Romana:

Marketingul Social – Influentarea comportamentelor spre bine

Rezumat

Marketingul social este un proces care aplica principiile si tehnicile marketingului, cu scopul de a crea,
comunica si livra valori cu scopul de a influenta comportamentul publicului tinta, spre beneficiul
societatii, dar si al publicului tinta.

Asemanator sectorului comercial care vinde bunuri si servicii, marketingul social vinde comportamente.
Agentii vor de regula sa influenteze publicul sa faca una din acestea patru:

1. Sa accepte un comportament nou

2. Sa respinga un posibil comportament nedorit
3. Sa modifice un comportament curent
4. Sa abandoneze unul vechi si nedorit.

Difera marketingul social de sectorul comerciat al marketingului? Majoritatea confirma ca un factor

major de diferentiere este tipul produsului vandut, asa cum am spus mai sus. Cu toate acestea,
principiile si tehnicile folosite pentru a influenta sunt aceleasi.

Din cauza mai multor motive, marketingul social este mult mai dificil decat marketingul comercial.
Ganditi-va doar cat de greu este sa influentezi oamenii sa faca sau sa creada ceva.

Cine face marketing social? In majoritatea cazurilor, principiile si tehnicile marketingului social sunt
folosite de cei din prima linie, responsabili de imbunatatirea sanatatii publice, prevenirea ranilor,
protejarea mediului. Rar se intampla ca acestia sa aiba un titlu legat de marketing social.

Engleza:

Social Marketing – Influencing behaviors for good

Summary

Social marketing is a process that applies marketing principles and techniques to create, communicate
and deliver value in order to influence target audience behaviors that benefit society as well as target
audience.

Similar to commercial sector who sells goods and services, social marketers are selling behaviors. Agents
tipically want to influence target markets to do one of these four things:
 1. Accept a new behavior
2. Reject a potentially undesirable behavior
3. Modify a current behavior
4. Abandon an old undesirable one.

Does social marketing differ from the commercial sector marketing? Most agree that a major
distinguishing factor lies in the type of product sold, as said above. Yet, the principles and techniques
used to influence are the same.

For a variety of reasons, social marketing is more difficult than commercial marketing. Consider how
hard and challenging is to influence people do something or believe is something.

Who does social marketing? In most cases, social marketing principles and techniques are used by those
on the front line responsible for improving public health, preventing injuries, protecting the
environment. It is rare when they have a social marketing title.

Ana Avram

Nicolae Mihaela Adriana

Ciobanu Oana Madalina