Up and Out of Poverty: The Social Marketing Solution

Cover......Page 1
Contents......Page 10
Acknowledgments......Page 15
About the Authors......Page 16
Foreword......Page 17
Preface......Page 20
Part I: Understanding the Poverty Problem and Its Broad Solutions......Page 28
 Chapter 1: Why Poverty Hurts Everyone......Page 30
  Who and How Many Are the Poor?......Page 33
  Where Do the Poor Live?......Page 35
  Why Are They Poor?......Page 38
  Why Should We Care About the Poor?......Page 41
  Summary......Page 45
  Endnotes......Page 46
 Chapter 2: Examining a Barrel of Current Solutions......Page 48
  Major Strategies Proposed for Reducing Poverty......Page 49
  Funding Organizations Active in Fighting Poverty......Page 53
  Fifty Current Specific Measures to Help the Poor......Page 60
  Unintended Consequences of Well-Intentioned Programs......Page 65
  Why Marketing Thinking Must Be Added to the Poverty Solution......Page 66
  Six Key Understandings About the Poor......Page 68
  Not What, But How......Page 70
  Endnotes......Page 71
 Chapter 3: The Social Marketing Solution......Page 74
  What Is Involved in Trying to Change Someone’s Behavior?......Page 75
  What Is Social Marketing?......Page 78
  What Poverty-Related Issues Can Benefit from Social Marketing?......Page 79
  How Does Social Marketing Differ from Commercial Marketing, Nonprofit Marketing, and Marketing in the Public Sector?......Page 81
  What Are the Main Principles of Social Marketing?......Page 83
  How Did the Social Marketing Concept Evolve?......Page 86
  Who Does Social Marketing?......Page 89
  What Are Other Ways to Impact Social Issues?......Page 90
  What Is the Social Marketer’s Role in Influencing Upstream Factors?......Page 92
  Summary......Page 93
  Endnotes......Page 95
Part II: Applying Marketing Perspectives and Solutions......Page 98
 Chapter 4: Segmenting the Poverty Marketplace......Page 100
  Steps in Determining Target Market Priorities......Page 108
  The Traditional Theory and Practice of Market Segmentation......Page 109
  Segmenting by Level of Poverty......Page 112
  The Prevalence of and Problem with Macrosegmentation......Page 114
  The Case for Microsegmentation......Page 115
  Recommended Segmentation Strategies for Social Marketing Campaigns......Page 120
  Additional Considerations When Choosing Segmentation Variables......Page 122
  Endnotes......Page 126
 Chapter 5: Evaluating and Choosing Target Market Priorities......Page 128
  Models for Evaluating Segments......Page 137
  Summary: Which Model Should Be Chosen?......Page 153
  Endnotes......Page 155
 Chapter 6: Determining Desired Behavior Changes......Page 158
  What Are Desired Behaviors?......Page 165
  Behavior Change Theories......Page 168
  An Analytical Model for Selecting Behaviors......Page 180
  Summary......Page 185
  Endnotes......Page 186
 Chapter 7: Understanding Barriers, Benefits, and the Competition for Change......Page 190
  Barriers......Page 194
  Benefits......Page 198
  The Competition......Page 202
  Summary......Page 206
  Endnotes......Page 209
 Chapter 8: Developing a Desired Positioning and Strategic Marketing Mix......Page 212
  Positioning......Page 220
  The Strategic Marketing Mix (The Four Ps)......Page 223
  Summary......Page 240
  Endnotes......Page 241
Part III: Ensuring an Integrated Approach......Page 244
 Chapter 9: Developing a Social Marketing Plan......Page 246
  Step 2: Situation Analysis......Page 249
  Step 3: Target Audience Profile......Page 251
  Step 4: Marketing Objectives and Goals......Page 252
  Step 5: Factors Influencing Adoption of the Behavior......Page 254
  Step 6: Positioning Statement......Page 255
  Step 7: Marketing Mix Strategies......Page 256
  Step 8: Plan for Monitoring and Evaluation......Page 261
  Step 9: Budget......Page 262
  Summary......Page 263
  Endnotes......Page 264
 Chapter 10: The Public Sector’s Role in Poverty Reduction......Page 266
  What Distinct and Critical Role Do Government Agencies Play in Reducing Poverty?......Page 273
  The U.S. Government’s Role in Poverty Reduction......Page 275
  The Chinese Government’s Role......Page 277
  The Bangladesh Government’s Role......Page 280
  Overall View of the Government’s Role in Poverty Reduction......Page 281
  Social Marketing in the Public Sector......Page 283
  Summary......Page 285
  Endnotes......Page 286
 Chapter 11: The Nonprofit Sector’s Role in Poverty Reduction......Page 288
  What Are Nonprofit Organizations, and Why Are They Necessary?......Page 289
  What Distinct and Critical Role Do NPOs Play in Reducing Poverty?......Page 295
  What Important NPOs Are Operating in the Poverty Area?......Page 297
  NPOs Within a Country Battle the Poverty Problem......Page 301
  Social Marketing in the Nonprofit Sector......Page 307
  Summary......Page 309
  Endnotes......Page 310
 Chapter 12: The Private Sector’s Role in Poverty Reduction......Page 312
  The Unique Role That the Private Sector Plays in Poverty Reduction......Page 319
  Business Behavior in the Past......Page 321
  Business Needs to Reform......Page 323
  Corporations Engage in the Poverty Problem......Page 324
  Company Efforts to Bring Down the Cost of Goods and Services......Page 328
  Social Marketing in the Private Sector......Page 329
  Endnotes......Page 332
 Chapter 13: Getting the Three Sectors to Work Together......Page 334
  Developing a Three-Way Strategy......Page 338
  More About How the Three-Way Relationship Works......Page 342
  Back to the Three-Way Partnership......Page 348
  Endnotes......Page 352
 B......Page 354
 C......Page 355
 E......Page 356
 G......Page 357
 I......Page 358
 M......Page 359
 N......Page 360
 P......Page 361
 Q-R......Page 364
 S......Page 365
 U......Page 367
 X-Y-Z......Page 368