The Marketing Book 5th Edition

702 The Marketing Book social behaviour is illustrated if we examine the known correlates and predictors of health behaviour. Fo ...

IndividualLevel e.g.goals,aspirations,self-efficacy, education,symbolic needs,skills Desiredbehaviour Socialmarketing objectives ...

704 The Marketing Book safety initiative may seek both to prevent drivers from drink-driving (desistence) and to encourage them ...

Social product Behaviour Tangible object Idea Belief Attitude Value Single act Sustained practice Social marketing 705 social ma ...

706 The Marketing Book benefits are intangible and relevant to society rather than the individual (as with CFCs in aerosols), so ...

Social marketing 707 infrequently, risky and highly self-expressive’ (Kotler, 1994), and the latter comprising items such as con ...

708 The Marketing Book unsocial behaviours. The most obvious exam- ples are the tobacco and alcohol industries. In summary, ther ...

Social marketing 709 However, the other barriers to segmenta- tion are more fundamental. For example, as already discussed, beca ...

710 The Marketing Book and age (for the prevention of substance and tobacco use) are also very significant. Existing health stat ...

Social marketing 711 established. However, its relevance is clear. Many of the major causes of mortality and morbidity in the de ...

712 The Marketing Book not a discrete event, but a process that occurs through several stages: pre-contemplation, con- templatio ...

Social marketing 713 new people, maintaining friendships and just ‘getting out’. These benefit segments formed the basis of a ta ...

714 The Marketing Book Need can be classified in a number of ways. Andreasen (1995) suggests that three factors should be consid ...

Social marketing 715 clarify their product attributes. In commercial marketing, product attributes range on a con- tinuum from t ...

716 The Marketing Book products are perceived and positioned. For example, in Case 2 above, different water fluoridation product ...

Social marketing 717 (Kotler and Roberto, 1989). Where intermedi- aries are to act primarily as distribution agents for media pr ...

718 The Marketing Book benefits of the product, thereby adding value and encouraging consumption and loyalty (see Chapter 15). S ...

Social marketing 719 Health promoters often see the mass media and themselves as having conflicting priorities (e.g. Atkin and A ...

720 The Marketing Book cipline. However, other arenas, such as crime prevention, Third World development and the alleviation of ...

Social marketing 721 Currence, C. (1997) Demographic and lifestyle data: a practical application to stimulating compliance with ...