Relationship Development and Marketing Communication - Research Paper Example

Relationship Development and Marketing Communication 1.0 INTRODUCTION Marketing in the contemporary period has created a paradigm wherein at the centre of all exchanges and transactions are the stakeholders, the clients, the consumers (Hastings & McDermott, 2006). This innovation has created a whole new gamut of approach in marketing strategies primarily because client satisfaction and preferences becomes the barometer of marketing (Hastings & McDermott, 2006; Domegan, 2008). As such, the paradigm of “client at the heart of marketing” provides a noble shift in marketing. Compared with the traditional view of marketing which is commonly perceived as an exchange between two parties who are able to communicate with each other, reach a level of agreement and distribute what they have come up with (Kotler & Zaltman, 1971), the general and traditional sense of “the subject of marketing which is the ex-change of goods or services for other goods or ser-vices or for money” (Kotler & Zaltman, 1971; 4) seems to be limited and focused more on the transaction of exhange. However, under the new paradigm of marketing which has revolutionised the field in the past 50 years, by recognising the importance and catering to the preferences and satisfaction of the clients or customers, via “listening to consumers and taking care to understand their point of view (it) makes it easier to influence their behaviour" (Hastings & McDermott, 2006; 1210). It is within the purview of marketing’s capacity in influencing behaviour that another movement within the field has revolutionised marketing itself - the inception of social marketing as one of marketing’s legitimate branches (Kotler & Zaltman,1971;Lefevbre & Flora, 1988) . The idea of social marketing has been pegged by a very intriguing and provocative question which has been raised by Weibe “Why can’t you sell brotherhood like you sell soap?” (Weibe,1952 as cited in Kotler & Zaltman, 1971;p3). Recognising the force of Weibe’s question, social marketing has become the “framework with which planning and implementation of social change” ( Kotler & Zaltman, 1971;3) especially those addressing social and health concerns are attained. And, it is within this context that this paper will try to address and understand social marketing and its underlying concepts and principles. But what is social marketing? It has been recognised that the definition of social marketing since its nascent is evolving and that it lacks clarity and consensus. (Smith, 2000; Lefevbre & Flora, 1988; Andreasen 1994, 2003; McDermott et al 2005).However, the need for a working definition is necessary as it provides an initial framework with which the concept of social marketing may be approached (Andreasen, 1994). This becomes essential as this paper intends to understand social marketing. Being such, of the several definitions that are proffered, the paper will be utilizing the original definition given Kotler and Zaltman (1971) in their landmark article Social Marketing: An approach to social change. In the said article, social marketing is defined as the design, implementation, and control of programs calculated to influence the acceptance of social ideas” (5). This definition is plagued with problems and limitation (Luck 1974; Andreasen , 1994, 2003; Smith ,2000). Though there are limitations and concerns with the chosen definition of social marketing, the necessity for an initial working definition that may act as a guide in the clarification of the concept is deemed more important than the existing limitations and problems in the chosen definition. The aim of this paper which is to understand the dynamics of social marketing as a possible solution to social and health problems (Kotler & Zaltman, 1971), the paper will be tackling the following questions: First, what is social marketing? Second, how can social marketing, be considered as a paradigm shift in marketing? And third, how can social marketing campaign attend to the contemporary problem of obesity? These questions are deemed significant as there is a continued need within social marketing to come up with a clearer definition and clarification of the definition, underlying concepts and assumptions of the field. (Smith, 2000; Andreasen 2003;Rayner, 2007) In fact, it has been claimed that very few evidence-based research have been done in order to verify the principles and theories behind social marketing (Rayner , 2007) The paper is structured in this manner: in the first part there will be the statement of the problem and some clarifications which the paper intends to highlight. In the second part it will be dealing with the questions what is social marketing and how social marketing has become the paradigm shift in marketing? In addressing these questions, the nature of marketing will be presented and then show how it is similar with social marketing. However, despite the similarity, there are glaring differences between the two in terms of communication and social marketing’s deconstruction of the marketing tools. And that these differences are the factors that make social marketing be seen as the paradigm shift in marketing. The third part, is an example of a social marketing strategy and finally is the conclusion. Moreover, the underlying assumption in this paper is the