Support Live Chat
Nov 8, 2017 in Sociology
Marketing for Social Change: Bullying
Background, Purpose and Focus
First of all, it is important to rely to the background of bullying. It is using of coercion or force for intimidating or abusing other people. Such behavior may include the verbal threat or harassment in relation to the particular victims. Among the teenagers such behavior is common ad that is why the core purpose of the social change is prevention of the negative behavior demonstration. Bullying may have the following negative effects for the teenagers: suicide and violation. That is why the core focus o the social change would be directed for the bullying victims’ suicide quantity minimization. Also, such social change may allow the reduction of skipping classes and, consequently improve the quality of education.
The target audiences of the particular social change analyzed in this essay are teenagers age from 13-15 and also their educators and parents. For the teenagers, the program, directed for their social rehabilitation would be developed and for the educators and parents- the effective approach towards the bullying prevention would be created and implemented into the practice.
First of all, it is important to present the background of the social change- the bullying prevention. The core purpose of behavior changes implies the creation of the climate, which does not tolerate unwanted behavior, which is bullying. The core tools, which may be applied for achievement of this purpose, are changing the teachers’, parents’, other adults’ attitudes towards the behavior of children. If there is a negative reaction from the mass towards a particular action, which implies or is related to bullying, the probability of its minimization occurs. It is possible to state a fact that the social change itself may be defined as the complex of multiple change agents’ efforts. It is considered that the large-scale and permanent behavior change may be achieved most effectively through changing the community norms.
That is why the social marketing uses the following marketing principles- influencing the human behavior for the social benefit improvement.
Barriers, Benefits, Competition
It is a complicated task to motivate the bullies to stop their abusive behavior and actions. There are different reasons for such behavior and psychological disorders in particular. That is why it is essential to develop the individual approach towards each teenager, whose behavior is abusive and to analyze the core background and problems, which cause it. The benefits of the individual approach are reflected in its efficiency. While taking in account the nature of the problem, it is obvious that the only competition is the social attitude towards the particular individual and ones’ own beliefs and values in life. In addition the abusive educational/pedagogical style at home (as well as in the educational establishment) may be considered both as the barrier to the social change program effective practical implementation and as the competition/counterpoise to it.
The core essence of the program implies the bullying stopping among the teens and minimizing the core reasons of their destructive behavior.
It is rational to consider the marketing plan of the social in accordance with 4 Ps of marketing mix.
It is obvious that the core purpose of social change implies meeting and satisfying the needs of target audience. For meeting these requirements and needs, it is rational to coordinate and to integrate the set of its advantages in such a manner that they would reflect their characteristics (Hill, 2007).
Pricing: it is clear that it is a complicated to determine the price of the social change. In addition, the price of social change implies the trial-and-error approach towards the decision-making. It is mainly determined by the values of the target audience and by their understanding of these values (Ohmae, 1999).
Product: The product mix is a tool used to determine and evaluate the particular product and service`s features. The core requirement for the product is to meet the needs of the teenagers between 13 and 15 years old. The set of the intangible elements of a particular service is included into these characteristics – such as psychological features. Among them are the following the most important is the image improvement and meeting the core needs of the teenagers, who are vulnerable segment of population (McCarthy, 1975).
Promotion: The core aim of advertising implies promotion of the socially important information and practical implementation of the effective persuasive appeals, which are mainly directed at attracting the target audience. In the majority of cases, all types of marketing communications are covered with the promotional aspect of the marketing mix. The most commonly applied strategies are print and electronic informational advertising, including cinema, TV, radio, online, etc (which are popularized both among the teenagers and their educators). The effective marketing communications’ tool is the ability of development and practical implementation of the advertising campaign, which applies several of the existing methods and leads to effective achievement of the expected results (stopping the abusive behavior among teens and minimizing the reasons of such behavior).
Place: is an integral part of marketing mix. In the case of social change it involves management and coordination of the set of the processes, involved in the procedure of delivering particular services to the end consumer (Gary, 1979)
There are two types of factors, which affect social marketing. The first one is the external environment of opportunities and threats to the practical implementation of particular activity. The other one is the activity itself can be controlled through the decision-making. Factors can be controlled by the service provider may be summarized in the following four areas:
Product (service) strategy, including service development, service planning, service design, delivery and decision-making. This also includes factors like service features, quality, way of presentation etc.
Pricing strategy is used to determine the pricing objectives, to develop the contents of the service price of the principles and techniques.
The promotional strategy is mainly oriented on studying how to promote customers to use the service in order to achieve the initially stated strategy. Factors include advertising, publicity, promotion, public relations, and so on.
Distribution strategy is developed for making the services to reach the target audience successfully. Factors, including distribution channels, regional distribution, and intermediary’s type are in the distribution strategy.
These four aspects of strategy combined are referred to as the marketing mix strategy. The basic idea of the marketing mix strategy is the development of the product (in this case a product is the service) strategy, establishment of pricing, promotion and distribution channel strategies, and a combination of strategies in general. This is done in order to achieve the right goods, right price, and right promotional products to the suitable locations for the purpose. Social change success or failure depends largely on the combination of strategy choices and their integrated use of effects.
