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Social marketing and self-regulation: The perfect match for a good working world and the contribution of social marketing to self regulation strength

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  1. Chapter 2 Individual Self-Regulation Strength and Influencing Factors
    1. Self-Regulation
    2. Self-Regulation Strength
    3. Factors Influencing Self-Regulation Strength
  2. Chapter 3: Social Marketing
    1. What is Social Marketing?
    2. The Effectiveness of Social Marketing
    3. The Importance of Effective Campaigns and Benefits for Policy Makers
  3. Chapter 4: Conceptual Framework
    1. Framework and Hypotheses

The concept of Self-regulation and the ability to make people self-regulate in a better way has been the subject of many studies since the last few decades (Kotler, Roberto, Lee, 2002; Andreasen, 1995). The ability to self-regulate can be important in all aspects of life. When focusing on business, the people behind the business and exchange of products and services are an important factor for a good working economy and for society in general (Lazer, Kelley, 1973). People may influence business and economics in an indirect way, for example, by feeling unhappy about their lives, which directly influences a business in that unhappy workers are slow and unfriendly to customers. Such behavior may thus influence profits and sales. The ability to self-regulate is thus a primary aspect in the behavior of people. In order to attain a professional or personal goal, people must have the ability to self-regulate (Bandura, 1977). Self-regulation appears to be central to effective functioning in a number of ways. It helps in in impulse control, time management, and in coping with emotions or stress (Murtagh, Todd, 2004).

[...] Social Marketing & Self-Regulation: the Perfect Match for a Good Working World The Contribution of Social Marketing to Self-Regulation Strength Table of Contents Chapter Introduction 1. Background 2. Managerial Relevance 3. Academic Relevance 4. Problem Statement and Research Questions Problem Statement Research Questions 1.5 Structure of the Study Chapter 2 Individual Self-Regulation Strength and Influencing Factors 2.1 Self-Regulation Self-Regulation and Self-Control Self-Regulation 2.2 Self-Regulation Strength 2.3 Factors Influencing Self-Regulation Strength Replenishment Factors Individual Factors Chapter Social Marketing 3.1 What is Social Marketing? [...]


[...] The main goal is creating and sustaining demand for the product. Therefore, promotion can consist of several steps: introduction of the product, creating demand; building a good name, sustaining demand. The way of promoting a product depends on the audience?s awareness of the product (Kotler, Roberto, 1991) The ?Social Next to the regular there exist some more in social marketing. How many more and what they exactly mean has been described differently by several researchers (Kotler and Roberto, 1991; Higgins, 1995; Kotler et al., 2002; Weinreich, 2003). [...]


[...] H1b: The traditional P's have a positive influence on individual factors, which leads to higher individual self-regulation strength. The ?social P's also influence both the replenishment and the individual factors in a positive way. For example, the change of a certain policy will make it easier for individuals to take some rest. Then can be thought about changing laws concerning working hours or rules about breaks during a working day. The possibility to take more rest can lead to a higher ability to self-regulate. [...]


[...] Therefore, chapter three discusses how self- regulation in a macro environment could be regulated by the concept of social marketing. CHAPTER SOCIAL MARKETING ?Alone we can do so little, together we can do so much? (Keller) In this chapter the social marketing concept will be presented. In section 3.1 the general idea of social marketing will become clear and there will be given an explanation of some marketing principles: the (product, price, place, promotion, partnership, process, policy). Section 3.2 will be in the light of the effectiveness of social marketing. [...]


[...] Therefore, research is a crucial element in a good functioning of social marketing program. Before a social marketing program starts the wants and needs of the target group should be determined through qualitative and quantitative research, respectively why people think and act in a certain way and how many people do that (Weinreich, 2003). Especially, to select the contents of the in an efficient way it is important to know how a target group perceives offerings, prices, distribution systems and promotion styles The Effectiveness of Social Marketing The effectiveness of a social marketing campaign can be influenced by society?s willingness to change and by the complexity the goal marketers want to reach. [...]

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