Marketing Social Of Social Marketing

In the paper of Dixon and Wilkinson (1982), the authors argue that marketing is a kind of exchange mechanism that results from buyers and sellers actions to satisfy their requirements. Furthermore, each person plays one or more specific roles of different social systems in which

Alcohol is the most abused licit psychoactive drugs that affect one 's ability to think rationally and distorts their judgement if consumed excessively. Alcohol addiction is an illness arising from prolonged and excessive intake of alcoholic drinks. An alcoholic is a person suffering from alcohol addiction. Prolonged excessive use of large quantities can eventually lead to chronic health diseases like cirrhosis of the liver, anaemia, cardiovascular disease, dementia, depression seizures, gout and alcohol related accidents and crime. Statistics show that 9 million people in England drink more than the recommended daily intake while an estimated 8.697 died of alcohol-related deaths in 2014. According to the WHO worldwide alcohol causes 1.8 million deaths (3.2% of total) and 58.3 million (4% of total) of Disability-Adjusted Life Years (DALYs). Alcohol beverages with varied percentage content are consumed globally during religious, social, cultural events, festivals and other occasions. The use of alcoholic beverages has been an integral part of many cultures for thousands of years (McGovern, 2009). Over the centuries, there have been ongoing measures, research, interventions and policies which are aimed at promoting the moderate use of alcohol with a particular emphasis on preventing or reducing undesired outcomes. This essay will outline the key components of brief interventions in alcohol, the difference in approach with traditional methods of treatment and in conclusion, the

‘Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.’ - Kotler

Concepts of marketing- marketing= a social and managerial process by which individual and groups obtain what they need and want through creating and exchanging products and value with others.

Alcohol use is associated with tremendous costs to the drinker, those around him or her, and society as a whole. These costs result from increased health risks (both physical and mental) associated with alcohol consumption as well as from the social harms caused by alcohol.

To this end, the goals of social marketing, as opposed to commercial marketing, is to elicit positive changes in the behaviours and opinions of the population that will positively benefit society on a local, national and international level.

In everyday interactions people are always looking to have a positive experience among those with whom they interact. According to the Social Exchange theory, with each interaction an individual has with another, that individual attempts to maximize the positive outcomes and minimize the negative. The purpose of this paper is to apply the Social Exchange theory to an authentic real life situation to best illustrate the theory and the key concepts that it holds. In applying the social exchange theory from demonstration, to application, to then explanation, a better understanding in

However, despite signalling contemporary marketing to focus on the understanding of behaviour change, the nature of social marketing may present itself as a rival to contemporary marketing in the commercial sector. General marketing thinking involves maximising profit for practising organisations. On the contrary, social marketing seek to improve the welfare of target consumers and the society they are in. For instance, tobacco companies wish to sell more cigarettes to earn more profit but social marketing campaigns discourage smoking. It can be deduced from the above case that some behaviour changes social marketing pursues contradict the capitalistic objective of mainstream marketing theory.

There are many people, particularly college age students who drink alcohol. Most people do this socially, but some people over do it and become a danger to themselves and others. Drinking alcohol can also lead to many ailments which include, liver cancer, alcohol poisoning, brain determination. Though most people use it as a social tool, markets should stop selling alcohol after midnight because, drunken driving accidents are five times more likely to happen in early morning hours, people can over drink and get Alcohol poisoning, and alcohol disrupts one’s sleep.

As commercial marketing works towards profits and benefiting the marketer, social marketing works for the benefit for society and the consumer (Pealer 2014). The ultimate goal of social marketing is achieving voluntary behavioral change and adoption of healthier behavioral habits. In the 1970s, Kotler and Zaltman both promulgated that the same marketing principles used to sell products can be used to see ideas.

Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others.(Kotler, Armstrong, Saunders, Wong page 5)

Societal marketing concept emphasises on delivering superior value to customers in a way that maintains or improves the customers’ and the society’s well beings. Companies practising this concept will hence organise various types of activities or launch different types of programmes to show the concern of the companies towards the society. Great Eastern is one of the companies that adapt societ marketing concept. Great Eastern offers international scholarships and local scholarships to the Malaysians or Singaporeans. Another good example is STAR newspaper. Besides offering scholarships to Malaysians, STAR newspaper also launches education fair annually in Malaysia.

In the past decades, the marketing environment has been changed radically. The approaches and philosophies of marketing have undergone a gigantic impact from the new social channels. Social marketing has emerged as required in the context. Kotler,P. and Zaltman,G (1971)

Societal Marketing: The marketing idea that they first asses the needs of their target market and then attempt to directly attack the market than

Peter Drucker: The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.