Download Social Marketing Chapter 13

Social Marketing
Chapter 13
Donna Wall
PADM 7040
Jerry Merwin
Defining Social Marketing
Social marketing seeks to influence social
behaviors to benefit the target audience and
the general society.
The goal is not to market a product or
service but to influence a social behavior.
Sponsors wish to make the world a better
place.
Chapter 13, p. 329
Domain of Social Marketing
The boundaries of social marketing are broad.
They included any planned effort to influence
human behavior.
Anyone can carry out social marketing. Which
lends itself to the fact that it’s applications are
broad as well.
Social marketing is a means of social
manipulation and control.
Social marketing works best when the behavior
change is one in which people do not have “large
vested interests.”
Ch. 13 p. 331
Types of Social Behavior Change
Programs
The goal of social marketing is to produce an optimal plan for
bringing about a desired social change.
There are three major dimensions that determine the difficulty of
successfully changing social behavior:
1. low involvement or high involvement
2. one-time or continuing
3. by individuals or groups (p. 330)
It is more difficult to change behaviors that are:
1. High involvement
2. Group Decisions
3. Continuing
Taxonomy of Social Behavior
Table 13-1 page 331
One-Time Behavior
Individual
Group
Continuing Behavior
Individual
Group
Low Involvement
High Involvement
Donating money to a charity
Registering to vote
Signing up for Medicaid
Donating Blood
Voting for a change in a state
constitution
Voting out restrictive
membership rules in a club
Not smoking in elevators
Stopping Smoking or drug
intake
Practicing family planning
Driving 55mph
Driving on the right side of
the road
Supporting the concept of an
all-volunteer army
One-Time Behavior Changes
“One-time behavior changes require that the
target market comprehend something and
take a specific action based on this
comprehension”
Action Involves a cost to the actors
Continuing Behavior Changes
Permanently changing behavior is more
difficult than making one shot action
changes.
People must unlearn old habits, learn new
ones and continue the new behavior
Basic Concepts
 Exchange Is Accorded a Central Role:
Choices or “exchanging” one behavior for another
 There Is a Willingness to Change the Offer:
The offer is not an objective reality but what the customer thinks it is
 There Is a Focus on coordinated Programs:
Effective marketing therefore requires a coordinated attack on all the
major benefits and costs
 Market Research Is Given a Central Role:
Research must be carried out at the very start of the strategy
development process and then throughout as implementation takes
place.
 There is a Predilection for Segmentation:
Recognition that traditional demographic approaches are seldom
adequate
Basic Concepts
 There Is a Bottom-Line Orientation:
Constant attention to the efficiency and effectiveness of everything
done.
 There Is a Commitment to Planning:
Systematically think through major steps to be undertaken
 There Is a Willingness to Take “Reasoned Risks”:
With this there are two consequences. First, marketers realize that
some of their actions will fail. Secondly, marketers must be
experimental as their environment is in many ways unknowable or
unpredictable.