Title Društveni marketing Title (english) Social marketing Author David Pokrajac Mentor Ariana Nefat (mentor)Committee member Danijela Križman Pavlović (predsjednik povjerenstva)Committee member Ariana Nefat (član povjerenstva)Committee member Erik Ružić (član povjerenstva)Granter University of Pula Defense date and country 2019-09-23, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Cilj ovog rada bio se usmjeriti na društveni marketing kao granu marketinga zaduženu za dobrobit pojedinaca, ali i društva u cjelini. Društveni marketing nije toliko popularna grana marketinga, u usporedbi sa profitnim marketing koji je neizbježni dio svake organizacije. Ono što društveni marketing želi postići je omogućiti društvu kroz razne akcije poboljšanje kvalitete života, zdravlja, povećanje sigurnosti u prometu, i mnogočega drugog. Društveni marketing je primjena marketinških tehnika i koncepata u svrhu zadovoljenja potreba društva. Dobar društveni marketing mora postaviti ciljeve koji se žele postići, segmentaciju društva za lakši odabir društvenog segmenta na kojeg se želi utjecati, pozicioniranje kod društvenog segmenta kao marketinga koji će znati odgovoriti na njihove probleme te ih uspješno riješiti i održavati. Veliku ulogu u društvenom marketingu ima i marketinški splet. Proizvod kao krajnje rješenje(a) koja će se znati isporučiti društvenom segmentu, cijena kao omjer koristi i troškova uspostavljanja novog ponašanja, promocija kao sredstvo promoviranja problema društvenog marketinga u društvu, i distribucija kao olakšavanje društvu usvajanje željenog ponašanja. Previše je društvenih problema koje društveni marketing može promovirati i imati utjecaja na društvene segmente: razne bolesti, prometne nesreće, klimatske promjene, recikliranje, sječa šuma, nasilje u obitelji i u školama, i slično. Društvo je izloženo mnogim problemima, na koje ipak većinom oni sami mogu utjecati. Ono što društveni marketing može napraviti je promijeniti način ponašanja društvenih segmenata, navedenim marketinškim pristupima i tehnikama.
Abstract (english) The aim of this paper was to focus on social marketing as a branch of marketing in charge of the well-being of individuals as well as society as a whole. Social marketing is not that popular a branch of marketing, compared to for-profit marketing, which is an inevitable part of any organization. What social marketing wants to achieve is to enable society through various actions to improve the quality of life, health, increase traffic safety, and more. Social marketing is the application of marketing techniques and concepts to meet the needs of society. Good social marketing must set goals to be achieved, segmenting the company to easily select the social segment it wants to influence, positioning itself in the social segment as a marketer who will be able to respond to their problems and successfully solve and maintain them. The marketing mix also plays a big role in social marketing. Product as the ultimate solution (s) that will be delivered to the social segment, price as a ratio of benefits and costs of establishing a new behavior, promotion as a means of promoting social marketing problems in society, and distribution as a means of facilitating the adoption of desired behavior by society. There are too many social problems that social marketing can promote and have an impact on social segments: various diseases, traffic accidents, climate change, recycling, deforestation, domestic and school violence, and the like. The society is exposed to many problems, which most of them can influence themselves. What social marketing can do is change the behavior of social segments, the marketing approaches and techniques outlined.
Keywords
Društveni marketing
društvo
teorije društvenog marketinga
marketinški splet
strateški marketing
komunikacija
Keywords (english)
Social marketing
society
social marketing theories
marketing mix
strategic marketing
communication
Language croatian URN:NBN urn:nbn:hr:137:447254 Study programme Title: Business Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2019-10-07 19:14:32
