Socially Responsible Marketing

complaisantly Responsible MarketingDrawing on the readings below and your consume literature review outline and discuss the concept of friendly merchandise. How does this differ from sociable selling or kindlyly responsible trade?.Provide casefuls of each(prenominal) of the three approaches to marketing and comment on the extent to which these re leave a departure from traditionalistic marketing practice. social marketingNowadays, social marketing is really common in lots of places, for example government agencies, private nonprofit organizations, private for-profit firms and university. However, m each people dont receipt what does social marketing is and how it differs from similar palm such as communications and behavior mobilization, it is being conf hired with generic marketing like societal marketing and socially responsible marketing. There argon whatsoever practitioners be doing social advertising but they think they atomic number 18 doing social marketin g. Even some of the literature has defined social marketing improperly. genial marketing is to understand how to influence peoples behavior in a cheeseparing way and arrange cleanse standard of living for pitying, so it is necessarily to make all these marketing concept clear and to understand them much deeply.To discuss the concept of social marketing, we first have to know the definition of it, there are different versions of definition of social marketing, the original one defined it as the design, implementation and control of programs calculated to influence the acceptability of social ideas and involving studyations of product planning, pricing, communication, scattering and marketing research. (Kotler and Zaltman, 1971), then, there is a revised definition is proposed by Alan R. Andreasen, he proposes the following definitionSocial marketing is the adaptation of moneymaking(prenominal) marketing technologies to programs designed to influence the voluntary behavior of range audiences to improve their personal welfare and that of the society of which they are a part.His definition let the social marketers focus on the result that they influenced and keep the discipline of social marketing distinguishable for the others and also separate social marketing from the areas that is easy to fail.The idea of social marketing is to implement the same marketing principles to propaganda ideas, attitudes and behaviors as that were being utilize to sell products to consumers. There is confusion whether social marketing was limited to public and nonprofit marketers. Actually, they are not necessarily social marketing, this nominate be real important that public sector bodies to improve the promotion of their relevant services and organizational aims by utilize standard marketing approaches, it influence social behaviors not to make the social marketer, but to benefit either individuals or society as a entirely in ache run. There are also some private sector hold many activities aim to change beliefs, attitudes and values, but the only grounds they are doing that is to increase sales by prevent change e.g. customers switching to another brand.Social marketing can improve the behavior and life title of the public to achieve a social good, but there are some difficulties while doing it, the problem is not the lack of discipline that people have but the confusion of getting too much different information from different sources which are inconsistent or uncoordinated. For some small firms, their managers think that they are also part of the social marketers, then it pass on be difficult for them to keep their eye on the bottom line to change behavior, and also some firm get into trouble be urinate they see the action side of social marketing instead of the planning side and also social marketing lastingness may be limited if the marketer apply the concept wrongly, and people may blame the social marketing for failures.To apply the social marketing concept, social marketers also need to know the key features and the 4Ps (product, price, place and promotion) in order to support them achieve their social marketing goals.Key featuresCustomer orientation A key element of all forms of marketing, understand the situation of the target customer, where they start from, their knowledge, attitudes and beliefs, also their background of where they live and work. It can make the progress easily and smoothly.An fill in Defined as an exchange of resources or values between two or to a greater extent parties with the expectation of some benefits. Social marketers really have to know what is being expected of people and what is their cost to exchange, otherwise, there may be no one are willing to exchange and lead to failure of social marketing.Long-term Planning Approach Continuing programs for a long time instead of one-off campaigns, it should be strategic rather than tactical. Starts and finishes with research an d use a long time to plan, because we have to know that behavior is not easy to change, people are used to it in their daily life, so we need to understand why people act as they do and therefore how best to support them in their life choices, therefore, we can reeducate them to change their mind.Moving Beyond the Individual Consumer It will be pointless if we change the behavior or lifestyle of an individual consumer if they are still operating in the same environment, so, it might be very useful to change a group of people or the entire society to achieve the aim of social marketing.How does social marketing differ from societal marketing or socially responsible marketing?Many people confuse the meaning of social marketing, societal marketing and socially responsible marketing. Social marketing is more difficult than generic marketing, because it involves changing intractable behaviors. To make it easier to distinguish social marketing from societal marketing and socially respons ible marketing, it is better to know more near them.Societal marketingSocietal marketing is a different concept for a different topic, it is an approach that keep company position when they are socially responsible, they make good marketing decisions by considering first, the potential clients wants or needs, second, their companys philosophy and spend and the third is at approach of launching products or services in marketing be socially responsible. It is closely linked with the principles of corporate social responsibility and of sustainable development.Societal marketing and social marketing should not be confused. The societal marketing concept was a pioneer of using technical marketing strategies from sustainable marketing in integrating issues of social responsibility. On the other hand, social marketing uses commercial marketing theories, tools and techniques to social issues.Societal Marketing actually included the concept of sustainable development and integrated Soci al Responsibility, so the companies will go beyond delivering their work and products for the benefit of the consumers and the society and it is more than just having an exchange relationship with customers.Socially responsible marketingSocially responsible marketing