Price – The final element of the marketing approach to social campaign calls for pricing. To be specific, price includes money costs, opportunity costs, energy costs, and psychic costs. Using the product “defensive driving course” as a example, the cost may refer to the charge of the course, time and effort to attend it, and the psychological cost of not being completely certain about whether the course is really going to help or not. Therefore, while pricing a product, marketers always need to recognise these cost factors, and then process the major benefits and compare them to the major costs (Kotler and Zaltman, 1971, p. 9).In general, it is undoubted that specific social problems could be improved through marketing thinking and planning. A well use of the “four P’s” in the marketing mix may effectively gain public attention and support, as a result, social problem phenomena such as pollution, mass transit, drug abuse, etc. would be greatly reduced (Kotler and Zaltman, 1971). Moreover, Wallack also supported this idea in his article: “people can benefit from social marketing programs, and the responsible application of techniques such as audience segmentation and analysis, product development, and the design of an overall marketing mix can make these campaigns more successful”; he later concluded that social marketing could be a more potent tool for social improvements (Wallack, 1990, p. 112).Quality-of-Life (QOL) MarketingIn addition, to simply introduce the QOL marketing as a concept embedded in social marketing, it was quoted in Dong-Jin Lee and M. Joseph Sirgy’s article “QOL Marketing: Proposed Antecedents and Consequences” that the QOL marketing philosophy encouraged firms to design and develop products that can significantly enhance the quality of life of target consumers; QOL marketing calls for the development and marketing of products that effectively improve the quality of people’s lives (Lee and Sirgy, 2004, p. 46). In contrast to the “product frauds” such as many “diet” and “weight reduction” products which are not only useless but also harmful to our bodies, doing no harm is one of the main concepts of QOL marketing. QOL marketing firm makes promotions mainly for the sake of enhancing customer wellbeing, for instance, they provide target customers with very detailed information about the product which direct customers to gain maximum benefits and avoid injury. In turn, as indicated by Lee and Sirgy, it always leads to customer loyalty and commitment, which eventually result in a positive corporate image and company goodwill (Lee and Sirgy, 2004). Therefore, the emergence of QOL marketing has not only enhanced consumers’ lives/wellbeing, but also brought various benefits to the businesses and their owners.ConclusionThe objective of this essay is to shed light on the applicability of marketing concepts, which positively affects out lives, from both personal and societal perspectives. Undoubtedly, by learning marketing concepts we become a great listener and decision maker, which enables us to better manage our relationships with others in our daily life, and shape ourselves to a favorable version (March, 2016). Moreover, the implementation of social marketing appears to offer a useful framework for potent social planning and changes on numerous social issues which have become more critical and relevant. Nonetheless, due to a series of failures of many social advertising campaigns, the success of campaign can only be achieved when proper development of product, promotion, place, and price considerations are accomplished; these concepts were shown to have applicability to social causes (Kotler and Zaltman, 1971). Furthermore, as a concept embedded in social marketing, Quality-of-Life marketing is also created to enhance our wellbeing by designing and developing products that can significantly enhance the quality of consumers’ lives. And in turn, firms engaged with QOL marketing always receive loyalty and commitment from customers, which consequently result in a great business reputation and goodwill; therefore, this win-win approach brings mutual benefits to both consumers and firm owners (Lee and Sirgy, 2004). In conclusion, from my perspective, I strongly believe that the construct of marketing is crucial for contemporary developments on both individual lives and the society as a whole, as obviously our lives would not become better if our society is full of problems. In addition, only when this construction is investigated and developed systematically, methodologically, and programmatically, prosperity would be accomplished in all our lives.
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