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SOSYAL PAZARLAMA: ENGELLER VE ÖNERİLER

Year 2007, Volume: 7 Issue: 1, 117 - 132, 01.05.2007

Abstract

Pazarlama, yaşamın her alanında kullanılmaktadır. Üreticiler ürettikleri ürün ve hizmetleri pazarlarken; bir iş başvurusunda kişi kendini; politika alanında partiler, fikirlerini pazarlamaktadırlar. Aynı şekilde toplumun yararı için birtakım davranışlar da pazarlanabilir. Örneğin, toplumun sigara içmemesi için ‘sigara içmeme davranışı’ pazarlanabilir. Kar amacı gütmeyen sivil toplum kuruluşları ve devlet tarafından yürütülen ve toplum yararına hizmet eden pazarlama uygulamaları, sosyal pazarlama olarak adlandırılmaktadır. Sosyal pazarlama, içinde bulunduğu pazarın yapısı ve çevresel faktörlerin yanı sıra kendine özgü birtakım özelliklerinden dolayı geleneksel pazarlama uygulamalarından farklılık göstermekte ve birtakım farklı sorunlarla karşılaşmaktadır. Bu çalışmada sosyal pazarlama kavramı ve karşılaşılan sorunlar tartışılmakta, bu sorunların üstesinden gelerek daha etkin sosyal pazarlama programlarının hazırlanması konusunda öneriler getirilmektedir

