Marketing

“Marketing Strategies for the 21st Century”

With

Sub-Theme

Social Marketing Strategies.

Presented by

Mrs.S.Jayashree.,M.Com,M.Phil (Commerce)

Guest Lecturer in Dept of Commerce.

Govt Arts (Mens ) College ,Nandanam ,Chennai.

ABSTRACT

Economic developments are welcomed but our development programs should not pave way for the long-run dangers. The competition is found fierce, the technological innovations have gained a rapid momentum, and the commercial considerations have started establishing an edge over the social consideration. This has engineered a sound foundation for sub-serving, social interest, protecting values and establishing a value-based society. The marketing decisions thus necessitated a fair blending of three elements, (i.e.) profit generation, customer satisfaction and social orientation .

Social marketing is one strategy for addressing social issues. Social marketing is the use of marketing principles to influence human behavior in order to improve health or benefit society.

Social marketing was defined as the design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research.

To the marketer, the success of the campaign depends on the proper developments of product, promotion, place, and price considerations. These concepts were defined and were shown to have applicability to social causes. The social marketing process calls for marketing research and the subsequent development of a well-conceived product and appeals moving through paid agents and voluntary groups to reach targeted audiences. The marketing style may be hard or soft, depending on which is deemed most effective in accomplishing the social objectives.

SOCIAL MARKETING

INTRODUCTION :

In...