Download Chapter 1 Introduction to the 21st Century Social Marketing

Chapter 1
Introduction
to
the 21st Century Social Marketing
Introduction to marketing
What is marketing?
According to the American Marketing Association, marketing is the process
of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods and services to create exchanges that satisfy
individual and organizational goals.
The essence of marketing is:
 The development of exchange in which organizations and customers
voluntarily engage in transactions that are designed to benefit both of
them.
 Also, the importance of satisfying the customer (organizational buyers
or customers) needs.
Purpose of Marketing
Marketing is used for developing both for-profit and nonprofit exchanges.
Most of the types of marketing listed in the following table can be done for
either purpose.
 For-profit exchanges, which are the goal of businesses that seek to
generate revenues over their costs. For example, clothing stores or
restaurants sell products to cover their costs and get a profit.
 Nonprofit organizations, that may sell products sometimes at a
profit, then use the profits to cover the organization’s costs, such as
political candidates seeking donations or votes. Nonprofit
organizations also seek other goals, such as blood donations, reduced
smoking, and volunteer time for needy children or the elderly(see
exhibit 1.1).
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Exhibit 1.1 Comparison between for-profit exchanges nonprofit organization
Types of Marketing
The following table identifies the major types of marketing.
Type
Description
Example
Product
Marketing designed to create
exchange for tangible products.
Marketing designed to create
exchange for intangible products
(see exhibit (1.2).
Marketing designed to create
favorable actions toward persons
(see exhibit1.3).
Marketing designed to attract
people to places (see exhibit1.4).
Strategies to sell
computers.
Strategies to rent cars to
travelers.
Service
Person
Place
Cause
Marketing designed to create
support for ideas or issues or to get
people to change socially
undesirable behaviors (see exhibit
(1.5).
Organization Marketing designed to attract
donors, members, participants, or
volunteers (see exhibit (1.6).
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Strategies to get votes
for a candidate.
Strategies to get people
to vacations in Porto
Marina.
Strategies to get people
to stop using drugs.
Strategies to increase
members in the “Resala”
association.
Exhibit 1.2 Hospital advertisements (service marketing). Exhibit 1.3 an example of
marketing a person (French
President Nicolas Sarkozy)
Exhibit 1.4 Tourism marketing
as an example of marketing a place
Exhibit 1.5 Cause relating marketing
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Exhibit 1.6 Organization marketing
Developing Marketing Mixes
A marketing mix is a combination of strategies tools used to create value for
customers and achieve organizational objectives. There are four primary
tools or elements in a marketing mix: product, price, placement, and
promotion. These elements are sometimes called the “4Ps “; a consistent mix
of these elements has been found to be most effective.
 The product element is concerned with what marketers offer to
customers.
 The price element concerns the amount of money or other resources
marketers ask for their offerings.
 The place, or channels of distribution, element concerns how
products and services are delivered to markets to make them
available for exchanges.
 The promotion, or communications, element concerns how marketers
inform, persuade, and remind customers about products and services.
The Birth of the Field of social marketing
Social marketing in the 21st century has achieved wide awareness and
adoption as an innovative approach to social influence.
Many marketing historians trace the first suggestions that marketing might
be adapted to challenges other than promoting goods and services for the
profit of commercial corporations to an article by a sociologist G.D. Wiebe,
in the 1950s.
Wiebe was concerned that marketing was not being applied to social
problem. However, this notion did not really obtain traction until the mid-to
late 1960s and early 1970s, when Vietnam War and social unrest caused
many sectors of U.S society to rethink their social obligations. Harvey
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(1999) posits that social marketing as a field of practice had its origins with
the promotion of family planning in India in 1964. This early effort focused
on marketing of simple products and that the principal marketing tools were
conventional promotion and distribution.
Kotler and his colleague Gerald Zaltman (1971) explored what it would
mean to apply marketing to social issues, in which case, they suggested, it
could be called social marketing. Thus the new field was given a name for
the first time.
