No.

Chapter Pages

1. toSocial
Introduction and ItsEnvironment
Marketing 1-40
2 Social Mix
Plan,STP and Marketing
Marketing 41-96
3. forSocial
ManagingBehaviour Changeand NP0 and CSRR 97-151
4. A Sectoral
Overview
and Careers 152-217
noliompoion
References 218-218

.CueShouu Majen NGOad

(vi
Soud CaAAAE
 toSociMarketingand ItsEnvironment
taSocial 1
Introduction

OINIT-I
CHAPTER
toSocial
Introduction
andlts 1
Marketing
rmgvos Environment
o1 Vigorseoirsisgro
Joiorion171

Learning
Objectives
Marketing:
(A)Social (B)Environment
inSocial
Marketing:
Introduction 0e iargdtrwo ComponentsofEnvironment
ofSocialMarketing
Definitions ImpactofEnvironment
on Social
Marketing
ofSocialMarketing
Features
Need and RelevanceofSocial 0 Objective withAr:swers
Questions

QuestionBankForSelf-Practice
Marketing otrbs
d29uprir
ofSocial
Eyolution Marketing
V/sCommercial
Marketing
Social sKo2s ope so elso
Marketing
Social
of
Challenges
eofloavinbbr6nebettonsfgosd
Marketing
Unique
Marketing
Social Valuellodurovig
ofgite
Preposition
UniquePrinciples
ofSocial
Marketing
Distinctions

Unique
Value
Proposition
DAMIAIDOE3OenOTMIaG|
ene &Vwawews
iido
 For thismay includeasking
goalsforasocialcause. example,
not tosmoke in a
public use(a
reas,
and drive,
peoplenottodrink
rubellavaccine etc.
tokids
to
orprompting give
seatbelts

OF SOCIALMARKETING:
DEFINITIONS
ofsocial
marketing was that
formaldefinition
(1) The veryfirst
offered by Kotlerand Zaltmanin1971,Socialmarketingis

and control
ofprograms t
calculated
implementation
"thedesign,

the of
acceptability socialideas and involving
influence
 to and ItsEnvironment
toSocialMarketing
ntroduction

of product planning,
ciderations
considerat pricing,
communication,
and marketing
istributio, research"

Howevermostresearchers
believed
thatsocial
marketing
volvesmuch more than ideasspecifically, and
attitudes

behaviour.
and Roberto's
Kotler (1989)
equatesocial
marketingwith
2

a
whichtheydefineas "an organized
changecampaign,
sOcial

efortconductedby onegroup(the
change which intends to
agent),
persuadeothers(thetarget
adopters) toaccept,
modify,orabandon
certain attitudes,
ideas, and behaviour".
practices,

Andreasen
(3) thatSocial
suggests is"theadaptation
marketing of
commercial marketingtechnologiesto programns designed
to
infuencethe voluntary
behaviouroftarget
audiencesto improve
and
theirpersonalwelfare
a
of which they are
that of the society

part.
4 Accordingto Philip is"thedesign,
SocialMarketing
Kotler,
mplementation,and controlof programs seeking
to increase
the
ofa social
acceptability ina target
ideaor practice group'
Socialmarketing
thus involvessetsof expectations
that
arisefromtheinterfaces
betweenthe activities
marketing of a
business Inthe managerial
and itsstakeholders. marketing
theindependentvariables
Context, are the
company, profits,
ales,
revenue,
costs, effectiveness
advertising etc.whereasin
SOCial theindependentvariables
marketing, aresociety,
social
COsts,social social etc.
benefits
values,
 Vipul'sM
Social
Marketing
(BMS

FEATURESOF SOCIALMARKETING:
Social marketingis based on toolsand techniques
techniquesof
commercialmarketing;
ituses ofcommercial
principles marketin
forthe purposeof societal The keyfeatures
benefit. of socia
are takendirectly
marketing fromcommercialmarketing,
butthe
purposeof socialmarketing differs
from the purposeof
commercial The purposeof commercial
marketing. marketing
is

toincrease
salesand revenue,
but itisnotso inthecaseof socia
wherethepurposeissocial
marketing, welfare.
The features
of social

