3. RESULTS
3.1. Two different fields with the same focus.
According to Hall (2014), the term social marketing was first introduced in 1971 by Kotler and Zaltman in a special issue of the Journal of Marketing on marketing’s changing social role, whereas Andreasen (2003; 2006) tracks its origins back to the 1960s. Wiebe, though, is believed to be the first who conveyed the term when he asked the question «Can brotherhood be sold like soap? » (Dibb, 2014; Gordon, 2006). The majority of the researchers, however, agree on social marketing’s modest growth until the last three decades when global changes induced the transformation of marketing theories into a more conscious approach (Andreasen, 2006; Hall, 2014). Indeed, National Social Marketing Centre (2010) defined social marketing as:
…an approach used to develop activities aimed at changing or maintaining people’s behavior for their benefit…Whereas marketing in the commercial world ultimately seeks to influence consumer behavior for profit, social marketing encourages behaviors that provide benefit for individuals and society as a whole. (as cited in Hall, 2014, p.20)
According to this definition, social marketing provides long-term value – including society as a whole- rather than being primarily focused on an exchange of money which would provide an uneven short-term value. Furthermore, there is a shift in objective from a focus on promoting
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In an increasingly health- and body-image conscious world, Health tourism is growing rapidly and immensely. Despite the fact that «millions of consumers everyday embrace wellness [and health concept], millions more remain outside the reach of the current [health and] wellness industry and become more overweight, malnourished, exercise less and/or continue to smoke» (Pilzer, 2007, p.15) It seems that most people are not aware of how simple choices affect their general health and
There are many social aspects that come into consideration when one thinks of an advertisement. Some of these social aspects are: does advertising educate the consumer, does advertising improve the standard of living, and does advertising have a powerful effect on the mass media. These three social aspects will be researched in depth to discover the pros and cons of each, and any ethical implications. Social aspects and ethical considerations need to be considered when developing and executing a sales and marketing plan.
Our education system faces a myriad of questions. One of which is, what is the main objective of our education system: to graduate students at a high academic standard, to graduate students who can interact socially, or to prepare students wholly in order to become contributing members of society? Parents, school districts, and the government all have their own ideas as to the primary purpose. The means (education) to the end (producing educated citizens) can take many roads or methods. One method goes down the road of social promotion. However, the unpopular practice of social promotion in our schools does not prepare our children academically. It promotes low standards, accepts mediocrity, and gives a false hope of success in a world which is unforgiving towards the uneducated.
Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.
Soloman, Marshall, & Stuart (2018) states how “ marketing is the activity, set of institions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large “ (pg. 4). To better explain the meaning of marketing is every part of conveying the importance to everyone that a business deal pertains to (Soloman, Marshall, & Stuart, 2018). The marketing campaign that has influenced me is the Cheerios commercial: “Good goes round”. Cheerios are round and everyone likes them, it brings all racises together which impacts all individuals around the world. The commerical is influential to me because it is putting out a good message that something as small as a cheerio
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:
...s is achieved through social groups. Marketers focus upon group influence and social needs in their marketing activity to develop a stronger brand image which carers to the needs of the consumers.
It discusses broadening the concept of marketing and new approach to marketing, which emphasises on social and relationship marketing. Then, the government/public sector has been introduced and it proceeds with whether traditional marketing principles can be applied to the marketing of organisations in this sector. It concentrates on issues of relevance-how marketing mix fits to it, what are the benefits and constraints. 1.1 The Marketing Concept and the Marketing Mix: Before proceeding further, it is essential to define what marketing is: Kotler (1991) defines marketing as “a social and managerial process by which individuals and groups obtain what they want and need through creating, offering, and exchanging products of value with others.
The text states that marketing is both an art and a science where constant tension exists between the formulated and creative sides. At its essence, marketing is about "identifying and meeting human and social needs". It encompasses both a set of actions which seek to identify customers' needs as well as a social process of establishing a relationship with the customer to buy their products; this relationship is vital to the long term success for a company and a critical part of the marketing equation (Kotler & Keller, 2006).
KOTLER, P. AND ZALTMAN, G. (1971). Social Marketing: An Approach to Planned Social Change. Journal of Marketing, Volume 35, July 1971.
Marketing is not a static construct, but it grows and develops over time to become what is known as marketing today. “The marketing revolution divides neatly into four separate eras’, eras’ which parallel rather closely the classic pattern of development in the marketing revolution.” (Keith, 1960). The first of these 4 eras was until the 1930’s and was production and profit orientated, and are considered to be outdated. During this era “the new product decision was product oriented not marketing orientated.” (Keith, 1960). “The second era was a sales oriented era, whereby marketing was seen as a series of activities designed to produce profit through ascertaining, creating, stimulating, and satisfying the needs/wants of a selected segment of the market.” (Eldridge, 1970, p. 4). The 3rd and 4th eras are a representation of what
Too often, a marketing function is misunderstood, because many people do not understand what is meant by ‘Marketing’.
Donaton, S. (2004, February 23). It is time to take a fresh look at the definition of marketing. Advertising Age, 75(8), p-16.
By definition, strategic marketing is a firm’s ability to concentrate a limited amount of resource on an opportunity that has deemed to have the highest potential to increase sales, thereby creating a sustainable competitive edge over rivals (Brooksbank & Taylor 2007). Fundamentally, each aspect of marketing has the potential to improve or affect the performance of other marketing facets. Hence, creating a proper coordination of a firm’s activities makes it possible to eliminate unnecessary activities that interfere with efficient profit maximization processes. Strategic marketing explores ways that each of the marketing processes will reinforce each other for the best output. More importantly, strategic marketing makes each department to work
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
According to Kotler (2012), Marketing is about identifying and meeting human social needs, thus it is not only about advertising and promotion it is more than this. It includes setting competitive price, communicating effectively with potential and existing customers and also introduction of new products.