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Louise Ripley

 
Social Marketing
Influence Groups
Chapter 15 Kotler&Roberto Social Marketing
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Mobilizing Influence Groups

Market Motivation Approach

Reasons for Giving/Not Giving

Allies

 

Responsibility
need for self-esteem
need for recognition
concern for humanity
need to empathize
 

Responsiveness

the habit of giving
nuisance giving
 

Practicality

fear of a threat
succumbing to pressure

 

Opponents



Self-Interest
Fear of What Change Will Bring

Strategies for Mobilizing Influence Groups
Use what matters to your target adopter to reach your target adopter

Tactics for Mobilizing require answers to these questions

How will you inform and persuade an influence group?
How will you gain their support?
How will you minimize costs to them of supporting you?
How will you enable the influence group to move quickly?

Power Politics Approach

Sources of Power

Rewards
Coercion
Expertise or Information
Legitimacy
Prestige

 

 

Strategies of Power

Facilitation: Minimize costs and discomfort
Identification: Get the group to see its interests as aligned with yours

Types of Power Structures

Pyramidal
Factional
Coalitional

 

Tactics of Power

Influencing the Evaluation Process
Influencing the Agenda
Coalition and Alliance Building
Co-operation

Other Units

Introduction Effecting Change Social Marketing Plan Environment Product
Place Costs Promotion Action/Service Influence Groups

Return to Course Syllabus

AP/ADMS 4280 3.0 Social Marketing
York University, Toronto
M Louise Ripley, M.B.A., Ph.D.