ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Explaining Product Related Issues in Social Marketing

Updated on June 15, 2014
Social marketing is about changing behavior, even in a global context.
Social marketing is about changing behavior, even in a global context. | Source

What is Social Marketing?

What is social marketing? Social marketing sells a change in behavior towards a social issue and not commercial goods or services. Many non profit businesses adopt social marketing techniques to solve social issues that are significant to society. Social marketing over the years has become an important marketing approach and uses the same four Ps in its marketing mix, namely product, price, place and promotion and attempts to solve a social issue by getting people to feel differently about it.


Social Marketing and the four Ps

Over the years other social marketing theorists have also added more Ps to the traditional marketing mix to better fit the unique needs of social marketing. Others argue that there cannot be a product in social marketing. Keeping this in mind what is the product when it comes to social marketing? How can there be a product in social marketing? After reading much about the topic, I support the marketing theorist Kotler's perspective that that there is a product in social marketing, even though it is intangible and produced by the customer.

The product in social marketing is the public’s sought after behaviour towards a particular social issue. I have always appreciated the marketing expert, Kotler's proposed levels of the product to explain how it differs from the product in commercial marketing. Kotler explains the product in social marketing as consisting of three levels namely the “core product, the actual product and the improved product”. What do these levels mean for the social marketer?

Core product: This product level refers to benefits in adopting a new behaviour. By changing behaviour certain benefits become available, for instance, by not drinking while driving will decrease accidents during holiday seasons.

Actual product: This level refers to specific behaviour that should be adopted, for instance, do not drink while driving. Social marketers promote the actual product in social marketing campaigns.

Improved product: This level refers to a behavioural change which is facilitated by an additional service or product which is also promoted by the social marketer. For instance, the consumer can use a device to test whether he or she is over the drinking limit or not.

The arguments proposing a product in social marketing are still contested and continously debated. It is, however, evident that the product in social marketing is much more complex than in other types of marketing.

References

Kotler, P. 2000. Marketing management. New Jersey: Upper Saddle River.

Lee, NR & Kotler, P. 2009. ‘Ending poverty: “what social marketing got to do with it?”’. Social Marketing Quarterly 15 (4): 134-140.




Feedback

    0 of 8192 characters used
    Post Comment

    No comments yet.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://corp.maven.io/privacy-policy

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)
    ClickscoThis is a data management platform studying reader behavior (Privacy Policy)