The qualitative approach would be applied for the results evaluation - surveying the educators, parents and participants of the program concerning its outcomes. Three different types of surveys should be developed- for parents - concerning the behavioral changes, for educators- the social aspect of behavior (at school in particular) and for the participants the way their life has changed after they participated in the social change (rehabilitation) program- for instance- whether they have got new friends, how their life interests have changed etc.
- Social Rights USA
- Race in Our Everyday Lives
- Discrimination against Women
- Subculture Theory and the American Society
Customer`s comment 3 days ago
Big thanks to your writing team for coming through for me with my last order. I didn’t give them a lot of notice, but they were able to come up with a superb paper for me. This is the kind of service that I love. Sometimes, I get forgetful, and I forget when my paper due dates are. It is so comforting to know that I can be in a rush and contact Essays-Writer.net and that you will deliver a great paper for me, no matter what. The fact that you include an anti-plagiarism report is great, too. I appreciate knowing that my work is totally original. Essays-Writer.net rocks!
Customer`s comment 6 days ago
Your writers are masters at time management. I turned in an order for four very difficult papers, and they were all written perfectly, even with the short deadline notice. Thanks, Essays-Writer.net!
Customer`s comment 29 days ago
Your writing company delivers for me every time. I have never been disappointed.
Customer`s comment 18 days ago
I was happy with the two essays that your writers did for me. Even though the subject matter was quite dense, they managed to come up with high quality work. This has been my experience with Essays-Writer.net, over the long haul. Each and every time I have needed a high quality paper, you have come through with outstanding writing examples for me. I am pleased to recommend your writing service to my friends and colleagues.
Customer`s comment 17 days ago
The work I received from your writers was much better than expected, especially considering the affordability of your services! This is so impressive! I wasn’t aware, previously, that companies like Essays-Writer.net even existed, but then again, I’m pretty sure you are the only one that is this good. I have heard a lot of bad things about other writing companies, but never a negative word about Essays-Writer.net. You are reputed as being the best, and I, for one, am convinced that this is true.Thank you for the outstanding job you did on my essay and research papers.
Customer`s comment 12 days ago
Thank you for the great paper! My professor gave me a high mark for it.
Customer`s comment 23 days ago
As always, your writers have completed another impressive paper. This time, the subject matter required a lot of research. They not only completed the research. They also documented it absolutely perfectly. It would have taken me months to write a paper this thorough and of this high quality. Thank you so much for your diligence. It was greatly appreciated.
Customer`s comment 3 days ago
I find your writing service to be staffed with serious professionals who understand the urgency of turning out great writing for your customers. I have ordered papers from you for a year and a half now, and each time, I have been given superb papers that were error free and interesting to read. I truly appreciate your efforts, and hope to continue to do business with you from this point forward. You deserve my loyalty, because you are certainly loyal to your customers! Wishing you all the best.
Customer`s comment 17 days ago
Once again, I have sat down at my computer, because I feel I owe you big thanks. There is just no way to express how grateful I am for everything you did to make my research paper as good as it was. My professor gave me an A+ on it, which is the first A+ I have received during my entire college career.
Customer`s comment 1 days ago
Now I know where to go when I need an excellent paper written on a short notice. I am very happy with the paper your writers just produced for me. It was absolutely perfect. Please thank the ones who handled my order and let them know that I will definitely do business with Essays-Writer.net again.
Customer`s comment 14 days ago
Dear Writers #0019, Thank you for taking such a good care of me. I apologize for being as picky as I was, but I was only reflecting the professor’s requirements. I couldn’t believe my eyes when I got my grades back. He gave me an A+ on the paper, which is almost unheard. The paper you produced for me included each and every thing that the professor had required. He is notorious for giving us next-to-impossible tasks to perform in his class, but you managed to pull it off. I don’t know if any other student has received an A+ in this guy’s class, but he simply could not find a single thing wrong with my paper! Yay! Thanks so much.
Customer`s comment 4 days ago
My professor told me that the essay you wrote for me was the best one in the whole class! Thanks for doing such a good job. Compliments from this professor are rare!
Customer`s comment 22 days ago
Dear Essays-Writer.net, You handled my rush order beautifully. I am still amazed by the quality of the term paper, because your writers didn’t have a whole lot of time to write it. Still, they did a great job and I’m happy that I chose Essays-Writer.net. Thank you for taking care of this in such an eloquent way.
Customer`s comment 17 days ago
Dear Madam or Sir, Thank you for your competence and high standards. My paper was wonderful! I shall recommend your writing services highly. You are far and above better than other writing services that I have used. Your professionalism, attention to detail, high quality writing and great prices are a few of the reasons why I will never use any other writing service. Thanks again.
Customer`s comment 29 days ago
I am getting ready to graduate in another week, but had to take a minute to jot this line because I want you to know what a help your writing service has been to me, especially during my junior and senior years. The work has been hard, and I have had to study virtually all the time. With you helping me out with my more challenging writing projects, I have been able to move forward and do well on my tests and other school projects. I will be forever grateful to you for your help, and I wish you continued success with your fantastic writing service. All the best!