social marketing slides
TRANSCRIPT
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Social MarketingFoundations, different approaches
and recent ideas
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OutlinePIONEERS: Kotler, Levy, Zaltman, Roberto, Andreasen...
Kotler, Philip & Zaltman, Gerald (1971) Social Marketing : An Approach to PlannedSocial Change. Journal of Marketing, 35, 3-12
Kotler, Philip & Levy, J. Sidney (1969) Broadening the Concept of Marketing.Journal of Marketing, 33, 10-15
SOCIAL MARKETING ON AGENDA: Marketing Theory Special Issue Vol (3), 2003.
Hastings, G. and Saren, M. The critical contribution of social marketing: Theory andapplication, Marketing Theory, 3.3,305-322
S. Peattie and K. Peattie (2003) Ready to Fly Solo? Reducing social marketingsdependence on commercial marketing theory, Marketing Theory, 3.3, 365 385
RECENT DISCUSSERS: Wood, Domegan, Wayman et. al., Hawke et. al ... (nearly half ofthe literature coming from public health journals but marketing theory related
ones are chosen for the purpose here) Wood, Matthew (2008) Applying Commercial Marketing Theory to Social
Marketing: A Tale of 4Ps (and a B), Social Marketing Quarterly (14), 76-85
Domegan, T. Christine (2008) Social marketing: implications for contemporarymarketing practices classification scheme, Journal of Business & IndustrialMarketing 33/3, 135-141
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Citation Map
Kotler &Zaltman, 1971
Saren &
Hastings, 2003
Peattie &
Peattie, 2003
Domegan,
2008Wood,
2008
Kotler &
Levy, 1969
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Leading the Way
(Kotler & Levy, 1969)
Generic Product Definition
Target Groups Definition
Differentiated Marketing
Customer Behavior Analysis
Differential Advantages
Multiple Marketing Tools
Integrated Marketing Planning
Continuous Marketing Feedback
Marketing Audit
WHATS NEW?
In 1969, Kotler and Levy
suggested the broadening of
marketing to include other
organizations running
marketing-like activities (likechurches, associations,
universities), which is still
controversial and objected by
some, like Luck (1969).
Concepts for Effective Marketing Managementin Nonbusiness Organizations
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Broad and need-
based
Not too broad,
specified
Differentiated
products for
different targets
Identifying motive
Creating special
value
In overall
coordination
Collecting vital
information
Be sensitive to
changing needs
and problems.
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Social Marketing Defined
(Kotler & Zaltman, 1971)
WHATS NEW?
The new field was given the name SocialMarketing in this article (1971)
and defined as will be quoted in the future many times as:
the design, implementation and control of programs calculated to
influence the acceptability of social ideas and involving considerations of
product planning, pricing, communication, distribution, and marketing
research.
Source: Kotler & Zaltman 19715
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Social Marketing Defined
(Kotler & Zaltman, 1971)
WHATS NEW?
4P of Social Marketing
4P Kotler & Zaltman, 1971
Product core product (idea) and various tangibleproducts and services "buyable
Price money costs, opportunity costs, energy
costs, and psychic costs
Place accessible outlets which permit the
translation of motivations into actions.
Promotion advertising, personal selling, publicity, sales
promotion
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Social Marketing Defined
(Kotler & Zaltman, 1971)
WHATS NEW?
4P of Social Marketing
4P Kotler & Zaltman, 1971
Product core product (idea) and various tangibleproducts and services "buyable
Price money costs, opportunity costs, energy
costs, and psychic costs
Place accessible outlets which permit the
translation of motivations into actions.
Promotion advertising, personal selling, publicity, sales
promotion
Smoking ban /
Swine flu crisis
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Social Marketing Defined
(Kotler & Zaltman, 1971)
information
message
4P
results8
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Social Marketing Defined
(Kotler & Zaltman, 1971)On The Social Marketing Planning Process:
In the systematic representation of a nonbusiness organizations socialmarketing planning process, continuous information from the environment istaken as input and processed to develop plans by the change agency. Plans
and messages that are created are transmitted to audiences through variouschannels like mass media or selling agents. The continuously tracked resultsare taken as feedback again to the research unit of the change agency.
Overall, authors argue that social marketing is harder than commercial
marketing because: Itdeals with core beliefs orpreferences
Its channel systems are less defined
Overtmarketing of social objectives will be resented and resisted.
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Separating Social Marketing
(Peattie & Peattie, 2003)It emphasizes the differences between commercial and social marketing,and the urgent need for creating unique tools, theories and vocabulary forsocial marketing.
