Social Mktg Essay examples - 2044 Words

MKTG309: Social Marketing and Sustainability Individual Assignment Starbucks social marketing campaign Name: FEI XUE ID: 42498155 Contents Background, Target Audience amp; Behavior Change 3 Behavior change model 7 First 6 of the 16 tips for success analysis: 8 Conclusion and Recommendation 10 Reference List 11 Before describe and discuss prior social marketing campaign, we understand that social marketing is the focus on behavior, not awareness or attitude change. Besides, social marketing results in benefit to individuals or society, not just focus on organization benefit and profits. Organization runs social marketing†¦show more content†¦Obviously, Starbucks advocate recycle, at the same time change audience waste behavior. The target audiences are ready for bring their reusable mug to get free drinks in campaign day. They do not worry about anything.Starbucks owes its success to a well-defined target audience! According to the definition of social marketing campaign barriers, barriers may be related to several factors: knowledge, beliefs, skills economic status, cultural influences etc. For study Starbucks campaign barriers, we focus on both elements: internal and external. * Internal barriers: e.g. Lack of knowledge and skills. 1. Some customers do not care about â€Å"recycle† or â€Å"free drinks†, I believe a part of people give up join the campaign and â€Å"run† their behavior like before. 2. Pay attention to the condition of join Starbucks social marketing campaign, reusable mug or tumbler is compulsory. Some customers do not meet campaign’s basic condition. 3. Some customers do not know Starbucks campaign. (Lack of advertising) * External barriers: The campaign is happened in USA and Canada store, therefore we must promise every store have ability â€Å"run† Starbucks campaign without accidents. Besides, beware of other competitors make trouble an d influence campaign keep going. To overcome those barriers, organization makes several measures: 1. If customers do not have reusable mug or tumbler, they will be available for 20% off on Earth Day, April 22. Let moreShow MoreRelatedFord Case Study Questions1599 Words   |  7 PagesCase Questions MKTG 621 1. According to Exhibit 3 on page 11, who is the primary purchaser of a B Segment Vehicle? Exhibit 3 provides the information about the B segment purchaser information using the data collected from a total of 3,481 people. It is clear that about 73.4 % (about two third) of the B segment car purchasers were over the age of 40. Among them, people in the age group of 50-55 topped the chart with 14.3%. The primary purchasers for the B segment car would be the people betweenRead MoreTexas A M University s Social Media1931 Words   |  8 Pages Texas AM University’s Social Media Autumn McKenzie MKTG 448 9 December 2014 Introduction Texas AM is a premier public university located in College Station, Texas. 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The corporation will make sure toRead MoreMonsanto Case Study Essay1557 Words   |  7 PagesParker Gross MKTG 495 Case #3 – Monsanto I: Situation Analysis Monsanto is a company that some people may not be explicitly familiar with on a first name basis. However, the work that the company has done over the last century, with a larger emphasis on its most recent ventures, have been deeply engrained in our lives, our food, and our economy. Monsanto has those who advocate on their behalf in addition to their naysayers. While Monsanto has made huge strides in terms of biotechnology overRead MoreMazda: Positioning a Product Line1128 Words   |  5 PagesTEGRATED MARKETI G COMMU ICATIO (MKTG 6140) Case Summary †¢ Lack focus in marketing and advertising plan. †¢ Weak positioning, focus on value for money only. †¢ Introduced new marketing strategy. †¢ New slogan – â€Å"Get In. Be Moved† for Protà ©gà © (1999). †¢ New approach used to cater new target market. †¢ Introduced new slogan – â€Å"Zoom-Zoom† (make fun to drive for adults). †¢ New model - MAZDASPEED Protegà ©, Protegà ©5 and MAZDA6. 2 I TEGRATED MARKETI G COMMU ICATIO (MKTG 6140) History 1984 1927 1920 Read MoreThe Concept Of Family Life Cycle1411 Words   |  6 Pagesmight be used as vehicles for the marketing effort. Be sure to justify your selections â€Å"The family life cycle (FLC) is a series of stages determined by a combination of age, marital status, and the presence or absence of children† (Chapter 8, page 146, MKTG). FLC is used in marketing to narrow down target markets. Marketing managers choose their market by determining who has a need for their product and focus on that particular group. 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Each generation will search for, select and purchase a product or service for use and disposal based on personal wants and needs. Each of these groups is a different segment of the market. For example a business wants to cater to those