Social Marketing (I)
It is very difficult to believe that large and medium enterprises, to invest in nonprofit social campaigns, as we are accustomed, these usually bombard us, goods and services, thus pursuing the goal of economic gain.
Social Marketing has been used to describe activities aimed at increasing the acceptability of social causes, ideas or behaviors appealing to the individual.
As a past time, Venezuela has begun to notice in a more forceful and definite interest and susceptibility of many companies and organizations to create awareness among the public and consumer awareness about the acceptance of certain products consumption without actually taking advantage of the customer, much less that feel obligated to a particular consumer.
The benefactor is the organization or association, that have or emit some of their profits to charity (AVON, COLGATE, KINO TACHIRA; PEPSI), while the beneficiary is the one who has the gift aid by nongovernmental entities (the majority of cases the benefactor extends its contribution to the government agency that is responsible for the segment of the population to whom the aid is directed.)
Social Marketing is nothing more than sales of social ideas, but no less should be despised, since this carries the same effort and steps to reach the ultimate goal which is to sell an ideology or way of thinking in a certain age consumer.
SOCIAL MARKETING
In 1970, with participation and skills of general marketing, you begin to develop social marketing, trying to adapt and transfer the commercial elements engaged in activities to defend the interests of society.
Philip Kotler defines social marketing as “the design, implementation and monitoring of programs aimed at increasing the acceptability of a social idea or practice groups.” Use concepts of market segmentation, consumer research, communication, facilities, incentives and changing the idea of utility group’s maximum satisfaction.
The field encompasses numerous nonprofit organizations that have many differences and similarities between them. Nonprofit marketing covers such diverse cases as the sale of education (schools, school boards), health care (hospitals), philanthropy (such as Big Brothers or older siblings), without leaving behind marketers also pursue different objectives: may wish to know something (the nutritional value of certain foods) or elicit a response (to join a mass vaccination campaign). May wish to change a certain behavior (which discourage driving cars while intoxicated) or change a basic belief (to convince employers that disabled people can be helpful in your work force.)
For social marketing is more than advertising. Many marketing campaigns fail because government allocated to advertising the role, and do not develop or use all the tools of the marketing mix we have.
For the design of strategies for effective social change, social marketers go through the normal process of marketing planning.
First define the purpose of social change. Analyze the communication and distribution approaches that could prevent such behavior.
Develop a work plan and establish the organization that will develop this activity.
Finally, evaluate, and if necessary modify the program to have the effect desired.
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