(1)SocialWelfare:
vssto
areasfollows:
marketing
The purposeof social
to
sklese

marketingissociet
benefit
rather
thancommercial Itsbasic
profit. isto
purpose
bringaboutpositive
health
andsocial change.
(2)
Outcome:The ultimate
outcomeofsocial
marketing expecte
be behavioural
to
suchas
change",family and no
planning,
"increased as inthecase of
sales'"
commercialmarketing8
Social
marketersinfluence
targetaudience to abandor
undesirable
behavioursuch as quit
smokingand adopt o
modifyexisting
behavioursuchas wet and dry
separating
garbage
3) Partnershipbetween
and society:
organizations Soci
marketingaims at achieving term
long goalssuchashealt
promotion,production, population
si Conservation
etc.these issuesare
control,
environment
complex and requi
combine efforts
by variousorganizations Govt
(i.e.
 and Its
Marketing
Social
to
uction Environment
/ntro
Non-Govt. Organizations, Educational
Organization,
and other SocialOrganization)
Institutions to givebetter

results.

Behavioural Theories:
Socialmarketing makes use of
Behavioural
inorderto understandbehaviourand
theories
behavioural
at conclusions.
arrive Thesetheories a framework to
provide
understandthe differences
human behaviourin varying
Positive
context. changescanbebroughtaboutinthesocietyy
ofthehuman psychology.
properunderstanding
through
Mix:
Marketing Likecommercial social
marketing, marketing
allthe7 P'sof marketingProduct,
alsoinvolves - Place,
Price,
Promotion, Evidence.
Peopleand Physical
Process, Societal

Marketingnot only emphasizeson fulfilment

of social

responsibilities of eco-friendly
thoroughproduction products
but alsosuggests success.
long-term
sustaining Organisations
to providevalue to the
must developa marketingstrategy

customersto maintainand improve both the customersand

well
SoCiety's being. 96o11ds9so e
and dividethe
Socialmarketersidentify
Segmentation:
markets intosegments by groupingtogetherpeople with

Common and customizethe interventions

characteristics

accordingly.

Deneficiary:
Unlike wheretheprimary
commercialmarketing
isthe corporateshareholder,
Deneficiary socialmarketing
benefits atlarge.
'society'
 Vipul'sSocialMarketing
(BMS
6
and Society:
Soe
Society:
of Organizations
Combined Efforts Socia
(8)
long term goalssuchas heala
alth
at
marketingaims achieving
marketin8 population control,
promotion, green
Thesecomplexissues
etc.
conservation
reaui.
uire
environmental
namely the
combine effortsby variousorganizations,
Non-Government
GovernmentOrganizations, s
Organization
etc.
Institutions
and Educational
results.
togivebetter

objectives
of multiple
(9) Aimsat fulfilment :Social
Marketine
thefollowing
aims atachieving objectives:

of customerneeds.
Satisfaction ilandolbeM
oflife.
Improvementofquality
oyec
tor customersand
of long term policy
Implementation
welfare.
society's
and ecologica
Freedomn from allsortsof pollution

destructions.
a long-term
To maintain withcustomers.
relationship

imageinthesociety
To createa better forthe compan)
thanits
competitors. sboenoitctnsms
outits
To carry social
responsibilities. be
brands.
community awarenesstowardsits
Developing

To carryoutitssocial
responsibilities
To increase
theconsumerbaseand marketshare.
 and ItsEnvironment
ocialMarketing
toSocl.
duction

AND
enAND RELEVANCEOF SOCIALMARKETING:
EED
NEL
ietalMarketingis very importantto society,
environment,
Soci
Th societal
The
husinesses.
t businesses. marketingconcepthelpstomaximize
and
for theorganization a long-termrelationship
and creates
ofits
productsthatbenefit
It encouragesdeveloping
stomers.
withcusto.

ietyin long
runandsatisfies
consumers.

