The term Social marketing was launched more than 25 years ago and first introduced by Philip Kotler and Gerald Zaltman in the Journal of Marketing to highlight ‘the use of the use of marketing principles and techniques to advance a social cause, idea or behaviour.’ Throughout the decades the use of social marketing tools and practices has spread from public safety- and health-related issues to community and environmental issues. Social marketing has made significant steps and impactful changes in social issues such as public health, safety, the environment and community involvement. Its practices have helped decrease tobacco use, infant mortality, stop the spread of HIV/AIDS, decrease littering, increase recycling and improve many other social …show more content…
Lee and Michael L. Rothshield (Article Lee, Kotler, p.9) define social marketing as ‘a process that uses marketing principles and techniques to change target audience behaviors to benefit society as well as their individual. According to Rob Donovan, ‘social marketing is the application of commercial marketing principles and tools in social change interventions where the primary goal is the public good.’ I also highly support Doug MacKenzie-Mohr’s approach to social marketing: ‘Social marketing is a process that involves (a) carefully selecting which behavior and segments to target, (b) identifying the barriers and benefits to these behaviors, (c) developing and pilot testing strategies to address these barriers and benefits, and, finally, (d) broad scale implementation of successful programs.’ This definition emphasizes the key to success of social marketing – step-by-step carefully developed systematic actions to tackle social problems. However, as W. Wymer claims, many social marketing campaigns fail because: their causal perception is distant from the social problem (they are biased through their mental models and misunderstand the social problem); they target only individual-based behavior change strategies excluding social and environmental …show more content…
One of them is our targeted social marketing campaign - World No Tobacco Day. It is prominent that the main objectives of the World No Tobacco Day 2017 campaign focus on global collaboration, participation and contribution of efforts to achieve goals. To be more specific, the social marketing campaign is aiming to encourage public and partner participation in national, regional and global efforts in order to implement development strategies and plans. The campaign also tries to demonstrate how individuals can contribute to making a sustainable, tobacco-free world: never take up tobacco products or quit the habit. In addition, WNTD supports Member States and civil society to fight tobacco industry interference in political processes and encourages countries to include tobacco control in their national responses to 2030 Sustainable Development Agenda. The evident social emphasis of WNTD’s objectives proves that it is no doubt a social marketing campaign rather than a commercial marketing campaign. The main difference is that the commercial marketing focuses on financial gain, while social marketing – on social and individual gain.(Lee&Kotler article). As the commercial marketer most often concentrates on selling goods and services, the competition is often another organization offering goods or
In today’s society is it becoming increasingly more difficult for companies to stay competitive in their industry. Even established brands eventually die out due to growing competition from other companies. Corporations are having a difficult time figuring out a strategy that keeps them at the top of their game. Recently, there has been an increased interest in the strategic value of CSR (Corporate Social Responsibility). Corporate advertising is changing dramatically, appealing to consumer’s ethos using the causes that matter most in their lives. It is important for consumers to understand the manipulation that comes along with the CSR strategy. Skepticism about companies’ goals is crucial when making the right consumer decisions. Understanding CSR will help the consumer evaluate the affects of their consumption choices.
In 2008, 21% of adults in America aged 18 and older were current cigarette smokers while another 21% had been former smokers and 58% had smoked less than 100 cigarettes in their life, according to a CDC survey (Pleis 10). These statistics result in almost half of the United States population being smokers at one point in their life. The tobacco industry is huge in order to provide cigarettes to the quarter of Americans that currently smoke. The statistics that resulted from the survey did not even include other types of tobacco products, which are just as harmful. However, even realizing the harm that tobacco products can cause, tobacco companies use a variety of devious methods to draw people in to buy their product, especially younger people. With all of the money flowing in from their consumers, tobacco companies lobby very heavily in Congress and the House to prevent laws and regulations that will cut into their profits. According to tobaccofreekids.org, the tobacco industry spent $10.6 million to lobby Congress in the first half of 2003 (Tobacco-Free Kids). Organizations such as the American Legacy Foundation are annoyed by the lies that big tobacco companies tell; they decided to bring the truth out into the open. The aptly named “truth” campaign opposes the tactics that tobacco businesses use to advertise their product, and the campaign has decided to fight against the lies to provide the truth about cigarettes and tobacco. The truth campaign’s anti-smoking ads present a stunning portrayal of smoking that reflects the influence tobacco companies have on youth while also illustrating the consequences of addiction and use.
Secondhand smoke can cause much more damage than people can imagine. It is the cause for severe asthma attacks, respiratory infections, ear infections and sudden infant death syndrome in children. Although the people being affected by secondhand smoke aren’t smoking themselves, it is a very growing problem around the world. There are many big companies that sell cigarettes such as Newport and Marlboro but organizations also exist in the world that are trying to influence smokers to stop smoking. In the very clever and moving advertisement released in April 2008 by CONAC, also known as the Chilean Corporation Against Cancer, the corporation uses ethos, pathos, and logos to express the idea that smoking isn’t just dangerous for the smoker but for everyone else around them especially children. The company’s goal is to influence smokers to stop smoking around them.
