12 - Marketing and Society I – Social marketing Flashcards
What is social marketing?
Kotler & Zaltman (1971):
The application of marketing to the solution of social and health problems
Lazer and Kelly (1973):
The application of marketing knowledge, concepts, and techniques to enhance social as well as economic ends. It is also concerned with the analysis of the consequences of marketing activities)
Social marketing is an alternative to public regulation. If you can change things to the better without regulation then it is social marketing.
Ideally it is taking the perspective of a customer and understand their need and use that for product, advertisement etc.
Provide examples of downstream social marketing communication
Focuses on individual change
- Save the earth
- Prevent skin cancer
- Use condoms
- Stop drunk driving
- Pay taxes
- Stop domestic violence
- Go Vote
- Use clean syringes
- Eat healthy foods
(BUT NOT ONLY COMMUNICATION !!!!!
USE THE WHOLE MARKETING MIX, WHEN APPLICABLE!!)
How about the upstream activities in social marketing?
Environmental focus
Upstream activities could be building healthy policies, focusing on sustainability, etc.
The upstream activities focus’ on a broader scale compared to the downstream, which focus on an individual level (Individual change)
Explain some prerequisites to social marketing related to exchange
What is exchange theory?
Involves the transfer of tangible or intangble items between two or more social actors.
Who is the competition with in social marketing?
- With individual commercial marketer’s
- With whole industries and value chains
- With other social marketing organizations
Explain the differences between commercial marketing and social marketing
In commercial marketing, goods are bought for money but in social marketing involves mutual transfer of psychological, social or other intangible entities symbolic exchange
- Harder to marketing benefits customers cant see now
- Intangible exchange can help social marketing in better market its products
SM is more complex
What is the key role of Social Marketers?
Social marketers bridge the gap between public health and commerce
- They understand marketing and recognize that its ability to influence behavior is limited
- Social marketers have insight that they can help devise solutions when problems are revealed.
- Social marketing uses marketing to bring about beneficial social change Marketing as a tool can be used for good things.
Name some critique of social marketing
Name some challenges of social marketing
Name some opportunities for social marketing
