Social Marketing

Prepare and submit a term paper on Social marketing. Your paper should be a minimum of 1500 words in length. This report focuses mainly on ways and techniques for social marketing. Social marketing is a source of creating awareness regarding any essential issue in a society and works for social benefits by means of various campaigns which are usually non-profit seeking. It is a way to change behavior of individuals in a society and strive for their good. These issues could be health related or may be associated with behavioral changes needed by a society. Social marketing must not be puzzled or mingled with “societal marketing “or “social media marketing” as these are entirely separate marketing techniques.(Kotler, Roberto, Lee, 2002)Social marketing may include various significant campaigns like stop smoking, and it should be avoided in public places and where kids are present in a family places like restaurants. Awareness regarding syringes to be disposed immediately after the use, to avoid HIV transmission. Here it also involves educating people to observe the laboratory technician or hospital staff whether they dispose the syringe in front of you in the trash can or not. Another health issue is the use same shaving razor in saloons that may lead to catch jaundice or hepatitis infections and skin diseases. (Ewing, 2001)Hence the aim of social marketing is to use commercial techniques for the betterment of society and common people regardless of considering the financial profit.HEALTH CARE INDUSTRY: One of the healthcare industries is a pharmaceutical industry that manufactures drug substances including tablet, capsule, injections, syrups, suspensions, creams and ointments. The label of a drug is one of the most important protocols that should contain all relevant information including generic name of the drug, weight of the active ingredient, batch number, date of manufacture, expiry date , manufacturer’s name, dose, and other useful information which stands as a key factor in marketing of these medicinal agents. Another healthcare industry is a hospital where a patient is admitted for treatment and gets cured. These days many hospitals are occupied in social marketing related to human health like arranging free eye camps for treatment of cataract and free diabetes check up etc. Certain NGO’s and government healthcare departments are organizing various social marketing campaigns like prevention of drug addiction and counseling of such addicted individuals. PRODUCTS FOR SOCIAL MARKETING: Social marketing products are non-tangible objects and are important for health, safety and environments benefits. There are many examples of social marketing products like, water conservation, keep the environment clean and green etc. (Vella, 2008) EXERCISE: Here we shall consider the example of “exercise” as a social marketing product. Exercise is considered as one of the most important aspect of human life style. It helps you staying fit and healthy. This act is very essential for prevention of various diseases like myocardial infarction, blood pressure, diabetes, arthritis etc. Even pregnant women are advised for mild exercises during the period of gestation to keep themselves active. Exercise boosts your stamina and helps in ailment of numerous diseases. A brisk walk is supposed to be the best exercise for age groups. Nowadays there is a trend of going to gym for aerobics and use of fitness machines. Therefore exercise as one of social marketing product where different companies are also engaged in bringing people towards health and fitness and changing their views, plays a vital role in prevention and cure of a number of health related issues. There are four Ps of marketing: product, place, price and promotion. (Kotler, 2003) Product: means the preferred attitude that the marketing company anticipates from the consumers. This is usually a non-tangible object but could be physical as well (e.g. weight reduction pill).

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