3 - SOCIAL MARKETING DEFINED Formal: Social marketing is a...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
Formal : Social marketing is a process that applies marketing principles and techniques to create, communicate and deliver value in order to influence target audience behaviors that benefit society as well as the target audience Informal : Influencing behaviors for good SOCIAL MARKETING DEFINED
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
CHARACTERISTICS Focus on behaviors Voluntary behaviors Use traditional marketing principles Select and influence a target market Primary beneficiary is Society
Background image of page 2
APPLICATIONS Give Examples : Improving Health Preventing Injuries Protecting the Environment Increasing Community Involvement
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
COMMERCIAL MARKETING Differences –Financial gain versus societal gain –Competition is other organizations vs. preferred behaviors Similarities –Customer orientation –Exchange theory –Marketing research –Market segmentation –Use of 4Ps onduct evaluations
Background image of page 4
WHY IT’S SO HARD We ask people to “pay” and we don’t always have something to give them in
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/08/2011 for the course MGMT 401 taught by Professor Mohamed during the Spring '11 term at Manor.

Page1 / 10

3 - SOCIAL MARKETING DEFINED Formal: Social marketing is a...

This preview shows document pages 1 - 6. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online