Where Is the Toothpaste? A Systematic Review of the Use of the Product Strategy in Social Marketing

2016 ◽  
Vol 23 (1) ◽  
pp. 80-98 ◽  
Author(s):  
Timothy Edgar ◽  
Marian Huhman ◽  
Gregory A. Miller
Keyword(s):  
Systematic Review ◽  
Social Marketing ◽  
Marketing Mix ◽  
Inclusion Criteria ◽  
Product Strategy ◽  
Product Price ◽  
Product Features ◽  
Formal Definitions ◽  
Future Utility ◽  
Product Strategies

The product strategy is a cornerstone of the product, price, place, and promotion (four Ps) of the marketing mix that has undergone significant scrutiny and critique. This study sought to conduct a systematic review of the peer-reviewed literature to better understand how product has been conceptualized and operationalized over multiple decades. Application of inclusion criteria resulted in a sample of 88 articles published from 1973 to 2015, representing work in 18 different countries in North America, Asia, Africa, Europe, and Oceania. Content analysis showed that authors offering formal definitions of product have placed heavy emphasis on conceptualizing the product P as the prescribed behavior for the target audience in a social marketing initiative. Analysis of the operationalization of product strategies revealed more balance across the literature in thinking about product as beneficial outcomes and tangible goods as well as behaviors. Discussion focuses on consideration of the findings in the context of the call from several thought leaders in recent years to steer away from talking about the product as behavior and concentrate more on goods, services, and product features. The results also inspire discussion about the future utility of conceptualizing product within a three-tiered frame of actual, core, and augmented products.

Understanding “Place” in Social Marketing

2015 ◽  
Vol 21 (4) ◽  
pp. 230-248 ◽  
Author(s):  
Timothy Edgar ◽  
Marian Huhman ◽  
Gregory A. Miller
Keyword(s):  
United States ◽  
Systematic Review ◽  
Content Analysis ◽  
Social Marketing ◽  
Communication Channels ◽  
The United States ◽  
Marketing Mix ◽  
Information Delivery ◽  
Inclusion Criteria ◽  
The Social

Critiques of the social marketing literature have suggested the place strategy is a key component within the 4 Ps of the marketing mix that simultaneously has been misunderstood and underutilized. This study sought to conduct a systematic review of the peer-reviewed literature to better understand how place has been conceptualized and operationalized over multiple decades. Application of inclusion criteria resulted in a sample of 84 articles published from 1988 to 2015 representing work in 20 different countries in North America, Asia, Africa, Europe, and Oceania. Content analysis showed that almost half (46.4%) of the descriptions of place strategies operationalized the component by including at least one element of placing messages within communication channels or information delivery such as print, interpersonal, traditional broadcast, or digital. The heavy emphasis on communication channels and information delivery contrasts sharply with definitions of place that thought leaders have offered historically. Results revealed that authors from the United States especially have a tendency to operationalize place as message placement. Discussion speculates on why conceptualization and operationalization have diverged and considers the implications for clarity within the field of social marketing as a whole.

Strategies for the Social Marketing Mix: A Systematic Review

2010 ◽  
Vol 16 (4) ◽  
pp. 122-149 ◽  
Author(s):  
Nadina Raluca Luca ◽  
L. Suzanne Suggs
Keyword(s):  
Systematic Review ◽  
Social Marketing ◽  
Health Behavior Change ◽  
Marketing Mix ◽  
Perceived Barriers ◽  
Product Price ◽  
Promotion Policy ◽  
Behavior Change Interventions ◽  
The Social ◽  
Place Promotion

The marketing mix is a key component of social marketing providing one of the differential points in bringing about behavior and social change. There is a dearth of information regarding the strategies used for the mix in social marketing interventions. This systematic review identifies the strategies used in the social marketing mix, product, price, place, promotion, policy, and partnerships, and their associated outcomes, in health behavior change interventions. A systematic literature search was conducted for peer-reviewed articles published in English from 1990 to 2009 that reported social marketing interventions addressing disease prevention, cancer, heart disease, diabetes, HIV, STDs, reproductive health, physical activity, nutrition, and tobacco. Articles must have identified at least 3 of the Ps of the marketing mix, reported the evaluation, and met the 6 social marketing benchmarks criteria. Twenty-four studies describing 17 interventions met the inclusion criteria. The complete marketing mix was identifiable in 5 interventions. Strategies such as removing perceived barriers, using the Internet for placement, applying innovative promotion, involving communities, and supporting policies were identified as current practices. The results identified a number of strategies that showed potential for the marketing mix with important implications for practice.

