Description
- Identify and describe the four main principles of the social marketing theory.
- Provide at least one example how the theory can be applied to influence behavior in a healthy way and an unhealthy way.
- Which Responsibilities and Competencies of a Health Education Specialist can the social marketing theory be applied to? Please explain.
Explanation & Answer
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Principles of Social Marketing
We will be discussing today four principles of social marketing, but it is important to have a very
clear idea of what we mean by social marketing. Social marketing focuses its efforts in
maintaining or modeling people’s behaviors around an idea or organization so that the word or a
certain idea spreads amongst large groups of people changing their behavior to benefit the
society or a large group of people; This theory focuses more on giving the people a benefit not
the marketer; So, basically, social marketing does not focus on a financial gain but a social gain.
Lazer and Kelley refer to social marketing as the application of marketing knowledge and
techniques used to enhance social and economic ends.
There are four main principles that come along with social marketing, these principles help with
addressing the elements that the consumer needs and not exactly what the marketer is trying to
sell the marketer. The first principle is the Product Principle.
The product principle is not necessarily referring to a physical good being offered to the
consumer but rather a goal that the marketer seeks to reach which will benefit of a social change.
The goal of the marketer or marketing campaign should be a clear behavioral change that will
bring benefits to the consumer so that the consumer looks it as an attractive deal.
The price is the second principle and it involves some risk and inconvenience for the marketer at
the beginning because the marketer or marketing campaign needs to exceed the consumers’
expectations of the price the product will have so it needs to be minimized.
The place is the third...