is a marketing philosophy it suggests that a company should considerate what is in the best interest of society in the present and long term. Socially responsible companies should produce desirable products fervently. Consumers immediate gratification can obtain from this kind of products and this kind of product can also benefit consumers and society in the long term.Special features of social marketingThere are some special features to distinguish social marketing, it is the systematic application of marketing along with other concepts and techniques to achieve specific behavioral goals for a social good, it is an over-simplification although it sometimes seen only as to achieve non-commercial goals by using standard commercial marketing practicesSocial good is the primary aim of social marketing and it is its first outcome while financial is the primary aim in commercial marketing. But social good can still be contributed to achieve by commercial marketers. Gradually, people describe social marketing as having a social parent which is social sciences and social policy, and a marketing parent which is commercial and public sector marketing approaches.Kotler and Andreasen define social marketing as differing from other areas of marketing only with respect to the objectives of the marketer and his or her organization.Example of social marketingSocial marketing applies a customer orientated approach, it can be applied to promotion by making the society to buy merit goods and dissuade the use of demerit goods and also to tell the society that they consider the societys well-being as a whole, for example ask people not to smoke in public areas, reducing cigarette smoking, ask people to use seat belts , prompt them to follow speed limits, encouraging condom use etc.Social marketing knows that commerce brings many benefits, but it can cause harm to individual and society. Tobacco is an extreme example of this, it kills half of its long term users, as Wiebe famously argued, you can sell brotherhood like soap. So, social marketing can do the reverse like tobacco company use marketing to encourage people smoke.Health-related social marketing is widely used in this marketing concept, it is systematical, the behavioral goal is to improve health and reduce health inequalities. There is a specialistteam in the Department of Health.The Social Marketing and theteam have been established to support work to integrate a social marketing approach in key work streams.For exampleHealth TrainersNHS LifeCheckHealth LiteracySkilled for HealthDrug MisuseAlcohol MisuseTobaccoSexual HealthNutritionPhysical activity5 A DayObesityHealth InequalitiesHealthy Schools and Children and Young Peoples Public H ealthExample of societal marketingNowadays, many organization such as MacDonalds, Unilever and Procter gamble are following the societal marketing concept, they can give out positive message to the government, public, partners, stakeholder and their customer that they are not only work for the profits but also for the well-being of the society.For exampleMcDonalds McDonalds stop using their one time innovative Styrofoam packaging and replaced it with a more environmentally newspaper packaging and bring the message that they are environmentally aware, by using their various forms of packaging to remind us not to litter and be environmental friendly.British American tobacco Company BAT participates in many society activities all around the world. Their societal marketing strategy is tree plantation. soundbox Shop Body Shop is a cosmetic company. All of its products use vegetable based materials. It is also against animal testing, supports community trade, activate self-esteem, defe nd human rights, and overall protection of the planet. It is a company that completely follows the societal marketing concept.Societal marketing has become more and more important and profitable marketing strategy for companies. It often focused on environmental issues, but it can also focus on promoting healthy behavior while discouraging blistery behaviorExample of socially responsible marketingAn example of socially responsible marketing would be the advertising of alcoholic drinks when there are no rules or regulations. If a beer company is following the socially responsible marketing concept, it would avoid advertising its products to young person under the drinking age, they can raise their products on TV at late night or in adult magazines, then minors are less likely to see them. other example of socially responsible marketing is that a catalogue company uses recycled paper to make its catalogues, then this can be shown in the catalogue and it could help persuade customers that the company is environmentally conscious. By doing this, the company can gain market share by differentiate themselves from their competitors.Social marketing represent a departure from traditional marketing practiceTo a large extent social marketing is different from traditional marketing, it is depend on the type of target audience that social marketers would like to convey their message to. Following are some of the main differences between traditional marketing and social related marketing. meliorate result time in social marketing.There is no real contact between customers and the company in traditional marketing, so if the customer got any inquiries, the company needs to go through few parties to get the answer and it lead to a slow responses but in social marketing, they usually response very quickly and some of them use auto-responders to answer customer.Content availability.In this modern world, it is very easy to use the internet to access information about anything and obtain any answer that consumer wants to know. In traditional marketing, the information available is only provided by the distributor from the company, and it might be fabricated.PriceSocial marketing is much cheaper than traditional marketing, because social marketing can use countless resources from the internet and different ways to advertise, educate and communicate people but traditional marketing have to pay for every single minute of every type of media such as TV advertisements, newspaper and magazines etc.A more level playing field. In social marketing, any company in any size can compete for client with any larger company which is very difficult for traditional marketing to do so, because in social marketing there are no restriction and it is just a bailiwick of using available resources.The ability to changing. It is very In social marketing, it is very easy and cheap to change your message or to provide additional information regards to the product, but in traditi onal marketing, it is not easy for the television and radio commercials to change.ConclusionIn conclusion, social marketing is a very innovative and good idea to promote any idea in a good way, so I think government and health organization should use it more often, but government should also set up more rules and regulations of using social marketing, because there are some company use social marketing to increase their sales by encourage customers buy demerit goods e.g. make people think smoke is healthy.