SOSYAL PAZARLAMA: ENGELLER VE ÖNERİLER

Öz

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

Anahtar Kelimeler

• Sosyal pazarlama

SOCIAL MARKETING: BARRIERS AND SUGGESTIONS

Öz

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

Anahtar Kelimeler

• Social marketing

Kaynakça

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