| Abstract [eng] |
During the past fifty years, social marketing has taken ideas from commercial marketing and used them to address social and health problems. The marketing concept of consumer orientation and tools such as the marketing mix have been successfully applied to health and social behaviors like substance use and safer driving. In order to understand the context in which social marketing operates, it is necessary to explore the ideas of exchange and markets. Social marketing specialists suggest that social marketing has developed from social advertising, and that the tools, techniques, and theories developed in the private sector can be valuable in developing a marketing communications campaign in the public and non-profit sectors. This paper is intended to help understanding an importance of the marketing mix usage in a Social marketing program. Attempts are made to find out what methods are used by developers of a social program to persuade consumers to change their social behaviour. Hypothesis: Adaptation of marketing mix in a Social marketing program is an evitable for high efficiency level results. Purpose of the paper: to perform qualitative research of how important is an adaptation of a marketing mix in a Social Marketing program. Tasks of the paper. The following tasks were set for the purpose of the paper: • to examine theoretical aspects of Social Marketing (commerce and non-profit context); • to research theoretical aspects of Social Marketing program development plan and to distinguish a place of marketing mix in it; • to provide a characteristics of a particular social marketing campaign; • to research an opinions of customers and specialists for describing effectiveness of a particular social campaign and provide personal advices. Object of the paper: Adaptation of marketing mix in a Social marketing program. Structure of the paper. This paper consists of three main parts. The first part deals with the examination of theoretical aspects of social marketing. The second part analyses the process of social marketing development, and shows, what is a role of marketing mix in it. A particular social campaign is analyzed there. The third part suggests analysis and interpretation of research findings on consumer reactions to a particular social campaign. Contains of the paper. There are 88 pages in this work, 7 tables, 16 pictures. |
