Chapter 37 Chapter 35 Social Marketing, Marketing Management of Social Concepts and Behaviors

Social marketing is a strategy for changing behavior that employs a holistic planning and action framework that incorporates the best of traditional social change and utilizes the latest in communication technology and marketing. "Social marketing" first appeared in 1971, when it refers to the use of marketing principles and skills to promote a certain social movement, concept or behavior.Since then, the meaning of this term has gradually evolved into the science of social change management, specifically referring to the design, implementation and control of change movements with the purpose of improving the acceptance of a certain social idea or practice among one or several target recipient groups .Social marketing uses market segmentation, consumer surveys, product concept development and testing, targeted communication, and convenient facilities to maximize the response of target recipients.

So, what is the product of social marketing?How should social marketers manage these products?Kotler has unique insights on this. He once mentioned such a case: A leading cause of infant mortality in the third world is dehydration from diarrhea.According to the survey, every year, 5 million children under the age of five die from dehydration caused by diarrhea.The cause of death is mainly paralysis.Children in third world countries usually suffer from diarrhea several times a year.When diarrhea symptoms are more severe than usual, mothers of rural children often let their children continue to defecate and stop feeding, thinking that this will cure the child's diarrhea.However, the truth is, they don't know that the problem of diarrhea is due to dehydration.Soon, the child loses his appetite and the ability to absorb water through the digestive tract.

Mothers in poor areas may not be able to afford to take their children to the hospital for dehydration therapy.Within hours, the child could be dead. Later, some experts developed a home treatment method called oral regenerative water therapy, which can be treated directly by the mother on the scout.The "breakthrough" product, in the form of oral rejuvenating water flavor powder, was recommended by USAID to ministries of health in third world countries. Social marketers can position the therapy as something used by caring mothers, and the positioning of the tangible product, oral rejuvenating water powder, must emphasize this theme.Positioning the powder as "an easy home remedy for the number one killer of babies" is perhaps less effective than positioning it as "an easy-to-follow recipe any sensible, caring mother would follow when her child has diarrhea." .”

Kotler illustrates the product of social marketing through the case of oral regenerative water therapy.Specifically, he has the following insights on social marketing products and marketing methods: 1.social marketing products The purpose of social marketing is to change harmful ideas or behaviors, or to accept new ideas or behaviors. Ideas and behaviors are "products" to be marketed.There are three types of social products: social concept Can take the form of opinions, attitudes or values.For example, "Cancer can be stopped if detected early", "Smoking is harmful to health", these are all a kind of view on the problem.One of the manifestations of ideas is the perceptual knowledge of a certain fact, and there is no element of evaluation. "Planned children get better care than children born by chance" is the expression of social attitudes.Degree is a positive or negative evaluation of a person, thing, idea, or event.Values ​​are general ideas about what is right and what is wrong.

social practice It can be a single action that takes place, like coming out to get vaccinated or casting a vote; or it can be the establishment of a new behavior, Such as quitting smoking or using condoms. social products are tangible The basic components of tangible products refer to the material products that may be in motion.Generally speaking, such tangible products are not the main products of social marketing, and their purpose is mainly to help achieve certain social behaviors, such as condoms for family planning and seat belts for defensive driving. 2.Social Marketing Management

Social marketing management is generally divided into the following steps: Define Product-Market Fit The first condition for success in social marketing is to create social products that can meet unmet social needs, or to design social products that are superior to current products, which is the so-called "product-market fit". For social marketers to choose the right product-market fit, they need a thorough understanding of the target audience.Find out how and why your target audience perceives social marketing campaigns, and whether they perceive problems and whether they have problems that need to be addressed.

Submit Product - Market Fit Having defined product-market fit, the social marketer is ready to deliver ideal social practices to the target audience.The steps that need to be taken depend on the role of two factors: (1) whether there is a tangible product base; and (2) whether the acceptance and maintenance of social ideas or practices by the intended recipients requires personal services. In the presence of tangible products, social marketers need to arrange places for storing, displaying and distributing the tangible products.Tangible products may also require personal presentations and demonstrations.