References

  • ANDREASEN, A.R. (1997): “Challenges for the Science and Practice of Social
  • Marketing”. Goldberg, M.E., et al. (eds) Social Marketing: Theoretical and Practical Perspectives,. Mahwah, NJ: Lawrence Erlbaum Associates, Publishers. __________ , A. R. (1994): "Social Marketing: Definition and Domain," Journal of
  • Public Policy and Marketing, 13(1):108-114
  • __________, A.R. (1993), “Presidential Address: A Social Marketing Research
  • Agenda for Consumer Behavior Researchers”. M. Rothchild ve L. Mc Allister (eds), Advances in Consumer Research, Vol.20:1-5, Provo, UT: Association for Consumer Research. BLOOM, P. ve NOVELLI, W.D. (1981): “Problems and Challenges in Social
  • Marketing”, Journal of Marketing, 45 (Spring): 79-88. BUCHANAN, D. R., REDDY, S. ve HOSSAIN, Z., (1994): “Social Marketing: A
  • Critical Appraisal” , Health Promotion International, 9(1): 49-57. CELSI, R.L. ve OLSON, J.C. (1988): “The Role of Involvement in Attention and Comprehension Processes”, Journal of Consumer Research, 15 (September): 210
  • COHEN, J. ve ARENI, C. (1991), “Affect and Consumer Behavior”. T.S. Robertson and H.H. Kassarjian (eds.), Handbook of Consumer Behavior, Englewood Cliffs, NJ: Prentice-Hall.
  • FISHBEIN M, BANDURA A, TRIANDIS H.C., KANFER F.H., BECKER M.H., MIDDLESTADT, S.E. ve EICHLER, A. (1992). “Factors Influencing Behavior and Behavior Change”, Final Report-Theorist's Workshop. Rockville, MD: NIMH.
  • GOTTHOFFER, A.R. ve LANCASTER, K.M., (2001): “Estimating the Audience
  • Coverge of PSAs: The Ad Council’s Drunk Driving Prevention Campaign”, Journal of Advertising Research, Vo. 41, May/June,:471-473
  • HASTINGS, G.B. and HAYWOOD, A.J. (1994), “Social Marketing: A Critical
  • Response”, Health Promotion International, 9(1): 59-63. HUTTON, J. G., (2001): “Narrowing the Concept of Marketing” Ewing , Michael T,
  • (ed)., Social Marketing, The Haworth Press, USA: 5-24
  • KOTLER, P. (1994), Marketing Management: Analysis Planning Implementation and Control, Englewood Cliffs, NJ: Prentice Hall.
  • KOTLER, P. ve ANDREASEN, A.R. (1996), Strategic Marketing for Non-Profit
  • Organizations, (5th ed.), Englewood Cliffs, N.J.: Prentice-Hall. __________, P. ve ZALTMAN, G. (1971): "Social Marketing: An Approach to
  • Planned Social Change," Journal of Marketing, Vol. 35 (July):5. LEFEBVRE, R. C., (1992): “The Social Marketing Imbroglio in Health Promotion”,
  • Health Promotion International, 7(1): 61-64. __________ , R.C. ve FLORA J. A., (1988): “Social Marketing and Public Health intervention”. Health Education Quarterly, 15(3): 299-315.
  • LING, J.C., FRANKLIN, B., LINDSTEADT, J.F. ve GEARION, S. (1992), “Social
  • Marketing: Its Place in Public Health”, Annual Review of Public Health, 13: 341-362. MEEKERS, D., AGHA, S. ve KLEIN, M. (2005): “The Impact on Condom Use of the “100% Genue” Social Marketing Program in Cameroon”, Journal of Adolescent Health, 36:530el-530el2
  • MUCUK, İ. (2001): Pazarlama İlkeleri, Türkmen Kitapevi, İstanbul, 2001.
  • POLICH, J.M., ELLICKSON, P.L., REUTER, P. ve KAHAN, J.P. (1984), Strategies for Controlling Adolescent Drug Use, Rand Publication Series, R-3076- CHF, Santa
  • Monica, CA: Rand Corporation. ROTFELD, H.J., (1999): “Social Marketing and Myths of Appeals to Fear”, Journal of Consumer Marketing, 16(2):119-121
  • ROTHSCHILD, M. (1997): “An Historic Perspective of Social Marketing”, Journal of
  • Health Communication, , 2(4 Oct-Dec),:308-310. ROTHCHILD, M.D. (1979): “Marketing Communications in Nonbusiness Situations or Why It’s So Hard to Sell Brotherhood like Soap”, Journal of Marketing, Spring, 20;
  • SMITH, W. A. (1997), “Social Marketing: Beyond the Nostalgia,” GOLDBERG M. E.,
  • FISHBEIN E., M., ve MIDDLESTADT, S.E., (eds). Social Marketing: Theoretical and Practical Perspectives, Mahwah, NJ: Lawrence Erlbaum Associates, Publishers STEAD, M. ve G. HASTINGS (1997), “Advertising in the Social Marketing Mix:
  • Getting the Balance Right,” GOLDBERG M. E., FISHBEIN E., M., ve MIDDLESTADT, S.E., (eds). Social Marketing: Theoretical and Practical Perspectives, Mahwah, NJ: Lawrence Erlbaum Associates, Publishers __________ ve __________, (1995): “Advertising and Social Marketing: Time to
  • Redress the Balance”. Social Marketing Quarterly, 2(1) STRASBURGER, V.C. (1989), ‘Prevention of Adolescent Arug Abuse: Why “Just
  • Say No” Just Won’t Work’, The Journal of Pediatrics’, 114(4):676-81. SUTTON, S. M. (1991a): In AED, Social Marketing: Views from Inside the Government. 30th Anniversary Seminar Series, Washington DC: Academy for
  • Educational Development: 36-47
  • __________, R (1991b): “Maintaining Norms about Expressed Emotions: The Case of Bill Collectors”. Administrative Science Quarterly, 36, :245-68;
  • TAVMERGEN. İ. P. (1998): “Sosyal Pazarlama: Genel Uygulamada Karşılaşılan
  • Problemler ve Türkiye’den Bir Çalışma“, Pazarlama Dünyası, Sayı 70, : 22–28. TEK, Ö.B. (1997): Pazarlama İlkeleri, Global Yönetimsel Yaklaşım, Türkiye
  • Uygulamaları; Cem Ofset Matbaacılık, İstanbul. WEINREICH, K.N. (1999a), “What is Social Marketing”, Weinreich
  • Communications, http://members.aol/weinreich/articles.html , (13/06/2006)
  • __________, (1999b), Hand-On Social Marketing: A Step by Step Guide, Sage Publications, USA.
  • WIEBE, G.D. (1952): “Merchandising Commodities and Citizenship on Television”,
  • Public Opinion Quarterly, Vol.15 (Winter): 679-691. WOLBURG, J.M (2004): “Misplaced Marketing: The Need for New Anti-Smoking
  • Advertising Strategies that Do Not Provoke Smoker Defiance”, Journal of Consumer Marketing, 21(3):173-174
  • __________, (2001a): “The ‘Risky Business’ of Binge Drinking among College
  • Students: Using Risk Models for PSAs and Anti-Drinking Campaigns”, Journal of Advertising, 30(4): 24-39. __________, (2001b), “Why Television is the ‘Wrong’ Environment for Public
  • Service Advertising Campaigns”, Journal of Consumer Marketing, 18(6): 471-473. YOUNG, E.(1995): “From Persuasion to Attraction: Building Brand Loyalty and Involvement in Social Marketing Campaigns. The Role of Advertising in Social
  • Marketing”. Paper presented at 1995 Society for Consumer Psychology Conference, Atlanta.
  • __________, E. (1988-1989): “Marketing Social: Where It's Come From; Where It is
  • Going”. Health Promotion, 27(3): 2-5.