The growth of social marketing, except within the world of family
planning, was relatively slow until the mid-1980s. Marketing academics
shifted their social focus elsewhere. Their academic research became
concerned with what has been called the dark side of the marketplace:
problems of consumer exploitation, discrimination against disadvantaged
consumers, inadequate market regulation, and the like. During this period,
collections of essays on social marketing appeared, but tended to conflate
the many possible meanings of the term. The first textbook, by Kotler and
Roberto, did not appear until 1989.
What is social Marketing?
The increasing interest of most companies in the field of corporate
social responsibility (CSR)1 has led them becoming more involved in social
initiatives such as volunteering programs and community investment ( see
exhibit 1.6). The emergence of cause related marketing (CRM)2 has led to
promotional campaigns that build brand values through social contributions.
Although many CSR and CRM initiatives reflect corporate values and a
genuine desire to contribute to a better society, it is stressing the benefits to
companies in terms of competitive advantage, improved stakeholder trust
and enhanced risk management.
social responsibility (CSR): is a concept whereby organizations voluntarily
consider the interests of society by taking responsibility for the impact of their activities
on customers, suppliers, employees, shareholders, communities and other stakeholders, as
well as the environment to improve the quality of life
2
- cause related marketing (CRM): refers to any type of marketing effort for social and other
1
- corporate
charitable causes, including in-house marketing efforts by non-profit organizations
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Exhibit 1.6 Michel's Patisserie
are making "donating to sick
kids,"30c from every single
cake will be donated to
nonprofit organization.
The concept of “social marketing” has gained widespread recognition
in the field of marketing. Kotler and Roberto (1989) definition said: it is a
social influence technology involving the design, implementation, and
control of programs aimed at increasing the acceptability of a social idea or
practice in one or more groups of target adopters.
This definition made it difficult to understand how social marketing
was in any important way different from socially responsible marketing1, in
which the issues were how marketers could change consumers’ attitudes so
that they would treat the environment or minorities’ better and how
commercial marketers could be induced to desist from evil practices.
After an extended identity, it might be said that social marketing
finally recognized its true nature in the 1990s when a number of leading
scholars and practitioners came to the realization that its essence was not
changing ideas but influencing behavior.
1 - Socially responsible marketing is a marketing philosophy that states a company
should take into consideration what is in the best interest of society in the present and
long term.
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A frequently cited version of this new definition is found in
Andreasen (1994) article in the Journal of Public Policy and Marketing:
Social marketing is the application of commercial marketing
technologies to the analysis, planning, execution, and evaluation of
programs designed to influence the voluntary behavior of target
audiences in order to improve their personal welfare and that of the
society of which they are a part.
This definition helped distinguish the field from its competitors, as
social marketing was not about mere education or attitude change, except to
the extent that this would lead to the intended influence on behavior. So, this
new definition made clear the intersection between social marketing and
socially responsible marketing. To the extent that, by the latter term, one
means behavior happen, this is the proper domain for social marketing.
However, if one is merely concerned with documenting abuses or arguing
policy, this was not where social marketing is relevant or useful.
The use of such marketing techniques has been expanding in our
society. For example, most persons are familiar with recent campaigns to
market political candidates and their platforms, conserve energy, and abstain
from smoking. Many of these efforts encompassing various aspects of
marketing, for instance, some stop smoking organizations sponsor
informational seminars, distribute special products designed to alleviate the
desire to smoke in those who want to quit smoking, and initiate publicity
aimed at the general public regarding the disadvantages of smoking.
Social marketing has achieved considerable progress in a range of
fields relating to health, environmental protection and community
involvement.
However, it would be more helpful to have the debate focused on
comparison between commercial and social marketing, and on the
transferability of specific marketing concepts. Several concepts that
underpin commercial marketing are worth critically evaluating in terms of
their applicability in social marketing campaigns and contexts.
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The following table shows a comparison between commercial and social
marketing:
Differences
purpose of
exchange
Commercial marketing
Customer satisfaction in
return of money (profit).
Evaluating the
effectiveness
Relatively straightforward
process because:
- money provided by
customers can be
calculated.
