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Title:

Welcome to class of social marketing

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Welcome to class of social marketing Dr. Satyendra Singh social marketing benefit to the general society the behavior is socially desirable one time vs. continuing ... – PowerPoint PPT presentation

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Title: Welcome to class of social marketing


1
Welcome to class ofsocial marketing
  • Dr. Satyendra Singh

2
social marketing
  • benefit to the general society
  • the behavior is socially desirable
  • one time vs. continuing behavior change
  • low involvement behavior change
  • increase self-efficacy
  • campaigns are important
  • high involvement behavior change
  • change in perception, values is required
  • move to a point where benefits exceeds costs
  • sufficient rewards to sticking to the behavior
  • help individuals reward themselves

3
basic concepts for managers
  • exchanges are complex and personal
  • willingness to change the offer ?seat belt
  • predilection for segment
  • focus on coordinated programs ? benefits
  • give market research a central role
  • bottom-line ? influence behavior _at_ efficiency,
    effectiveness
  • commitment to planning
  • willingness to take risk

4
challenges in social marketing
  • intense public scrutiny?politics and public
    relations ?important
  • extravagant expectations
  • influence nonexistent demand
  • influence negative demand ? driving habit
  • target illiterate audiences ? pictures
  • understand highly sensitive issue ? food habits
  • invisible benefits
  • benefits to third party
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