Exam 1 Flashcards
social marketing is a mystery to most and gets confused with…
- behavioral economics
- social media
- health communications
social marketing has a positive impact on…
social issues such as public, health, injury prevention, the environment, community involvement
social marketing uses core principles such as
- helping to reduce tobacco use
- decrease infant mortality
- stop bullying
common questions of social marketing
- What is it?
- When did it originate?
- How does it differ from confused topics?
- what social issues can benefit from social marketing?
What is Social Marketing
a distinct marketing discipline
common themes in SM
early efforts of adopting a social marketing approach were focused on family planning, tobacco, HIV prevention, and now improving public health
What are the four arenas
(1) accept a new behavior
(2) reject a potentially undesirable behavior
(3) modify a current behavior
(4) abandon an old undesirable behavior
example of accept a new behavior
- composting food waste
- trying a new diet
example of reject a potentially undesirable behavior
- starting smoking
example of modify a current behavior
- increase physical activity from 3 to 5 days of the week or decrease the number of fat grams consumed
example of abandon an old undesirable behavior
- texting while driving
- quit smoking
the Fifth arena
continuing a desired behavior
example of fifth arena
giving blood on an annual bias
the Sixth arena
switch of behavior
example of sixth arena
use stairs instead of elevator to go to class to increase physical activity
challenges of social marketing
- difficult to make people change their ways of life without a direct outcome
- whether the priority audience actually adopts the behavior
- relies heavily on rewarding good behaviors rather than punishing bad ones
Marketing defined as by the American Marketing Association…
“the activity, set
of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and
society at large.”
Customer Orientation (CHP 1)
- understanding barriers that priority audiences perceive to adopting the
desired behavior and benefits they want and believe they can realize
-
Process of Social Marketing (3 steps)
- alignment on social issue
- environmental scan
- SWOT
SWOT stands for
- Strengths
- Weaknesses
- Opportunities
- Threats
SWOT helps to …
helps identify organizational strengths to
maximize and weaknesses to minimize, as well as external opportunities to
take advantage of and threats to prepare for.
priority audience
- audience they can best influence and satisfy
- ex: age group
- dividing them into market segments
behavior objectives
what do we want them to change
formative research
conducted to identify audience barriers, benefits, motivators, the competition and influential others
marketing intervention mix
- product
- price
- place
- promotion
what is the primary beneficiary of the social marketing program?
society
Defining “good” example
Abortion is an
example of an issue where both sides argue that they are on the “good” side,
and both use social marketing techniques to influence behavior change.
Who, then, gets to define “good”?
GOOD IS IN THE EYE OF THE BEHOLDER
Role of social marketing consultant versus client
We need to be clear that social marketers are “hired guns” (that is, give us a behavior you want influenced and we have some very good ways of making it happen)
- Each of us is free to work on behavior-influence challenges with which we feel comfortable and “comfort” is both a matter of personal ethics and a matter of
expertise
- The decision about which behaviors ought to be influenced is not ours to make or clients, or even societies or governments, make those judgments
Where and when did the concept of social marketing originate?
- the term social marketing was first introduced by Philip Kotler and Gerald Zaltman, in a pioneering article in the Journal of Marketing, to describe “the use of
marketing principles and techniques to advance a social cause, idea or
behavior’ - Their focus was on answering the question whether marketing
could be used to persuade people to adopt behaviors that would be better for
them, their families and friends, and the society in general.
Commercial marketing vs SM for primary aim
- CM: the aim is selling goods and services that
will produce a financial gain for the corporation - SM: the primary aim is influencing behavior change that will contribute to societal
and individual gain
Commercial marketing vs SM in priority audience
- commercial marketers: often favor choosing priority audience segments that will provide
the greatest volume of profitable sales - social marketing: segments are selected based on a different set of criteria, including prevalence of the social problem, ability to reach the audience, readiness for change, and
other factors - In both cases, however, marketers seek to gain the greatest returns on their
investment of resources.
CM vs SM in competition
CM: other organizations offering similar goods and services (easier)
SM: current audience behavior (difficult)
Similarities of CM and SM
- customer orientation is critical
- exchange theory is fundamental
- marketing research is throughout the process
- audiences are segmented
- all 4ps are considered
- results are measured and used for improvement
Exchange Theory
the priority audience must perceive
benefits that equal or exceed the perceived costs they associate with
performing the behavior.19 As Bill Smith says in this chapter’s opening
quote, we should think of the social marketing paradigm as “Let’s
make a deal!”20
who does social marketing
- program managers
- multiple change agents (international agency)
- non profit organizations and foundations
- professionals in for-profit organization
- marketing professionals
five major arenas social marketing efforts usually focus on:
- health promotion
- injury prevention
- environmental protection
- community involvement
- financial well-being
upstream factors
- technological innovation
- scientific discoveries
- economic pressures
- laws
- improved infrastructures
- changes in corporate business practices
- new school policies and curricula
- public education
- the media
midstream factors
- family members
- friends
- neighbors,
- church leaders
- health care providers
- entertainers
- facebook friends
Social Marketing Upstream and Midstream example
COVID 19 Issue
- Downstream factors: short-term wear a mask or getting tested before meeting a friend
- Midsteam Factors: health care provider convince to get the vaccine
- upstream factors: protective airlines, retail store with masks and social distancing
10-Step Planning Model
- a logical, step-by-step process that makes sense
- It provides a clear roadmap for how the project will be conducted
- the idea that their work will involve continuous monitoring reassures the team that their efforts will be measured and refined
along the way as needed
Standout aspects of the 10 step planning model
- selecting priority audience (selected before objectives and goals are established)
- the competition isn’t identified (haven’t yet decided the specific behavior that will be encouraged, we wait until Step 4, when we conduct audience research related to the
desired behavior) - goals are the plan’s quantifiable measures ((e.g., number of seniors you want to join a walking group) versus the broader purpose
of the plan))
importance of DEI consideration
- diversity, equity and inclusion
- questions to be asked during the planning process
DEI stands for
diversity, equity and inclusion
10-Step Plan - Step 1: Describe Social Issue, Background,
Purpose, and Focus
- social issue to be addressed
- problem statement
- purpose statement
- focus: one to be selected from many
10-Step Plan - Step 2: Conduct a Situation Analysis
- SWOT analysis
- strengths to maximize
- weaknesses to minimize
- opportunities to take advantage of
- threats to prepare for
10-Step Plan - Step 3: Select Priority Audiences
- describe audiences using characteristics
- three-step process:
- segment the market into groups
- evaluating segments based on criteria
- determining a desired behavior
10-Step Plan - Step 4: Set Behavior Objectives and Goals
- behavior objectives
- knowledge objectives
- belief objectives
- establishing quantifiable measures
10-Step Plan - Step 5: Identify Priority Audience Insights
10-Step Plan - Step 6: Develop Positioning Statement
10-Step Plan - Step 7: Develop Strategic Marketing Intervention Mix (4Ps)
10-Step Plan - Step 8: Develop Evaluation Plan
10-Step Plan - Step 9: Establish Budgets and Funding
10-Step Plan - Step 10: Complete Implementation Plan