scholarly journals Analisis Game Theory pada Strategi Bersaing Alfamart dan Indomaret di Kebumen

2021 ◽  
Vol 3 (2) ◽  
pp. 251-259
Author(s):  
An Nisa Nur Laila ◽  
Kabul Trifiyanto
Keyword(s):  
Game Theory ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Sales Volume ◽  
Validity And Reliability ◽  
Product Price ◽  
Physical Evidence ◽  
Promotion Strategies ◽  
Product Strategies

Alfamart and Indomaret are the market rulers in Indonesia. According to research firm Nielsen, Alfamart and Indomaret take 87% market share (Gumiwang, 2019). Both retailers compete in opening their outlets which can influence marketing strategies and increase sales volume. This study aims to determine the optimal marketing strategy through game theory that is oriented towards the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to be improved and maintained so that customers are more satisfied. Using the SPSS 24 Version tool to calculate the level of validity and reliability of each attribute given and also to determine a Cartesian chart to determine Importance Performance Analysis and use the POM-QM 4 software to determine what strategy is superior to Alfamart and Indomaret. The elements of the marketing mix used are Product , price, Promotion, Place, People, physical evidence and process. The purpose of this research is to get an optimal marketing strategy through game theory that is oriented to the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to improve so that customers are more satisfied. The results showed that Alfamart was superior in implementing promotion strategies and Indomaret was superior in implementing product strategies.

scholarly journals Upstream Social Marketing for Implementing Mobile Government

Societies ◽  
2019 ◽  
Vol 9 (3) ◽  
pp. 54 ◽  
Author(s):  
Valentina Burksiene ◽  
Jaroslav Dvorak ◽  
Mantas Duda
Keyword(s):  
Public Policy ◽  
Social Marketing ◽  
Mobile Applications ◽  
Marketing Mix ◽  
Decision Makers ◽  
Product Price ◽  
P Elements ◽  
Physical Evidence ◽  
New Meanings ◽  
Municipal Level

This article analyses the main aspects of upstream social marketing for the implementation of mobile government (MGov). The methodology of current research is based on the systematic literature review in the fields of MGov and social marketing. According to our findings, most researchers investigated MGov from the side of citizens (consumers) and emphasised the benefits to them while changing their attitudes and behaviours in employing mobile applications. However, as there is a lack of research from the side of governmental bodies, in this paper we were looking for new meanings, attitudes and values from their perspective. Limitations of employment of MGov occur due knowledge gap among decision makers and public policy formers (upstream audience). Therefore, we argue that upstream social marketing for the upstream audience would bring success in faster MGov implementation. Specific social marketing would be mostly valuable on the municipal level that is the closest substance to the society. Thus, in our paper, we emphasise the benefit of the MGov for the local upstream audience and propose possible external marketers as well as the motivating theses based on the 7P of marketing mix (consisting of seven P elements: Product, Price, Place or physical evidence, Promotion, Participants or people, Processes, Political power) for the successful MGov on municipal level.

scholarly journals Literatur review: Implementasi Marketing Mix 7P Terhadap Tingkat Kepuasan Pasien Di Rumah Sakit

2021 ◽  
Vol 20 (1) ◽  
Author(s):  
Desi Natalia Marpaung ◽  
Ernawaty - Ernawaty ◽  
Diansanto - Prayoga ◽  
Syifa’ul - Lailiyah
Keyword(s):  
Patient Satisfaction ◽  
Positive Impact ◽  
Statistical Tests ◽  
Marketing Mix ◽  
P Value ◽  
Reference List ◽  
Inclusion Criteria ◽  
Product Price ◽  
Place Promotion ◽  
Promotion Process

The marketing mix is a marketing strategy used by hospitals to maximize service delivery to patients. The purpose of  study was to analyze the effect of the 7P marketing mix (product, price, place, promotion, process, people, physical building) on patient satisfaction in the hospital. The method of writing literature review begins with selecting topics, determining keywords to find journal references. The databases used include Google Scholar, Elsevier, Portal Garuda, Shinta. Reference searches are limited from 2016 to 2020. The keywords used are "Marketing mix, 7p Marketing mix, Hospital, Patient Satisfaction". This study sought a reference list of studies, which included 85 studies taken from the search. A total of 25 articles in cleaning and there are 7 articles included in the discussion. Selection of journals selected based on inclusion criteria. The inclusion criteria in this research  is an analysis of the effect of 7P Marketing Mix on Patient Satisfaction  in the Hospital. Of the 7 studies reviewed, one study explained that the 7P marketing mix had a significant effect on patient satisfaction as evidenced by statistical tests with p value = 0.00 <? = 0.05. Through 7P marketing optimization in the hospital, it will have a positive impact on increasing patient satisfaction  Keywords :  Hospital, Marketing Mix, Marketing Mix 7P, Patient Satisfaction

Where are All the Products? Are We Really Doing Social Marketing or are We Doing Social Sales?

