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An Approach To Planned Social Change
An Approach To Planned Social Change
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Social
An
Marketing:
Approach
Planned
to
Social
Change
PHILIP KOTLER
brotherhood like you sell soap ?"1 This statement implies that
sellers of commodities such as soap are generally effective, while
"sellers" of social causes are generally ineffective. Wiebe examined
four social campaigns to determine what conditions or characteristics accounted for their relative success or lack of success. He
found that the more the conditions of the social campaign resembled those of a product campaign, the more successful the
social campaign. However, because many social campaigns are
conducted under quite un-market-like circumstances, Wiebe also
noted clear limitations in the practice of social marketing.
A different view is implied in Joe McGinniss's best-selling book
The Selling of the President 1968.2 Its theme seems to be "You
can sell a presidential candidate like you sell soap." Once Nixon
gave the word: "We're going to build this whole campaign around
and
GERALDZALTMAN
television .
1G. D. Wiebe, "MerchandisingCommoditiesand Citizenshipon Television,"Public OpinionQuarterly,Vol. 15 (Winter, 1951-52), pp. 679691, at p. 679.
2 Joe McGinniss, The Selling of the President 1968 (New York: Trident
Press, 1969).
4
This article discusses the meaning, power, and
limitations of social marketing as an approach to
planned social change. First, this will require
delineating the generic nature of marketing phenomena and some recent conceptual developments
in the marketing field. This will be followed by a
definition of social marketing and an examination
of the conditions under which it may be carried
out effectively. The instruments of social marketing are defined, followed by a systems view of the
application of marketing logic to social objectives.
What is Marketing?
The following statement testifies that there is
no universal agreement on what marketing is.
It has been described by one person or another
as a business activity; as a group of related business activities; as a trade phenomenon; as a
frame of mind; as a coordinative, integrative
function in policy making; as a sense of business
purpose; as an economic process; as a structure
of institutions; as the process of exchanging or
transferring ownership of products; as a process
of concentration, equalization, and dispersion; as
the creation of time, place and possession utilities; as a process of demand and supply adjustment; and many other things.3
In spite of the confusing jumble of definitions, the
core idea of marketing lies in the exchange process.
Marketing does not occur unless there are two or
more parties, each with something to exchange, and
both able to carry out communications and distribution. Typically the subject of marketing is the exchange of goods or services for other goods or services or for money. Belshaw, in an excellent study
of marketing exchange and its evolution from traditional to modern markets, shows the exchange
process in marketing to be a fundamental aspect of
both primitive and advanced social life.4
Given that the core idea of marketing lies in
exchange processes, another concept can be postulated, that of marketing management, which can
be defined as:
Marketing management is the analysis, planning,
implementation, and control of programs designed
to bring about desired .exchanges with target
audiences for the purpose of personal or mutual
gain. It relies heavily on the adaptation and
coordination of product, price, promotion, and
place for achieving effective response.5
3 Marketing Staff of the Ohio State University, "A
OF
1965), p. 43.
Prentice-Hall,
Inc., 1972).
11
Instead of
Selling:
Any
paid form
of personal
velopment of sales territory boundaries and assignments, the development of personal presentation
strategies, the degree and type of salesforce motivation and supervision, and the evaluation of salesforce effectiveness. Publicity necessitates arranging
for significant news about the product to appear in
various media. Sales promotion calls for developing
special display, premiums, programs, and events that
might be useful in stimulating interest or action.
Each of these activities is a specialty in which
the experts have achieved sophisticated levels of
knowledge and techniques. This is especially apparent when one examines social campaigns developed by amateurs where the appeals and copy
seem very naive. Even behavioral science consultants to social campaign organizations often fail to
make a maximum contribution because of their inability or reluctance to view the issue in broad
marketing terms instead of in strictly social or
ethical terms.
Recently Nathaniel Martin criticized the Indian
government for failing to handle family planning
as a marketing problem.
Selling birth control is as much a marketing job
as selling any other consumer product. And where
no manufacturer would contemplate developing
and introducing a new product without a thorough
understanding of the variables of the market,
planners in the highest circles of Indian government have blithely gone ahead without understanding that marketing principles must determine the character of any campaign of voluntary
control. The Indians have done only the poorest
research. They have mismanaged distribution of
contraceptive devices. They have ignored the importance of "customer service." They have proceeded with grossly inadequate undertrained
staffs; they have been blind to the importance of
promotion and advertising.14
This is not to deny that the Indian government
has undertaken some innovative promotional approaches. Referral fees are paid to salesmen, barbers, and others who bring in consenting males for
sterilization. The consenting male is given a transistor radio or a small payment to cover his costs of
being absent from work. Women have been offered
gifts for consenting to use intrauterine contraceptive devices. But Martin feels that the total program lacks the qualities of an organized, wellplanned, and continuous marketing effort.,l5
14Nathaniel A. Martin, "The Outlandish Idea: How a
Marketing Man Would Save India," Marketing/Communications, Vol. 297 (March, 1968), pp. 54-60.