The next step in the delivery process is acceptance stimulation, which is to get the target audience to try or accept the product.Social marketers organize campaigns that inspire target audiences to act on the spot, not later.In sales lingo, this is called a "close." Examples of such activities include special events, incentive events, parties, conventions, and other activities that draw the intended recipient into the delivery location to try the product. Defense Products - Market Fit The final task of a social marketing campaign is to maintain and change the product-market fit in response to relevant changes in the environment and target recipients.This phase of social marketing consists of three steps.

① The status of the target group must be investigated and monitored. ② Utilize the survey results. The question at this stage is: "Which option is most effective?" This requires further investigation into the possibilities. ③Social marketers make necessary adjustments and modifications to the marketing plan. Social marketing needs to constantly make repairs or adjustments to the product-market suitability as the environment changes.Therefore, social marketing can be seen as a management process that requires not only planning, but also vigilance and active management. Designing and developing a social product begins with identifying the needs of the intended recipients.

Like products on the market, social products also need to have a proper positioning. Amnesty International is at the vanguard of the "International Human Rights Protection" campaign for prisoners.The goal of one of the main projects the organization has been working on is "to arouse world opinion in support of the release of men and women imprisoned on grounds of creed, colour, sex, ethics, language or religion". For Amnesty International, a social product is the idea that "people alive should work fairly and peacefully for the release of men and women imprisoned for their political and religious beliefs".Its target audience is "more than 350,000 members, sponsors and supporters of Amnesty International in more than 150 countries and territories".

