Societal Marketing:

Question 1

Marco Marketing is in pursuit of high quality of life
it has moved from—- to —-
with the goal of —-

Answer 1

Anthropocentrism (living to consumer) to ecocentrism (consuming to live)

with the goal of sustainability

Question 2

Eco centrism philosophy and orientation

Answer 2

Philosophy: Macro marketing
Orientation: well being of green marketing and social marketing- trying to find a middle ground

Question 3

Eco centrism social marketing:

Answer 3

“The use of marketing management techniques to promote the adoption of a behavior that will improve the well-being of the target audience or of society as a whole

Question 4

Social Wellbeing Concepts focus on (consumer-focused)
The semi-ethical consumer

Answer 4

Buying good causes (humans’ well-being) via a product (products are means to an end not ends in themselves)
(i.e. Responsible Consumption)

Question 5

Social well-being concept about society as a whole requires that:

Answer 5

High customer involvement
Long term issues
Based on voluntary behavior
Competition is subtle??????

Question 6

The 7 social marketing tools

Answer 6

The 4 P’s
-Product (Idea, behavior, or tangible)
-Place (more info chain then physical chain)
-Promotion (Manly PR and word of mouth)
-Price (Cost=opportunity/social cost) (1st emotional, 2nd economical)

3 extra P’s
-Publics (External and internal groups involved in a program—indirectly & directly involved ones)
-Partnerships (Working in teams of institutions; no single company does the job)
-Purse strings (Funds are raised not generated)