fact that human behaviour , whether it is rational or irrational ( Bagozzi, 1975), can be influenced. (Andreasen, 2003; Grö The electronic databases Academic Search Premier, JSTOR and Sage Journals Online were searched using a combination of the following key terms: marketing, marketing communication, social marketing, social change, campaign, promotion, and behavioural changes. Peer reviewed articles written only in English and published from the period of 1971 – 2009 were included in the searched. Likewise, included in the search was relevant websites. Excluded in the searched were monographs, opinions, editorials, position papers and pamphlets were excluded from the search. The reference list of the articles was searched to identify additional relevant publications. In the end, it is the hope of the researcher that in the midst of vast and numerous discussions pertinent to social marketing, the paper, may in its own little way, add up to a clearer understanding of the rudiments of social marketing. 1.1 SOCIAL MARKETING: IN FOCUS 1.1.a MARKETING Marketing is generally associated with the concepts and structures of economics (Bagozzi, 1975). Being such, it is not surprising that marketing is connoted as a form of tangible exchange between two persons or entities.(Rothschild, 1975) And it is in this view that the concept of transaction plays a very significant and primordial role in the discipline. The nature of marketing is designed in such a way that it is only realised within the process of transactions that takes place in the exchange of values between two persons (Luck 1974). Since implicit in the identity and nature of marketing is the idea that benefits are derived from the transaction – the simplest and barest form of marketing exchange is buying and selling, which according to Luck (1974) a simple exchange which should always be perceptible in marketing. As such, the concept of exchange has been elucidated in various researches in marketing as it is considered as the life blood of the field. (Bagozzi, 1975;Rothschild, 1975; Domegan, 2008) Bagozzi (1975) claims that commercial marketing is primarily a transaction of exchange of values by two persons or entities with the view that there is significant benefit that can be derived from such an exchange. In Bagozzi’s article (1975), there are three implied characteristics that are perceptible in the process of exchange. First is the fact of benefits (Bagozzi 1975; Luck 1974; Andreasen, 1994, Domegan 2008). As such, people enter into an exchange transaction because they now that will be gaining something good or beneficial out from the exchange. Second, deduction from Bagozzi’s (1975) claim, since people are aware of the benefits of entering into an exchange, it can be hypothesised that the exchange transaction is pursued based on selfish motives. Thereby, presenting the idea that the underlying rationale for the exchange is prodded by selfish motivation – my own self interests, my benefit (Luck , 1974; Andreasen, 1993;Hastings & Saren, 2003) . As such, for example, it is not surprising to find advertisements and commercials jumping on this very concept, that when they sell a commodity they make it a point that what is highlighted in the commercial or advertisement is that it is good for you – the consumer. And third, is the idea that in the exchange, equilibrium is attained (Rawls, 1971). This may be contradictory since as you pursue your good, others might not be able to achieve what is beneficial for them. The glaring reality of this observation is seen in the disparity of the distribution of health services between the First world countries and the Third world countries (Bagozzi, 1975; Hasting et al, 2005). In this sense, it can be stipulated that in commercial marketing exchange is undertaken for benefits, for the pursuit selfish interests which becomes the enticing point in all advertisements and commercials of commodities and finally, for the superficial idea of an equilibrium attained in the exchange as both parties in a way have, been benefitted by the exchange transaction. (Bagozzi, 1975; Luck, 1974; Rothschild, 1975; Domegan, 2008; Hasting et al, 2005) Moreover, when discussing commercial marketing the normal connotation is that the object of exchange is something that is tangible or quantifiable ( Luck 1974). This concept of the materiality of the exchanged object is fundamental since tangible objects of exchange make it easier to attain equilibrium (Luck,1974; Rothschild, 1975) . Also, it enables others to clearly monitor the effect of the object on the behaviour of the person (Bagozzi,1975). And finally it is easier to develop loyalty since the criteria for remaining loyal to the brand is quantifiable or can be qualified (Holt et al, 2004; Argenti & Druckenmiller, 2004). In this sense, it can be impugned that in commercial marketing, behavioural change in the consumer is brought about not by a change in values (Bogazzi, 1975; Smith, 2000). Rather it is brought about by affirmation of what the consumer or the client thinks is good and beneficial for him or her. Thus, it presents the underlying principles of behavioural changes in lieu of commodity exchange are selfish motivations and the perceived quantifiable or qualifiable benefit or goods that can be derived from the actual transaction or exchange. However, it should be noted that this