Amnesty International's social marketing positioning is to become an organization engaged in the cause of world peace.The positioning statement uses the words of Albert Schweitzer: "World peace can only be achieved when people of all political, religious and ethnic origins can exchange ideas freely and without interruption." To carry out this positioning, the social product was packaged with the brand name "Liberate Thought Prisoners" and symbolic packaging, which gave the movement the image of "a burning candle surrounded by barbed wire".Another source of support comes from positioning Amnesty International as "an impartial and independent worldwide movement ... that is solely concerned with the protection of human rights ... regardless of government ideology or victims' beliefs". According to Kotler, to determine an appropriate positioning, social marketers need to proceed in three steps: 1.Segmentation of target recipient groups Before social product positioning, social marketers should divide the target recipient groups by nature, and adopt different social marketing methods for groups of different nature.This has three advantages: It can enable social marketers to focus their efforts on those part of the target recipients who most need a certain social product or that product can provide them with the best service. Social marketers can design products according to the needs of the target recipients to provide greater satisfaction to the recipients and make the product accepted. It can enable social marketers to more effectively carry out publicity and distribution work to meet the needs of target recipients and win their acceptance. 2.formulate market goals The next step for marketers is to evaluate the various segments to determine how many and which segments to serve.This step is called "determining the target market" in marketing, and "setting market goals" in social marketing. Assume that the following four target recipient groups are identified for an oral reclaimed water marketing program using the following geographic and income variables: (1) very poor rural households; (2) slightly poor rural households; (3) very poor urban households; 4) Poor urban families.With limited funds, marketing campaigns must choose to target only the third and fourth segments, rather than spreading funds across all four segments. 3.Product Positioning After dividing the target recipient group and formulating the market objectives, social marketers will enter the last and most important step "product positioning".How to determine this positioning?This involves two jobs: Identify the key needs of the target recipient group. A product advantage is developed to meet these needs. For a product to be unique and motivating, both must be identified.If a product satisfies the main needs of the target group, but does not provide a greater degree of satisfaction than other products, the product has no distinctive features and does not motivate the target audience to accept it.If a product is superior in satisfying the secondary needs of the target group but fails to satisfy their primary needs, the product is not motivating. After a social product is distributed, it must be accessible and easy to use by the intended recipients, which is the task of managing the costs of acceptance. Just like products circulating in the market, social marketing products should also pay attention to cost control, because social change movements are often accompanied by certain products, and these subsidiary products need to charge fees to the target recipients.A very simple example is as follows: Suppose a woman with a family history of breast cancer needs to consider whether to go to the hospital for a mammogram. The woman is aware of a social marketing campaign advising women to have regular checkups.However, there is one more thing she needs to consider: seeing a doctor costs money.If she had a regular job and didn't have a car, she would have to pay for transportation and potentially lose three hours' pay.If she's just at home with the kids and has a car, she'll have to pay for a babysitter when she drives herself to the hospital. In addition, the non-monetary cost of traveling to and from the hospital involves physical effort, as well as the following mental costs: embarrassment when asking for leave: embarrassment when explaining medical appointments to colleagues; Embarrassment when the doctor examines the breast, etc. When we buy a product, we will use the price of the product as one of the influencing factors to determine whether we buy it.The same goes for social marketing.The cost of social marketing finally determines the price of social marketing, therefore, social marketers should try their best to control marketing costs. Kotler agrees with Crompton and Lamb that socially speaking prices should be based on how widely a campaign or program is expected to generate benefits.The price of a social product should be lower when its benefits are widely distributed.If the benefits are only obtained by a small target group of recipients, then this group should bear the cost. For the intended recipient, the price constitutes the monetary cost of receiving a social product with a tangible product basis.However, the total cost of receiving a product includes more than monetary costs, just as women considering whether to undergo breast screening need to consider the emotional costs.It can be seen that it is not enough for a social marketer to only sell social products, he must also help recipients reduce costs, including monetary costs and non-monetary costs.There are two types of non-monetary acceptance costs: time costs and perceived risks. Time costs Time cost generally includes the travel time and waiting time paid by the target recipients when accepting social products.Generally, the greater the number of distribution points and the more convenient the location, the shorter the time required for transportation.The time cost is also lower. Kotler believes that social marketers should help target recipients save time and cost as much as possible. perceived risk Another type of non-monetary cost is perceived risk.It includes psychological risk, social risk and physical risk.How can social marketers mitigate these risks?Kotler cited the model proposed by Gemandan in "The Big Future of Marketing". ① In order to reduce the perceived psychological risk, provide social products in a way that can bring psychological rewards. ② In order to reduce the perceived social risk, collect guarantees from reliable channels to alleviate the potential bad marks or embarrassment brought about by accepting a social product. ③ To reduce the perceived risk of use, provide target recipients with encouraging information about the product or allow a free trial of the product so that they can experience how the product fulfills its marketing promise. ④ In order to reduce the risk to the body, please authoritative organizations, such as the American Dental Federation, the American Medical Association or other organizations with high prestige to issue approval. In addition, Kotler recommends that intended recipients take preventive and corrective actions themselves when using products with perceived higher risks. For social marketers to plan and control the dissemination or reception of social products, they need to understand not only the behavior of individual target recipients but also the psychological processes by which new ideas and practices spread to larger groups of recipients or populations. Like the products on the market, after determining the product, price and distribution channel strategy, it must be promoted.Social marketers generally need to develop a communication plan to promote the product and promote the acceptance of the product by the target recipients. Kotler pointed out that when promoting social products, companies should make decisions in the following aspects. 