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Use of extensive market research is
necessary to determine the communication
channels that will best reach your audience
for easy adoption of the products or
services.
It becomes crucial to understand which
advertising or public relations media would
play a greater role (e.g., radio, newspaper,
postcard racks) since that will vary
depending on the product/service and also
on the target segment.
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Marketing Mix- Public
Marketers would have different
audiences that their program has to
address in order to accelerate
adoption of the products and ideas.
 “Public” could be both the external
and internal groups.
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Marketing Mix- Partnership
Lifestyle and Social issues are often
so ingrained into the consumer that
change becomes a real challenge.
 Teaming up with organizations in the
community helps to be effective.
 Co-creation of market even with a
competitor is sometimes necessary.
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Marketing Mix- Policy
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Social marketing campaigns could do well in
stimulating individual behavior change, but for
sustainability, environmental change is
necessary.
Thus policy changes from the government is
often important and so is pitching your product
and/or service to the policy makers crucial for
the sustainability of your campaign.
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Marketing Mix- Purse
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Most social marketing campaigns operate
through funds provided by sources such as
NGOs, foundations, governmental grants,
private donations and CSR funds.
This adds another dimension to the strategy
development and sustainability of campaigns,
namely, planning the funding process well in
advance in different stages of the program.
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Summary and Discussions
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