Social Marketing
SOCIAL MARKETING
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Introduction
·
Systematic application of marketing tools
& techniques to achieve the socially desirable goals
·
It also includes the
o
Design
o
Implementation
o
& Control of programs
·
It influence the acceptability of social
ideas and involves considerations of
o
Product planning
o
Product pricing
o
Communication
o
Market research
Goals,
Features & Discipline of Social Marketing
· Goals
o
To avoid risky practices
o
To discontinue the antisocial actions
o
To take preventive measures
o
To join, give & organize for a specific
cause
· Features
o
Behavioral change is voluntary
o
Operates on the principle of exchange
o
Use of marketing techniques such as
§ Consumer oriented market research
§ Segmentation
§ Targeting
§ Marketing mix
o
Improve individual & social welfare
· Disciplines
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Health education
o
Advertising
o
Economics
o
Business management
o
Scientific research
o
Community organization
o
Psychology
o
Epidemiology
Approach,
Limitations & Challenges of Social Marketing
·
Approach
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Identification of societal problem
o
Establishing methods for social marketing
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Identification of priorities
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Implementation of affordable efforts
o
Analysis of marketing activities
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Identification of targeted audience
o
Identification of objective for each target
group
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Designing & testing the social message
o
Selection of marketing system
o
Evaluate the impact of social message
·
Limitations
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Scale of intervention
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Focus on isolated behavior
o
Major structural barriers
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Decision making
o
Funding
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Lack of support
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Lack of opportunities
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Poor management
·
Challenges
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Accurate market analysis
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Market segmentation
o
Product strategy
o
Pricing strategy
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Channels selecting strategy
o
Limitations of communication options
o
Lack of health planner knowledge’s
Video
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