MRKT 351 Lecture Notes - Lecture 2: Social Network, Social Marketing, Stakeholder Theory
Document Summary
Chapter 2: the core principles of social marketing: social marketing has been built upon the idea that behavior change for social good can be achieved through the same means as selling commercial products and services. Network marketing: not only engages in relationship exchanges over time but. Relationship marketing: earning customer loyalty through ongoing communication, developing, creating and maintaining long-term relationships with their publics. also encourages co-creation of interventions with participating target groups and other partners. Intangibility: using a service does not result in the ownership of a tangible product. Heterogeneity: services are often customized to the specific requirements of a customer and vary in delivery quality, without a standardized product. Inseparability: production and consumption occur at the same time, with customers participating in both processes. Alternative tools from social marketers to replace the 4 p"s. The overall behavioural goal of the social marketing. Social communication: replacing promotion , modern solutions create interventions with high levels of tailoring and feedback,
