‫ ﻣﺤﻤﺪ ﺍﻟﺮﻣﻀﺎﻥ‬- 62056056 ‫ ﺗﻮﺍﺻﻠﻮﺍ ﻣﻌﻨﺎ ﻭﺍﺗﺴﺎﺏ‬- ‫ﻣﺘﻮﻓﺮ ﻣﻠﺨﺼﺎﺕ ﻭﻣﻠﻔﺎﺕ ﻣﻔﻴﺪﻩ ﻟﺠﻤﻴﻊ ﻣﻮﺍﺩ ﺍﻟﺠﺎﻣﻌﺔ ﺍﻟﻌﺮﺑﻴﺔ ﺍﻟﻤﻔﺘﻮﺣﺔ

ﻣﺠﺎﻧﻴﺔ‬
‫ ﻣﺤﻤﺪ ﺍﻟﺮﻣﻀﺎﻥ‬- 62056056 : ‫ﻟﻼﻧﻀﻤﺎﻡ ﻟﻘﺮﻭﺏ ﺍﻟﻤﺎﺩﺓ ﺍﺿﻐﻂ ﻋﻠﻰ ﺍﻟﺮﺍﺑﻂ ﺍﻭ ﺗﻮﺍﺻﻞ ﻣﻊ‬
http://wa.me/96565065026

B324 MTA ‫ﻣﻠﺧﺹ ﺍﻟﻣﻳﺩﺗﻳﺭﻡ ﻟﻣﺎﺩﺓ‬

‫ ﻣﺣﻣﺩ ﺍﻟﺭﻣﺿﺎﻥ‬.‫ ﺃ‬: ‫ﺍﻋﺩﺍﺩ‬
TALAS TEAM & ‫ﺧﺎﺹ ﺑﻘﺭﻭﺑﺎﺕ ﺍﻟﻘﺎﺋﻣﺔ ﺍﻻﺋﺗﻼﻓﻳﺔ‬

Ch1

‫ﻣﺤ‬
What is Marketing?
Marketing is a social and managerial process by which individuals and
organizations obtain what they need and want through creating and exchanging

‫ﻤﺪ‬
value with others

Introduces the key elements of social marketing and asks why this approach is
relevant and necessary in today's environment.
‫ﺍ‬
1) Exchange: is the core element of exchange. In commercial marketing the
nature of the exchange is usually clear, i.e., a product or service for money.
‫ﻟﺮ‬

2) Customer satisfaction: Commercial marketers aim to satisfy customers to a

greater term than the competition. Satisfaction is considered to lead to
‫ﻣﻀ‬

behavior such as positive word of mouth, repeat purchase and profitability.

‫ﺎﻥ‬

3) Goals and objectives - Marketing exchange takes place to achieve the goals
of the buyer and the seller, and these goals maybe profit for market share.

4) Process: Customer needs and requirements must be identified through a

process of market research, supplied through the development of a
product, at the right price, through appropriate channels and using
effective promotion.
‫ ﻣﺤﻤﺪ ﺍﻟﺮﻣﻀﺎﻥ‬- 62056056 ‫ ﺗﻮﺍﺻﻠﻮﺍ ﻣﻌﻨﺎ ﻭﺍﺗﺴﺎﺏ‬- ‫ﻣﺘﻮﻓﺮ ﻣﻠﺨﺼﺎﺕ ﻭﻣﻠﻔﺎﺕ ﻣﻔﻴﺪﻩ ﻟﺠﻤﻴﻊ ﻣﻮﺍﺩ ﺍﻟﺠﺎﻣﻌﺔ ﺍﻟﻌﺮﺑﻴﺔ ﺍﻟﻤﻔﺘﻮﺣﺔ ﻣﺠﺎﻧﻴﺔ‬

5) Value: is the need to establish the value of the “product” on offer - exactly
what is being offered in terms of value to people who adopt new behaviors.

this approach is relevant and necessary in today's environment for:

improving health – health issues
preventing injuries – safety issues

‫ﻣﺤ‬
protecting the environment – environmental issues
contributing to the community – community-building issues.

‫ﻤﺪ‬
Reasons for social marketing
- The power of marketing are the symbols occupy our minds and form part of
our socio-cultural context.
‫ﺍ‬
- Track record/evidence - There are many examples of social marketing
‫ﻟﺮ‬

applications which have been successful in positive behavioral change.

‫ﻣﻀ‬

- Not an option

Reasons Against social marketing

‫ﺎﻥ‬

Cost: Social marketing programs can cost considerable amounts of money. The
long-term nature of behavioral change and the difficulties in establishing cause-
effect relationships.

