12 Questions
What is a critical aspect shared between social marketing and commercial marketing?
Customer orientation
Which sector is NOT typically involved in implementing social marketing campaigns?
For-profit organizations
What is a key similarity in the use of marketing research between social marketing and commercial marketing?
Marketing channel research
Which element is considered in both social marketing and commercial marketing?
Results measurement
In social marketing, who are the competitors that need to be considered when planning campaigns?
Targeted behavior of the audience
What is a common way to impact social issues, as mentioned in the text?
Improved infrastructure
What is the primary focus of social marketing according to the text?
Changing the voluntary behavior of target audiences to improve their lives or society
Which of the following is NOT a type of behavior change that social marketing aims to influence according to the text?
Increasing profit margins
What is the key principle of social marketing's customer orientation according to the text?
Customers' needs are essential and understanding the customers is a priority
What is the primary beneficiary of social marketing efforts?
Society
What is a key difference between social marketing and commercial marketing according to the text?
Social marketing focuses on behavior change, while commercial marketing focuses on increasing profits
Which of the following is a key step in the social marketing planning process?
Conducting a situation analysis to identify weaknesses, strengths, and opportunities
Study Notes
Social Marketing vs. Commercial Marketing
- Commercial marketing aims for financial gain, while social marketing aims for societal and individual gain
- In commercial marketing, the competition is other organizations offering the same product, whereas in social marketing, the competition is the targeted behavior of the targeted audience or companies that promote that behavior
Similarities between Social Marketing and Commercial Marketing
- Customer orientation is critical
- Exchange theory is fundamental
- Marketing research is used throughout the process
- Audiences are segmented
- The marketing mix elements are considered
- Results are measured and used for improvement
Who Does Social Marketing?
- Public sector agencies (e.g., ministries of health or environment protection agencies)
- Nonprofit organizations and foundations
- Professionals working in for-profit organizations
- Organizations engaged in social marketing campaigns
Other Ways to Impact Social Issues
- Technology (e.g., introducing electric cars that are less harmful to the environment)
- Science (e.g., introducing a new medicine or drug that helps addicts)
- Legal/policy making/law enforcement (e.g., laws that significantly impact social issues)
- Improved infrastructure (e.g., providing places and paths for hiking to encourage exercise)
- Change in corporate policies and business practices
- Schools
- Information and education
- Media
Defining Social Marketing
- Social marketing is the application of commercial marketing concepts and tools to influence the voluntary behavior of a target audience to improve their lives or the society of which they are a part
Social Marketing Objectives
- Influencing behavior change:
- Accept new behavior
- Reject a potentially undesirable behavior
- Modify a current behavior
- Abandon a behavior
- Continue a good behavior
- Switch (e.g., using electric cars instead of fuel)
- Rewarding good behaviors instead of punishing bad ones
- Shifting from changing voluntary behavior to changing policies, media, and corporations' rules
Social Marketing Process
- Using a systematic planning process
- Applying a customer orientation principle
- Conducting an environmental scan and situation analysis
- Determining a behavior objective and target goal
- Considering positioning among competitors
- Reflecting the campaign in all marketing mix elements
- Having an evaluation, budget, and implementation plan in place
Priority Audience
- Dividing the market into segments based on common characteristics
- Selecting the right segment
- Each segment has a distinct marketing mix
- The segment can involve affected individuals and anyone who can affect them or influence the change
Primary Beneficiary
- The primary beneficiary of social marketing is society
Test your knowledge on the definitions and distinctions of social marketing. Learn about applying commercial marketing concepts to influence target audience behavior for positive societal impact.
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