Policy: water rationing. Social marketing helps to ensure policy is based on an understanding of people’s lives, making policy goals realistic and achievable. Research into how people used water, and where it was wasted, led to a focus on improving plumbing systems, rather than calling for individual action.
Social marketing is an approach used to develop activities aimed at changing or maintaining people’s behaviour for the benefit of individuals and society as a whole.
Examples include businesses that give to charities, change production methods to meet environmental standards, or improve nutrition in products. This concept may cost more in the beginning, but often increases customer loyalty, satisfaction, and sales.
A very good example of an organization following societal marketing concept is the Body Shop: Body Shop is a cosmetic company founded by Anita Roddick in 1976.. The company uses only natural, vegetable based materials as ingredients for it’s products.
The planning process takes this consumer focus into account by addressing the elements of the “marketing mix.” This refers to decisions about 1) the conception of a Product, 2) Price, 3) distribution (Place), and 4) Promotion . These are often called the “Four Ps” of marketing.
According to The Social Marketing Report, social marketing tries to transform people’s perception and behavior for the benefit of society as a whole. It is different from commercial marketing , which tries to change people’s behavior for the benefit of the market .
Nedra starts by introducing the concept of social marketing and then walks the reader through each of the six steps of the process : analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback.
Marketing is called a social process due to its concern for the long-term welfare of society. Apart from the customer satisfaction, it pays attention to the social , ethical and ecological aspects of marketing .
The social marketing process consists of five stages, each of which involves its own set of activities: Formative evaluation and planning . Message and materials development. Pretesting and campaign adjustment. Implementation and materials dissemination. Impact evaluation and feedback.
4 Types Of Marketing Plans And Strategies Market Penetration Strategy . Market Development Strategy . Product Development Strategy . Diversification Strategy .
According to NetMBA: The marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs , better than the competition .
There are 5 marketing concepts that organizations adopt and execute. These are; (1) production concept , (2) product concept , (3) selling concept , (4) marketing concept , and (5) societal marketing concept .
The three main legal areas you need to consider are privacy and data collection, intellectual property issues , and rules and regulations of the FTC and other consumer protection bodies.
Social marketing integrates social issues into commercial marketing strategies. It uses commercial marketing theories, tools and techniques to social issues while societal marketing integrates the concept of social responsibility into the commercial marketing strategies.
Production Concept is a belief that states that the customers would always acquire products which are cheaper and more readily available (or widely available). The production concept advocates that more the products or production , more would be the sales.