|
Introduction
Social marketing uses commercial marketing tools to "sell" products and ideas for the public good. The target population is more likely to adopt a desired behavior if we assess and subsequently try to change their attitudes toward the behavior, their perceptions of benefits of the new behavior, and their perceptions of how they think their peers will view their behavior.
Social marketing identities consumer Wants and needs and then develops ways to satisfy them. Social marketing may be used to get people to adopt new protective behaviors such as healthful diets or exercise, or to stop practicing risky behaviors such as smoking. The product may also be a service such as prenatal care or immunization, with the objective being to increase people's utilization of the service. A commodity, such as a condom, may also be promoted, but again the focus is on the behavior associated with the commodity.
Hence as in case of commercial marketing, marketing and sales are essential activities of social marketing process also.
Marketing and sales are both activities aimed at increasing revenue. Revenue in social marketing is perceived interms of benefits to the target audience and behaviourial change to the social marketer. Marketing and sales are so closely intertwined that people often don’t realize the difference between the two. Indeed, in small organizations, the same people typically perform both sales and marketing tasks. Nevertheless, marketing is different from sales and as the organization grows, the roles and responsibilities become more specialized.
Marketing will consist of the measures used to reach and persuade the prospects. It's the message that prepares the prospect for the sales. It consists of advertising, public relations, brand marketing, viral marketing, and direct mail.
The sales process consists of interpersonal interaction. It is often done by a one-on-one meeting, cold calls, and networking. It's anything that engages with the prospect or customer on a personal level rather than at a distance.
Marketing is the strategy and analysis conducted to accomplish three things:
- Create value for customers.
- Successfully create a differentiated and valued market position for the company.
- Profitably present the company, products and services.
Sales are the actual presentation of the company products and services and the closing of the business with the customer.
It is essential to understand in detail the marketing and sales in social marketing process.
An attempt is made to understand in terms of their features, activities, roles and tools.
|
Participants