SOCIAL MARKETING: BARRIERS AND SUGGESTIONS

Year 2007, Volume: 7 Issue: 1, 117 - 132, 01.05.2007

Abstract

Marketing is used in various fields. Producers market their products and services while an individual may market himself/herself when applying for a job; a political party markets its ideas to the public. Likewise, some behaviors can also be marketed for the welfare of the public. For example “non smoking” behavior could be marketed in order to make people quit smoking. These kind of marketing activities that seek to improve public welfare are usually undertaken by non-profit organizations and governments are called social marketing. Social marketing differs from conventional marketing due to its specific features, besides its market structure and environmental conditions. The aim of this article is to highlight the concept of social marketing, discuss its problems and give recommendations to create an effective social marketing campaign

References

  • ANDREASEN, A.R. (1997): “Challenges for the Science and Practice of Social
  • Marketing”. Goldberg, M.E., et al. (eds) Social Marketing: Theoretical and Practical Perspectives,. Mahwah, NJ: Lawrence Erlbaum Associates, Publishers. __________ , A. R. (1994): "Social Marketing: Definition and Domain," Journal of
  • Public Policy and Marketing, 13(1):108-114
  • __________, A.R. (1993), “Presidential Address: A Social Marketing Research
  • Agenda for Consumer Behavior Researchers”. M. Rothchild ve L. Mc Allister (eds), Advances in Consumer Research, Vol.20:1-5, Provo, UT: Association for Consumer Research. BLOOM, P. ve NOVELLI, W.D. (1981): “Problems and Challenges in Social
  • Marketing”, Journal of Marketing, 45 (Spring): 79-88. BUCHANAN, D. R., REDDY, S. ve HOSSAIN, Z., (1994): “Social Marketing: A
  • Critical Appraisal” , Health Promotion International, 9(1): 49-57. CELSI, R.L. ve OLSON, J.C. (1988): “The Role of Involvement in Attention and Comprehension Processes”, Journal of Consumer Research, 15 (September): 210
  • COHEN, J. ve ARENI, C. (1991), “Affect and Consumer Behavior”. T.S. Robertson and H.H. Kassarjian (eds.), Handbook of Consumer Behavior, Englewood Cliffs, NJ: Prentice-Hall.
  • FISHBEIN M, BANDURA A, TRIANDIS H.C., KANFER F.H., BECKER M.H., MIDDLESTADT, S.E. ve EICHLER, A. (1992). “Factors Influencing Behavior and Behavior Change”, Final Report-Theorist's Workshop. Rockville, MD: NIMH.
  • GOTTHOFFER, A.R. ve LANCASTER, K.M., (2001): “Estimating the Audience
  • Coverge of PSAs: The Ad Council’s Drunk Driving Prevention Campaign”, Journal of Advertising Research, Vo. 41, May/June,:471-473
  • HASTINGS, G.B. and HAYWOOD, A.J. (1994), “Social Marketing: A Critical
  • Response”, Health Promotion International, 9(1): 59-63. HUTTON, J. G., (2001): “Narrowing the Concept of Marketing” Ewing , Michael T,
  • (ed)., Social Marketing, The Haworth Press, USA: 5-24
  • KOTLER, P. (1994), Marketing Management: Analysis Planning Implementation and Control, Englewood Cliffs, NJ: Prentice Hall.
  • KOTLER, P. ve ANDREASEN, A.R. (1996), Strategic Marketing for Non-Profit
  • Organizations, (5th ed.), Englewood Cliffs, N.J.: Prentice-Hall. __________, P. ve ZALTMAN, G. (1971): "Social Marketing: An Approach to
  • Planned Social Change," Journal of Marketing, Vol. 35 (July):5. LEFEBVRE, R. C., (1992): “The Social Marketing Imbroglio in Health Promotion”,
  • Health Promotion International, 7(1): 61-64. __________ , R.C. ve FLORA J. A., (1988): “Social Marketing and Public Health intervention”. Health Education Quarterly, 15(3): 299-315.
  • LING, J.C., FRANKLIN, B., LINDSTEADT, J.F. ve GEARION, S. (1992), “Social
