Basic element of social marketing

報告人 魏文一

社會行銷的概念

主張組織應向消費者傳遞更高價值的概念，讓消費者了解產品或服務能維持或提升消費者與社會的福利

衡量滿足消費者短期欲望與長期社會福利的厲害關係

Basic element of social marketing

Product= Customer Solution

Developing and Enhancing Popular Programs and Services

three principles

consumer orientation audience segmentation meet basic needs

consumer orientation

know the customer research method

qualitative method quantitative method Purpose: define the product and audience

is essential for product/message design creating distribution communication strategy

provide foundation for behavior strategies based on multidimensional understanding of needs and

wants meet them

audience segmentation one product for one specific population group

divide them into segments

based on psychological profile

life style, personality, communication habits, readiness for change, and perceived needs

geography region, county, census tract

demography age, gender, family size, occupation, race, social

class social structure

worksites, churches, voluntary agency, family, legislative bodies

audience segmentation

consumer analysis purpose define target audience identify specific population segments

describe the audience's core values

tools: market research, focus group

meet basic needs

rather than simply to provide a material object or service

should view their product in function terms type

tangible products condoms, medications

intangible product changing views in AIDS, changing perception in quality of

care example:12-2

challenge connect the desired change to existing value in specific

audience

Table 12-2

Desired action Product/benefit Core Values

Prevent smoking initiation

Freedom from nicotine addiction Freedom

Independence form tobacco industry manipulation

Independence control

Rebellion against an industry that is trying to trick you, seduce you, addict you, and kill you

Rebellion

Practice safe sex

Freedom from AIDS Freedom

Independence from virus that is afflicting your friends and communities

Independence

Control over your destiny Control rebellion

Exercise more often Identify as physically strong and attractive person in control of your appearance

Freedom independence

Place= Convenience

how to bring the product to audience selection of appropriate channel think creatively

communication channels

interpersonal channels family, friends, healthcare providers

group channels mobilization of community, civil society org

anization mass media channels

print, radio, TV

use of channels

multiple channels to disseminate the message radio- publicize the slogan community visits by field workers- reach the rural

areas posters and billboards- create a visual image for

buzz T-shirts- stimulate encourage advocacy by

satisfied users

follow up survey: No single channel reached more than 50%

population, all channels 83%

need to consider diverse channels advertising free media events organized groups personal contacts entertainment

Price= Customer Cost

deciding on price involves

monetary cost non-monetary cost

social cost, time cost, physical cost create a substantial barrier to use of a prod

uct and adoption of a idea

price can also served a symbol of value of potential users

high price means high value low price means low value free product

reduce financial barriers to access unnecessary usage and waste

influences the relationship between patient and provider

free service-patient feel powerless, and reality of poor quality can reduce willingness

social marketer should think about their goals and the market

source of information of price setting assessment of the costs involved prices of similar product from competitors price sensitivity of the target audience

Pricing objectives

maximizing the number of product adopters

social equitycost recoveryde-marketingprofit maximization

maximizing the number of product adopters

product and service can be offered at low price or free

effect the perception of low quality, discourage us

e encourage overuse and waste, creating ineff

iciency nominally free may not be free in practice, a

ffect this goal

social equity

adopt a graduated price structure in income level insurance premiums exemptions in poor group price discrimination

reduce financial barriers to poor patients require a method for determining the economic

status of buyers administratively costly, subject to favoritism or corruption

use innovative strategies such as offering low-priced products in particular

geographic districts price vary with quality

cost recovery

a fixed price can be selected to defray a suitable of costs

high cost recovery intended to promote program sustainability

low cost recovery achieve greater product adoption by consumers

zero cost recovery design to achieve greater product adoption by

consumers

major questions about the poor patients who is discouraged from utilizing health services reflecting the price elasticity of different income groups

de-marketing

set high price in order to reduce use considered undesirable on objective high taxes on alcohol or cigarette for reduci

ng consumption especially for price sensitive groups

equity concern

profit maximization

not commonly used for social products classical monopoly strategy

classical monopoly strategy

price discrimination different prices are set for social products

based on each segment's price elasticity multinational pharmaceutical companies

Promotion =Communication

tasks

decide on the content of messagehow to present the messagedecide on the channel of commu

nicationtriggers

decide on the content of message create an effective communication strategy product and audience, place to reach audie

nce, price of the product draw on information about 4 aspects

physical/technical feature sensory feature functional benefits emotional/psychological benefits

how to present the message

don't sell what you want, sell what they want

strategy of emotion followed by logic beginning with product's benefit to

customer

structuring the order of information by specific target group and their response need to be empathetic and believable to persuade

people to accept the discomfort and risks of behavior change

decide on the channel of communication

mass communicationpersonal communicationselective communication

mass communication

paid coverage allow reformer to control the content and timing of

messages; budget constrains can reduce the effectiveness of this approach

free coverage less reliable and controllable than AD

develop good media relations preparing press releases organizing press conference conducting one-on-one briefings provide a hook for reporters

personal communication

enhance its credibility and acceptability choosing a place and a messenger

methods social events

star player personal selling

peer or respected authority entertainment social group

selective communication

directive mail, telemarketing less relevant in most low-income cou

ntries

triggers

decide on actions that will trigger the adoption of the product free sample contest, sweepstake continuity programs

methods

mass communication personal communication triggers

案例分析：台灣菸害防治推動行銷

產品策略 Developing and enhancing popular programs

and services 定價策略

Setting motivating prices, incentives, and disincentives

通路策略 Optimizing distribution channels

推廣策略 Communicating with key publics

核心商品

實質商品

延伸商品

產品結構

產品發展過程

1. 構想產生

2. 構想篩選

3. 概念發展 與測試

4. 行銷策略 5. 商業分析

6. 產品發展

7. 試銷

8. 商品化

價格策略

制定產品、計劃和服務的價格 決定價格目標 評估市場需求 產品的成本

誘因決策 提升既有的銷售表現（購買、參與度、法規遵

守程度）

誘因策略矩陣

金錢性誘因減少發生期望行為

的成本

非金錢性誘因提高期望行為的

認知價值

非金錢性懲罰減少競爭行為的

認知價值

金錢性懲罰提高發生競爭行為

的成本A BC D

鼓勵期望行為 打擊競爭性行為

金錢

非金錢

鼓勵購買產品或服務遵守法律自願進行期望行為

減少購買對手產品減少忽略法律減少不合期望行為

通路策略

通路對社會行銷的影響： 計畫的參與程度 服務的使用程度 法規的遵守程度 產品購買率 滿意度

通路決策標準 為機構帶來最大收益 為消費者創造最佳使用經驗

大▲政府機構的經濟效益▼小

低 服務之於公民的便利價值 ◄ ► 高

一般優先選項•降低成本 / 提高利潤•可能降低預期行為或滿意度

高優先選項•降低成本 / 提高利潤•能提高預期行為或滿意度

通路選擇優先順序

一般優先選項•增加成本 / 不能提高利潤•能提高預期行為或滿意度

低優先選項•增加成本 / 不能提高利潤•可能降低預期行為或滿意度

推廣策略

發展溝通訊息內容： 希望目標對象知道什麼？ 希望目標對象相信什麼？ 希望目標對象採取什麼行為？ 關鍵：維持簡單 / 聚焦利益 / 用字生動 / 容易記

憶 選擇傳遞訊息的人

專業 / 可靠性 / 吸引力

整合性行銷溝通

人員銷售

大眾媒體廣 告

公共關係

特殊活動

標示與展示物 直效行銷印刷品

一致、清楚且有效地組織產品的訊息