particular assessment can be considered as sound only within the context of tangible exchange or service exchange in the arena of economics (Luck, 1974). In reality, there are certain intangible exchanges that are undertaken in social transactions and that it is essential that it be seen as falling within the concept of marketing ( Kotler & Zaltman, 1971; Andreasen, 1993; Smith, 1999). Why? 1.1.B MARKETING COMMUNICATION The continuous evolution of marketing per se, presents the idea that it is not static but that it is a dynamic process that is capable of responding to the demands of time. Indeed, the definition of marketing per se is in itself ambiguous ( Luck 1974) but it does not deter the fact that marketing has now entered into a framework wherein it discusses social relationships and becomes increasingly involve in the stipulation or creation of social agenda (Smith 2006; Lefevbre & Flora 1988). The integration of social and health concerns in marketing has been seen as the Kuhnian paradigm shift in marketing (Kotler & Zaltman, 1971), a revolution that changes the face of marketing. This paradigm shift has been resisted by some scholars from the perspective that the nature of marketing is broadened in such a way that marketing’s extension to social concerns results into a problem in the identity and nature of marketing (Luck, 1974; Rothschild, 1975). Nevertheless, it can be argued that the extension of marketing into the social arena is a long delayed recognition of the fact that movements in the economic sphere are interwoven and firmly interconnected with the social values, context and ideals where it is at play (Fox & Kotler, 1980). Being such, in the broadening of the scope of marketing, one very important marketing tool is highly utilised – communications.(Cornelissen, 2003) Communications as defined in this paper is the human act of transferring message to others and making it understood in a meaningful way (Andersen, 2001). In this context, communication involves two entities wherein the purpose of the existing relation is to transmit a message which understandable. In this simplistic view, it can be deduced that in communication the existing relation between the persons or the entities maybe that of an active transmitter of message and a passive listener or an active transmitter of message and an active listener (Andresen, 2001). Analogous to this deduction is the concept of traditional marketing communication and the contemporary approach to marketing communication (Andresen, 2001; Domegan, 2008). In the traditional conception of marketing communication, the approach is basically persuasion and it’s a one way mode of communication (Andersen, 2001; Grönroos, 2004) and this view is considered as obsolete. In its place is communication which primarily intends to transmit a message but in the process of the transfer of message is the establishment of relationship, the embarking of an interaction, the meeting and sharing of values and the undertaking of a dialogue that enhances trust between parties via employment of communicative actions, and the development of credibility which is necessary in the building of collaborative network (Andersen, 2001; Grönroos, 2004; Jacobson & Storey, 2004; Domegan, 2008). And it is in this new approach or appreciation of marketing communication as employed in social marketing that enables social marketing to be effective in achieving behavioural changes beneficial not only for the individual but for the society as well ( Smith,2000; McDermott, 2000). Thus, affirming the paradigm shift in social marketing (Kotler & ZAltman, 1971). But, how? The capacity of marketing communication to attain behavioural change is anchored on the concept and ideals of social marketing. 1.1.C. SOCIAL MARKETING: DEFINED Social marketing is defined as the design, implementation, and control of programs calculated to influence the acceptance of social ideas (KOtler & Zaltman, 1971). However, this definition is plagued with problems and limitations. The problem with this definition is that: first, it is confusing (Luck 1974). It is confusing (Luck, 1974; Andreasen, 1994: Rothschild 1975) because it is extending too broadly the meaning and identity of marketing. Second, the boundaries laid down by the definition are vague. Since social marketing is too broad it can be construed as implying the idea that all social transactions are part of marketing (Luck, 1974;72). And third, it is ambiguous. Since it stipulates that the players in social marketing are normally coming from the public sector but it is seen that there are many institutions and agencies from the private sectors who are active players in social marketing. (Andreasen, 1994; Luck 1974). As such it blurs the boundaries of marketing as a discipline.