Nuriyatul Lailiyah

The used of marketing principles and techniques to influence a target audience to voluntary accept, reject, modify, or abandon a behavior for the benefit of individuals, groups, and society as a whole

Most often social marketing isu used to influence an audience to change their behavior for the sake of improving health, preventing injuries, protecting the environment, or contributing to the community.

Accept a new behavior Reject potential behavior Modify a current behavior Abandon an old behavior

Behavioral change is voluntary Social marketers cannot promise a

direct benefit or immediate payback in return for a proposed behavior change.

Apply a customer orientation to understand what target audiences currently know, believe, and do.

The process begin with marketing research to understand market segment and each segment’s potential needs, wants, beliefs, problems, concerns, and behaviors.

Marketers then select target market they can best affect and satisfy.

Establish clear objectives and goals. Use 4 major toolbox in the marketer’s

toolbbox: 4P:product, price,place, promotion. (marketing mix)

Divide the market into similar groups (market segment),

measure the relative potential of each segment to meet organizational and marketing objectives

choose one or more segments.

Commercial marketing : sell goods and services

Social marketing: sell behavioral change Commercial: primary aim is financial gain. Social: individual or society gainCompetitors Commercial: often identified as other

organization offering similar goods or services that satisfy similar needs.

Social: competition is most often the current or preferred behavior of the target market and the perceived benefits associated with that behavior.

Give up an addictive behavior Change a comfortable lifestyle Resist peer pressure Go out of their way Be uncomfortable (take VCT test) Establish new habits (excercise 5 days a

week) Spend more money

Be embarrassed Hear bad news (have your cholesterol

tested) Risk relationship (take keys from a

drunk driver) Give up leisure time (volunteer) Reduce pleasure (shorter showers) Give up looking good Spend more time

Customer orientation Exchange theory is fundamental Marketing research is used Audiences are segmented Marketing mix is applied Result are measured and use for

improvement

Issues related to increasing quality of people’s life.

According to the locus: Global Issues National Issues Local Issues

Jenis kekerasan 2004 2005

2006 2007

Jumlah

Kekerasan terhadap Istri

1.782 4.886

1.348 17.772

25.788

Kekerasan terhadap perempuan anak

251 421 552 469 1.693

Kekerasan terhadap pekerja rumah tangga

71 87 73 236 467

Sumber: Komnas Perempuan (dalam Hasyim dkk, 2:2009)

Jenis kekerasan Jumlah kasus (%)Perkosaan 1.448 32 Kekerasan Dalam Rumah Tangga 1.251 28

Kekerasan Dalam Pacaran 696 16

Prostitusi perempuan 482 11Buruh migran 319 7Perdagangan perempuan 140 3

Pelecehan seksual 137 3Total 4.473 100

Sumber: LRC-KJHAM, 2009

Jenis kekerasan Jumlah korban (%)Prostitusi perempuan 7.180 53Perkosaan 1.990 15 Kekerasan Dalam Rumah Tangga 1.814 14

Buruh migran 1.163 9Kekerasan Dalam Pacaran 714 5

Perdagangan perempuan 253 2

Pelecehan seksual 242 2Total 13.356

169 meninggal100

Sumber: LRC-KJHAM, 2009

Jenis kekerasan Kasus korban pelaku Keterangan Perkosaan 210 232 338 5 meninggalKDRT 149 149 149 16

meninggalKDP 101 126 119 13

meninggalProstitusi 71 434 Aparat,

masyarakatBuruh migran 44 77 14

meninggalPerdagangan perempuan

23 59 54

Pelecehan seksual 16 21 22Total 614 1091 48

Sumber: LRC-KJHAM, 2009

Tobacco use1200 people die by tobacco (Thanks for

smoking)Most of smokers in Indonesia are poor.

(LP2K Semarang) Fruit and vegetables intake

only few Indonesian consume enough fruit and vegetables everyday

Osteoporosis3 from 10 people in Indonesia potential in

having osteoporosis