Creating successful price and placement strategies for social marketing.
A successful marketing strategy includes the design of a marketing mix with the right combination of products, offered at the right price, in the right place, and then promoted in such a way that makes it easy and rewarding for the individual to change his or her behavior. A price is incurred in exchange for receiving a bundle of benefits. The social marketer can use various pricing tactics to make the desired behavior appear to have fewer costs and more benefits while making the undesired behavior to have less benefit and greater cost. Place is where and when the target population will perform the desired behavior, purchase or obtain a tangible product, and/or receive associated services. Involving partners in the placement strategy can make products more accessible and increase opportunities for people to perform a behavior. Strategies for making the product available at a desirable price and in places that are convenient are integral to the overall social marketing plan to facilitate behavior change.
Thackeray
Rosemary
R
Department of Health Science at Brigham Young University, Provo, Utah 84602, USA. rosemary_thackeray@byu.edu
Brown
Kelli R McCormack
KR
D003362:Cost-Benefit Analysis; D006801:Humans; D009042:Motivation; D012919:Social Behavior; D012922:Social Change; D040241:Social Marketing