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Nuriyatul Lailiyah
 The
used of marketing principles and
techniques to influence a target audience to
voluntary accept, reject, modify, or abandon
a behavior for the benefit of individuals,
groups, and society as a whole
 Most
often social marketing isu used to
influence an audience to change their
behavior for the sake of improving health,
preventing
injuries,
protecting
the
environment, or contributing to the
community.
 Accept
a new behavior
 Reject potential behavior
 Modify a current behavior
 Abandon an old behavior
 Behavioral
change is voluntary
 Social marketers cannot promise a direct
benefit or immediate payback in return for a
proposed behavior change.
 Apply a customer orientation to understand
what target audiences currently know,
believe, and do.
 The
process begin with marketing research to
understand market segment and each
segment’s potential needs, wants, beliefs,
problems, concerns, and behaviors.
 Marketers then select target market they can
best affect and satisfy.
 Establish clear objectives and goals.
 Use 4 major toolbox in the marketer’s
toolbbox: 4P:product, price,place,
promotion. (marketing mix)
 Divide
the market into similar groups (market
segment),
 measure the relative potential of each
segment to meet organizational and
marketing objectives
 choose one or more segments.
Commercial marketing : sell goods and services
 Social marketing: sell behavioral change
 Commercial: primary aim is financial gain.
 Social: individual or society gain
Competitors
 Commercial: often identified as other
organization offering similar goods or services
that satisfy similar needs.
 Social: competition is most often the current or
preferred behavior of the target market and the
perceived benefits associated with that behavior.

 Give
up an addictive behavior
 Change a comfortable lifestyle
 Resist peer pressure
 Go out of their way
 Be uncomfortable (take VCT test)
 Establish new habits (excercise 5 days a
week)
 Spend more money
 Be
embarrassed
 Hear bad news (have your cholesterol tested)
 Risk relationship (take keys from a drunk
driver)
 Give up leisure time (volunteer)
 Reduce pleasure (shorter showers)
 Give up looking good
 Spend more time
 Customer
orientation
 Exchange theory is fundamental
 Marketing research is used
 Audiences are segmented
 Marketing mix is applied
 Result are measured and use for
improvement
 Issues
related to increasing quality of
people’s life.
According to the locus:
 Global Issues
 National Issues
 Local Issues
Jenis kekerasan
2004
2005 2006
2007 Jumlah
Kekerasan
terhadap 1.782
Istri
Kekerasan
terhadap 251
perempuan anak
Kekerasan
terhadap 71
pekerja rumah tangga
4.886 1.348
421
552
17.77 25.788
2
469 1.693
87
73
236
Sumber: Komnas Perempuan (dalam Hasyim dkk, 2:2009)
467
Jenis kekerasan
Jumlah kasus
Perkosaan
1.448
Kekerasan Dalam Rumah Tangga 1.251
(%)
32
28
Kekerasan Dalam Pacaran
696
16
Prostitusi perempuan
Buruh migran
Perdagangan perempuan
482
319
140
11
7
3
Pelecehan seksual
Total
137
4.473
3
100
Sumber: LRC-KJHAM, 2009
Jenis kekerasan
Prostitusi perempuan
Perkosaan
Kekerasan Dalam Rumah Tangga
Jumlah korban
7.180
1.990
1.814
(%)
53
15
14
Buruh migran
Kekerasan Dalam Pacaran
1.163
714
9
5
Perdagangan perempuan
253
2
Pelecehan seksual
Total
242
13.356
169 meninggal
2
100
Sumber: LRC-KJHAM, 2009
Jenis kekerasan
Perkosaan
KDRT
KDP
Prostitusi
Kasus
210
149
101
71
korban
232
149
126
434
Buruh migran
Perdagangan perempuan
44
23
77
59
54
Pelecehan seksual
16
21
22
Total
614
1091
Sumber: LRC-KJHAM, 2009
pelaku
338
149
119
Aparat,
masyarakat
Keterangan
5 meninggal
16 meninggal
13 meninggal
14 meninggal
48
 Tobacco


1200 people die by tobacco (Thanks for smoking)
Most of smokers in Indonesia are poor. (LP2K
Semarang)
 Fruit

use
and vegetables intake
only few Indonesian consume enough fruit and
vegetables everyday
 Osteoporosis

3 from 10 people in Indonesia potential in having
osteoporosis