13. Social Marketing vs. Commercial Marketing Marketing Tools Commercial Marketing Social Marketing Product Satisfies existing consumer need (high demand) Satisfies public need (little/no demand) Price Aims to cover all costs/generate a profit Often subsidized to guarantee access for low-income groups Place Focus on cost efficiency Focuses on access for target group Promotion Aims to build and defend market share Aims to increase overall market , requires demand creation activities
18. The Four P’s In Social Marketing, Promotion and Place are key variables of the marketing mix Place Promotion Product Price Distribution Channels Communications idea, behavior, or adoption of new idea and behavior Value