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Understanding Social Marketing: A Consumer-Oriented Approach to Ethical Service Delivery

This comprehensive overview explores the dynamics of social marketing through a consumer orientation lens, emphasizing the importance of individual ethics, organizational factors, and situational influences. The work highlights the need for socially and ethically responsible service delivery that aligns with community preferences and needs. By examining various determinants of consumer behavior—from personal values to peer influences—this piece sheds light on effective strategies for engaging target groups and enhancing service quality in social enterprises.

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Understanding Social Marketing: A Consumer-Oriented Approach to Ethical Service Delivery

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  1. EC15: Social Enterprise 5. Creative Marketing Marcus Thompson University of Stirling

  2. A Consumer Orientation • An Exchange • Moving Beyond the Individual Consumer

  3. Determinants of Individual Ethics Legal Interpretation Organisational Factors Individual Ethics • Individual Factors • Stages of Moral Development • Personal Values & Personality • Family Influences • Peer Influences • Life Experiences • Situational Factors Barney, Jay B. & Griffin, Ricky W. The Management of Organizations. 1992, Houghton Mifflin Company, p. 720.

  4. Social & Ethical Delivery • appropriate and relevant • to meet individual and community preferences, wishes and needs); • available and accessible all • to everyone, or to those groups/individuals given explicit priority); • equitable • fair in the achievement of individuals or groups of people in similar circumstances; • acceptable • in terms of the quality of service provided, and the manner in which it is provided for, economic and efficient (from the viewpoint of service users, those who pay for services through rates and taxes, and the community as a whole) • Effective • in terms of the benefits they bring to users and the community.

  5. social marketing • the products tend to be more complex. • demand is more varied. • target groups are more challenging to reach. • consumer involvement is more intense. • the competition is more subtle and varied. • A Synopsis of Social Marketing by Lynn MacFadyen, Martine Stead and Gerard Hastings (1999)

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