The paper "The Concept of Social Marketing" is a brilliant example of a term paper on marketing. This paper discusses the concept of social marketing with the help of a case study. The case is analyzed to check whether all the fundamental principals of social marketing are included in it or not. This paper also highlights the differences between social marketing and commercial marketing. It goes on to put forth another case study where a commercial enterprise promotes social marketing. Definition of Social Marketing: There are many ways of defining social marketing. One of them is given below: Social Marketing is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behaviors of target audiences in order to improve their personal welfare and that of their society.
(Andreasen, 1995, P. 7) Most of the definitions have three principles in common. They are Customer-Centric: All the decisions regarding the campaign are taken in the interest of the customer. The customer and his interest are paramount to everything else. Voluntary Behaviour Change: The aim of the campaign is to bring about a voluntary change in the behavior of the customer.
Force and push strategies are not used in social marketing projects. Non-Profit: The behavioral changes occurring out of the campaign are aimed at the benefit of the customer and not for gains or profit of the members organizing it. Case Study of ‘ The Scottish Cancer Research Network (SCRN)’ The SCRN has the dual task of increasing the number of patients’ to enroll for clinical trials and to provide quality cancer care and a range of cancer treatments, for these patients. The West of Scotland Cancer Awareness Project began implementation in the year 2002.
The details of the campaign are given below: Scope of the Program: This program was implemented in 5 Scottish health board areas. Audience Segmentation: Audience Segmentation is the identification and process of selecting an audience for whom specifically designed programs are formulated. A single behavior can bring about different changes in various group of people The audiences are thus grouped based on their shared and common characteristics. In this case study, the audience is segmented based on their socio-economic conditions and their symptomatic requirements.
The Program was targeted at low-income group people who were suffering from signs and symptoms of bowel or mouth cancer. Strategy: For any program to be successful an important pre-requisite is proper planning and a well-defined strategy. A strategy helps in the successful completion of the program. It takes care of the problems and spontaneous road-blocks that may arise to hinder the smooth functioning of the project. The SCRN team collaborated with many health professionals. They explained to the health professional about the extra consultative hours they will have to put in.
Along with the primary and secondary health providers, they outlined a strategy to take the program forward