What do these terms
mean ?
Social Entrepreneurship
Course
Dr. Ira Kaufman 2012
Social Entrepreneurship
• Social entrepreneurship means
identifying or recognizing a social problem
and using entrepreneurial principles to
organize, create, and manage a social
venture to achieve a desired social
change.
Social Enterprise
• A social enterprise is an organization that
applies commercial strategies to maximize
improvements in human and environmental
well-being, rather than maximizing profits for
external shareholders. Social enterprises can
be structured as a for-profit or non-profit, and
may take the form of a co- operative, mutual
organization, a social business, or a charity
organization.[1]
What is Strategy?
• Elements of Strategy
– Why
– What
– How
– Who
– Where
• Integrated and Sustainable
Think Thru Strategic Lens
“Strategy is the direction and scope of an
organization over the long-term: which
achieves advantage for the organization
through its configuration of resources within a
challenging environment, to meet the needs of
markets and to fulfill stakeholder expectations”
Marketing
• Links the business with customer needs
and wants in order to get the right product
to the right place at the right time both
efficiently and profitably
• Facilitating and consummating exchanges
Social Marketing
• Social marketing is the systematic application
of marketing, to achieve specific behavioral
goals for a social good. (while "commercial
marketing" the aim is primarily "financial“
goals).
• include asking people not to smoke in public
areas, asking them to use seat belts, or
prompting to make them follow speed limitsl
Peter Drucker
Grandfather of Marketing
• "The purpose of a business is to create
a customer."
• "The aim of marketing is to:
– know and understand the customer
so well the product or service fits him
and sells itself.“
– to make selling unnecessary.”
Marketing VS ?
Marketing–meet customer needs; get return value
• Promotion-keeps product in customer’s mind
• Public relations- ensures a strong public
image
• Publicity- mention in the media.
• Sales -cultivating leads in a market segment;
conveying value and closing the sale
Traditional View of Marketing
4Ps
Value Creator
Customer
Product
Place ( offline)
Price ($,)
4Ps
Promotion
Marketing 2.0
User
Value Builder
- Company
- Employer
- Partner
- Customer
Job Seeker
Product (WEB2.0 Brand)
Place (online, offline)
Price ($, time, ease)
5Ps
Promotion (Integrated Marketing)
Participation (Conversations)
Publish
er
Thought Leaders
Marketing 3.0
Broad Data
Global Networks
User
Value Builder
- Company
- Employer
- Partner
- Customer
Product (Digital Brand)
Job Seeker
Place (online, offline)
Price ($, time, value)
6Ps
Promotion (Integrated Marketing)
Participation (sustainable
relationships )
Publisher
Principles (missions, values)
Thought Leaders
What is a Brand?
• A name, term, logo, design, symbol,
personality, values or any other feature that
identifies one seller's good or service as
distinct from those of other sellers. A brand
may identify one item, a family of items, or all
items of that seller.
• Branding A brand is a customer experience
represented by a collection of images and
ideas.
• .
What is your target market?
• B2B ="Business to Business" A business that
markets its products or services to other
businesses.
• B2C = "Business to Consumer" A business that
markets its services or products to consumers.
• C2C= “Consumer to Consumer” Brand Champions
market “their brand” to their global network
• Demographics – age, gender, community, like
style education, media usage determine segments
Value Proposition
• “sum total of benefits a customer is
promised to receive in return for his or her
custom and the associated payment (or
other value transfer).“
• what organization does, who are their
customers/markets, what is unique, what
is promised and how do their products
make a difference/measurable results
CRM –
Customer Relationship Management
• Customer relationship management (or
CRM) seeks to create more meaningful
one-on-one communications with the
customer by applying customer data
(demographic, industry, buying history,
etc.) to every communications ( e.g., le.
customer responds to an ad, visits a web
site, or requests customer service.
Return on Investment
ROI
• Evaluate the efficiency of an investment(s)
To calculate ROI, the benefit (return) of an
investment is divided by the cost of the
investment; the result is expressed as a
percentage or a ratio.
ROI= (Gain from investment – Cost of
Investment)/ Cost of Investment
Dictionary
American Marketing Association
• http://www.marketingpower.com/_layouts/
Dictionary.aspx