They also emphasize that social marketing is different also from CSR
(corporate social responsibility) and CRM (cause related marketing)because it seeks to utilize tools, techniques and concepts derived fromcommercial marketing in the pursuit of socialgoalswhich also has somedrawbacks like:
Misunderstandings stemming from the use of words product, place andprice metaphorically in social marketing.
Facing ethical challenges like deciding what is good for a number ofpeople, as opposed to morally neutral attitude of businesses.
They agree that social marketing is more challenging, like Kotler & Zaltman(1971).
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Seperating Social Marketing
(Peattie & Peattie, 2003) On exchange: It is not an exchange mechanism that connects marketer
and target. Use of exchange can be problematic. Social marketers aim a
response but do not market inexchange for that response. Plus, there
are a lot of unidirectional transfers of value (like information provision)
There is interaction.
This also makes evaluating the effectiveness of social marketing extremely
difficult because measuring costs and benefits are too hard. A lack of
success can even represent a success, if it prevents the worsening of a
particular problem.
Authors offer Social Exchange Theory (Janic & Zabkar, 2002) because social
marketings aim is to alert, inform... Influence and support their targets...
Towards behavioral change.
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Seperating Social Marketing
(Peattie & Peattie, 2003)
On services marketing:
In developing its own unique theoretical base and vocabulary, social
marketing would be following the path of other marketing sub-disciplines
such as services marketing.Services marketing is the outcome of a need for a seperate marketing sub-
discipline for intangibles rather then theories and principles for physical
products. Its success in creating its unique tools like SERVQUAL and unique
volcabulary can pave the way for Social Marketing towards being
independent.
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Social Marketing 4P Criticism
(Peattie & Peattie, 2003)
4P
Kotler & Zaltman, 1971 Peattie & Peattie,
2003
Product core product (idea) and
various tangible products
and services "buyable
Social propositions
Do not force-fit!
Price money costs, opportunity
costs, energy costs, and
psychic costs
Transaction cost or
cost of
involvement
Place accessible outlets which
permit the translation ofmotivations into actions.
Accessibility
Promotion advertising, personal selling,
publicity, sales promotion
Communication as
a social process
Similarity with
commercial marketing
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Social Marketing 4P Criticism
(Peattie & Peattie, 2003)
smoking cessation democracy campaigns
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Social Competition (as battle of ideas)
(Peattie & Peattie, 2003)
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Apart from the social marketing mix, competition is said to be
fundamental to social marketing, with different forms like combating
competition (working for opposing social goals) or being in competition
against the common behavior of your target.
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Mainly, Wood takes a critical view towards the application of the exchange
concept and the marketing mix concepts in social marketing. Value is
another concept he finds problematic due to measurement concerns.
Rather, he proposes enriching social marketing theory through the use of Relationship marketing (which is growing and largely neglected before)
Interactive communications (because exchange takes place within
individual while changing his/her behavior)
Impact of branding (proven successful utilizations in previous social
campaigns like drug awareness, etc...)
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Recent Seperationism
(Wood, 2008)
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Recent Seperationism
(Wood, 2008)on Kotler: They are traditionalists.
Socialmarketing cannot employ commercial marketing tools like 4P.
On Exchange: There is a paradigm shift from transaction to establishinglong-term relationships. If anything... target people are exchanging onebehavior with another as an individual rather than participating in a
transaction between two parties. ...The social marketer may have a role inhelping, encouraging, or facilitating that change but it is not the samething as an exchange.
WHATS NEW?
Branding: Seen as manipulative, exploitative and unethical but socialmarketers should consider how branding may help in the promotion of forex. healthier choices.
(ex. yellow bracelet movement?)
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Recent Seperationism
(Wood, 2008)Kotler & Zaltman, 1971 Peattie & Peattie,
2003
Wood, 2008
Product Core product (idea) and
various tangible
products and services
"buyable
Social propositions
Do not force-fit!
Moving target to the
contemplation stage
may be enough.
Social propositions
Price Money costs,
opportunity costs,
energy costs, and
psychic costs
Transaction cost or
cost of involvement
Perceived time, effort,
change and impact on
social relations.
Even negative pricing.
Place Accessible outlets whichpermit the translation of
motivations into actions.
Accessibility Distribution ofinformation, not
physical goods.
