MRKT 351 Lecture Notes - Lecture 4: Social Marketing, Relationship Marketing
Document Summary
Influenced through external, upstream factors and not one"s independent cognitive decision-making. Upstream social marketing: the role of social marketing. Marketers should concentrate on changing the conditions in which people take decisions, to make it easier for them to make the right lifestyle choices for themselves and their society (upstream) Designed to support our compliance with laws. Upstream policy changes can be extremely effective in changing our behavior, and can often change our social norms. Policies need to be carefully researched, carefully worded and actionable: the use of certain words may turn people off to the ideas presented in the policy. In the area of physical activity, terms such as exercise" and sport" should be used with caution as they may turn people off physical activity. Ex) social marketers tackling physical activity as an issue will often address downstream factors as well as upstream ones to try to achieve population-level behavior change.