2009 ◽  
Vol 15 (2) ◽  
pp. 5-13 ◽  
Author(s):  
Rowena Merritt ◽  
Alex Christopoulos ◽  
Allison Thorpe
Keyword(s):  
Social Marketing ◽  
Marketing Mix ◽  
Product Price ◽  
Goods And Services ◽  
Commercial Company ◽  
The World ◽  
Place Promotion ◽  
The Difference ◽  
The Right ◽  
Selection Of

In their description of social marketing, Kotler and Zaltman (1971) postulate the difference between marketing and sales. Sales are defined as “finding customers for existing products and convincing them to buy these products,” whereas marketing is described as “discovering the wants of a target audience and then creating the goods and services to satisfy them” (p. 5). The marketing mix and consideration of all its Ps (product, price, place, promotion) is a fundamental contributor to the success of marketing. A successful commercial company would never look to promote a message unless it had a product or service, at the right price, in a convenient location. Despite this knowledge, social marketing projects often focus predominantly, and sometimes solely, on the final P — promotion. This article looks at a selection of the products and services offered in England, debates whether we are doing marketing or sales, and attempts to answer the question Bill Smith posed at the World Social Marketing Conference held in Brighton, England, in September 2008: “Where's the product?”

Enhancing cyber security behavior: an internal social marketing approach

2019 ◽  
Vol 28 (2) ◽  
pp. 133-159
Author(s):  
Hiep Cong Pham ◽  
Linda Brennan ◽  
Lukas Parker ◽  
Nhat Tram Phan-Le ◽  
Irfan Ulhaq ◽  
...  
Keyword(s):  
Social Marketing ◽  
Cyber Security ◽  
Marketing Mix ◽  
User Engagement ◽  
Product Price ◽  
Content Type ◽  
Compliance Behavior ◽  
Security Compliance ◽  
The Impact ◽  
Marketing Approach

Purpose Understanding the behavioral change process of system users to adopt safe security practices is important to the success of an organization’s cybersecurity program. This study aims to explore how the 7Ps (product, price, promotion, place, physical evidence, process and people) marketing mix, as part of an internal social marketing approach, can be used to gain an understanding of employees’ interactions within an organization’s cybersecurity environment. This understanding could inform the design of servicescapes and behavioral infrastructure to promote and maintain cybersecurity compliance. Design/methodology/approach This study adopted an inductive qualitative approach using in-depth interviews with employees in several Vietnamese organizations. Discussions were centered on employee experiences and their perceptions of cybersecurity initiatives, as well as the impact of initiatives on compliance behavior. Responses were then categorized under the 7Ps marketing mix framework. Findings The study shows that assessing a cybersecurity program using the 7P mix enables the systematic capture of users’ security compliance and acceptance of IT systems. Additionally, understanding the interactions between system elements permits the design of behavioral infrastructure to enhance security efforts. Results also show that user engagement is essential in developing secure systems. User engagement requires developing shared objectives, localized communications, co-designing of efficient processes and understanding the “pain points” of security compliance. The knowledge developed from this research provides a framework for those managing cybersecurity systems and enables the design human-centered systems conducive to compliance. Originality/value The study is one of the first to use a cross-disciplinary social marketing approach to examine how employees experience and comply with security initiatives. Previous studies have mostly focused on determinants of compliance behavior without providing a clear platform for management action. Internal social marketing using 7Ps provides a simple but innovative approach to reexamine existing compliance approaches. Findings from the study could leverage proven successful marketing techniques to promote security compliance.

