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

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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
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CHARACTERISTICS Focus on behaviors Voluntary behaviors Use traditional marketing principles Select and influence a target market Primary beneficiary is Society
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APPLICATIONS Give Examples : Improving Health Preventing Injuries Protecting the Environment Increasing Community Involvement
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COMMERCIAL MARKETING Differences –Selling goods & services versus behaviors –Financial gain versus societal gain –Competition is other organizations vs. preferred behaviors Similarities –Customer orientation –Exchange theory –Marketing research –Market segmentation –Use of 4Ps –Conduct evaluations
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WHY IT’S SO HARD We ask people to “pay” and we don’t
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