The need and relevance

of social can be seen as
marketing

follows:

) SocialMarketing Behavioural
Promotes Positive Change:
as a distinct
Socialmarketing aims to promote
discipline
as well as the
which can benefitindividuals
behaviours
Itcombinesa
overallsociety. such as
of disciplines
variety
sociology, psychology, communication theory and

anthropologyand is therefore cross-

an interdisciplinary
forsocial
publicbehaviour
sectorapproachforinfluencing

good. In fact the "bottom line"of socialmarketingis

behaviour
change.
Societalmarketingis a
(2) Safeguard SocietalInterest:

to safeguarding8
marketingconcept that gives priority
Other
SOciety'sinterests. marketingconcepts focus on
customerneeds that
and satisfying
promotingprofitability,
puts the human welfare at stake.Societalmarketing,

seeks to address the shortcomingsof other

therefore,

arketing Itavoidsallsocial
concepts. evils on
by focusing
 Social
Vipul'sM Marketing
(BMS
8 In
ndsociety
and
consumers, societ to
i.e.
company, bring
thethreepillars
welfare.
aboutsocial
n:Social
CustomerSatisfaction
on Complete
(3) Helpsto Focus instead
centredapproach an
takesan audience
marketing to systematically
view a
centredapproach
organization
1s a crucial
determinan.of
issue. Customerloyalty
specific
It createdwhen producko.
competitiveness.
is are
long-term
thatenablea firm.
with customerneeds
thecurrent (6
aligned
Thussocietal
marketing on
focuses
meet marketexpectations.
needs and requires firmsto focne
cus
the varyingcustomer
thecustomerneeds.
on satisfying
attention
Businessis
Profitability:
(4) Improvesthe Organisations
and marketing The ultimate
isbusiness. purpose
marketing
services
productsand render
for
of businessis to produce
can be
formoney by whichneedsof customers
exchanging
can be lookedafter.Thu
and theneeds of society
fulfilled
outforsome social
iscarried
business good.A businessfirm

and the businessmen

of society,
is an economicinstitution
nd
Theiractions
are members of society.
and themarketers an

are who arealsomarke

sof
performances forthe consumers
Thus every businesshas some social
society. implication
its
Crease
to inered
marketinghelpsbusiness
Society-oriented
customerbaseand increase
its profitability.
(5) Leadsto P'artnership and Society
and
betweenOrganisations
as
a
o
Social a
marketing ims at achieving such
longtermgoalsgoai
 I and
toSociaMarketing ItsEnvironment
Introduction

promotion, production, population control,

health
conservation.
rironmental These issuesare complex and
envir
Combined efforts
comb by various i.e.
organisations Govt.
require
Educational
Organisation,Non-Govt.Organisations,
and other SocialOrganisations.
Institutions All such
Institutions
work inunity
arcanisations to passon desirable
and better
ga
to thesociety.
results

Governmentto frame SuitablePolicies:

Social
(6)Helps

marketingprogrammes may attractresistancefrom the

of Sex educationat
group.For e.g.introduction
targeted

school levelis beingopposed by parentsinIndia.

Social

marketingseekspolitical
supportto implementcontroversial
social of child marriages,
issuessuch as, prevention

encouraginginter- populationcontroletc.
castmarriages,

diplomacyisneededtogainsupport
many a timespolitical of

the targetgroup. Whileimplementingthe socialreform

group shouldbe takenintoconfidence
thetarget
campaigns,
so as to createsuitableenvironmentand bring about

behavioural for socialwelfare.Allthis

changes required
requires
appropriate
policyframeworkby thegovernmentto
gettheoptimum benefits.