Marketing mix strategies during and after COVID-19 pandemic and recession: a systematic review

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Davoud Nikbin ◽  
Mohammad Iranmanesh ◽  
Morteza Ghobakhloo ◽  
Behzad Foroughi
Keyword(s):  
Systematic Review ◽  
Design Methodology ◽  
Business Environment ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Product Price ◽  
Content Type ◽  
Scopus Database ◽  
Behaviour Changes ◽  
Marketing Budgets

PurposeThis study aims to answer two important questions: (1) Whether companies should reduce or increase the marketing expenses to face the recession caused by COVID-19? and (2) What marketing mix strategies should companies undertake to shine in the post-pandemic world?Design/methodology/approachAs recession caused by the COVID-19 crisis is one of the main drivers of business environment and customer behaviour changes, the authors systematically reviewed articles on marketing mix strategies during recessions. Out of 1,128 documents extracted from the Scopus database, 41 English-written articles were selected and analysed.FindingsThis study illustrates: (1) marketing budgets should not be cut during COVID-19 and (2) the marketing mix practices and strategies that firms should undertake during COVID-19 pandemic in terms of product, price, promotion, and place were explained.Originality/valueThe findings of this study advance the understanding of marketing strategies and practices that should be adopted and put into practice to deal with the impacts of COVID-19 on the business environment and shine in the post-COVID-19 world.

scholarly journals Condom Social Marketing Effects in Low- and Middle-Income Countries: A Systematic Review Update, 1990 to 2019

2019 ◽  
Vol 34 (1) ◽  
pp. 91-95 ◽  
Author(s):  
Michael D. Sweat ◽  
Teresa Yeh ◽  
Caitlin Kennedy ◽  
Kevin O’Reilly ◽  
Kevin Armstrong ◽  
...  
Keyword(s):  
Systematic Review ◽  
Condom Use ◽  
Social Marketing ◽  
Meta Analysis ◽  
Inclusion Criteria ◽  
Middle Income ◽  
Middle Income Countries ◽  
The Past ◽  
Condom Social Marketing ◽  
Low And Middle Income

Objective: To update the prior systematic review from studies published in the past 9 years that examine the effects of condom social marketing (CSM) programs on condom use in low- and middle-income countries. Data Sources: PubMed, CINAHL, PsycINFO, Sociological Abstracts, and EMBASE. Hand searching of AIDS, AIDS and Behavior, AIDS Care, and AIDS Education and Prevention. Study Inclusion and Exclusion Criteria: (a) Published from 1990 to January 16, 2019, (b) low- or middle-income country, (c) evaluated CSM, (d) analyses across preintervention to postintervention exposure or across multiple study arms, (e) measured condom use behavior, and (f) sought to prevent HIV transmission. Data Extraction: Following Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines, 2 reviewers extracted citation, inclusion criteria, methods, study population, setting, sampling, study design, unit of analysis, loss to follow-up, comparison group characteristics, intervention characteristics, and eligible outcome results. Data Synthesis: The 2012 review found 6 studies (combined N = 23 048). In a meta-analysis, the pooled odds ratio for condom use was 2.01 (95% confidence interval [CI]: 1.42-2.84) for the most recent sexual encounter and 2.10 (95% CI: 1.51-2.91) for a composite of all condom use outcomes. Studies had significant methodological limitations. Of 518 possible new citations identified in the update, no new articles met our inclusion criteria. Conclusions: More studies are needed with stronger methodological rigor to help provide evidence for the continued use of this approach globally. There is a dearth of studies over the past decade on the effectiveness of CSM in increasing condom use in low- and middle-income countries (LMIC).

Use of social marketing principles in sexual health: An exploratory review

2020 ◽  
Author(s):  
M. Bilal Akbar ◽  
Jeff French ◽  
Alison Lawson
Keyword(s):  
Systematic Review ◽  
Literature Review ◽  
Sexual Health ◽  
Social Marketing ◽  
Marketing Mix ◽  
Single Element ◽  
Short Term ◽  
Health Studies ◽  
Marketing Principles ◽  
Health Programmes

Purpose: This paper presents a systematic review of the use of social marketing principles in sexual health studies in order to determine the effectiveness of the programmes. Method: A systematic literature review method was used, and Andreasen’s (2002) benchmark criteria were adopted to analyse the use of social marketing principles in the selected studies.Findings: There is evidence of full use of some elements of Andreasen’s (2002) benchmark criteria, for example consumer research, behaviour change objectives and segmentation. The use of the marketing mix theory and exchange elements were limited, whereas the evidence of the use of competition is not noted. In addition, the majority of the selected studies focus on short-term objectives, leading to varying and inconsistent outcomes. Overall, no single element of Andreasen’s (2002) benchmark criteria was independently associated with the success of any of the selected studies. Implication: The review highlights a need to use more social marketing principles in planning and implementing sexual health programmes to enhance their effectiveness. Improvement in performance might be achieved through the development and application of a new social marketing informed methodology for designing social programmes on sexual health.

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