Strategic Marketing for Nonprofit Organizations Department of Marketing Patuakhali Science and Technology University Afjal Hossain Assistant Professor

Social Marketing Department of Marketing Patuakhali Science and Technology University Chapter Thirteen

Department of Marketing Patuakhali Science and Technology University Defining Social Marketing Goal Social Marketing can be carried out by: 1.Individuals 2.Informal Groups 3.Formal Organizations Not to market a product or service per se but to influence a social behavior

Department of Marketing Patuakhali Science and Technology University Defining Social Marketing Two Marketing Approaches: 1.Generic Marketing a)Descriptively as merely another activity b)Prescriptively as something those members ought to do achieve certain ends 2.Social Marketing

Distinctions among types of social behavior change programs: 3 Major dimensions determine the difficulty of successfully changing social behavior 1.Low involvement or high involvement 2.One-time or continuing 3.By individuals or groups Department of Marketing Patuakhali Science and Technology University The Domain of Social Marketing

One-time behavior changes: 3 factors behind the low involvement of one-time behavior 1.A widespread lack of knowledge 2.Confusion of medicaid with medicare 3.A mistaken belief that one had to be literally on the welfare rolls to be eligible Department of Marketing Patuakhali Science and Technology University The Domain of Social Marketing

Continuing behavior changes: 1.Low involvement continuing change behavior 2.High involvement continuing change behavior Department of Marketing Patuakhali Science and Technology University The Domain of Social Marketing

1.Exchange is accorded a central role 2.There is a willingness to change the offer 3.There is a focus on coordinated programs 4.Marketing research is given a central role 5.There is a prediction for segmentation 6.There is a bottom-line orientation 7.There is a commitment to planning 8.There is a willingness to take “Reasoned Risks” Department of Marketing Patuakhali Science and Technology University Basic Concepts

1.They face intense public scrutiny 2.They must meet extravagant expectations 3.They are often asked to influence nonexistent demand 4.They are often asked to influence negative demand 5.They are often target nonliterate audiences 6.They must understand highly sensitive issues 7.The behaviors to be influenced often have invisible benefits 8.The behaviors to be influenced often have benefits only to third parties 9.The behaviors often involve self-rewards 10.The behaviors often involve tangibles that are difficult to portray 11.Long-term changes are central 12.There are fewer opportunities to modify offerings 13.There are severely limited budgets 14.Social marketers often need to work with those with a suspicion of marketing Department of Marketing Patuakhali Science and Technology University Differences in Social Marketing: Unique Responsibilities

Department of Marketing Patuakhali Science and Technology University Relationship to other Disciplines Three approaches to social changes: 1.Education 2.Marketing 3.Law Social Marketing adopts four tools: 1.Social Anthropology 2.Mass Communication 3.Education 4.Behavior Psychology

Department of Marketing Patuakhali Science and Technology University Social Marketing Tools: Social Anthropology 1.Helping identify likely “Early Adaptors” of specific new behaviors 2.Learning how the behavior change can best be constructed to maximize adoption 3.Showing what words, phrases and images are appropriate to describe the behavior change 4.Helping to select and train change agents who can be most empathetic and effective in a given foreign culture

Department of Marketing Patuakhali Science and Technology University Social Marketing Tools: Education and Mass Communication 1.Develop memorable themes for promotion campaigns 2.Choose spokespeople for mass education and advertising campaigns 3.Discover and employ the best channels of communication 4.Develop curricular materials 5.Develop instructive and motivating presentations for face to face “sales presentations”

Department of Marketing Patuakhali Science and Technology University Social Marketing Tools: Behavior Analysis 1.The approach is based on the assumption that people act in certain ways because they learn to appreciate the rewards such actions produce

Department of Marketing Patuakhali Science and Technology University Does it Work? Social Marketing is effective in the following developing countries:  Honduras-Oral Therapy  Gambia-To mix a new sugar, salt and water rehydration solution  Egypt-Mixed the governmental new oral rehydration  Bangladesh-To prepare and use oral rehydration  Colombia-A single three day massive campaign  Switzerland-Three months of communication campaign  Baltimore-Techniques of social marketing adopted

Department of Marketing Patuakhali Science and Technology University Sustainability Definition Sustainability can guide the following ways:  Make it rewarding in their terms  Make it easy to succeed  Catch people doing things right  Make it communal  Keep pace with the audience  Keep the safety net intact  Monitor the whole marketing mix  Be prepared for the long haul

Department of Marketing Patuakhali Science and Technology University Industrialization Definition Guidance of Industrialization:  Fight the big battles  Build bridges to the future  Show that it works  Don’t let the organization chart get in the way  Psych out the local communication system  Write the dictionary together  Keep it simple  Don’t stand out in the crowd  Make the institution a solid hero  Pay attention to the wounded

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