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Social Marketing's Role in Development

The document discusses the role of marketing in social development, arguing that it can enhance societal well-being through sustainable practices. It references Paredes (2017) and Andreasen (1994), highlighting that social marketing adapts commercial strategies to influence consumer behavior for the benefit of society. Ultimately, it emphasizes the importance of collaboration among organizations and individuals to address social issues effectively.

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17 views2 pages

Social Marketing's Role in Development

The document discusses the role of marketing in social development, arguing that it can enhance societal well-being through sustainable practices. It references Paredes (2017) and Andreasen (1994), highlighting that social marketing adapts commercial strategies to influence consumer behavior for the benefit of society. Ultimately, it emphasizes the importance of collaboration among organizations and individuals to address social issues effectively.

Translated by

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MARKETING COMMENT: KEY DEVELOPMENT FACTOR

SOCIAL?
Well, in the essay it presents us with arguments for and against
marketing as a valid factor for social development, in my opinion, I could say that
marketing emerges as a tool that contributes to development
social, in the buying and selling process, a whole marketing process takes place in
which involve the lifestyles that society leads.

Paredes (2017) mentions to us that:


The concept of social marketing indicates that the strategy of
marketing should provide value to customers in such a way that
conserve or improve the well-being of both the consumer and the
society. It demands sustainable marketing, that is to say, a marketing
social and environmental responsible, that meets the needs
current consumers and businesses, but at the same
time preserves or enhances the capacity of future generations
to meet their needs (p.4)

I would say that marketing is an essential part of any company to have


the product or service is current, thus creating profitable relationships with customers,
through a process in which companies cause it to have a strong
relationship and having preference in their products and services, in short, their function
is to attract more customers. Marketing meets the needs of customers, already
what needs to be known and understand the needs of the clients, to
to be able to develop products with good quality and at a fair and appropriate price.

Andreasen (1994) mentions that social marketing:


It is the adaptation of commercial marketing to the programs
designed to influence voluntary behavior of
target audience, in order to improve their well-being or that of
society in general, through the use of technology of
commercial marketing in social programs. It should encourage a
voluntary behavior in the consumer, without losing sight
that the first thing to look for is the benefit of
individual, of their relatives, that of society and not that of the
organization that implements social programs.

In this definition by Andreasen, several elements can be observed that


they contribute to understanding a little more about social marketing:

• Social marketing is an adaptation of commercial marketing.


• Social marketing is an application to programs.
• Social marketing focuses on consumer behavior.
• Social marketing aims to influence voluntary behavior of the
consumer
In conclusion, the concept of social marketing for social development is established
to face the challenge of involving all organizations and people who are
find themselves directly or indirectly involved with the social problem. It is
It is important that each member feels that they are contributing value to the
multisectoral work team.

BIBLIOGRAPHY:
Andreasen (1994). Journal of Public Policy and Marketing.
Paredes, p. (2017). Marketing: Key factor of social development?

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