(7)Otherbenefits: inIndia
Other of societal
The relevance marketing
Can be seenfromthefollowing

Itensuresthatalltheeconomicresources
arechannelized
intheright
direction.
10 Vipul's
Social
Marketing
(BM
to
Introduction

:
as well as managers in
Itdevelopsentrepreneurs
Thus soc
specified
society.
of thepeople. and wants

It It raises

society.
standard
theliving

the speed of economicdevelopment

increases
satisfact
we
societal
between or
Itmakes economicplanning and mor social
more significant welf
fruitful life.
topeople's

The closer movetowardstheir

theorganizations customers,
th
EVOLUT
more evidently
they realize
the factthatthe objective
of an
Change
organizational
businessliesoutsidethe business, in
i.e.
goes
goesto
tothe the=
This drivesthe organizations
society. to make a remarkaD
of marketi
contribution
forthesociety's
welfare
and upliftment.
and consu
A very good example of an organization societevolved f
following
marketingconceptisthe Body Shop:Body Shop isa cosmet concepts
company foundedby AnitaRoddickin1976. The company us organizat
only natural,vegetablebasedmaterials as ingredients
for i
Theter
products.Itistotally animaltesting,
against advocatescommun promotin
trade,as well as complete of Thus it
protection planet. totalthe aidof a
theconceptof Societal
engrosses themarke
Marketing.
AnotherexampleisAriel.
Itis and rese
a detergent roct
produced
by
and Gamble. Arielrunsspecial
fundraising le Marketing
campaignsfor
privilege
classes
of theworld, Concept of
the
mainly ries
alsocontributes
developing
cour changine
a shareof its ging am

profits fromeverybag solafor

societal and servic
development.
 Marketingand ItsEnvironment
tantoSocial 11
ntroduction
marketing
societal helpsorganisations theneeds
toassess
Thus
of the targetmarketsand to provideoptimum
wants of
wants
and
bothconsumersas wellas
customersensuring
to it's
atistaction
w It helpsin maintaining
welfare. uilibrium
golden equi
societal
as wellas
consumerssatisfaction
profits,
organisational
between

weltare.s
ncial egdolorotiodisp
vdoboeJione

EVOLUTIONOF SOCIALMARKETING:l
olgmeeoro

Changeistheonlythingthatdoes
noteverchange.Same thing
worldwherethechangeand the
the marketing
evolution
goes to
the
of conceptshaverevolutionizedway organizations
marketing
witheach other.As human beingshave
and consumersinteract

evolved from stayingin a cave to building

high marketing

concepts evolvedin a sam manner that improvesthe

and its
organizations customers.

as theprocess of
or activity
The canbe defined
termmarketing
a and selling
or services theproductsthrough
promoting product
The evolution
toreachtheconsumers.
ne aidofadvertisements in
as it takestime
ue marketingconceptsdoes nothappen easily
the

and researchto understandthe varyingcustomer needs

thatisrevolving aroundthe
conceptsarea philosophy
Keting
where firmsmust keep on
Cept of custonmer satisfactions
toimprovetheir of product
quality
gingand taking
chang decisions
and besatisfied.ornen
Vices
toensurethatthecustomerwill
 Social
Vipul'sM Marketing(BMS)
12 toSociaMarketing
Introduction and Its
Environment
The conceptof SocialMarketing emergedprominently in1972 13
thatmanagementthinkers
started
with a more socially responsible,moraland ethical model of conceptualising
inthenon-business marketingeven
sector.We have to
marketing, counteringtheconsumerism. Theoriginal dennido Oin marketingis relatedto
acceptthatthemain
theme
socialmarketing was coinedin the 1970sby Philip Kotler and satisfaction which is not Dossible
without the
application of modern
GeraldZaltman to describea marketing marketing principles.
technique seeking Marketing is now faced
with
in fluencesocialbehaviours not to benefit the marKeter, increasingly new social
bu consideration which made
ways forthe
benefit society" developmentof socal
marketingasa new discipline
Forexample, "Do notdrinkand drive campaign"or the"Anti One of the
most recent definitions of social
tobaccocampaign". marketingwas
endorsed by the Boardsof the International Social
Societalmarketing conceptevolved fromolderconcepts ofCSR Association, Marketing
European Social
and sustainabledevelopmentand is implemented by severalAustralian Marketing Association,
Association, and
AssociationofSocial in
Marketing thevear2013,Their
companiesto improvetheir publicimage throughactivities of mai aim was to build a
help common narrative thatcould be
customer and socialwelfare.Thisisdue tothefactthata used by the
majority supporting associationstopromoteSocial
of the organizations have notbeen assigning due weightage as a valuable Marketing
to core component of social
social Tillfew yearsback,the goods programmes aimed at
interests. manufacturing the human condition.
oproving Accordingto them, "Social
servicegenerating;the profitmaking or non-profit sectorswouldvarKetin8 seeksto
not considersocialinterests

