The Marketing Book 5th Edition

Situation Analysis

Market segmentation

and targeting

Set objectives

Marketing mix:

• Product


• Price


• Promotion


• Place

M A R K E T / C O N S U M E R R E S E A R C H

Formulation of strategy

Implementation

Monitoring and evaluation

Social marketing 701

Zaltman (1975) suggested a sixfold classifica-
tion of the types of change sought in social
marketing, that incorporate three levels: (i) the
micro level (the individual consumer); (ii) the
group level (group or organization); and (iii)

the macro level (society). This perspective also

permitted short- and long-term forms of behav-

iour change (see Table 27.1).

The importance of moving ‘upstream’ and

tackling the contextual influences on health and

Figure 27.2 A social marketing plan for road safety
Source: Hastings and Elliot, 1993.