This is a function of whether there is a tangible product and whether the start and maintenance of the adopters acceptance requires personal service. The final task for the marketer is to change the product fit to respond to relevant changes in the environment and in the target adopters population. The first step the target group s condition must be monitored. Second, is the utilization of research, and third the marketer makes the needed adjustments and changes in the marketing plan. The social marketing management process consists of analyzing the social marketing environment, researching the adopter population, defining the social marketing problem, designing strategies, planning the marketing mix programs, and organizing, implementing, controlling, and evaluating the social marketing effort.
Research is the basis of social marketing.
Only by researching and understanding the specific needs, desires, beliefs, and attitudes of target adopters and the specific characteristics of the social products that are being marketed can social marketers move toward the successful implementation of social change campaigns.