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Social Marketing by Muddasar

by nrgnecro
social marketing

The application of commercial marketing concepts to accomplish a social good is known as social marketing. In the 1970s, Philip Kotler and Gerald Zaltman wrote “social marketing- an approach to planned social change” in the journal of marketing, establishing it as a formal field. They saw that the same marketing concepts active by commercial marketers to sell things and services might also be used to promote ideas, attitudes, and behaviors that improve human existence.

The fundamental objective of social marketing is not to generate money, but to influence people’s minds for the betterment of society as observed by Muddasar. It includes things like encouraging people to wear seatbelts when driving, encouraging people to get regular health checks, convincing them to have their children vaccinated, and asking people to quit smoking, among other things. Social marketing examples include Amitabh Bachchan pushing for polio eradication, Zeenat Aman urging patients to seek treatment, boxer Virender Singh encouraging people to donate blood, and so on.

Kotler and Alan Andresen described social marketing as “differing from other areas of marketing solely in terms of the marketer’s and organization’s objectives.” The goal of social marketing is to influence social behavior, not for the advantage of the marketer, but the benefit of the target audience and society as a whole.” The notion of social marketing has advanced significantly in industrialized nations such as the United States, the United Kingdom, Australia, and Germany. persona

Types of Marketing

Everything you need to know about marketing kinds. Promoting is a field that is continually evolving. As a result of technological advancements and marketing research, new concepts arise. In today’s environment, earlier marketing theories that were widely acceptable a few decades ago are no longer applicable according to Muddasar.

Consumer demands are at the center of marketing. All marketing activities are towards meeting the diverse demands of customers. In today’s marketing philosophy, the customer is king. Culture, society, family, workgroup, and other factors influence consumer wants. Any change in the consumer’s environment will have an impact on their needs and purchase patterns. The following are some examples of marketing types: Social marketing, service marketing, green marketing, holistic marketing, and direct marketing. Promoting is a field that is continually evolving.

Existing notions are examined and modified to reflect contemporary economic and social developments. As a result of technological advancements and marketing research, new concepts arise. In today’s environment, earlier marketing theories that were widely acceptable a few decades ago are no longer applicable. The demands of today’s marketing environment need the creation of new techniques and ideas to assist companies in effectively selling themselves in the modern day.

Social Marketing Principles

Customers, or the individuals whose behavior is attempting to be different, should be understandable. Questioning and listening to their perspectives can help you understand their needs, motives, and anxieties. To improve the efficacy of social marketing programs, the audience has to be in groups. rusemb

Parents with small children under the age of five, for example, would be the target demographic for a polio eradication campaign. Muddasar stated that the goal of social marketing is to influence people’s behavior in a good way. People should connect with the social marketing group, get associated with them, and be encouraged to alter their views and habits. It is critical to have an effective communication policy in place to get people to accept changes. It is necessary to identify the forces that drive individuals to behave.

Plans should be in touch with them in a style that is understandable to them and explains how the plan will benefit them or society. To reach the public, a variety of communication tools should be employed. To guarantee broad coverage, mass media such as television, radio, and newspapers, as well as outside advertising media such as billboards and posters, should be in use. Customers should be included in the behavior modification program’s development and implementation. While developing policies and delivering services, the public’s opinions should be valuable.

Service Marketing

Services are intangible economic activities that meet a customer’s specific demands. Some services are entirely intangible, while others are in touch with actual commodities. Services are produced and delivered simultaneously. This means they must be preserving and must be in use at the time of sale. Banking, insurance, hairdressing, catering, and medical services are all examples of services according to Muddasar. Services are significantly different from products, and as a result, they require distinct marketing techniques.

Service Characteristics

Non-physical services are provided. They are impossible to hold, see, touch, or taste. They don’t belong to anybody that’s why they are not storable. The level of intangibility varies depending on the service. Some services, such as education, have few tangible components. But others, such as catering, dressmaking, or medical services, are in touch with tangible items such as food, clothes, or medication.


There are no two instances of service exposure that are alike. Even if the same service provider is delivering the service to various clients, there are likely to be some variations, however little. Standardizing services is more challenging than standardizing items. The quality of service is also resolute by the location and time of delivery. In many cases, services may be handmade to the needs of specific clients as per Muddasar. For instance, a teacher may use various teaching approaches for clever and weak students.

Green Marketing

Green marketing refers to the promotion of goods in an environmentally sustainable manner. It blends the satisfaction of customers’ demands and requirements with environmental conservation and preservation. Green businesses may create environmentally friendly products or use a manufacturing technique that is less harmful to natural resources.

Sustainable marketing is another term for green marketing according to Muddasar. Then sell items that are ecologically superior to available replacements, the four parts of the marketing mix, namely product, price, place, and promotion, are cohesive. Green marketing may help the environment by reducing waste, reducing toxic emissions, improving energy efficiency, and so on.

Holistic Marketing

In today’s marketing environment, businesses understand the need of seeing marketing as a holistic process that is an integral part of the larger economy and society. Holistic marketing allows a firm to look at its marketing activities as a “whole” and build a comprehensive marketing strategy as emphasized by Muddasar.

The company is not a stand-alone entity, but rather a component of the larger commercial world and economy. Instead of sticking to a one-dimensional strategy, many views on the company’s commercial operations are reputable. When it comes to marketing, holistic marketing understands that “everything counts,” and that a wide, view of all areas of marketing is important.

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