  • Marketing: Its Place in Public Health”, Annual Review of Public Health, 13: 341-362. MEEKERS, D., AGHA, S. ve KLEIN, M. (2005): “The Impact on Condom Use of the “100% Genue” Social Marketing Program in Cameroon”, Journal of Adolescent Health, 36:530el-530el2
  • MUCUK, İ. (2001): Pazarlama İlkeleri, Türkmen Kitapevi, İstanbul, 2001.
  • POLICH, J.M., ELLICKSON, P.L., REUTER, P. ve KAHAN, J.P. (1984), Strategies for Controlling Adolescent Drug Use, Rand Publication Series, R-3076- CHF, Santa
  • Monica, CA: Rand Corporation. ROTFELD, H.J., (1999): “Social Marketing and Myths of Appeals to Fear”, Journal of Consumer Marketing, 16(2):119-121
  • ROTHSCHILD, M. (1997): “An Historic Perspective of Social Marketing”, Journal of
  • Health Communication, , 2(4 Oct-Dec),:308-310. ROTHCHILD, M.D. (1979): “Marketing Communications in Nonbusiness Situations or Why It’s So Hard to Sell Brotherhood like Soap”, Journal of Marketing, Spring, 20;
  • SMITH, W. A. (1997), “Social Marketing: Beyond the Nostalgia,” GOLDBERG M. E.,
  • FISHBEIN E., M., ve MIDDLESTADT, S.E., (eds). Social Marketing: Theoretical and Practical Perspectives, Mahwah, NJ: Lawrence Erlbaum Associates, Publishers STEAD, M. ve G. HASTINGS (1997), “Advertising in the Social Marketing Mix:
  • Getting the Balance Right,” GOLDBERG M. E., FISHBEIN E., M., ve MIDDLESTADT, S.E., (eds). Social Marketing: Theoretical and Practical Perspectives, Mahwah, NJ: Lawrence Erlbaum Associates, Publishers __________ ve __________, (1995): “Advertising and Social Marketing: Time to
  • Redress the Balance”. Social Marketing Quarterly, 2(1) STRASBURGER, V.C. (1989), ‘Prevention of Adolescent Arug Abuse: Why “Just
  • Say No” Just Won’t Work’, The Journal of Pediatrics’, 114(4):676-81. SUTTON, S. M. (1991a): In AED, Social Marketing: Views from Inside the Government. 30th Anniversary Seminar Series, Washington DC: Academy for
  • Educational Development: 36-47
  • __________, R (1991b): “Maintaining Norms about Expressed Emotions: The Case of Bill Collectors”. Administrative Science Quarterly, 36, :245-68;
  • TAVMERGEN. İ. P. (1998): “Sosyal Pazarlama: Genel Uygulamada Karşılaşılan
  • Problemler ve Türkiye’den Bir Çalışma“, Pazarlama Dünyası, Sayı 70, : 22–28. TEK, Ö.B. (1997): Pazarlama İlkeleri, Global Yönetimsel Yaklaşım, Türkiye
  • Uygulamaları; Cem Ofset Matbaacılık, İstanbul. WEINREICH, K.N. (1999a), “What is Social Marketing”, Weinreich
  • Communications, http://members.aol/weinreich/articles.html , (13/06/2006)
  • __________, (1999b), Hand-On Social Marketing: A Step by Step Guide, Sage Publications, USA.
  • WIEBE, G.D. (1952): “Merchandising Commodities and Citizenship on Television”,
  • Public Opinion Quarterly, Vol.15 (Winter): 679-691. WOLBURG, J.M (2004): “Misplaced Marketing: The Need for New Anti-Smoking
  • Advertising Strategies that Do Not Provoke Smoker Defiance”, Journal of Consumer Marketing, 21(3):173-174
  • __________, (2001a): “The ‘Risky Business’ of Binge Drinking among College
  • Students: Using Risk Models for PSAs and Anti-Drinking Campaigns”, Journal of Advertising, 30(4): 24-39. __________, (2001b), “Why Television is the ‘Wrong’ Environment for Public
  • Service Advertising Campaigns”, Journal of Consumer Marketing, 18(6): 471-473. YOUNG, E.(1995): “From Persuasion to Attraction: Building Brand Loyalty and Involvement in Social Marketing Campaigns. The Role of Advertising in Social
  • Marketing”. Paper presented at 1995 Society for Consumer Psychology Conference, Atlanta.
  • __________, E. (1988-1989): “Marketing Social: Where It's Come From; Where It is
  • Going”. Health Promotion, 27(3): 2-5.
There are 47 citations in total.

