Question One
Part (A) Exchange theory in social marketing proposed that social behave is a result of and process of exchange. This process of exchange purpose is maximizing benefits and lowering the costs down. According to exchange theory, people weigh the benefits and risks of a social-relationship. People will terminate the relationship if the risks outweigh the rewards. Social exchange theory is essentially concerned about taking benefits and lowering the cost to indicate if the relationship is worthy or not. When the benefits outweigh the cost it will be a positive relationship, but if costs exceed the benefits it becomes a negative relationship. Exchange processes, theoretical or practical, required five prerequisites to take …show more content…
Marketing mix is a major component of social marketing and provides points about social behavioral changes. We will first identify the strategies of the marketing mix which include product, price, place and promotion within the social marketing context, and accompany them with the outcomes of changing to a healthy behavior. Marketers try to identify the best mix to offer their products/services to satisfy the needs in the market. On the other hand, marketing mix is a flexible tool and multifaceted when it comes to responding to the needs of the targeted groups. We should note that the four A's are important issues for marketers too( appealing, affordable, available and appreciated). The importance of the A's is that it forces marketers to think of what they are doing for their clients from their own perspective.
Now let's consider the components of the marketing mix in a detailed wider range. Product: in social marketing, marketers should formulate and identify their product concepts and attributes. Most of the products that have been attributed by social marketers are intangible. (Hastings, 2007, p. …show more content…
Price in social marketing is divided into four categories first : low cost and tangible, personal benefits. Second: low cost and intangible, societal benefits. Third: high cost and tangible, personal benefits and finally: high cost and intangible, societal benefits. (Hastings, 2007, p. 73) Quit and Save case study provides varying prices with regards to the sector. Corporate clients willing to pay, gain finance from quitters. Meanwhile, poor communities will get subsidized service by external flinders relationship building or by internal cross subsidy. (Hastings, 2006, pp. 284-288) (Case study). Place: refers to the target markets location, whether it’s in cities or rural areas. Marketers need an open communication channel that is reachable by both parties and media, it also applies to the distribution channel where tangible products/services are exchanged. (Hastings, 2007, p. 75) In the case study, place is seen as the workplace programmers’ and the community centers where people can access services during work hours or just to let people avoid the regular medical approach. (Hastings, 2006, pp. 284-288) (Case
Part (A) Exchange theory in social marketing proposed that social behave is a result of and process of exchange. This process of exchange purpose is maximizing benefits and lowering the costs down. According to exchange theory, people weigh the benefits and risks of a social-relationship. People will terminate the relationship if the risks outweigh the rewards. Social exchange theory is essentially concerned about taking benefits and lowering the cost to indicate if the relationship is worthy or not. When the benefits outweigh the cost it will be a positive relationship, but if costs exceed the benefits it becomes a negative relationship. Exchange processes, theoretical or practical, required five prerequisites to take …show more content…
Marketing mix is a major component of social marketing and provides points about social behavioral changes. We will first identify the strategies of the marketing mix which include product, price, place and promotion within the social marketing context, and accompany them with the outcomes of changing to a healthy behavior. Marketers try to identify the best mix to offer their products/services to satisfy the needs in the market. On the other hand, marketing mix is a flexible tool and multifaceted when it comes to responding to the needs of the targeted groups. We should note that the four A's are important issues for marketers too( appealing, affordable, available and appreciated). The importance of the A's is that it forces marketers to think of what they are doing for their clients from their own perspective.
Now let's consider the components of the marketing mix in a detailed wider range. Product: in social marketing, marketers should formulate and identify their product concepts and attributes. Most of the products that have been attributed by social marketers are intangible. (Hastings, 2007, p. …show more content…
Price in social marketing is divided into four categories first : low cost and tangible, personal benefits. Second: low cost and intangible, societal benefits. Third: high cost and tangible, personal benefits and finally: high cost and intangible, societal benefits. (Hastings, 2007, p. 73) Quit and Save case study provides varying prices with regards to the sector. Corporate clients willing to pay, gain finance from quitters. Meanwhile, poor communities will get subsidized service by external flinders relationship building or by internal cross subsidy. (Hastings, 2006, pp. 284-288) (Case study). Place: refers to the target markets location, whether it’s in cities or rural areas. Marketers need an open communication channel that is reachable by both parties and media, it also applies to the distribution channel where tangible products/services are exchanged. (Hastings, 2007, p. 75) In the case study, place is seen as the workplace programmers’ and the community centers where people can access services during work hours or just to let people avoid the regular medical approach. (Hastings, 2006, pp. 284-288) (Case