( Luck 1974; Rothschild, 1975) Furthermore, a strong critique is raised by Andreasen(1994). He claims that part of the problem of the definition that has been provided by Kotler and Zaltman (1971) is the use of social marketing for large segment of the population. He holds that social marketing should not be used as the technology or methodology employed when a large segment of the population is targeted for a change of behaviour. He is not discounting the fact that behaviour is definitely at the bottom line of all social marketing endeavours but there is an ethical consideration that should take precedence in the utilization of social marketing if applied in that perspective – the community’s values and norms. This situation becomes more distinct especially if the targeted group is not familiar with the ideas that is being promoted. With these limitations on the definition of social marketing, several definitions are forwarded. One is given by Smith (1999), it states that social marketing is a process for influencing human behaviour on a large scale, using marketing principles for the purpose of societal benefit rather than commercial profit. Another is given by Andreasen (1994) and it claims that social marketing is the adaptation of commercial marketing technologies to programs designed to influence the voluntary behaviour of target audiences to improve their personal welfare and that of the society of which they are a part. Several common factors are perceptible in the definitions given by Smith (1999) and Andreasen (1994). The common features are: first, social marketing influences human behaviour. Second, the influence in the human behaviour is done by using the tools of marketing. Third, the aim is to gain benefit. Looking at these features of social marketing as defined by Andreasen (1994) and Smith (1999), there seems to be no huge difference with commercial marketing. However, the salient character of social marketing that technically distinguishes social marketing from commercial marketing is the fact that in the context of social marketing, known marketing tools like 4Ps of marketing, the concept of competition, and motivation are redefined and deconstructed in order to create and adapt its own suitable meaning and interpretation within the context that it is utilised – social behavioural change( Kotler & Zaltman, 1971; Fox & Kotler, 1980; Andreasen, 2003; McDermott,2000; McDermott et al, 2005; Smith, 2006) . What does this mean? 1.1.D ELEMENTS OF SOCIAL MARKETING Social marketing takes its roots from commercial marketing (McDermott, 2000) thus it is not surprising that the element of social marketing is the same with that of commercial marketing (McDermott et al 2005). However, their inherent difference lies on the concept of competition and motivation. (Smith, 2000; Luck, 1971) In commercial marketing it is the presence of an actual competitor while in social marketing it is competing values and beliefs. And the other glaring difference between commercial and social marketing is the motivation – in commercial marketing its self-interests while in social marketing it is the symbiotic relation the personal benefit or good and society’s good as well. (Smith, 2000; McDermott 2000, McDermott et al 2005) In lieu with this, the following are the elements of social marketing: These are, , philosophy of exchange, market segmentation, competition, 4Ps, continuous monitoring and revision, the importance of research. In terms of philosophy of exchange, social marketing also holds that beneficial exchange transpires in the promoted behavioural change. This is achieved by recognising that what is gained from the behavioural change are intangible benefits that cuts across both the marketer and the individual (Smith 2000). Being such, the benefit that is attained goes both ways. Since in the end, the voluntary changed of behaviour (Andreasen,1994) benefits the society as a whole therefore everybody who are considered as the stakeholder are also benefitted. (Smith, 2000; Grier & Bryant 2005). The idea of competition. In commercial marketing, the competitor is another company who is selling a similar product or commodity (Luck, 1974). So, competition in this sense is basically very perceptible or apparent (Luck, 1974, Rothschild, 1975). While competition in social marketing takes a different turn as it involves competing behaviours and beliefs (Smith, 2000; Hastings & Saren, 2003). There is a need for social marketers to formulate arguments that will support the change of behaviour. (Smith 2000; Hastings and Saren, 2003; Grier & Bryant 2005; Andreasen 1994, 2003) The principle behind market segment is to identify the target audience of the behavioural change (Smith, 2000). Intrinsic in a society is the difference that underlies the demographic differences. As the audience is targeted, clearer research and approach are laid so as to address the appropriate d strategy that will enable the behavioural change. In this context, there is s seeming similarity between commercial marketing and social marketing as this employs the study of the peculiarities inherent in the group or the Target audience (Grier & Bryant, 2005; Smith, 2006). The 4Ps of marketing are product, price of the product, place where the product is made available and how the product is promoted (Andreasen,1994, Kotler & Zaltman, 1971, Smith, 2000; McDermott, 2000; Fox & Kotler, 1980; Grier & Bryant, 2005). First p of the 4Ps is product. In commercial marketing the product is normally tangible or it comes in a form of service which as stated earlier is something that can be quantified or qualified (Luck 1974). In social marketing, the product is the changed behaviour itself (Andreasen, 1999, Kotler & Zaltman, 1971; Smith, 2000, 2006). It is an intangible good whose benefit can only be achieved if there is a change in the actual behaviour. The distinction between the benefit derived from the changed behaviour and the actual changed behaviour are two nuisances of the understanding of product in social marketing (Grier & Bryant 2005). But the point is the product under social marketing is the intangible behavioural change.