1.target of dissemination The goals of communication should be formulated on the basis of the goals of the social change movement. If the process of target recipients accepting social products is a cognitive process, then the purpose of mass communication is to make target recipients understand the product, be able to recall the content of product advertisements, and have a good impression of the product.If the target audience's behavioral program begins with the product having little relevance to them, then the goal of the communication is to make the target audience aware of the product in a way that is so compelling that they decide to try it out. 2.content of dissemination The content of advertising should convey such a message that a social product can better meet the needs of the target recipient than other products. Kotler starts from the promotion of new social products, social products better than existing products and alternative social products. The three scenarios of product respectively describe how to disseminate the social product. new social product Take an energy-saving plan in Britain in 1976 as an example. Although most people think that energy-saving is important, they have no obvious sense of crisis, because gasoline and coal can always be bought, and there is no excessive energy consumption. Power outages or reductions in energy.In addition, although people are willing to propose some energy-saving methods, they do not think that their energy-saving behavior will have any impact on the country, or that energy conservation is their responsibility.In response to this situation, in order to turn the potential needs of the target recipients into real needs, the advertising company conveyed three messages to consumers: the energy crisis is serious; a small amount of energy saving in each family can help solve this crisis ; There are some affordable and relatively easy energy saving methods for households. Better social products than existing products Traffic in Sweden used to be driven on the left, but when Swedes travel by car to European countries that adopt the right-hand driving rule, traffic accidents are prone to occur, and the accident rate once increased. At the same time, the number of accidents caused by foreigners driving in Sweden is also increasing.In light of this situation, the Swedish government launched a social marketing campaign to change driving habits and drive on the right.To do this, a campaign needs to be developed that emphasizes the advantages of driving on the right compared to driving on the left.The content of the campaign emphasizes safety -- driving on the left is more dangerous than driving on the right.The entire nation is told that safety and security are more important than the convenience of customary driving methods.So the pitch conveys the long-term safety benefits that changing driving habits can bring to Swedes. alternative social product Children's cravings come from the influence of phenomena around them: they see adults smoking as "normal"; most adults at home, people in movies and TV shows, and in tobacco commercials don't seem to care about smoking; they I also saw that smoking is easy to gain the approval of people around me, and it is a symbol of friendship.There is also data showing that children learn early on that smoking is harmful.They are most concerned with the "gradually increasing" harms of tobacco to the body, not with the risk of cancer that smoking may pose in the far, unreal future.How to promote the concept of children's smoking ban? The advocacy centered on the question: Is the need to stay healthy greater than the need to relax and be recognized by others?Communication agencies believe that teaching children about the increasing health damage of smoking will have a greater impact on them.Not smoking is promoted in this campaign as a desirable alternative behavior that children should embrace. 3.Communication Execution: How to Inform and Persuade After determining the content of communication, social marketers must design how to express the content with advertising words that are both attractive and persuasive. This is the execution of communication.There are three ways of expressing communication: the method of inspiring people's rational thinking; the method of stimulating people's feelings; the method of expressing non-linguistic factors. The task of social marketing is to make target recipients act on their own terms. The ultimate goal of social marketing communication is to make the target recipients have a driving effect and make them enter a positive state.In other words, the task of social marketing is to make target recipients take action according to their own wishes, which is what Kotler called "inspiring action". In order to strengthen the public's awareness of environmental protection, to eliminate the pollution of beverage cans that can be seen everywhere.The German government cabinet passed the "beverage can deposit system" proposal in December 2002, that is, from January 1, 2003, when the German people buy beer and some other canned beverages—whether they are cans, glass bottles or plastic bottles— - Deposit must be paid.If the volume is less than 1.5 liters, the fee is 25 cents per can (approximately RMB 2.1); if the volume is more than 1.5 liters, a deposit of 50 cents per can is required.Consumers can get their deposit back by returning the can to any beverage seller. In response to this policy, German Environment Minister Triting pointed out that legal means are an effective way to solve environmental problems. Germany urges people to strengthen their awareness of environmental protection through legal means, which is also an effective social marketing method.Kotler believes that if we want to motivate target recipients to take action, we must first analyze the various factors that prevent potential target recipients from putting their hopes into practice. These factors are mainly divided into the following categories: 1.lack of opportunity for desire Target recipients lack opportunities for wish fulfillment, and one way to overcome these barriers is product experience.If the social product is tangible, it can be distributed to target recipients who are willing to buy it in a way that minimizes costs and inconveniences.If the product is an idea, sampling methods are more complicated. 2.ability to carry out wishes As much as a person wants to stop drinking, he may not be able to afford the cost of going to the hospital for alcohol treatment, or he may be afraid to attend a group discussion such as Alcoholics Anonymous.The individual who wanted to quit drinking was limited both financially and emotionally. Social marketers can help abstainers overcome financial barriers to some extent by offering them substantial subsidies or discounts.To overcome emotional barriers, it is more effective to use interpersonal promoters and role models. This is just one example of limited ability to fulfill wishes, and social marketers can take this approach with other target recipients as well. 3.Time to Change Social Marketing People have so much going on every day that they may have little time to be persuaded to change a behavior or adopt a new one.What can social marketers do about time constraints?They can set the promotion time of social products during special social and cultural activities, such as holidays, working days, anniversaries and religious celebrations.During these times people tend to have more time to practice their usual aspirations. 4.Primary method of urging target recipients to act now Marketers may employ several methods to elicit acceptance of social products and services by target recipients. product experience Issue coupons Giveaway contests and raffles Sustainability plan special event