decisions.
whileformulating
However,todaya different
policies
perspective
or making
u
of marketingalviduals
developand integrate
other approachesto influence

and communities
marketingconcepts
behavioursthat benefit
forthe greater social
has emerged.The good. Social
of marketingis now
justification soughtinarketing is
practice guidedby ethical It seeksto
sOcialcontextas wellas a principles.
corporateone,including areassucha ate research,bestpractice,theory,audienceand partnership
education, health,welfare, of
quality life, reductionof pollutiognt, to inform the of competitionsensitive
delivery and
and civilrights,
religiousorganizationsetc. segmentedsocialchange programmes thatareeffective, efficient,
Itis seenthatan equitable
generally is and sustainable."
organization
cannot thinkabout its sound,nuswe
financially
positive
contributions n
to the welfare
a
can conclude
thatsocial
marketingas a concepthas
of Itwas
development society.
virtually this
against
Olvedand itsscope broadenedover the years.It seeksto
backgrodevelor
velopand
andintegrat marketingconceptswithotherapproaches
integrate
 toSocial
Introduction Marketing
and Its
14 Social
Vipul'sTM Marketing
(BMS Environment
15
toinfluence
behaviours
thatbenefit and communities
individuals 4. Satisfaction
ofNeeds:
forthegreater
social
good. Marketerssatisfy
society
Marketers
needs. satisfy
individual
needs.
SOCIALMARKETINGv/sCOMMERCIAL MARKETING 5. Focus:
Focu
Social marketingis about focusingcustomer Reachthetargetaudience
behaviour Main focus is on
whereas;commercial isaboutfocusing
marketing customerneeds and change the behaviour physical
orservices.
products
Socialmarketing
is more complexthan ofpeople.
commercialmarketing
Althoughthereare some similarities
between the two suchas 6.
Complexity:
market research,exchange
theory,market segmentation Social
marketingismore
targeting, mix etc.,
therearemajordifferences Commercial
marketing too. The marketing is
complexand difficult
than
differences
arestatedas follows: comparativelyeasier and
commercial
marketing. simpler than
ST. social
SocialMarketing
No. Commercial
Marketing marketing
7. Market
1 Product:
Segmentation:
Marketers
target
segmentsMarketers target segments
Selling
desired that
Selling
behaviour. tangiblegoods and have thatassurehigh volume of
prevalent
services. problems, to reach profitable
ability sales
2
2 PrimaryObjectives: theaudienceetc.
Benefitthe 8.
society in Competition:
customers b
Satisfying
generalforsocial
gain. theirdemands
fulfilling Targetaudience's
currentOtherorganizations
offering
an
or preferredbehavioursimilar
earning goods and services.
3. profits.
Motivation: and associated
benefits.

