The Customer Mindset of Social Marketing
Po-Woun Lin*
Abstract
This paper discusses the customer mindset of social marketing from three points of view. The first is that the customer mindset derives from consumerism and total quality management. The second viewpoint explains the myth that product-oriented and production-oriented organization centered mindset cannot change the behavior of the target group. The third is that the right mindset of social marketing should be an attempt to meet the customer’s needs. The conclusion emphasizes the importance that the 4P mix should shift from production orientation to customer orientation, and use the 4C and SIVA to transform the model.
Keywords: customer orientation, organization centered, consumer movement, 4C, SIVA.
* Vice President, Hsuan Chuang University.
http://www.exam.gov.tw/public/Data/052816284071.pdf