Sociology 2172A/B Study Guide - Final Guide: Beck, Social Marketing, Marketing Mix
8 Feb 2018
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Document Summary
The design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research. Social marketing is a process that applies marketing principles and techniques to create, communicate and deliver value in order to influence target audience behaviours that benefit society as well as the target audience. It is a distinct discipline within the field of marketing. It is for the good of society as well as the target audience. It relies on the principles and techniques developed by commercial marketing. Social marketing is about influencing behaviours social marketers typically try to influence their target audience toward behavioural changes: accepting a new behaviour eg. Composting food waste: rejecting a potential undesirable behaviour eg. Starting smoking: modify a current behaviour eg. Increasing physical activity: abandon an old undesirable behaviour eg.