Misconceptions and negative attitudes about marketing: Marketing is often

equated with selling and persuading people to buy things that they do not really
want.
‫ ﻣﺤﻤﺪ ﺍﻟﺮﻣﻀﺎﻥ‬- 62056056 ‫ ﺗﻮﺍﺻﻠﻮﺍ ﻣﻌﻨﺎ ﻭﺍﺗﺴﺎﺏ‬- ‫ﻣﺘﻮﻓﺮ ﻣﻠﺨﺼﺎﺕ ﻭﻣﻠﻔﺎﺕ ﻣﻔﻴﺪﻩ ﻟﺠﻤﻴﻊ ﻣﻮﺍﺩ ﺍﻟﺠﺎﻣﻌﺔ ﺍﻟﻌﺮﺑﻴﺔ ﺍﻟﻤﻔﺘﻮﺣﺔ ﻣﺠﺎﻧﻴﺔ‬

A final reason for resistance to marketing may be due to the nature of the
language.

Ch2

Discuss the four key orientations 'of social marketing and why each is important

‫ﻣﺤ‬
1- client orientation: identify people's needs, aspirations, values, and priorities.
the client orientation is the prime directive for social marketers as successful
behavior change built through well-grounded understanding of current behavior
for people that engaged in it for beneficial exchange.

‫ﻤﺪ‬
2- creative orientation: find imaginative ways to engage them. we need to be
added vital elements of imagination and innovation to make our approaches as
attractive and motivating as possible.
‫ﺍ‬
‫ﻟﺮ‬

3- collective orientation: recognize that the social context matters. social

marketing solutions also have to be multifaceted; often it's as important to think
about wider-scale social change as individual behaviors
‫ﻣﻀ‬

4- competitive orientation: reduce the price, critically address the competition.

‫ﺎﻥ‬

furthermore, competitive orientation are multiple choices or decision points for

the individual represent competition for the social marketer.
the various types of competition: brand competition; product competition;
enterprise competition; and generic competition.
‫ ﻣﺤﻤﺪ ﺍﻟﺮﻣﻀﺎﻥ‬- 62056056 ‫ ﺗﻮﺍﺻﻠﻮﺍ ﻣﻌﻨﺎ ﻭﺍﺗﺴﺎﺏ‬- ‫ﻣﺘﻮﻓﺮ ﻣﻠﺨﺼﺎﺕ ﻭﻣﻠﻔﺎﺕ ﻣﻔﻴﺪﻩ ﻟﺠﻤﻴﻊ ﻣﻮﺍﺩ ﺍﻟﺠﺎﻣﻌﺔ ﺍﻟﻌﺮﺑﻴﺔ ﺍﻟﻤﻔﺘﻮﺣﺔ ﻣﺠﺎﻧﻴﺔ‬

discuss relationship marketing

Relationship marketing developed from both organizational and services
marketing. A relationship marketing approach recognizes the following underlying
principles:
- It costs less to retain a customer than to attract a new one.

- Increasing competition increases customer power and the supplier must work
harder to keep customers.

‫ﻣﺤ‬
- ‘Loyal’ customers will also attract other customers through positive word of
mouth.

‫ﻤﺪ‬
- emphasis on new customers, and developing relationships

reading
‫ﺍ‬
the benefits of a relationship marketing are created advocates.
‫ﻟﺮ‬

The important point it trusts, in relationships. This is increasingly emphasized in

many areas of the management and marketing literature.
‫ﻣﻀ‬

Ch3
‫ﺎﻥ‬

Explain why and how theory is important in social marketing

Theory is the distillation of previous work in a particular field; Simply put, it is a
way of learning from other people's work. It enables us to follow suit and codify
past efforts so that we too can build on solid foundations. It also helps us avoid
the duplication of error and the reinvention of solutions. In addition, theories aim
to simplify the world in order to explain it better. Theory enables us to learn from
experience.
‫ ﻣﺤﻤﺪ ﺍﻟﺮﻣﻀﺎﻥ‬- 62056056 ‫ ﺗﻮﺍﺻﻠﻮﺍ ﻣﻌﻨﺎ ﻭﺍﺗﺴﺎﺏ‬- ‫ﻣﺘﻮﻓﺮ ﻣﻠﺨﺼﺎﺕ ﻭﻣﻠﻔﺎﺕ ﻣﻔﻴﺪﻩ ﻟﺠﻤﻴﻊ ﻣﻮﺍﺩ ﺍﻟﺠﺎﻣﻌﺔ ﺍﻟﻌﺮﺑﻴﺔ ﺍﻟﻤﻔﺘﻮﺣﺔ ﻣﺠﺎﻧﻴﺔ‬

