so you want to change
DESCRIPTION
Marketing. It's more than bloody communications.TRANSCRIPT
Social Marketing
Social Change with Marketing
What do we mean?
Social marketing is the systematic application of marketing concepts and techniques to achieve specific behavioural goals relevant to a social good (French and Blair-Stevens, 2005)
Marketing
It’s not bloody communications
The management process responsible for identifying, anticipating and satisfying customer requirements profitably. CIM (2005)
ProfitablyNot strictly about the money
(but doesn’t hurt not to create a yawning chasm of fiscal suck)
Mutual gain.Better…Faster…More…
Let’s talk real marketing
Kotler, P and Roberto, E, (1989),
The 5 Point Check
Relative advantage (How does it kick ass?)
Compatibility (Does it fit?)
Complexity (Good or bad complexity)
Capacity for Trial (Heart surgery v. jogging)
Observable (Obvious or subtle?)
Rogers, 1995
The expectations trap
ExpectedService
PerceivedService
GAP
A Parasuraman, Zeithaml and Berry (1985)
Why it’s a really big trap
PerceivedService
Expected Service
Them
Us
CustomerGap
GAP 1
GAP 2
GAP 3
External Communications
to CustomersGAP 4Service Delivery
Customer-Driven Service Designs and Standards
Company Perceptions of Consumer Expectations
Mind the Gap
Customer Gap:
difference between expectations and perceptions
Provider Gap 1:
not knowing what customers expect
Provider Gap 2:
not having the right service designs and standards
Provider Gap 3:
not delivering to service standardsProvider Gap 4:
not matching performance to promises