(Smith, 2000; Grier & Bryant, 2005, Andreasen, 2003) Second, is the price. In commercial marketing the predominance of monetary exchange is a common feature of the market (Luck 1974; Rothschild, 1975). In the social marketing, there is no monetary price paid in the same way that for example a person will pay for a cheeseburger (Smith, 2006, Grier & Bryant, 2007). This is the reason why Luck (1974) is claiming that social marketing in changing and broadening the identity and nature of marketing, it has in a way destroyed the nature of marketing. However, there is a price paid in not adopting behavioural change. The price may come in the form of social exclusion or it may come in the form of social embarrassment (Smith 2006). It can also come in the form waste of time, psychological distress and other similar important intangible costs (Grier & Bryant , 2005). Third, place is where the product is made available. Again, in commercial marketing the place refers to the actual location where the product or commodity is made available and therefore can be purchased. In social marketing, the place may not necessarily refer to a particular location but that it can refer to any centres where the behavioural change is encouraged. The place under social marketing can be a park, or a coliseum or the highway. Simply put, place is anywhere where people can access support for their decision to commence behavioural change.(Grier & Bryant, 2005; Smith, 2006) And the last of the 4Ps is how the product is promoted. In commercial marketing, it utilises the power of media to influence the shift from one brand to another. Thus it can use print ads, the television, radio, flyers and word mouth to name some (Hastings & Saren, 2003). While in social marketing, the product is promoted through definitely the use of media. But it is not only limited to that (Smith, 2006;Grier & Bryant 2005) . It can employ education, the community and the community leaders or organizations that can act and explain the benefits of this behavioural change. Since it is the most visible component of the strategy, it includes all form s of communication means and modes that can be employed. It also includes activities which are carefully designed to influence change in behaviour. It has multiple elements and these are “specific communication objectives for each target audience; guidelines for designing attention-getting and effective messages; and designation of appropriate communication channels. Promotional activities may encompass advertising, public relations, printed materials, promotional items, signage, special events and displays, face-to-face selling, and entertainment media. In public health, policy changes, professional training, community-based activities, and skill building usually are combined with communication activities to bring about the desired changes “(Grier & Bryant, 2005; 324) To highlight the last of the Ps in the 4Ps of marketing an example is the case of circumcision. There is a study which shows that circumcision can be used as means to decrease the rate of HIV transmission in Africa. (Potts,2000; Szabo & Short, 2000; Williams et al,2006;Sullivan et al, 2007) However, the problem lies on the behaviour and attitude of people against circumcision prevalent in countries ravaged by HIV in Africa. There is humongous cultural barrier in the adaption of circumcision as the first line of defence against HIV. In this sense, how can circumcision be promoted? The need for a continuous research is essential as it informs both the marketers and the community regarding the status of the benefits derived from the changed behaviour, how people are doing in terms of the adherence to the changed behaviour, and possible causes of fall outs if there are any.( McDermott et al, 2005; Andreasen, 2003, Smith ,2006) It also offers a way to further refine and if there is a need to redefine the programme so as to tackle current situations and risk (foreseen and unforeseen) arising from the behavioural changes. (Hastings & McDermott, 2006) Summing up the elements of social marketing are as follows: 1. Behaviour Change This act as the ethos of the entire social marketing programmed 2. Idea of exchange This is the assumption that as a whole benefit is derived by all - the stakeholders in particular and society in general 3. Competition This acts as the challenge for the success of the behavioural change - competing values and behaviour. 4. Market Segmentation / Target Audience Identifies the recipient of the program and provides the criteria or paradigm for the creation of the program that suits their needs 5. 4Ps Product, price, place and promotion allows for a concrete and actual methodology that will be essential in the implementation of the program 6. Continuous research and revision This is makes room for improvement and the chance to concentrate on risk management coming from the behavioural change, from fall outs, and foreseen and unforeseen risk attributed to the behavioural change. 