15For two analyses of the marketing issues and oppor-
The cost of giving up smoking is largely psychological, since there is actually a financial saving
in breaking the habit. The cost of using seat belts
is the charge for buying them, the effort to lock
and unlock them, and the psychological cost of not
being completely sure one is better off in an accident
wearing them or not wearing them.
The functioning of this concept can also be illustrated in terms of an interesting phenomenon in
health care services where many poor patients prefer
to patronize unlicensed practitioners and pay a fee
instead of going to the free hospital. In Caracas,
Venezuela, for example, although there is a free
hospital for the indigent, many of them patronize
private clinics which cost them 20 bolivares for
consultation. Why? Because while there is no
charge at the free hospital, there is a substantial
cost to the patient in terms of energy and psychological abuse. When a patient arrives at the hospital, he has to wait to see a social worker first.
When he is finally interviewed, the social worker
asks many questions about his income to determine
whether he is really indigent. Then he sees a
number of other hospital staff members for various
tests, and again is asked about his income. Finally,
he sees the doctor who might discover that he really
needs to see a specialist who will not be available
for several weeks. Throughout the experience, the
person is made to feel inferior and a nuisance.
Therefore, it is not surprising that he wishes to
avoid these energy and psychological costs even if
it means paying for the services.
But even monetary charges may play a useful
role in leading the poor back to free hospital services. In private correspondence, a social psychologist suggested:
It is a surprising discovery that even free medical
care presents a marketing problem. Maybe we
should apply dissonance theory and introduce such
medical care at a high price to make it look more
desirable. Then let us apply a cents-off special
introductory offer to make the service attractive.
The marketing man's approach to pricing the
social product is based on the assumption that
members of a target audience perform a cost-benefit
analysis when considering the investment of money,
time, or energy in the issue. They somehow process
the major benefits and compare them to the major
costs, and the strength of their motivation to act
is directly related to the magnitude of the excess
benefit. This type of conceptualization of behavior
is found not only in the economist's model of economic man, but also in behavioristic theory with
its emphasis on rewards and costs, in Gestalt theory
with its emphasis on positive and negative valences,
and in management theory with its emphasis on
incentives and constraints. The marketer's approach
to selling a social product is to consider how the
rewards for buying the product can be increased
relative to the costs, or the costs reduced relative
10
MARKETS
Product
Primary target
1.
2.
Core product
Tangible
products
CHANNELS
Mass and specialized media
Promotion
1. Advertising
Secondary
2. Personal
target
selling
market
3.Publicity
ENVIRONMENT
CHANGE AGENCY
4.
Sales
promotion
2.
3.
4.
5.
1. Economic
Political
Technological I
Cultural
Competitive
Research
Unit
Paid agents
Planning
Unit
Place
types
1.Channel
Size
3.
4. Locations
5. Compatibility
Voluntary groups
and organizations
Tertiary
target
market
Price
1.
Money
costs
2.
Opportunity
costs
3. Energy costs
4. Psychic costs
Miscellaneous
target
markets
11
Special
presentations
to executives
..
BUSINESS
FIRMS
DRERVIVE
SERVICE
ORGANIZATIONS/er2.
NATIONAL
SAFETY
COUNCIL
1.
2.
Film
1.
LOCAL
1. Group discounts
Fund raising
Local advertising
Direct
mailDRIVERS
SAFETY \ 2.
3. Dashboard
3. Consumerileaflets ..
stickersDRIVERS
4. Training plans for plants \COUNCILS 4. Bring-a-friend disoount
5. Tie-in sales
1. Direct recruit-
SCHOOLS
/
1.
2.
3.
4.
et
Flyers which
2. children bring
home to their
parents
POLICEAND
COURTS
program.
. .
One
council
cooperating
agencies.
. . . The
councils.
of Social Marketing
12
MARKETINGMEMO
The Marketing Concept and Technology .
It is a mistake to think of technology as entirely autonomous, although it has
secured for itself a great deal of autonomy. And it is a mistake to think that the
technological system is self-justifying in its own terms. The present ecological crisis
and fundamental rethinking of technology's role in the society of the future is the
prima facie illustration of this point. We are going to abandon many technological
developments even though the existing technological order justifies their further
development. We are going to introduce many new technologies for which there
is no need in the existing technological system. And we are going to evolve and
invent many new forms of technological knowledge which are either unnecessary or
simply go against the grain of the existing technological system. We are going to
do these things because we are in process of changing the nature of the dialogue
concerning the needs of society and the potentials of technology.
Skolimowski, "Problems of
-Henryk
Truth in Technology," Ingenor 8 (Winter, 1970/71, College of Engineering,
The University of Michigan), pp. 5-7,
41-46, at p. 42.