Social Marketing Management Strategies

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Social marketing is used both in the business environment and within non-commercial projects. There are several levels of management of such programs: instrumental, corporate and functional. Each of them has its own special characteristics.

Instrumental level . Management involves working with the marketing complex: products, prices, distribution routes and promotion methods. We have already described this process in the previous parts of the article.

Corporate level . The main task of interior designers email list management is to develop a strategy, including tactics for interacting with competitors and growth plans.

Functional — this is the level of the company's divisions . The main task is to develop a strategy for bringing products to market, taking into account target areas and adjusting the marketing mix for each segment.

Within the functional level of social marketing management, four groups of key elements are distinguished: dividing the market into segments, choosing a target segment, working on product positioning, and developing a marketing strategy. Each element of this list has a number of features that must be taken into account within the framework of social marketing management. Below, we will discuss each element in more detail.

Segmentation
The entire consumer population can be divided into specific groups – segments. The criteria for such division of the market are different.

It is customary to distinguish the following groups of features that characterize the division into segments:

demographic: sex and gender, marital status, field of activity, education, nationality, religious affiliation, etc.;

geographic: region, administrative unit, number of residents, climatic features, etc.;

psychographic: character, lifestyle, habits, social group, etc.;

behavioral: the need to purchase a certain product, willingness to choose something specific, analysis of the pros and cons of the product.

Social marketing is also characterized by segmentation by political views and consumer activity factors. The first criterion implies dividing consumers depending on their political preferences and sympathies/antipathies to the current government. The second criterion implies that people can be more or less economical, have different attitudes to the quality of service, etc.