Interventions involve the 4P s. Market research is essential to designing, pretesting, and evaluating intervention programs. Markets are carefully segmented. Competition is always recognized. Promotion-marketers carry out a great deal of advertising where it is appropriate. Promotion is seen as much more than producing brochures, posters, and TV spots, but it also involves personal selling.
Marketing sometimes has bad connotations.
However, this can be overcome in social marketing if marketing is carried out from the customer s perspective. If the marketer sees the job as meeting customer needs and wants and realizes that it cannot succeed without doing so, marketing outcomes must be in the customer s interest. Marketers are chosen for their knowledge of consumers. The mindset is one that starts every program and every action by first considering customer needs and wants. Because marketers are customer driven, they know they must also be flexible risk-takers, willing to change their offerings if customers change or if the strategy is wrong.