Change Theory Case Study

B324 TMA

Question 1- Part A

To evaluate the change happening in the marketing in terms of stages of change theory, let me begin by explaining what (stages of change theory) means. Proncheska and DeClemente suggest that, we as human beings do not just move casually through new behaviors, instead, we go through 5 different stages in order to commit to a new behavior. The stages of change theory suggest that at the first stage we are aware of the new behavior that exists but we are not interested at this point of time. We then start evaluating the relevance of this behavior to ourselves. After evaluating the relevance, we start acting and preparing a way to try out this new behavior. We take and action and try it, then finally we commit.

The

Some of us like the same things, some of us don’t agree with us. Here becomes the diversity part. In order for any marketer to satisfy all the needs of the clients, they go through a detailed and studied criteria’s in order to reach everyone in the market. Marketers start to divide people according to different things, for example, their age, interests, hobbies, and this is called Market Segmentation. We will discuss this in details below.

There are 3 commonly used segmentation criteria that social marketers use to divide their clients. Firstly let me define what market segmentation means. ‘Market segmentation is the process of dividing the market into groups of consumers who respond in a similar way to a given of marketing stimuli.’ (Gerard Hastings – Social Marketing – Why should the devil have all the best tunes).

The first criterion is the Personal Characteristics, this criteria is concerned with the demographic, psychographic and geo-demographic variables. These variables have a great effect on the

It is not only efficient and effective, however, for some people it is the only option.

5) It reflects the complexity of our task

Moving upstream reflects the complexity of the agenda of the social marketer, it also shows that its not either we move up or down stream, it shows everything in between. Social marketers need action in all sections of the stream, as if they only focus exclusively upstream they could reduce people to the status of passive recipients.

6) Not to do so is unethical

Finally, moving upstream has an ethical view as it raises concerns about freedom of choice. Blaming individuals on their behavior while ignoring all the factors that may have affected the way they behave is not really ethical. Social marketer should be aware and take into consideration all the factors affecting individuals to become who they are or do what they do.

After mentioning all the above reasons of how important it is to move upstream, we come to a great conclusion, communicating between the marketers and the clients is a key factor for building a relationship, it creates a bond and a brand loyalty. The more the marketers with their clients, the more of a bond it