Behavioural
change
(societal)
Organizational 8oal
financial)
16 Vipul'sTM
Social
(
Marketing
(BMS
toSocial
CHALLENGES OF SOCIALMARKETING: Introduction Marketing
and Its
Environment
The recentworld of increasing
environmentaldestr. data about
enfficient 17

destruction data consumers.Thismay

sScarcityof resources,rapidlyincreasing
population. compriseof their be
an
and becausethe
personal
the societal
abandonedsocialservices. conceptof marketin smoking etc., problemslike
respondentsmay be drinking
doubted.Itis questioned that "Areorganizations information. reluctant to reveal
doino true
doing
in linewithnme
task of customersatisfaction
a
(3)Market
outstanding ith Segmentation:
meeting Althoughmarket
long runsocietalwelfare?".
Considerexampleof a widely
accepted
fastfon by most is.
segmentation
profit
making and
They do provideyummy food but thisfood is
industry. makingmarketers(ike fewnon
full profit
o hospitals,
healthconcerns.
The burgersarerich universities
infatand so are the marketersmay have etc.),
social
fries
and problemsrelated to
piestoo.Suchproducts arepackedinhandy form and may have to segmentation.They
packagind ignorecertain
segments,treatsome
lotof waste.
generating Thereby,in the processof satisfvin differently etc.Sometimes
the groups
createsituation segmentation approachmay
customer,thesefastfood outlets are creating where social
increasing healt marketers face
concernsas wellas environmental havingthe strongest targetmarkets
issues the
Likewise differen negative disposition towards their
problems/challengesofsocial offeringsthe exact
marketingare: opposite ofthesituation
commercial facedby most
(1) Ethical marketers.
Issues:Itisarguedthatsocial Example:No Smoking
marketers shouldb (4)
held to even Privacy Issues:Most of the socialissuesare
higherethicalstandardsthan privateand
marketersbecause thereis a commercia Consumersmay notliketoreveal
information ortalk
greaterpotential forharm in openly
social public.Sometimestheaudience find
marketing are unethical
practices may difficult
to
thanthecommer on topics speak
they findembarrassing thus restricting
marketingpracticesMoreover the way of honest
funding
a soa thatmay be required
opinions formaintaining
organization,through tax database.
payer'smoney or charitab(5)
donations,
shouldbe ProductStrategyProblems: Unlikecommercialmarketing
toscrutiny
subject atthehighest
standards. etni where themarketers
adjusttheiroffering,
its characteristics
packagingetc.as per theneeds of targetmarket,social
(2) Lackof

by
Sufficient
social
Data:The data
marketersare far
commercial marketers.
collecting
problemsface
more serious
thantno0s
a marketershave lessflexibility
in shapingtheirofferings

socialmarketershave majorproblemsselecting
Moreover,
Socialmarketersdo not ha Product thatwould be
positions acceptableto the diverse
 Social
Vipul'sM Marketing
(R
18 to
IntroductionSocial
Marketing
and Its
strateo
positioning
a particular
Environment
or implement 19
public, ial
controversia,
social
issues.
Also
of the
longperiod time. o paidadvertising
as governmentagencies
Socialmarketersfindtha may
(6)PricingStrategyProblems: the criticism
impossible
aboutwastingtax
to use
becausethey
fear
of a primarily
strateg8y involves payers
development pricing uyinga money.
to reduce the monetary and the
time and enereu 9)
Organizational Designand
costs PlanningProblems:
m
incurredby consumers when engagingin a desired s.
social
marketersmay hirefew
employees a nd
Social
assignthem work
their to withpublicintormationoffices
behaviour.They do not price offerings maximi ze
as theymay equate
withcommunicationor marketing
returns
financial to
butinsteadtry price to
ofteringsminimi promotion.Social
mize organizationsdo
not haveproperrecords of
any barriert hatmight be preventingconsumers from takino of
performance past
ing efforts and also marketing
desiredactions. h igh
employee turnover, hencetheremay not
any evidenceofhow past
7) Distribution Channel Problems: Distribution strategiesworked.
Channe
(10)
Evaluation Problems:Unlike
strategyinvolves selectingappropriate commercialmarketingwhere
intermediariesto
evaluation resultscanbe seenin
distribute
theofferings to targetconsumersinthe most cos quantifiablenumbers like
social
profits, marketingmay merelyhave
effective
manner. Socialmarketersdistribute the ideao vaguelystated
goal statementsfrom which measuresof
engaginginasocial behaviour. However, they realize
thal
effectiveness
are
difficult
to extract.
they
havemore difficulty and controlling
utilizing thedesired
intermediaries
suchas doctorsor news channelsto
passalon
and supportan idea.One of the
reasonsforthis
SOCIALMARKETINGUNIQUEVALUE PROPOSITION:
may be tha
unlike commercial A valueproposition
isthe
marketers,
socialmarketers positioningofa uniquecharacteristic
canno
provide incentives
to of an and
intermediaries
to get the desire offering communicatingitissucha way thatthetarget
cooperation. marketrealizes
the valuethatitoffers
them.The keyelementsto
(8) Communication a great
creating valueproposition
are
limited
StrategyProblems:Social
communicationoptions.
They
marketers
findpaidadvertis
(1) Understandingthe customer so that they can be
tousebecause
impossible communicatedeffectively.
of mediafearsof
offendingrtau
advertisers
or (2)Understand
Understand to why the customer
audiences by
abou
tthe
heprimary reds as
primaryreason
carryingmessages
would buy the
offering
20 Social
Vipul'sM Marketing(BM5

