SOCIETAL MARKETING CONCEPT

The Societal Marketing Concept



The Societal Marketing Concept

Introduction

The concept of societal marketing campaigns free will give way to big-budget campaigns. This should not be a surprise, since massive public outreach should involve cover a much broader scope in advertising campaigns. This does not mean there are no longer advertising campaigns on a budget but both coexist (Prothero, 1990). Social media will be included within the global marketing campaigns and corporate advertising campaigns have a strong interactive component in the future, thanks to the tools of listening, which allow you to receive feedback from the activities through profiles social media in a much more extensive than with existing analysis tools (Dos Santos, 2009).

Another major trends are social games, an activity in which users spend more time and has become a new opportunity to advertise the brands (Feldman, 1971). The social games that are fun and exciting exponentially increase marketing success. As we have seen in 2010 but next year, will continue promoting the integration between online and offline life through geolocation allowing a large number of businesses to develop services based on location (Kangun, 1973). Google's bid for Groupon gives us another clue to one of the trends of 2011, the group purchasing, selling direct trade will be integrated with social media group to generate increased coverage and recognition rather than making sales (Douglas, 2008).

Discussion

The traditional boundaries of marketing, business field and confined to transactions of an economic nature, were expanded in the seventies to include organizations outside companies, such as public entities and nonprofit institutions (Farr, Wardlaw & Jones, 2008). The first proposal to this effect came from the Department of Marketing at the University of Ohio, in 1965, defining the marketing is conceived as a social process.

Later, in 1969, and more specifically, Kotler and Levy suggested that the marketing concept should be expanded to include organizations other than the companies also did two years after Kotler and Zaltman. At present there is often confusion at first by the directors of companies in the scope and differences between the concepts where marketing is related to society (Kang & James, 2007). Some experts in this field could be conceptualized as a variant of social marketing. According to other authors, the corporate social marketing is another way of referring to cause-related marketing in the broad sense (Ward & Lewandowska, 2006). In this research work has been adopted by the second of the positions to avoid further confusion. Therefore both terms are used interchangeably, although conforming to the definitions of the same proportions below.

Societal marketing is also defined as social change management technology involving the design, implementation and monitoring of programs aimed at the greater acceptability of a social idea or practice in one or more target groups of the programs (Takas, 1974; Douglas, 2008). Societal marketing uses concepts of market segmentation, consumer research, development and testing of product concepts, direct communication, provision of facilities, incentives and exchange theory to maximize the response of the recipients (Prothero, ...