Demonstrate how these can help social marketers answer three key questions:
where their customers are in relation to a particular behaviour, what factors
influence this positioning and how it might be changed

Theory can help social marketers answer these questions more systematically.
Stages of Change (or the Transtheoretical model) helps us examine people's

‫ﻣﺤ‬
proximity to a particular behaviour, and recognize that this varies between
individuals, behaviors and over time.
The second question, what factors influence our relationship to change, is more

‫ﻤﺪ‬
complex. We start by discussing social cognitive theory.
Exchange theory, a quintessentially marketing contribution, addresses the third
question and brings dynamism to the process.
Analyze three theories of behaviour change: stages of change theory, social
‫ﺍ‬
cognitive theory and exchange theory.
‫ﻟﺮ‬

1- Stages of Change Theory is more formally known as the transtheoretical Model

of Behavior Change.
we move through five stages, from indifference to becoming committed to the
‫ﻣﻀ‬

new behavior:
A- Pre-contemplation.
‫ﺎﻥ‬

B- Contemplation.
C- Preparation.
D- Action.
E- Confirmation.
‫ ﻣﺤﻤﺪ ﺍﻟﺮﻣﻀﺎﻥ‬- 62056056 ‫ ﺗﻮﺍﺻﻠﻮﺍ ﻣﻌﻨﺎ ﻭﺍﺗﺴﺎﺏ‬- ‫ﻣﺘﻮﻓﺮ ﻣﻠﺨﺼﺎﺕ ﻭﻣﻠﻔﺎﺕ ﻣﻔﻴﺪﻩ ﻟﺠﻤﻴﻊ ﻣﻮﺍﺩ ﺍﻟﺠﺎﻣﻌﺔ ﺍﻟﻌﺮﺑﻴﺔ ﺍﻟﻤﻔﺘﻮﺣﺔ ﻣﺠﺎﻧﻴﺔ‬

2- Social Cognitive Theory assumption that human behavior is determined by

internal personal factors (such as knowledge) and environmental factors (such as
levels of availability of facilities in the local community)
This theory can be divided into two domains:
First, direct influence of friends, family, and the local community, has been
termed the 'immediate environment'.
Second, indirect influence of social norms, economic conditions, and cultural

‫ﻣﺤ‬
norms, which called the ‘wider social context’

‫ﻤﺪ‬
3- Exchange Theory is central to social marketing. The theory assumes that given
behavioral options. people will ascribe values to the alternatives and select the
one that offers greatest benefit or enhancement to themselves.
In order to increase consumer's readiness to change, therefore, social marketers
‫ﺍ‬
must provide them with something beneficial in exchange.
‫ﻟﺮ‬

five are required for exchange to take place:

1. There are at least two parties.
2. Each party has something that might be value to the other party.
‫ﻣﻀ‬

3. Each party is capable of communication and delivery.

4. Each party is free to accept or reject the offer.
‫ﺎﻥ‬

5. Each party believes it's appropriate or desirable to deal with the other party.
‫ ﻣﺤﻤﺪ ﺍﻟﺮﻣﻀﺎﻥ‬- 62056056 ‫ ﺗﻮﺍﺻﻠﻮﺍ ﻣﻌﻨﺎ ﻭﺍﺗﺴﺎﺏ‬- ‫ﻣﺘﻮﻓﺮ ﻣﻠﺨﺼﺎﺕ ﻭﻣﻠﻔﺎﺕ ﻣﻔﻴﺪﻩ ﻟﺠﻤﻴﻊ ﻣﻮﺍﺩ ﺍﻟﺠﺎﻣﻌﺔ ﺍﻟﻌﺮﺑﻴﺔ ﺍﻟﻤﻔﺘﻮﺣﺔ ﻣﺠﺎﻧﻴﺔ‬

Introduce values and their vital role in exchange for behaviour change
values signal what is important to people in their lives; values determine our
needs, wants, beliefs, motivations, and goals.
values that central to successful exchanges, and the main features of values are:
1. Values are beliefs... tied to emotion, not objective, cold ideas.
2. Values motivate action. They refer to the desirable goals which people strive to

‫ﻣﺤ‬
achieve.
3. Values transcend specific actions and situations.

