The used of marketing principles and
Most often social marketing isu used to
Behavioral change is voluntary
Social marketers cannot promise a
direct benefit or immediate payback in return for a proposed behavior change.
Apply a customer orientation to
The process begin with marketing
research to understand market segment and each segment’s potential needs,
wants, beliefs, problems, concerns, and behaviors.
Marketers then select target market
they can best affect and satisfy.
Establish clear objectives and goals. Use 4 major toolbox in the marketer’s
Divide the market into similar groups
(market segment),
measure the relative potential of each
segment to meet organizational and marketing objectives
Commercial marketing : sell goods and services
Social marketing: sell behavioral change Commercial: primary aim is financial gain. Social: individual or society gain
Competitors
Commercial: often identified as other
organization offering similar goods or services that satisfy similar needs.
Social: competition is most often the current or
preferred behavior of the target market and the perceived benefits associated with that
Give up an addictive behavior Change a comfortable lifestyle Resist peer pressure
Go out of their way
Be uncomfortable (take VCT test)
Establish new habits (excercise 5 days a
week)
Be embarrassed
Hear bad news (have your cholesterol
tested)
Risk relationship (take keys from a
drunk driver)
Give up leisure time (volunteer)
Reduce pleasure (shorter showers) Give up looking good
Customer orientation
Exchange theory is fundamental Marketing research is used
Audiences are segmented Marketing mix is applied
Result are measured and use for
Issues related to increasing quality of
people’s life.
According to the locus:
Jenis kekerasan 2004 200
Kekerasan terhadap Istri
Kekerasan terhadap perempuan anak
251 421 552 469 1.693
Kekerasan terhadap
pekerja rumah
tangga
71 87 73 236 467
Jenis kekerasan Jumlah kasus (%)
Perkosaan 1.448 32
Kekerasan Dalam Rumah Tangga
1.251 28
Kekerasan Dalam Pacaran 696 16
Prostitusi perempuan 482 11
Buruh migran 319 7
Perdagangan perempuan 140 3
Pelecehan seksual 137 3
Total 4.473 100
Jenis kekerasan Jumlah korban (%)
Prostitusi perempuan 7.180 53
Perkosaan 1.990 15
Kekerasan Dalam Rumah Tangga
1.814 14
Buruh migran 1.163 9
Kekerasan Dalam Pacaran 714 5
Perdagangan perempuan 253 2
Pelecehan seksual 242 2
Total 13.356
169 meninggal
100
Jenis kekerasan Kasus korban pelaku Keterangan
Perkosaan 210 232 338 5 meninggal
KDRT 149 149 149 16
meninggal
KDP 101 126 119 13
meninggal
Prostitusi 71 434 Aparat,
masyarakat
Pelecehan seksual 16 21 22
Tobacco use
1200 people die by tobacco (Thanks for
smoking)
Most of smokers in Indonesia are poor.
(LP2K Semarang)
Fruit and vegetables intake
only few Indonesian consume enough fruit
and vegetables everyday
Osteoporosis
3 from 10 people in Indonesia potential in
