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Summary of “What is Social Marketing”The article „What is Social Marketing“ deals with the changes in marketing and introduces the elements of the “marketing mix”. Social marketing was born in the 1970s. The inventors realised that the equal marketing principles for selling goods could also be used to sell ideas, attitudes and behaviours. They want to influence the social behaviours to benefit the target audience and the general society. Generally, the focus is to realise what the customers want and need and sell him this goods. To offer perfect goods and search the suitable customers is the wrong way. To aid this process, the producer may apply to the “marketing mix”. The four major elements of the marketing mix - also called 4 P’s - refer to decisions about Product, Price, Place (distribution) and Promotion. Product: The product can be tangible goods and also services or intangible ideas. At first, the customers should recognize that they have a problem and absolutely need your product.