The limitations of theory ‫ﻤﺪ‬

‫ﺍ‬
Social marketers, then, respect theory - but they also recognize its limitations. we
‫ﻟﺮ‬

need all the theories and models we can get to help us make sense of it.
Ultimately, social marketers are interested in people in understanding and
responding to their needs. Theories are just one way of helping us think about
‫ﻣﻀ‬

them,
‫ﺎﻥ‬
‫ ﻣﺤﻤﺪ ﺍﻟﺮﻣﻀﺎﻥ‬- 62056056 ‫ ﺗﻮﺍﺻﻠﻮﺍ ﻣﻌﻨﺎ ﻭﺍﺗﺴﺎﺏ‬- ‫ﻣﺘﻮﻓﺮ ﻣﻠﺨﺼﺎﺕ ﻭﻣﻠﻔﺎﺕ ﻣﻔﻴﺪﻩ ﻟﺠﻤﻴﻊ ﻣﻮﺍﺩ ﺍﻟﺠﺎﻣﻌﺔ ﺍﻟﻌﺮﺑﻴﺔ ﺍﻟﻤﻔﺘﻮﺣﺔ ﻣﺠﺎﻧﻴﺔ‬

Ch4

Discuss why segmentation and targeting are important, and how to do them

Market segmentation and targeting is the core of marketing strategy, and

‫ﻣﺤ‬
consumers (or potential consumers) are the key stakeholder group for both
commercial and social marketers.
Market segmentation is the process of dividing the market into groups of

‫ﻤﺪ‬
consumers who respond in a similar way to a given of marketing stimuli, such as
price or product features.
groups of consumers/customers with preferences will be divided into segments.
This maybe on the basis of demographics (e.g., age or gender); geographic (e.g.
country). The third stage is ‘differentiated marketing’, which is achieved through
‫ﺍ‬
product design, branding, pricing, promotional activities.
‫ﻟﺮ‬

Outline the importance of setting measurable and realistic objectives

‫ﻣﻀ‬

Once the target/s has been determined, the next step is to clarify exactly what we
would like them to do = to set our objectives.
‫ﺎﻥ‬

Clear objectives bring two benefits:

First, they ensure that a clear understanding about the intent of the intervention
are developed by all those involved which will include people both within the
organization and outside it.
Second, they give a clear focus to intervention design and make it possible to
monitor progress and assess effectiveness. Therefore, the good objectives are
measurable. Measurability is a function of resources, and that they are
achievable.
‫ ﻣﺤﻤﺪ ﺍﻟﺮﻣﻀﺎﻥ‬- 62056056 ‫ ﺗﻮﺍﺻﻠﻮﺍ ﻣﻌﻨﺎ ﻭﺍﺗﺴﺎﺏ‬- ‫ﻣﺘﻮﻓﺮ ﻣﻠﺨﺼﺎﺕ ﻭﻣﻠﻔﺎﺕ ﻣﻔﻴﺪﻩ ﻟﺠﻤﻴﻊ ﻣﻮﺍﺩ ﺍﻟﺠﺎﻣﻌﺔ ﺍﻟﻌﺮﺑﻴﺔ ﺍﻟﻤﻔﺘﻮﺣﺔ ﻣﺠﺎﻧﻴﺔ‬

Undertake a stakeholder and problem boundary analysis

Stakeholders can be divided into three broad groups - incumbents, challengers

and regulating agencies:
Incumbents are the dominant organizations.

‫ﻣﺤ‬
Challengers are less privileged than the incumbents.
Regulating agencies are the system to defend the status quo and facilitate its

‫ﻤﺪ‬
smooth running.
-stakeholder analysis involves three broad steps:
1. Identity, map and prioritize stakeholders.
2. Establish stakeholder propensity to be helpful or harmful.
‫ﺍ‬
3. Choose your stakeholder strategy: collaborate or compete.
‫ﻟﺮ‬

Explain that planning guides strategic as well as tactical decision making, and
ensures that our efforts take account of the social context
‫ﻣﻀ‬

Marketing puts great effort on planning and any marketing enterprise worthy of
‫ﺎﻥ‬

the name begins with a marketing plan. It comprises a number of standard steps:
The first called the gestalt of marketing planning. It provides a progressive process
of learning about the market and its exchanges.
Second, the learning process. The social marketer will be able to use the lessons
learned from one initiative as a basis for future projects.
marketing planning is seen as a whole and an ongoing process, it can maximize
the chance of success both for a particular initiative and, for the longer term, for
health, safety and the environment in general.
‫ ﻣﺤﻤﺪ ﺍﻟﺮﻣﻀﺎﻥ‬- 62056056 ‫ ﺗﻮﺍﺻﻠﻮﺍ ﻣﻌﻨﺎ ﻭﺍﺗﺴﺎﺏ‬- ‫ﻣﺘﻮﻓﺮ ﻣﻠﺨﺼﺎﺕ ﻭﻣﻠﻔﺎﺕ ﻣﻔﻴﺪﻩ ﻟﺠﻤﻴﻊ ﻣﻮﺍﺩ ﺍﻟﺠﺎﻣﻌﺔ ﺍﻟﻌﺮﺑﻴﺔ ﺍﻟﻤﻔﺘﻮﺣﺔ ﻣﺠﺎﻧﻴﺔ‬

Demonstrate the practical application of positioning in social marketing.