G) Beingable to position
the offering thecompetitio
against
and be ableto defendtheclaims.

SoCialmarketing inthemarketplaceof
unique proposition
changeistosharetheuniqueand shared
behaviour characterist
ina programof behaviour marketing
change.Social focuses
on

the tactthatmore than words,strongregulations

areneededin
orderto influence behaviour
social of people.
Thusthesocia
marketers
must understandthe consumersperception
ofself
barriers
interest, and competitive
to behaviour, forces leads
that to
attractive
choices. lo
PRINCIPLESOF SOCIALMARKETINGSHARED WITH
OTHER DISCIPLINES:
In MikeRothschild
2011,Nancy Lee, and Bill
Smithwrotea
document to addressthe principles/key
characteristics
of socia
thataresharedwithotherdisciplines.
marketing Theyare:
1 AudienceOrientation: Social
marketersgenerally
viewthei
-makersand notstudentswho haveto
as decision
audience
be educated.
Social
marketingdoes not believe inthenotion
know what isbestand willtellpeople
that"experts how to
behave fortheirown g0od in favourof audiencecentre
approachthatseeksto understandwhat peoplewant
and
them supportinacquiring
provide it.

(2) Segmentation:In order to enhance efficiency

and
the totalarket
offectiveness, is dividedintovario
variou
 Marketin,and ltsEnvironment
toSocial 21
Introductiona

ments,evaluatedand then targetedbased on certain

Onlythosesegmentsare selected
variables. which are most
likelyto adopt the intendedbehaviour
and fulfil
societal

8oals
)Behaviour isdefinedas
Focus:Behaviour an individual's
observableaction or lack of action.Socialmarketing

encouragesbehaviour inthe benefit

thatresults of society.

of social
The success ismeasuredon the basis
marketing of

adoptionof desired
behaviour
and not justtheir
awareness,

knowledgeand attitude.

(4) Evaluation: are evaluated,focusingon

Efforts ongoing
measurementof outcomes,and theintendedimpactthiswill
have on societal Social
benefits. isa continuous
marketing
inwhichevaluation
process and monitoring dataon
provide
audience's
the preferencesand the environmentalchanges
and expandtheimpactofprograms.
tomaintain
necessary
(5)Considerationof Upstream and Midstream Target
individuals
to influence
Efforts
Audiences: downstream are
thosewho are upstream
oftenenhanced by alsotargeting

and/ or those who

Corporations)
(policymakers,
are

midstream(e.g.
friends, and influential
family others)

OF SOCIALMARKETING:
ONIQUE PRINCIPLES
While socialmarketin8integratesmany characteristics

n to otherforms of behaviourchange,the four core