ABSTRACT

A growing body of research is extending our knowledge of how marketing delivers a positive impact on our society by changing people’s behaviour to benefit themselves and the environment. While the benefits of applying social marketing benchmark criteria (SMBC) are verified, how and when to apply what benchmarks remain unanswered. Extending from the existing seven-step co-design process, this paper outlines a first attempt explaining the formative research study that employed six SMBC to co-create a sustainable marketing program. Three studies were conducted, namely 1) Expert panel review (N = 24), 2) Segmentation study (N = 707), and 3) Co-design workshops (N = 77). As a result, a framework for Marketing Co-creation is proposed to assist practitioners to build programs for behaviour (ex)change. This research proposed a step-by-step process that can be applied by researchers/practitioners ensuring that marketing programs are built with consumers.

摘要

越来越多的研究正在扩展我们对营销如何通过改变人们的行为以使自己和环境受益来对我们的社会产生积极影响的知识。虽然应用社会营销基准标准 (SMBC) 的好处已得到验证，但如何以及何时应用哪些基准仍未得到解答。从现有的七步协同设计流程延伸，本文概述了第一次尝试，解释了采用六个 SMBC 共同创建可持续营销计划的形成性研究。进行了三项研究，即 1) 专家小组审查 (N = 24)，2) 细分研究 (N = 707)，以及 3) 协同设计研讨会 (N = 77)。因此，提出了一个营销共创框架，以帮助从业者制定行为（ex）改变计划。