POPM 4040 Lecture 5: POPM 4040 Lecture : Social and Commercial marketing
22 Dec 2018
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Document Summary
The development and efficient distribution of goods, services, ideas, issues and concepts for the chosen consumer segment. Social marketing is the application of marketing technologies developed in the commercial sector to the solution of social problems where the bottom line is behaviour change. It involves: the analysis, planning, execution and evaluation of programs designed to influence the voluntary behaviour of target audiences to improve their personal welfare and that of society. Process for individuals and groups to obtain what they need and want by creating/ exchanging products and value with others. Two things are always present: close temporal relationship, exchange is explicit. These are rarely present in social marketing. Effective communications can change beliefs, attitudes (really most of the major cognitive variables) and ultimately behaviour. Can be delivered in person, written, video, or any other means. Can contain simple facts or complex messages. Can be a simple sharing of a fact or elaborate multimedia presentation.
