The article “Building Social Marketing into Your Program” by N.K. Weinreich provides overview of available techniques how to make social marketing key element of business. The author stresses the important of social marketing and social responsibility as everyone should realize the effects of own actions. Market research processes make social marketers fell exhausted and overwhelmed and, as a result, they may hesitate to pay proper attention to social marketing ignoring its importance. Often, social markets think that lack resources and work experience to undertake social project.
N.K. Weinreich, the author of the article, identifies ten effective ways how to incorporate social marketing into business program. The author recommends talking to targeted customers, segmenting targeted audience, positioning the product, being aware of competition, following the audience, utilizing variety of approaches, using effective models, testing, building partnership with key allies, and, finally, seeing what it is possible to do the next time.
Weinreich argues that evaluation is the key in social marketing and it is necessary to determine what is to be accomplished and how to improve the program. When developing any program it is required to refine and test products and messages with the targeted audience to avoid misunderstanding and misconception. After the program is implemented one should monitor activities to evaluate whether everything matches the plan. The key of social marketing is claimed to be talking as social marketing is customer-driven process.
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Importance for the Course
I think that the current article is important to be referenced in course it is directly related with marketing study. The paper presents particular aspect of marketing – social marketing – and the author offers informative and well-structured analysis of how to build social marketing. Moreover, the paper is not simply theoretical as the author uses logical arguments and examples to defend her position that every modern business should consider the importance of social marketing as it gives an opportunity to retain and to attract customers, to improve reputation and to succeed in highly-competitive business worlds.
Positives of the Article
I agree that social marketing should be paid more attention as it promotes fair and honest customer-buyer relations. Social marketing teaches how to talk to customers, how to gain their popularity and attention. Moreover, social marketing aims at satisfying needs and wants of the targeted audience. Further, Weinrich says that information is power and I agree as information gives power to predict and to avoid risks and to develop ways of performance improvement.
Negatives of the Article
It is rather hard to identify moments I disagree with as the author provides in-depth overview of social marketing and its key elements. However, I think that more attention should be paid to discussing the benefits of social marketing in the introduction. The only thing I disagree is author’s recommendation to follow the audience. I think that successful social marketing should aim at offering services and products in such a way that they should attract customers and not vice verse.
1. What are the main benefits of social marketing for business environment?
2. What are internal and external challenges of social marketing?
3. Why to incorporate social marketing into program?
Firstly, the article offers new ways of building social marketing programs. Secondly, the article underlines crucial importance of social marketing for business success. Thirdly, the article sets background for further researches in this and related fields.
Weinreich, N.K.(1995). Building Social Marketing into Your Program. Retrieved March 13, 2008
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