Key Principles

Five Key Principles of Social Marketing

  • Focusing on behavior outcomes.
    • The use of the product is of the utmost importance.
  • Prioritizing consumers' rather than marketers' benefits.
    • Better health or a cleaner and more stable environment for members of the audience or the greater society.
  • Maintaining and ecological perspective.
    • Consumer orientation adoption.
    • Communication of information about products â€" costs, use, and benefits.
    • Facing competition.
  • Developing a strategic "marketing mix" of communication elements according to the four Ps: Product, Price, Place, and Promotion.
    • Product: a constellation of benefits that can be offered to consumers to make using those products (behaviors) enticing.
    • Price: the perceived costs (monetary, social, or psychological) or barriers associated with the product being offered.
    • Place: where the consumer is reached with the product and information about it and where the voluntary exchange takes place.
    • Promotion: the communication and messaging elements.
  • Using audience segmentation to identify meaningful differences among consumers that affect their responses to the product or service being offered.
    • Identifying homogeneous subgroups and developing customized marketing strategies to the unique characteristics of each.