- Process of exchange
provides
opportunities for
satisfaction
assessment.
Is fundamental to
commercial marketing to
satisfy wants and needs
more effectively than their
competitors.
Competition
Marketing Mix:
- Product
- Price
- marketing commercial
products
- price should be over the
costs.
Social marketing
Provide information, products
or other incentives for target
market with the aim of
changing behavior, receive
satisfaction and the avoidance
of dissatisfaction.
More difficult, because :
- observation can
provide direct feedback
only in small groups.
- Hard to link
measurable changes in
social behavior directly
back to the campaign.
social marketers can face
competition from alternative
providers of social solutions1.
- Also, we can find
competing desires among
target markets
- It could be the desired
behavior, or information
provided by the campaign,
or social propositions2.
- More straightforward issue,
because of the absence of
1
- contributing to health through diet rather than exercise.
2
-Such as ‘exercise is beneficial’, ‘drinking and driving ruins lives’ or voting is
worthwhile’, or ‘eating fresh fruit is good for you’.
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monetary price, it relates to
the costs of behavior
change.
- Pricing strategy maximize - Pricing strategy minimizes
financial returns for the
the costs of involvement for
provider.
the recipient
- Involves accessibility1 and
the locations involved in
either the behavior under
considerations or the
interventions aimed at
changing it.
- place
- Relates to the process of
physical product
distribution or the
location for service
encounters.
- promotion
- The demand of
- The demand of
planning, testing,
planning, testing,
developing
developing and
and implementing
implementing promotional
promotional campaigns is
campaigns is very
very important.
important.
- consists of the integrated - consists of the integrated
use of advertising, public
use of advertising, public
relations, promotions,
relations, promotions,
media advocacy, personal
media advocacy, personal
selling and entertainment
selling and entertainment
vehicles
vehicles
Additional social
marking elements
- Social marketers often
- Publics
1
- When it comes to accessibility issues in the location of social marketing interventions,
it is worth noting that this is an area where social marketers often seem to be
particularly creative in ways that distinguish their campaigns(media, volunteers,
practitioners,…..), also, refers to decisions about the channels through which
consumers are reached with information or training. This may include doctors' offices,
shopping malls, mass media vehicles or in-home demonstrations.
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have many different
audiences: external1
and internal2. groups
- Partnership
- Need to team up with
other organizations in
the community to
really be effective.
- Policy
- The environment
should be in supports
to social change for the
long run.
- Purse
strings
- Social marketing
programs operate
through funds provided
by sources such as
foundations,
governmental grants or
donations.
1
- External
publics include the target audience, secondary audiences, policymakers, and
gatekeepers.
2
- internal publics are those who are involved in some way with either approval or
implementation of the program.
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As an example, the marketing mix strategy for prophylaxis against bird flu
campaign , might include the following elements:








The product could be any of these behaviors: allowing the vet. to examine
the domestic birds on regular basis and giving the immunization .
The price of engaging in these behaviors includes the time and effort needed
to establish the habit of visiting the vet..
The place that these medical and educational services are offered might be a
mobile van, vet. clinics, depending upon the needs of the target audience.
Promotion could be done through public service announcements, meetings
with community leaders and media events.
The "publics" you might need to address include families raising birds at
home , farms , those who are working in this field, and the people who
influence their decisions like their husbands ,vet., or public service leaders .
Partnerships could be NGOs , corporate sponsors, medical organizations, or
media outlets.
The policy aspects of the campaign might focus on increasing access to
immunization through lower costs, wide coverage of it or increasing funding
for research.
The purse strings, or where the funding will come from, may be
governmental grants, or the local health department, foundation grants or
some organizations.
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Each element of the marketing mix should be taken into consideration as the
program is developed, for they are the core of the marketing effort. Research is used
The power of Marketing
There is a wide range of techniques and approaches to influencing
individual behaviors under labels such as education, law enforcement,
community mobilization, political lobbying, and persuasion, then there is
clearly a role for marketing to play.
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Social marketing is an extremely powerful set of concepts and tools for
bringing about changes in individual behavior.