Positioning is guided by two things: how the consumer sees the product and how
it measures up the competition. Positioning is about how we mentally frame
products in our minds relative to other things and stuff.

‫ﻣﺤ‬
‫ﻤﺪ‬
Explain the “service element” in social marketing
Consumers may encounter a range of services and service organizations in their
experiences of social marketing programs.
the marketing mix approach for services – include People, Process and Physical
‫ﺍ‬
evidence:
1- People – one of the key features of services is that of “inseparability”, i.e.,
‫ﻟﺮ‬

services are produced as they are consumed.

2- Process – involves the actual process, mechanisms, and flow of activities by
‫ﻣﻀ‬

which the service is delivered

3- Physical evidence – are physical or tangible evidence including the appearance
of the staff (can provide important indicators and messages, e.g., cleanliness).
‫ﺎﻥ‬
‫ ﻣﺤﻤﺪ ﺍﻟﺮﻣﻀﺎﻥ‬- 62056056 ‫ ﺗﻮﺍﺻﻠﻮﺍ ﻣﻌﻨﺎ ﻭﺍﺗﺴﺎﺏ‬- ‫ﻣﺘﻮﻓﺮ ﻣﻠﺨﺼﺎﺕ ﻭﻣﻠﻔﺎﺕ ﻣﻔﻴﺪﻩ ﻟﺠﻤﻴﻊ ﻣﻮﺍﺩ ﺍﻟﺠﺎﻣﻌﺔ ﺍﻟﻌﺮﺑﻴﺔ ﺍﻟﻤﻔﺘﻮﺣﺔ ﻣﺠﺎﻧﻴﺔ‬

Use the social marketing mix as a tool for devising appealing, accessible,
available and appreciated (the 4As) offerings

The marketing mix offers a way of thinking about a behavior change challenge
and how resources should be allocated to maximize the potential for success.
The strength of the Ps provides us with a systematic process for thinking

‫ﻣﺤ‬
about what we are doing from the perspective of our clients.

1. Product refers to the offering, activity, event, service, or product to facilitate

‫ﻤﺪ‬
the desired behavior. Social marketing products are frequently intangible and
complex behaviors, which makes it difficult to formulate simple, meaningful
product concepts.

2. Price and value are closely interrelated. Price has wider meaning in social
‫ﺍ‬
marketing; there are almost always costs associated with behaviour change.
‫ﻟﺮ‬

These maybe to do with time, embarrassment, effort, and pain.

3. Place covers both distribution and response channels. When there is a

communications element to a social marketing initiative, place applies to the
‫ﻣﻀ‬

media channels through which messages are to be delivered, it can also apply
to the distribution or delivery channels for tangible products or services, such
as clean needles
‫ﺎﻥ‬

4. Promotion, including branding, digital marketing, online and offline

communications. It's the means how change is communicated and positioned
to the target group (Examples: advertising, direct mail, websites, branding,
social media).

‫ ﻻ ﺗﻧﺳﻭﻧﺎ ﻣﻥ ﺻﺎﻟﺢ ﺩﻋﺎﺋﻛﻡ‬، ‫ﺑﺎﻟﺗﻭﻓﻳﻖ ﻟﻛﻡ‬

‫ﻣﺘﻮﻓﺮ ﻣﻠﺨﺼﺎﺕ ﻭﻣﻠﻔﺎﺕ ﻣﻔﻴﺪﻩ ﻟﺠﻤﻴﻊ ﻣﻮﺍﺩ ﺍﻟﺠﺎﻣﻌﺔ ﺍﻟﻌﺮﺑﻴﺔ ﺍﻟﻤﻔﺘﻮﺣﺔ ﻣﺠﺎﻧﻴﺔ ‪ -‬ﺗﻮﺍﺻﻠﻮﺍ ﻣﻌﻨﺎ ﻭﺍﺗﺴﺎﺏ ‪ - 62056056‬ﻣﺤﻤﺪ ﺍﻟﺮﻣﻀﺎﻥ‬

‫ﻣﺤ‬
‫ﻤﺪ‬
‫ﺍ‬
‫ﻟﺮ‬
‫ﻣﻀ‬
‫ﺎﻥ‬