Corporate Social Responsibility (CSR) is about how companies manage their business processes to produce a positive impact on society. Companies introduce new products in markets, usually after testing concludes that the product is safe for use or consumption. It is nearly impossible for a company to truly know all of the potential risks a brand new product may have, even after thorough testing. However, once a company receives reports that its product may be causing harm to consumers, it is their responsibility to conduct more research and tests to rule-out any possible truth in the reports. This is what a socially responsible company would do, one who is preoccupied not only with their bottom-line, but one that is also worried about its customers.
According to the author, Social Marketing can be defined as a process involving the design, implementation and control of social change programs aimed at increasing the acceptability of a social idea in one or more groups of target adopters as well as bringing about the desired behavioural change. Even if the idea that is being marketed is accepted, social marketing is not successful till it is able to induce an action in the individual as well. Andreasen believes that social marketing is unique because it:
Gupta, K 2010, Innovative marketing strategy balancing commercial goal and corporate social responsibility. Mumbai [India: Himalaya Pub. House.
McCracken, G. (2010, January 7). How Ford Got Social Marketing Right. Retrieved 2012, from Harvard Business Review: http://blogs.hbr.org/cs/2010/01/ford_recently_wrapped_the_firs.html
He made up the term “social marketing”, which is defined by “the systematic application of marketing (along with other concepts and techniques) to achieve specific behavioral goals for a social good”. Dr. Kotler started to see marketing as being an exchange between two values, such as social activity and behavior rather then only the business side of it. Kotler has also developed the marketing outside the business arena by writing articles for example about how to apply marketing to health-care organizations, to individuals and to countries (Dr. Philip Kotler,
Cigarette advertisements give the feeling that smokers are "bursting at the seams with joy" and that smoking is useful to you. Shockingly, nothing could be further from reality. The U.S. government has marked cigarettes as an unsafe medication that causes lung malignancy, coronary illness, and numerous different genuine sicknesses and conditions. Numerous individuals everywhere throughout the nation are discussing whether tobacco organizations ought to be permitted to publicize cigarettes or even to make cigarettes in today 's general public ("Analyzing Assorted Tobacco Advertisements").
This paper will discuss the five environmental factors that influence global and domestic marketing decisions that organizations must make. These five environmental factors are technology, demographics, government, culture and economics. Companies are affected differently by these factors depending on the industry they are in and the size of the organization. I will be using the Washington Plaza Hotel to illustrate how these environmental factors affect the hotel industry's marketing decisions. The Washington Plaza Hotel is a hospitality business located in Washington, DC. They offer services such as lodging, restaurant, bar, catering and meeting space rental. The Washington Plaza Hotel's major customer base is government, tourist, non-profit organizations, local businesses and some corporate clientele. Let's now take a look at how these environmental factors affect the marketing of the hotel.
One of the main points that I found useful in the article was how marketing to sensitive and social groups paralleled that of the marketing concept. Successful companies have to fill the needs and wants of their consumers. Sensitive and social groups are part of every companies market. Each company's products and services should be customized to that of their customers. This is called mass customization. How a company defines its social responsibility is also part of the marketing concept. If a company does not care to be viewed as socially responsible, then they will not care how they market products to those groups and the company will suffer.
KOTLER, P. AND ZALTMAN, G. (1971). Social Marketing: An Approach to Planned Social Change. Journal of Marketing, Volume 35, July 1971.
Companies are now focusing on such of a group that are mostly small, but are highly influential, those are known as brand evangelist, and they embrace the brand in every possible way, publicize their highly positive experience to other consumer and eventually discourage other to try competitors brands (McConnel, & Huba 2003). It has been suggested from the literature that there is limited work done on exploring the notion of brand evangelism. Brand evangelism occurs when customer do positive word of mouth and tries to convince other to use or buy the same brand and rand evangelism involved commitment and emotional attachment (McConnell and Huba, 2002). (Scarpi 2010) argued that brand evangelism in terms of positive word of mouth behavior that
Marketing is defined as follows: Marketing is the process of interesting potential customers and clients in your products or services. In this essay, I am going to address the concept of “social marketing” and how does social marketing differ from “societal marketing” or “socially responsible marketing” in the first part, and in the second part, I am going to provide examples of each of the three approaches to marketing and analyse how these represent a departure from traditional marketing practice.
Societal marketing concept; this type of concept holds the idea that an organization must be able to determine the needs, wants, and desires of target markets and to deliver the desired satisfactions more efficiently and effectively than the competitors. In addition, the above must be done in a way that preserves or enhances consumer’s and society’s well being. The societal marketing concept helps the marketing concept to deal with conflicts among consumer wants, consumer interests, and long-run societal