What is social marketing? What are the types and characteristics of social marketing?
Social marketing is an approach used to develop activities aimed at changing or maintaining people’s behaviour for the benefit of individuals and society as a whole. Social marketing is defined as the application of commercial marketing techniques to social problems.
It means to take the same principles used in selling goods. It means the use of commercial marketing principles and techniques to improve the welfare of people and the physical, social and economic environment in which they live.
It is a carefully planned, long-term approach to changing human behaviour. It is the design, implementation and control of programmes seeking to increase the acceptability of social ideas, cause or practice among a target group.
For example – campaigns like AIDS control, Family planning, Consumer protection etc. Social marketing means application of commercial marketing concepts, knowledge and techniques to non-commercial ends for the purpose of society’s welfare. Social marketing is generally done by organisations like Government departments, Autonomous institutions, Religious groups, Business houses, NGOs etc.
Social Marketing Campaigns may have objectives related to changing people’s cognitions, values, actions or behaviour.
Types of Social Marketing:
Types of Social Marketing behaviour may be classified as:
(i) Organisational – Universities, Government and non-Government organisations, Cooperative bodies are some of the organisations engaged in Social Marketing. The Central Government markets defence, civil and postal services.
Universities, Colleges and Government Schools market educational services. Non-government organizations like Indian Cancer Society, Sulabh Toilets, and FICCI etc. market ideas and charitable causes.
(ii) People Based – Individuals such as political candidates seek votes, volunteers seek donations etc.
(iii) Place Based – Convention Centers, Industrial sites, etc.
(iv) Idea Based – Family Planning, AIDS Control, No Smoking, etc.
(v) Service Based – Education, Child-care, Community Services, etc.
Characteristics of Social Marketing:
(i) Criteria which can be applied to judge the efficiency of Social Marketing are number of clients served, quality of service, benefits provided, etc. Social marketing cannot be measured in financial terms.
(ii) In case of Social Marketing payment may or may not be involved. The exchange may or may not be monetary.
(iii) Objectives of Social Marketing are purely non-financial.
Profit-Oriented Pricing Strategy:
It involves setting prices for your products that will guarantee you’ll make money on each sale. You determine your cost for manufacturing each product, then add a percentage for profit.
There are some strategies and issues you should review before setting prices in this manner. While profits are the goal of any business, setting prices based on profit goals can present some problems for your business.