Details

Other ID JA69PG93SD
Journal Section Research Article
Authors

Gül Bayraktaroğlu This is me

Burcu İlter This is me

Publication Date May 1, 2007
Published in Issue Year 2007 Volume: 7 Issue: 1

Cite

APA Bayraktaroğlu, G., & İlter, B. (2007). SOCIAL MARKETING: BARRIERS AND SUGGESTIONS. Ege Academic Review, 7(1), 117-132.
AMA Bayraktaroğlu G, İlter B. SOCIAL MARKETING: BARRIERS AND SUGGESTIONS. ear. May 2007;7(1):117-132.
Chicago Bayraktaroğlu, Gül, and Burcu İlter. “SOCIAL MARKETING: BARRIERS AND SUGGESTIONS”. Ege Academic Review 7, no. 1 (May 2007): 117-32.
EndNote Bayraktaroğlu G, İlter B (May 1, 2007) SOCIAL MARKETING: BARRIERS AND SUGGESTIONS. Ege Academic Review 7 1 117–132.
IEEE G. Bayraktaroğlu and B. İlter, “SOCIAL MARKETING: BARRIERS AND SUGGESTIONS”, ear, vol. 7, no. 1, pp. 117–132, 2007.
ISNAD Bayraktaroğlu, Gül - İlter, Burcu. “SOCIAL MARKETING: BARRIERS AND SUGGESTIONS”. Ege Academic Review 7/1 (May 2007), 117-132.
JAMA Bayraktaroğlu G, İlter B. SOCIAL MARKETING: BARRIERS AND SUGGESTIONS. ear. 2007;7:117–132.
MLA Bayraktaroğlu, Gül and Burcu İlter. “SOCIAL MARKETING: BARRIERS AND SUGGESTIONS”. Ege Academic Review, vol. 7, no. 1, 2007, pp. 117-32.
Vancouver Bayraktaroğlu G, İlter B. SOCIAL MARKETING: BARRIERS AND SUGGESTIONS. ear. 2007;7(1):117-32.