12. What is Marketing?
⏷ The American Marketing Association: “Marketing is an
organizational function and a set of processes for
creating, communicating, and delivering value to
customers and for managing customer relationships
in ways that benefit the organization and its
stakeholders”.
⏷ Essentially:
⏷ Marketing deals with identifying and meeting human
and social needs. It is essentially about “meeting needs
profitably.”
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17. Needs: the basic human requirements such as for air, food, water,
clothing, and shelter
ตอบสนองทางด้านกายภาพ
Wants: specific objects that might satisfy the need
ตอบสนองทางด้านอารมณ์
Demands: wants for specific products backed by an ability to pay
มีกาลังซื้อ
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18. What is Social Marketing?
⏷ It is a marketing strategy
modeled after corporate
marketing, used by health
professionals to develop
successful health messages.
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21. Social Marketing
• What makes social marketing
different than other social
change strategies?
• How is it different from what
you are doing right now?
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26. Social Marketing
Key concepts
• Uses commercial marketing technologies and theory
• Brings about voluntary behavior change
• Targets specific audiences
• Focus is on personal welfare and that of society
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28. Social Marketing
Distinguishing Features of Social Marketing
• Exchange theory
• Consumer orientation
• Data based decision making
• Competition
• Willingness to change offer
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30. Social Marketing
#2 Exchange Theory
• Exchange time and effort for benefits
• Make an attractive offer
• Create an awareness that the problem exists
• Demonstrate the product’s benefits
• Help lower the price
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31. Social Marketing
#3 Data Based Decision Making
• Logical model for planning
• How you plan to help
• What you will help them to do
• Which factors you must address
• Data based decision making
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32. Social Marketing
#4 Competition
• Marketers keep a steady eye on the competition
• Marketers position products relative to the
competition
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35. Social Marketing
#5 Willingness to Change Offer
• Committed to designing products consumers want
• Committed to modifying programs
• Committed to addressing facts that influence their behavior
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39. 1.Demographic Segmentation
Age and life-cycle stage
Our wants and abilities change with age
Life stage
A person’s major concern (e.g., divorce)
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40. Demographic Segmentation
⏷ Gender
⏷ Men and women have different attitudes and behave
differently
⏷ Income
⏷ Income segmentation is a long-standing practice
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45. 4.Behavioral Segmentation
⏷ Marketers divide buyers into groups on the basis of
their knowledge of, attitude toward, use of, or
response to a product
⏷ Needs and benefits
⏷ Decision roles
⏷ Initiator
⏷ Influencer
⏷ Decider
⏷ Buyer
⏷ User
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49. Social Marketing
Product Must Be
Solution to a problem:
• Benefits
• Unique
• Competitive
Real:
• Defined in terms of the user’s beliefs, practices, and
values
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50. Social Marketing
Price The cost of adopting the product:
• Money
• Time
• Pleasure
• Loss of self-esteem
• Embarrassment
• Fear / Lost
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51. Social Marketing
Place
Channels for information:
• Where service is provided
• Where information is received
• Where tangible product is purchased
• Available
• Easy to find and use
• Appropriate
• Timely
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56. Marketing Communications Mix
• Advertising
• Sales promotion
• Events and experiences
• Public relations and publicity
• Online and social media
marketing
• Mobile marketing
• Direct and database marketing
• Sales force
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