7. Importance of research This will allow social marketers to constantly abreast with the changes needs and demands of the people. Knowing the elements of social marketing creates a window with which the effort for the understanding of the social and health condition can be analysed, addressed evaluated and re-evaluated. The demand for a behavioural change is geared towards the attainment of benefit that moves beyond individual good towards the benefit of and for the society in general (Andreasen,1994). As there are many perceived goods that can be attained using social marketing, it should be acknowledged that there are also certain limitations and rising concerns regarding social marketing. (Fox & Kotler, 1980) 1.1.E. STRENGTHS AND RISING CONCERNS PERTINENT TO SOCIAL MARKETING It is undeniable that goods and benefits which are derived from social marketing like clean water for underdeveloped and developing countries, the use of condoms by teens, anti-smoking campaigns, the use of bags when shopping instead of plastic, of waste segregation and other similar actions have tremendously help people in particular and society and the environment in general. Nonetheless, there are still perceived concerns regarding social marketing( Fox & Kotler, 1980) As such, it is important that the weighing of the benefits and the potential risk inherent in social marketing be undertaken.( O’Shaughnessy, 2008) 1.1.E.1 STRENGTHS OF SOCIAL MARKETING The strengths of social marketing are: 1. It creates the arena wherein social and health concerns are address via utilizing the powers and methodology of marketing (Lefevbre & Flora, 1988). It is in this sense that a more far-reaching and wider in scope or coverage of social marketing programs are attained. 2. It integrates social responsibility as necessary paradigm in the attainment of good (McDermott et al, 2005). It modifies the individualist perception and offers the viability of symbiotic relation between the individual good and the good of the society. 3. The social marketing arena provides the sphere with which people who want change can participate in programs that can initiate change.(Swinburn et al, 2005) This again is significant as it affirms man as a being whose autonomy is affirmed in the presence of a communal action for change.(Rayner, 2007) 4. By aiming for the good of the individual and society, it creates a broader definition of beneficence which is necessary in the understanding of the intricate connection between man and woman and human beings and the society. (Jennings, 2006) 5. Social marketing affirms the idea that social behaviours are social construct and that it can be done away to paved for a behaviour which is more apt to the demands of the time. 6. As social marketing persuades the person to voluntarily undertake behavioural change (Andreasen, 1994), it gives back to the person the respect worthy of a person who is capable of making decision for change intended for the betterment not only of one’s self but of the entire society as well.(Smith, 2006, Andreasen, 1994, 2003) 7. Social marketing attests to the innovativeness and dynamism of human beings and society as it responds to the demands and problems of the time. (Domegan. 2008) As there are benefits that can be derived from the practise of social marketing, some apprehensions regarding its role in the social arena are also being brought up.( Fox & Kotler, 1980) 1.1.E.2 RISING CONCERNS PERTINENT TO SOCIAL MARKETING The perceived limitations and concerns in lieu of the practise of social marketing are: 1. There is a need to translate a generalised understanding of the concept of social marketing (McDermott et al, 2005). If this limitation is addressed, it will allow for the creation of measures with which the success or failure of the programme easier and verified. 2. It is manipulative (Hastings & Saren, 2003). Social marketing fails to integrate in its planning the 3. It blames the individual behaviour rather than look into the bigger picture of social structures which perpetuates the vulnerated condition of the people that is being considered as the targeted audience.(Greir & Bryant, 2005) 4. Lack of sufficient funds to pursue research. This limitation can be addressed by trying to use information and data from previous studies and published works scholarly journals who may have tackled the problem already. (Smith, 2006) 5. The lack of evidence based research regarding the effectivity of social marketing to really influence large scale behavioural change (Smith, 2006). 6. There is a very thin line that separates social propaganda and social marketing since both appeals to emotion and speculations that can garner the largest number of adherents (O’Shaughnessy, 1996). Thus, if things are not properly monitored, social marketing may be more harmful than what is perceived. 7. Normally, social marketing is done only to initiate change in behaviour.(Fox & Kotler, 1980). But this is not enough. There is a strong demand for continuous research to counter this limitation.