Promotion Advertising, personal
selling, publicity, sales
promotion
Communication as a
social process
Through interactivity
and relationship
building. 18
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Recent Seperationism
(Wood, 2008)Kotler & Zaltman,1971
Peattie & Peattie,2003
Wood, 2008
Product Core product (idea)
and various tangible
products and services
"buyable
Social
propositions
Do not force-fit!
Moving target to the
contemplation stage
is enough.
Social propositions
Price Money costs,
opportunity costs,
energy costs, and
psychic costs
Transaction cost
or cost of
involvement
Perceived time,
effort, change and
impact on social
relations.
Even negative pricing.
Place Accessible outlets
which permit thetranslation of
motivations into
actions.
Accessibility Distribution of
information, notphysical goods.
Promotio
n
Advertising, personal
selling, publicity, sales
promotion
Communication
as a social process
Through interactivity
and relationship
building.
Smoking ban /Swine flu crisis
+ remaining
antibacterial ?
+ living long
+ social
embarrassment?
+ not travelling?
+ infolines?
+ cigarette
packs?
+ opinion
leaders?
+ e-mail chains?19
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Critical social marketing
(Hastings & Saren, 2003)WHATS NEW?
Constructivist: Social marketing bridges the gap between the corporate
sector and public welfare and takes learning from generic marketing, feeds
it back to the core discipline.
Socialmarketing has enormous potential to dogood in the arena ofbehaviour change and to make a real contribution to the field of
critical marketing.
Social marketers can bridge the gap between public health and
commerce.
The insight social marketers have means they can help devise
solutions when problems are revealed.
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Critical social marketing
(Hastings & Saren, 2003)The authors have attempted to constructively analyze social, commercial
and critical marketing thought and the relationship between them,
focusing on mutual benefits these disciplines can provide for each other.
To contribute to the stream of critical marketing, social marketing canprovide realistic critiques of marketing and identify intelligent solutions.
Sticking to the tobacco example followed in the paper, the authors provide
some tools that tobacco producers employ and also the similar ways social
marketers can use against tobacco to improve the negative outcomes ofthis process like social exclusion, material and social waste, hazard
merchants activities...
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Critical social marketing
(Hastings & Saren, 2003) On Exchange:
They defend the exchange concept in social marketing againstthree levels of resistances.
1. Customer benefit is ambiguous Yes, social marketing involves symbolic
exchange but this is also the recent issue in commercial marketing in formof symbolic consumption so benefit can be something consumer maynever see.
2. Health promoters are seeking for benefit, actually Realistically,altruism is easy to be balanced with career seeking in health or some
other benefit.3. Consumers may not capable of accepting the offer (for example lacking
fresh fruit to apply to diet) In an ethical way, this should be workedupon.
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Critical social marketing
(Hastings & Saren, 2003) On Relationship Marketing:
Even though it is also criticed by some as offering nothing new, the
authors are defending the novelty of this subarea and the
innovations coming with the move towards relational
practices.
Relational paradigms can bring new insights to socialmarketingbecause
the responses expected by social marketing practices like changing the
lifestyle are more complex than accepting a specific product offering so
such behaviors are much more susceptible to strategic relationship
marketing than traditional transactional thinking.
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Constructivism Continues
(Domegan, 2008)WHATS NEW?
This paper investigates the relevance of social marketing using the CMP lens.
TM (Transaction
Marketing)
Traditional 4P Approach
Passive consumers, in exchange of physical, tangible goods.
Close to mass marketing.DM (Database
Marketing)
Personalizing the exchange process through database tools like
loyalty cards. Aim is to attract and retain consumers through
technological communication.
eM
(eMarketing)
The role of customer shifts from being passive to active consumers
making exchange through internet and interactive technologies.
IM (Interaction
Marketing)
Highly participative consumers, in personal relationship.
Face-to-face formal and informal communication.
NM (Network
Marketing)
Active and participative consumers and firms in interpersonal and
interorganizational relationships 24
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Constructivism Continues
(Domegan, 2008) On behavior change and exchange: Social marketing manages change in
three levels of analysis:
Hastings and Saren (2003, p. 315) believe this three-unit impact at
different levels is socialmarketings biggest contribution, bridging the gap
between the corporate sector and public welfare and understanding bothworlds.
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Constructivism Continues
(Domegan, 2008)on Exchange: In social marketing, partnerships manifest complex multiple
exchanges at five levels:
1. Intrapersonal / individual
2. Interpersonal (family and friends social support)
3. Institutional / organizational4. Community (local or regional)
5. Public policy
This marketing process works upstream, downstream and in-stream.
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Constructivism Continues
(Domegan, 2008) On exchange:
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