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Principles of Marketing - Philip Kotler

Marketing ideas

Ideas can also be offered as part of the marketing system. In a sense, any kind of marketing is marketing the idea, whether it is the idea of ​​brushing your teeth, or the idea of ​​using toothpaste "Cross" as the most effective means of preventing caries, or anything else. In this section we restrict ourselves to the problems of marketing ideas of a public nature, such as the health campaign, whose aim is to combat smoking, alcoholism, drug addiction, overeating, according to environmental campaigner, with a view to the preservation of untouched nature, preservation of clean air and the propagation of ideas environmental management, and other campaigns on family planning, women's rights and racial equality. This activity is called public marketingom16.

Social marketing - is the development, implementation and monitoring of the implementation of programs that aim to achieve the perception of the target group (or target groups) social ideas, movements or practices. To maximize the response of the target group in the social marketing process resorted to the market segmentation, the study of consumers, the development plan, the development of communications techniques to facilitate digestion, the use of incentives and methods of exchange theory.

Figures of social marketing can pursue a variety of objectives: 1) the achievement of understanding (knowledge of the nutritional value of food); 2) one-time incentive to action (participation in mass vaccination campaigns); 3) desire to change the behavioral habits (use of automobile seat belts); 4) a change in the fundamental notions (belief opponents inalienable right of women to abortion).

US Advertising Council shall, addressed to the public dozens of advertising and calling to quit smoking, to maintain the purity of the country, to join the "Peace Corps" to buy bonds to obtain higher education. However, the scope of social marketing activities is much wider. Many advertising campaigns addressed to the public, only to fail because the exclusive use of advertising, losing sight of the need to develop and use all the resources that are part of the marketing mix.

In developing strategies for achieving social change activist social marketing overcomes all stages of the normal process of marketing planning. The first phase - the formulation of objectives. Suppose, to be "in to reduce the number of adolescent smokers from 60 to 40% within five years." The next stage - the analysis of beliefs, attitudes, values, attitudes and behavioral manifestations inherent in teenagers. At the same time analyze the main factors contributing to the spread of smoking among teens. Then develop ideas ideas that may help ward off teenagers from smoking (see. Box 42). The next stage involves the assessment of the communication and dissemination of options in the target market. This is followed by the development of a marketing plan and service structures for its implementation. Finally, we developed a technique for continuous assessment of progress and take corrective action.

Social marketing is still too young to be able to compare its performance with the operability of other strategic approaches to achieving social change. Social shift - something elusive using any strategy, not to mention the approach relies on voluntary spontaneous response. Social marketing is quite successfully used mainly in the areas of planning problems semi17, sredy18 Environmental Protection, Energy, ordering food, road safety and public transport. It is necessary to find many more applications of social marketing before it will be possible to determine its contribution to the achievement of social change.

Box 42. Do social marketing can reduce cigarette consumption?

These research irrefutable evidence about the link between smoking and lung cancer, heart disease and emphysema. Most smokers are aware of the harmful effects of smoking. The problem is to equip them with the means or willful striving to reduce cigarette consumption. There are several possible strategic approaches on the part of each of the four main constituent elements of the marketing mix.

1. Goods

a. Require manufacturers of additives in tobacco components, giving it a bite or bitterness.

b. Additionally content lower tar and nicotine cigarettes.

at. Create a new type of cigarette tobacco, which would have kept the old taste, at the same time becoming more friendly.

To stimulate the demand of other products, such as chewing gum, to help the person to remove the internal stress.

2. Stimulation

a. Sharpen smokers feeling of fear of an early death.

b. Create smokers guilt and shame.

at. Strengthen smokers in their other endeavors, the satisfaction of which is superior to the pleasure derived from smoking.

Encourage smokers of either reducing the number of cigarettes smoked, or smoke each time only half a cigarette.

3. Recognition of the goods

a. Make cigarettes less accessible or inaccessible.

b. Facilitate access to smokers in the treatment of smoking venues.

at. Reduce the number of public places where smoking is permitted.

4. Price

a. Dramatically raise the price of cigarettes.

b. Raise for smokers life insurance and health costs.

at. Offer cash or other rewards smokers for each period of abstinence from smoking.