lecture 6 Flashcards
What is social marketing?
A strategy that applies commercial marketing techniques to promote voluntary behavior change that improves individual and societal well-being.
What is commercial marketing?
A process that creates and delivers value to customers for the benefit of an organization or stakeholders.
Main difference between social and commercial marketing?
Social marketing benefits society/individuals, commercial marketing benefits companies/profit.
Who benefits in commercial marketing?
The organization or business.
Who benefits in social marketing?
The individual and society as a whole.
What does ‘voluntary exchange’ mean in social marketing?
People must voluntarily choose to adopt the promoted behavior or idea.
Principle 1 of social marketing?
Focus on behavioral outcomes.
Principle 2 of social marketing?
Prioritize consumer benefits.
Principle 3 of social marketing?
Maintain a market perspective (including upstream/downstream).
Principle 4 of social marketing?
Develop a strategic marketing mix (4 Ps).
Principle 5 of social marketing?
Use audience segmentation.
What is the ‘upstream focus’?
Changing policy, laws, or infrastructure (e.g., seatbelt laws).
What is the ‘downstream focus’?
Changing individual behavior (e.g., teaching about seatbelt safety).
What are the 4 Ps of social marketing?
- Product
- Price
- Place
- Promotion
What is ‘Product’ in social marketing?
The constellation of benefits offered to encourage behavior change (physical, economic, psychological).
What is ‘Price’ in social marketing?
The perceived cost or barriers to adopting the behavior (time, money, stigma, effort).
What is ‘Place’ in social marketing?
Where the audience encounters the product/message (clinic, online, store, media).
What is ‘Promotion’ in social marketing?
How the message is delivered (emotional appeal, humor, tailored messages).
What is audience segmentation?
Dividing the audience into subgroups and tailoring strategies to each.
What is a product-driven approach?
Focus on making the product appealing or better than alternatives (branding).
What is a consumer-driven approach?
Build demand by making the product feel necessary or normal.
What is a market-driven approach?
Make the desired behavior/product more favorable than the undesirable one.
Why are theories used in social marketing?
To guide strategy design and improve campaign effectiveness.
What are the components of the Theory of Planned Behavior?
- Attitudes
- Subjective Norms
- Perceived Behavioral Control → Intention → Behavior
