Chapter 1 Flashcards
a process that uses marketing principles and techniques to influence target audience behaviors that will benefit society as well as the individual
social marketing
common themes of social marketing
a-influencing behaviors
b- utilizing systematic planning process that applies marketing principles and techniques
c-focusing on priority target audiences
d- delivering positive benefit for individuals and society
typically want target audience to focus on what behaviors?
accept a new behavior
reject undesirable behavior
modify correct behavior
abandon an old undesirable behavior
SWOT meaning
strengths
weaknesses
opportunities
threats
social marketing planning process steps
- purpose and focus
- situation analysis
- target audience
- behavior objectives and target goals
- barriers, benefits, motivators, competition, and influential others
- positioning
- marketing mix: the intervention tools
- evaluation plan
- budget
- plan to implement
evaluation methodology leads to…
budget and implementation plan
what is the primary beneficiary?
society
where did the concept of social marketing originate
philip kotler and gerald zaltman distinguished the discipline in 1971
how does social marketing differ from commercial marketing?
commercial marketing focuses on selling goods and services for a financial gain for the corporation. Social marketing focuses on society and individual gain
what do social marketing and commercial marketing have in common?
customer orientation
exchange theory
marketing research used throughout process
audiences are segmented
all 4Ps are considered
results are measured and used for improvement
what are the 4Ps?
product
price
place
promotion
how does social marketing differ from education?
education typically just informs. social marketing is intent on influencing behavior change
who does social marketing?
people who: improve public health prevent injuries protect the environment engender community involvement enhance financial well being
what are other ways to impact social issues?
technology science legal, political, policy making, law enforcement improved infrastructure changes in corporate polices schools education
midstream audiences?
family members
healthcare providers
teachers
friends
