social marketing slides

7/29/2019 Social Marketing Slides

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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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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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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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information

message

4P

results8


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(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


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


smoking cessation democracy campaigns

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Social Competition (as battle of ideas)


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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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(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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(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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(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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(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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(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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(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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(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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(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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(Domegan, 2008) On exchange:

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