Private sector marketing has brought the world a range of social changes that
many people find distasteful or downright injurious. For example the
tobacco industry has created a worldwide smoking epidemic that kills
millions each year, and the food marketing industry emphasizes high-fat
products and “super-sizing” to a world population growing more and more
obese.
The challenge here is to find ways to use that power for social good
beyond the marketplace- for influences that clearly improve individual lives,
communities, and entire countries or regions of the world.
In one sense, social marketing has a major advantage over private
sector marketing in achieving public support. In the private sector,
marketing’s ultimate goal is to make a corporation bigger and more
profitable and stakeholders happier. In the social sector, although an indirect
goal sometimes makes an organization or program grow, the ultimate goal is
to improve the lives of individuals or the society of which they are a part.
Social marketing is about making the world a better place for everyone- not
just for investors or foundation executives.
Essential Elements of Social Marketing
Social Marketing has a number of key elements:
 The proper mind-set
 A sensible process for carrying out social marketing campaigns
 A set of concepts and tools that make the process effective
 Determining the target audience. One of the most important
characteristics that distinguish great social marketer from others seeking
social influence is their great attention to target audiences who determine
their success. Therefore, the challenge is to understand where this
audience member is coming from and respond to this learning. Further,
an audience-centered social marketer thinks that, if an approach is not
successful, it is not the target audience’s fault. It is quite probable that the
social marketer does not understand the audience well enough to create
effective strategies.
 The social marketing process. This process aims at changing behavior of
a target market, through the following steps:
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- Reseaches: because social marketing is fanatically
audience centered, it is essential that campaign begin
with a thorough understanding of the target audience they
seek to influence. Campaign planners must know where
the audience is coming from? What do they think of the
offer implicit in the campaign, what do they see as the
benefits and costs, do they think they can carry out the
desired behavior? Also they should know about the
competition the campaign faces from the target
audience’s point of view. This type of research is often
called formative research.
- Planning: Next, campaign planners must translate their
learning about the target audience into programs of
action. These programs will contain motivating benefits
appealing to the target audience; minimize the costs that
could inhibit behavior. Planning will also entail setting
goals, timelines, and responsibilities and making sure that
coalitions formed to actually carry the effort out.
- Pretesting: which means pretesting key element of the
plan with the target audience.
- Implementation: which means launch the campaign,
putting in place all of the 4Ps.
- Monitoring: this step means that it is essential that
campaigns have a clear tracking system to monitor
program performance along most key dimensions. Is the
right audience being reached? Are they moving forward
and acting as intended? How do they responding to
carious program elements?
- Reexamine and Revise: Monitor data may suggest a
return to either the listening or planning stages. The data
may show that key target audience member segments are
not getting the message- they do not see the benefits that
the campaign intended them to value. All of these
findings suggest that management has failed to really
understand the target audience, and they must go back to
deep listening if they are to succeed. Sometimes the
problem is mostly a matter of coordinating campaign
elements so they reinforce each other and do not conflict.
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 Concepts and tools. In social marketing field, we have extensive use of
many conceptual frameworks, which focus on competition,
segmentation, branding and the 4Ps.
Valuable marketing concepts
There are valuable concepts to be adopted from the commercial sector to
make social marketing more powerful.
 Segmentation is the division of a market into subunits with similar
motivations and needs. It is used to increase product or service
acceptance by recognizing item appeals, Demographics, geographic,
personality, attitudes, values, and preferences, are the most popular base for
segmenting a market.
Segmentation is very important because:
1. a mass marketing approach ignores the considerable variety and
similarity within most target audiences.
2. segmentation allows marketers to allocate resources more
efficiently.
3. Tailored interventions are more likely to speak to the segment
in ways that will achieve greater progress toward behavioral
influence goals than would an approach that treats everyone the
same.
 Branding is a way of differentiating and promoting unique products.
In social sector, it can be a key element in the efforts of organizations to
bring about social influence.
Social marketing campaigns can also be branded. It could be more than
labels or logos. They can develop personalities.
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