ARBUS302 Lecture Notes - Lecture 1: Canadian Cancer Society, Social Marketing, Target Market
16 Dec 2019
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Marketing is the activity of creating, communicating, delivering, and exchanging offerings that benefit the organization, its stakeholders, and society at large. Marketing focuses on discovering and satisfying prospective customers" needs and wants. There are four requirements for marketing to occur: two or more parties with unsatisfied needs, desire and ability to satisfy these needs, a way for the parties to communicate, something to exchange. Social marketing is designed to influence the behaviour of individuals in which benefits accrue to those individuals or to society in general and not to the marketer. Examples: anti-smoking campaigns by health canada, early detection ads by canadian cancer society. Social marketing can be conducted by for-profit and non-profit organizations or by individuals. When your relatives or friends suggest healthy food alternatives to influence you to eat a healthy diet, this could also be considered as social marketing. Discovering consumer needs: the first objective of marketing is discovering the needs of prospective customers.
