Social and cultural marketing Coursework Example | Topics and Well Written Essays - 2500 words

Social and cultural marketing - Coursework Example Non- profit organization make good use of societal marketing as they ensure they incorporate public activities as well as public relations in their marketing strategies. Marketing for non-profit organizations The type of marketing employed by non-profit organizations should put into consideration the needs of consumers as well as those of donors. Marketing for non-profit organizations does not only entail making sales or obtaining donations from sponsors but also satisfying the needs of both the donors and consumers (Da Cunha, 1990 p 218). Social marketing is a practice which involves influencing of human behaviors to change their attitudes regarding a certain social issue. This can be achieved through application of marketing principles that will ensure the society benefits rather than ensuring commercial profit for the organization (Ethics Based Marketing, 2011 p 2). Social marketing can therefore be defined as application of principles of commercial marketing to social programs th at are related to health and human services. The main aim of social marketing is therefore to encourage changes in behavior in individuals so as to bring about change in society and not for the purpose of generating profits within non-profit organizations. ... It will also contribute to development of interventions that integrate the needs of the target audience with those of sponsors. Marketing for non-profit organizations should be used for social change. Social marketing can be applied so as to provide an approach that can be used to curb a social issue by creating societal awareness and change in attitudes among individuals (Pride and Ferrell, 1985 p 327). These changes will in turn translate into various mechanisms that act as guidelines regarding behavior that is acceptable or not acceptable within a society therefore reducing the level of acceptance of certain social marketing issues. Background Alcoholism is a problem that is faced in most countries and it has negative effects on various sectors such as health, society as well as economy. Alcohol is widely consumed in the UK and the consumption rates are seen to fluctuate with situations of economic downfalls and prosperity (Ashley, 1982 p 870). Over the recent years, focus has inc reased on the patterns of drinking, levels of alcohol consumption as well as contribution of excessive consumption of alcohol to acute health problems and long- term effects. Patterns of drinking involve various aspects of drinking such as the time and place where drinking occurs, individual characteristics of a person who drinks, the types of drinks that are frequently consumed as well as drinking behaviors and norms that form a drinking culture (Jernigan 2008 p 39). Alcohol is commonly associated with events in UK as it is frequently consumed in cultural and religious functions, business and social functions as well as in most recreational functions. For many individuals in the