- Recusacion de un Elector En el Colegio de Votacion

4.4.1 Social marketing

Social marketing uses commercial marketing practices to achieve non-commercial goals.

The term social marketing refers to the application of marketing to the solution of social and health problems (Kotler and Zaltman, 1971). Social marketing is based on the logic that if marketing techniques can encourage people to buy products such as a fi zzy drink brand or a particular telephone handset then it can also encourage people to adopt ‘benefi -cial’ behaviours for their own good and the good of others (see Table 4.3).

Merit goods are commodities that an individual or society think they should have on the basis that it is ‘good’ for them. Governments often provide merit goods ‘free at the point of use’ and then fi nances them through general taxation (e.g. in the UK access to health care through the National Health Service). Demerit goods are the exact opposite of merit goods and negative consequences can arise from their consumption for society as a whole. It is human behaviour that causes many of society’s problems (e.g. the spread of sexually trans-mitted diseases, road traffi c accidents, smoking tobacco, unwanted pregnancies, etc.).

Table 4.2 Public sector/customer exchanges

Public sector organisation Organisation exchanges Customers exchange

Museum Culture Time

Education Interest

Entertainment Donations

Entry Fee

University Education Fees

Qualifi cations Time

Career Commitment

Local Authority Local services Payments through taxation

Lifestyle Votes

Source: adapted from Lancaster and Withey (2006)

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Table 4.3 Social marketing defi nitions

Social marketing The systematic application of marketing, alongside other concepts and techniques, to achieve specifi c behavioural goals for a social good Health related social marketing The systematic application of marketing, alongside other concepts and

techniques, to achieve specifi c behavioural goals, to improve health and reduce inequalities

Source: National Social Marketing Centre (2008)

It should be acknowledged that there are many alternative defi nitions and that interpreta-tions of the concept vary throughout the world. The European interpretation is focussed on operating the core business in a socially responsible way, complemented by investment in communities for sound business reasons.

Accountability can be viewed as a corporate concept, in this case the organisation being accountable to society at large. As with all areas of business, ethics and responsibility

the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large

Social marketing can be applied to promote merit goods and encourage society to avoid demerit goods. Social marketing involves the systematic application of marketing along with other concepts and techniques to achieve specifi c behavioural goals for the wider good of society. This may include persuading people (for instance) refraining from smok-ing in public places, reducsmok-ing the speed at which they travel in cars or practice ‘safe sex’.

According to the National Social Marketing Centre (2008) the following features and concepts are key to understanding social marketing:

● A strong customer orientation with importance attached to understanding where the customer is starting from, their knowledge, attitudes and beliefs, along with the social context in which they live and work.

● A clear focus on understanding existing behaviour and key infl uences upon it, and devel-oping clear behavioural goals.

● Using a mix of different methods to achieve a particular behavioural goal.

● Audience segmentation to target efforts more effectively.

● Use of the ‘exchange’ concept (understanding what is being expected of an individual, and the real cost to them).

● Use of the ‘competition’ concept (understanding factors that impact on people and that compete for their attention and time).

4.4.2 Corporate social responsibility in a marketing context

Holme and Watts (2000) defi ne Corporate Social Responsibility (CSR) as:

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to society is a relevant issue. Certain questions naturally arise in relation to marketing including:

● To whom do we sell?

● Are our products of an appropriate standard, safe and produced to environmental standards?

● How do we advertise: is it fair balanced and truthful?

● Do we have policies that address the concerns of dissatisfi ed customers?

● Is our pricing or advertising policy exploitive of any groups in society, etc.?

The basis of social responsibility is the premise that an organisation enjoys certain ben-efi ts of society and in return should engage in practices that supports rather than exploits society. The following article extract illustrates an interesting dilemma for the fast food giant McDonald’s as it considers whether it should adjust one aspect of its marketing mix (the product) or not in the USA.

Exercise 4.5

As you read this short passage make notes on the signifi cant factors in the macro environ-ment (PESTLE factors) and the ethical issues arising.

Why McD’s hasn’t cut the fat. Fast-food leader fears oil change will leave bad taste among its fry fans

When McDonald’s Corp. announced it would move to a trans-fat-free oil, the impact was immediate as consumers fl ooded the fast feeder with complaints that its fries didn’t taste as good. But in actuality the taste was the same, the company hadn’t yet switched oils, and some four years later it still hasn’t.

Now the share leader is still struggling to make good on its 2002 vow as the pres-sure mounts from rivals such as Wendy’s and KFC, which have cut trans fats from their menus and Burger King, which will start testing new oil within 90 days.

McDonald’s, meanwhile, has yet to put an end date on its super-secret tests.

It’s understandable that McDonald’s would be ambivalent about changing its sig-nature fried potatoes, which helped shape the Golden Arches. Fries rank second only to beverages as the chain’s margin-leading item and are the undisputed leader in qual-ity and taste among McDonald’s peers, said executives close to the marketer.

‘In a category where there are low quality ratings of food, the fries are always rated high, and they are inexorably linked to the brand, perhaps more than any other prod-uct’, said one executive, comparing McDonald’s trans-fat conundrum to New Coke.

‘That would be the one thing you wouldn’t want to mess with if you didn’t have to.’

Yet McDonald’s has to, unless it wants to go toe-to-toe with municipalities man-dating that it has to go trans-fat-free.

And that raises the specter of a public-relations nightmare, no matter what McDonald’s does. If it changes its oil, the company will likely encounter the same kind of consumer push back it felt in 2002. If it keeps trans-fat oil, the chain could get lambasted by health advocates.

Source: Extracted from Why McD’s hasn’t cut the fat, by MacArthur, Kate, Advertising Age, 11/6/2006

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Solution

You could have made notes in the following areas:

● Socio-cultural trends. A desire for fast food as part of a busy lifestyle. Fast food has become an American way of life. There is still a taste by customers for full fat fries (chips). In soci-ety generally there are concerns over healthy eating and fears of obesity which is being led by a vocal health lobby.

● Political. The desire by governments for trans-fat-free oil to be used.

● Legal. Possible legislation over the use of trans-fat-free oil.

● Ethical issues:

– McDonald’s announced it would move to a trans-fat-free oil in 2002. Does this make it honour bound to keep its public promise? Is the delay ethical?

– Is it ethically defensible that McDonald’s should continue to sell food that it knows is unhealthy? Is it right that vulnerable groups (children, those in a hurry) should have easy access to food that may lead them into having health diffi culties?

– Do McDonald’s sell the customer what they want even if it is harmful to them?

– If legislation is brought in are McDonald’s prepared to break the law and continue with production of fries (chips) as present?