( Smith, 2006; Grier & Bryant, 2005) as there are some risk and changes that should be continuously monitored to know and understand the efficacy of the behavioural change. (Smith, 2006) 1.1.F. ETHICAL IMPLICATIONS Lazniak et al (1979)has raised some important ethical concerns regarding social marketing. According to them, social marketing can be used as a form of social control by the economically powerful. (Lazniak, 1979; 32). This is possible because people who do not have the money to disseminate information are put into disadvantage compared with hsoe who can afford it (Lazniak 1979; O’Shaughnessy, 2008; Grier & Bryant 2005). A further concern is to whom the social marketers accountable. ( Lazniak, 1979).What is technically being questioned here is the integrity of the motive of people who are working as social marketers. This is raised because it is claimed that people in social marketing are also the same people who are doing commercial marketing (Lazniak et al, 1979). And the last ethical concern which is very significant, “are social marketing techniques ethically neutral ?” (Lazniak, 1979; O’Shaughnessy, 2008; Rayner, 2007; McDermott et al, 2005). These question absolves the social marketer of any culpability the moment that something goes array with the situation(Lazniak et al, 1979). A good example is the fight against rape of children in Namibia and South Africa (Jewkes et al, 2005). By emancipating women via providing them jobs outside their homes, children rape has become more rampant ,(Jewkes et al, 2005) of course, there are other reasons but the women and the community where the study was conducted claimed that if they earn while staying at home it will be better for everybody. (Jewkes et al, 2005). In light of this example, it can be asked, “ are social marketing techniques ethically neutral? The ethical implications of social marketing allows us a peak into the inherent difficulties within the field. (Lazniak et al, 1979). There is still much to learn and efforts must be doubled to gain better understanding of social marketing. (Andreasen, 2003) 1.2. SOCIAL MARKETING IN PRACTISE: THE EPIDEMIC OF OBESITY Obesity is a “leading public health concern in the United States.” (Ogden et al 2006 p 1549) However, it should be noted that the prevalence of obesity is not only a public health concern of the United States but that obesity is now considered as a “worldwide epidemic, prevalent in women… and increasingly seen as feature of the poor” (James et al 2001 p 230, 231). In fact, in 2004 23.6% of men and 23.8% of women were classified as obese. (Heath and Social Care Information, 2005) As such, the problem that will be addressed is the prevalence of obesity. The behaviour or the action that will best addressed the problem is the encouragement of adult men and women to be more involved in sports, games or any physical activities more often. The audience or those who are being asked to take the action are: first, persons whose body mass index (BMI) is higher than 25. Second, men and women from lower socio- economic group. Third, people belonging from Black Caribbean and Pakistani ethnic groups (Tackling Obesity in England, 2001). The overall strategic options to be undertaken are: first, is understand the people’s eating habits and lifestyle. Second, identify the possible triggers for over eating. Third, advocate the regulation of food industry and provide for the setting of the standards for food and labeling. Fourth, promote active transport and more active recreational activities. Fifth, reframe the problem from fight against obesity to a step or a decision for a healthier lifestyle. Sixth, create provisions for exercise programs. Finally, launch a massive campaign aimed at improving diet, healthy transport, healthy eating, sports and physical activity.(Tackling Obesity in London, 2001) After consultation with the involved agencies and preliminary research, the decided action plan should be publicised and made known so as to mobilise concern stakeholders and individuals. The format for this hypothetical social marketing strategy for a healthier and more lifestyle is derived from Smith (2006). The whole point of this exercise is to raise the idea that social marketing strategies are employed on social and health concerns that are actually experienced by people.(Smith, 2006; Grier & Bryant 2005) It can be claimed that in this sense social marketing is a realist.( Andreasen, 2003, Smith, 2000) But more than that, social marketing should be seen as a paradigm shift in marketing as marketing becomes cognizant of the fact that all social actions are in the society are interrelated, intersecting all geared towards the hope of not just accomplishing superficial equilibrium but achieving authentic human flourishing and living the good life.( Kotler & Zaltman, 1971; Fox & Kotler, 1980) 1.3. CONCLUSION Social marketing has its roots from commercial marketing (McDermott, 2000 and is defined as the design, implementation, and control of programs calculated to influence the acceptance of social ideas (Kotler & Zaltman, 1971). Because of its strong connection with marketing, it becomes understandable that social marketing also employs the tools of marketing such as philosophy of exchange, competition, research, 4Ps, communications, continuous research, motivation and target audience. However, as social marketing uses these marketing tools in changing values, beliefs and ideas of the individual in particular and the society in genral, it attests to the reality of the connection social dynamics with the economics of marketing, and thus become the exemplar for the paradigm shift in marketing ( Kotler & Zaltman, 1971) In this innovation of social marketing, it can be claimed that social marketing has become the paradigm shift that has revolutionised marketing itself. 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