SOCIAL MARKETING Improving the Quality of Life
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SOCIAL MARKETING Improving the Quality of Life Philip Kotler Northwestern University Ned Roberto Asian Institute of Management Nancy Lee Social Marketing Services Inc. SECOND EDITION /®\SAGE Publications 13^ I International Educational and Professional Publisher Thousand Oaks • London • New Delhi Contents Foreword XI Preface xiii Acknowledgments xv PART I Understanding Social Marketing CHAPTER I Defining Social Marketing Marketing Highlight: The 21st Century What Is Social Marketing? Where Did the Concept Originate? How Does Social Marketing Differ From Commercial Sector Marketing? 10 When Is Social Marketing Used and for What Purpose? 12 What Social Issues Can Benefit From Social Marketing? 14 What Are Other Ways to Influence Public Behavior? 17 How Does Social Marketing Relate to Other Approaches? 19 Marketing Dialogue 21 CHAPTER 2 Outlining the Strategic Marketing Planning Process 29 Marketing Highlight: Lowering Blood Pressure 30 Chapter Overview 34 What Are the Steps in the Social Marketing Planning Process? 34 Why Is a Systematic Planning Process Important? 43 Where Does Marketing Research Fit Into the Planning Process? 44 CHAPTER 3 Discovering Keys to Success 47 Marketing Highlight: Tobacco Prevention 48 Chapter Overview 51 What Is a Successful Campaign? 51 What Are the Key Elements of Successful Campaigns? 51 Beyond Success 66 PART II Analyzing the Social Marketing Environment CHAPTER 4 Determining Research Needs and Resources 73 Marketing Highlight: Blood Donation 74 Chapter Overview 77 When Is Research Used in the Planning Process? 77 What Major Types of Research Are Used? 77 What Steps Are Included in Designing a Research Project? 81 Research Highlight: Quantitative and Qualitative Research for Breast Cancer Screening 85 CHAPTER 5 Mapping the Internal and External Environments 91 Marketing Highlight: Tobacco Industry Response 92 Chapter Overview 94 Choose a Campaign Focus 95 Identify a Campaign Purpose 97 Conduct a SWOT Analysis 97 Research Highlight: Personal Interviews for Caring Adult Relationships With Youth 105 Marketing Dialogue 107 PART III Establishing Target Audiences, Objectives, and Goals CHAPTER 6 Selecting Target Markets III Marketing Highlight: Physical Activity 112 Chapter Overview 116 What Steps Are Involved in Target Marketing? 116 What Variables Are Used to Segment Markets? 117 What Criteria Are Used for Evaluating Segments? 124 How Are Target Markets Selected? 128 What Approach Should Be Chosen? 129 Research Highlight: Self-Administered Survey for Psychographic Segmentation 132 CHAPTER 7 Setting Objectives and Goals 137 Marketing Highlight: Water Conservation 138 Chapter Overview 142 Behavior Objectives 143 Knowledge and Belief Objectives 146 The Nature of Social Marketing Goals 148 Objectives and Goals at the Draft Stage 154 The Role of Objectives and Goals in Campaign Evaluation 154 Research Highlight: Secondary Data for Program Goal Setting 156 CHAPTER 8 Deepening Our Understanding of the Target Audience and the Competition 161 Marketing Highlight: Drinking and Driving 162 Chapter Overview 166 What More Do We Need to Know About Our Target Audience? 167 What Models Might Be Used to Explore Our Audience Perspectives Further? 169 Who Is the Competition in a Social Marketing Environment? 174 What Are Four Key Tactics to Create Competitive Advantages? 175 Why Is It Necessary to Review and Potentially Revise Target Markets, Objectives, and Goals After This Step? 179 Research Highlight: Formative and Evaluation Research Using Qualitative and Quantitative Techniques 182 PART IV Developing Social Marketing Strategies CHAPTER 9 Product: Designing the Market Offering 189 Marketing Highlight: Women & Infant Children Programs (WIC) 190 Chapter Overview 194 What Is the Product in a Social Marketing Effort? 195 What Are Three Levels of the Product? 195 What Decisions Will Need to Be Made at Each Level 198 How Are These Decisions Made and How Do They Affect the Product's Positioning? 203 Research Highlight: Focus Groups for Increased Contraceptive Use 208 CHAPTER 10 Price: Managing Costs of Behavior Change 213 Marketing Highlight: Litter Prevention 214 Chapter Overview 217 What Is the Price of a Social Marketing Product? 217 What Are Major Categories and Types of Costs? 217 What Are Major Strategies for Managing Costs? 220 What Pricing-Related Tactics Are Used to Manage Costs and Balance the Scale? 220 Considerations When Setting Prices for Tangible Objects and Services 229 Research Highlight: Informal Interviews for Teen Sexual Abstinence 231 CHAPTER 11 Place: Making Access Convenient 237 Marketing Highlight: Safe Gun Storage 238 Chapter Overview 242 What Is Place in a Social Marketing Environment? 243 What Is the Objective When Developing a Place Strategy? 243 How Do We Make Access to the Social Marketing Product More Convenient? 244 What Are Guidelines for Managing More Formal Distribution Channels? 251 Research Highlight: Observation Research for Needle Exchange Programs 254 CHAPTER 12 Promotion: Creating Messages 259 Marketing Highlight: Sexual Assault Prevention 260 Chapter Overview 264 Message Strategy: What Do We Want to Say? 264 Message Execution Strategy: How Do We Want to Say It? 266 Principles and Theories for Decision Making: Designing Messages and Choosing an Executional Strategy 273 Pretesting 279 Research Highlight: Telephone Survey for Prevention of Sudden Infant Death Syndrome (SIDS) 283 CHAPTER 13 Promotion: Selecting Media Channels 287 Marketing Highlight: AIDS Prevention 288 Chapter Overview 292 What Are Major Media Channels to Consider? 292 Choosing Specific Media Vehicles 303 What Timing Decisions Need to Be Made? 303 What Factors Influence Media Strategies? 304 What Principles Can Guide Decision Making? 307 Research Highlight: Clinical Trial for Skin Cancer Detection 315 ^___ PART V Managing Social Marketing Programs CHAPTER 14 Developing a Plan for Evaluation and Monitoring 323 Marketing Highlight: Nutrition 324 Chapter Overview 327 What Will Be Measured? 327 How Will It Be Measured? 332 When Will It Be Measured? 333 Additional Considerations and Concerns 334 Research Highlight: Evaluation Planning for Team Nutrition Program 337 CHAPTER 15 Establishing Budgets and Finding Funding Sources 345 Marketing Highlight: Suicide Prevention 346 Chapter Overview 348 Determining Budgets 349 Finding Funding Sources 351 Appealing to Funders 360 Implications to the Draft Plan 362 Research Highlight: Baseline and Tracking Survey for Drowning Prevention 364 CHAPTER 16 Completing an Implementation Plan and Sustaining Behavior 371 Marketing Highlight: Water Quality 372 Chapter Overview 376 Implementation Plans 376 Sustainability 383 CHAPTER 17 Making Ethical Decisions 391 Marketing Highlight: Animal Rights 392 Chapter Overview 394 Ethical Considerations: At Every Decision Point 395 American Marketing Association Code of Ethics 399 Appendix: Social Marketing Planning Worksheet 405 Credits 419 Name Index 421 Subject Index 423 About the Authors 435.