MRKT 351 Study Guide - Midterm Guide: Social Marketing, Market Segmentation, Health Promotion
Document Summary
The foundation for social marketing was laid in the early 1950"s when wiebe asked why can you sell brotherhood and rational thinking like you sell soap? . Social marketing is a holistic approach to behavior change, that depending on the target audience and the cause, may use neither. Behavior: a range psychosocial variables including attitudes, beliefs and norms underpin behavior, different across cultures and change over time, relative importance of these variables varies based on targeted behavior and target population. Current social marketing focus: preventable illnesses, attributable to lifestyle and environmental factors, ex: medication compliance (adherence), smoking, etc, fear-based appeal approaches. Chapter 2: the core principles of social marketing: social marketing has been built upon the idea that behavior change for social good can be achieved through the same means as selling commercial products and services. Relationship marketing: earning customer loyalty through ongoing communication, developing, creating and maintaining long-term relationships with their publics.
