商业营销与社会营销之争

IF 2.3 Q3 BUSINESS
P. Kotler
{"title":"商业营销与社会营销之争","authors":"P. Kotler","doi":"10.1177/15245004221136334","DOIUrl":null,"url":null,"abstract":"The purpose of commercial marketing is to sell products that satisfy customers’ needs at a profit, without judging the rightfulness of those needs. Social marketing’s purpose is to modify or change consumer needs when they are harmful to the person, other persons, or society. Social marketing therefore acts as a corrective to harmful commercial marketing practices. With the rise of sustainability concerns, social marketing takes on the additional objective of urging persons in advanced nations to reduce their consumption on the grounds of “less is more.” Social marketers will mount more campaigns to discourage water consumption, beef consumption, heavy packaging with plastics, and so on. To preserve the planet, an emerging goal of social marketing is Degrowth.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":2.3000,"publicationDate":"2022-10-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":"{\"title\":\"The Battle between Commercial Marketing and Social Marketing\",\"authors\":\"P. Kotler\",\"doi\":\"10.1177/15245004221136334\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The purpose of commercial marketing is to sell products that satisfy customers’ needs at a profit, without judging the rightfulness of those needs. Social marketing’s purpose is to modify or change consumer needs when they are harmful to the person, other persons, or society. Social marketing therefore acts as a corrective to harmful commercial marketing practices. With the rise of sustainability concerns, social marketing takes on the additional objective of urging persons in advanced nations to reduce their consumption on the grounds of “less is more.” Social marketers will mount more campaigns to discourage water consumption, beef consumption, heavy packaging with plastics, and so on. To preserve the planet, an emerging goal of social marketing is Degrowth.\",\"PeriodicalId\":46085,\"journal\":{\"name\":\"Social Marketing Quarterly\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":2.3000,\"publicationDate\":\"2022-10-22\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"3\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Social Marketing Quarterly\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1177/15245004221136334\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Social Marketing Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/15245004221136334","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 3

摘要

商业营销的目的是销售满足顾客需求的产品并获利,而不去判断这些需求是否合理。社会营销的目的是修改或改变消费者的需求,当他们是有害的人,其他人,或社会。因此,社会营销对有害的商业营销行为起着纠正作用。随着对可持续性的关注的增加,社会营销承担了另一个目标,即敦促发达国家的人们以“少即是多”的理由减少消费。社会营销人员将发起更多的活动,以阻止水的消耗、牛肉的消耗、塑料的沉重包装等。为了保护地球,社会营销的一个新兴目标是去增长。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Battle between Commercial Marketing and Social Marketing
The purpose of commercial marketing is to sell products that satisfy customers’ needs at a profit, without judging the rightfulness of those needs. Social marketing’s purpose is to modify or change consumer needs when they are harmful to the person, other persons, or society. Social marketing therefore acts as a corrective to harmful commercial marketing practices. With the rise of sustainability concerns, social marketing takes on the additional objective of urging persons in advanced nations to reduce their consumption on the grounds of “less is more.” Social marketers will mount more campaigns to discourage water consumption, beef consumption, heavy packaging with plastics, and so on. To preserve the planet, an emerging goal of social marketing is Degrowth.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
4.30
自引率
16.70%
发文量
21
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信