The Contribution Of Social Marketing

‘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

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.

Marketing – is the process in which the producers of goods and services focus on satisfying the needs of the consumers. Also 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.

Before describe and discuss prior social marketing campaign, we understand that social marketing is the focus on behavior, not awareness or attitude change. Besides, social marketing results in benefit to individuals or society, not just focus on organization benefit and profits. Organization runs social marketing

I guess marketing could be defined as the parent of potential customers, whose responsibility to the company is to identify the human and social need of the market. Marketing itself has its own responsibilities. In order for a company to have an (Kotler, 2012) effective internal marketing is must also be matched by a great sense of ethics, values and social responsibility. Social responsibility is becoming a key part of a company’s marketing plan. Now a days, a lot of firms have decided to take a more active and strategic role in corporate social responsibility. It (Smith, 2011) is generally believed that firms with good social responsibility may attract better employees and increase current employees' motivation, morale, commitment, and loyalty to the firm. Success goes beyond the profits, the most admired company’s such a Proctor & Gamble live by a code of serving peoples interest. For many corporations social responsibility has become a part of their marketing strategy. Most consumers are looking beyond the pricing of products. Present day consumers have a much higher expectation of brands and they want to know what the companies are doing to help out with the community and world. When a company becomes successful because of the community around them, there should be a responsibility to the community to give back. This is similar to the obligation we have to ourselves, our family and our Lord and Savior Jesus

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.

Social media is not new. Facebook has been around since 2004, YouTube since 2005, and Twitter in 2006. What is new is how social media sites like Facebook, YouTube and Twitter are affecting the way businesses market their products and services. Never before in our history have consumers been able to communicate so effortlessly with each other and with the businesses they frequent. Never before have businesses been able to interact and react to customer feedback so quickly and efficiently. However, just because businesses have the ability to use social media for their marketing and advertising efforts, does not necessarily mean they should. This paper intends to

Marketing is a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. (Kotler & Armstrong, 2012)

Considering all the business disciplines available, marketing is usually considered to be probably the least self-critical. Regardless of the every now and then extremely bona fide interest in customer service, Provision of goods and services at costs that are affordable to the populace and implementation of efficient endorsements to push them to purchase merchandise that better fit their needs, wants and requirements, Marketing has not been able since time and memorial to evade the charge that it is morally, socially and ethically fruitless in some aspects. Marketers usually voice their aims and objectives regarding customer satisfaction, their corporate and ethical social responsibility programs, about building intimate

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)

Leatherhad Food International (June 2004). Emerging Concepts in the Global Food & Drink Industry. Retrieved on March 21, 2005 from: http://www.lfra.co.uk/lfi/pdf/press820.pdf

Now that the background and history of the creators of The Social Marketing Theory have been addressed and Social Marketing has been defined it is important to evaluate Dr. Kotler and Dr. Zaltman’s research.

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

Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others.