Professional Documents
Culture Documents
To this end, it makes use of methods from the commercial sector, such as:
The difference between commercial and social marketing thus lies not in
the methods they use but in their content and objectives.
- Market segmentation
- Consumer research
- Product concept development
- Testing
- Directed communication
- Facilitation
- Incentives
- Exchange theory to maximize the target adopter's response.
2. Target audience - will undertake some action, when they believe that
the benefits they receive will be greater than the costs they incur.
Beliefs
Idea Attitude
Value
Act
Social Product Practice
Behavior
Tangible object
Values are overall ideas of what is right and wrong e.g., human rights
promoted by governments, NGOs etc.
III Tangible object is the tangible product base and therefore refers to
physical products that may accompany a campaign - such as
contraceptive pill or condoms distributed in a family planning campaign
or safety belt for marketing defensive planning campaigns.
Social Marketers promote ideas as well as social practices; the ultimate aim
is to change behavior e.g. the purpose of a nutritional campaign is not only
help consumers know about better nutrition, but to change their eating
habits.
There are numerous groups that are definable by way of age, socio economic
status, family size, geographic location etc. e.g. In USA one group could be
single white women who want to practice birth control; the other group
could be Hispanic married women who do not want more children.
Based on the above information a social marketer can make more accurate
predictions of the target adopters.
- an executive summary,
- assessment of the current social marketing situation,
- identification of opportunities and threats,
- objectives for the social product,
- proposed social marketing strategies,
- action programs, budgets and controls, etc.
The plan's first section describes the target-adopter population and its
segments and the social product's position in those segments. This
information includes (1) the profile of the target adopters, (2) a review of
the social product (3) an assessment of alternative sources that could
satisfy the target adopters' needs, and (4) a scan of the environment.