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BLOCK 2 - Coggle Diagram

- - - - Creating awareness
      - Promoting Causes and Services
      - Fundraising
      - Engaging Volunteers
      - Driving political and social Change
    - - Understanding the audience
      - Identifying the Goal
      - Making it personal
      - Using Current events in the message
      - Following up with donors and volunteers
- - - - Public
      - Commercial
    - - B2B
      - B2C
    - - Intangible
      - Inseparable
      - Variable
      - Perishable
    - - transfer of value through exchange
    - - Needs to consider
        Zeithaml et al., 2013
        
        Process
        
        Physical Evidence
        
        People
    - - Empaty
      - Responsivness
      - Tangible
      - Assurance
      - Reliability
  - - - Governmental Sector
      - Institutional customers
      - Commercial Customers
    - - Foundation Goods
      - Facilitating Goods
      - Entering Goods
    - - Technical input
      - Formality
      - Competitive tendering
- - - - Application of MKT principles to social scopes
      - Concern is negative consequences of MKT
    - - Only seen as social advert
      - Assumed to be manipulating
      - Confused with Media MKT
    - - Value Proposition
      - Target and audiance segmentation
      - citizen orientation and focus
      - Competition, barrier and asset analysis
      - Setting explicit social goals
      - Critical thinking, reflexivity and ethical practice
    - - Mid-stream (Meso)
        
        Audiences such as teachers, doctors, family
      - Downstream (Micro)
        
        Targets individuals
        
        Range of factors
        
        Immediate Environment
        
        Wider social Context
        
        Personal Characteristics
      - Upstream (Macro)
        
        Target high level influences
    - - Needs to be addressed at
        all 3 levels
    - - Preparation
      - Action
      - Contemplation
      - Maintenance
      - Precontemplation
      - Termination
    - - Value co-design
      - Value co-delivery
      - Value co-discovery
      - Various challanges
    - - Voluntary vs involuntary
      - Unintended negative consequences
      - Choosing which social issue to address