ABSTRACT
This chapter introduces marketing toolbox. Social marketing's focus on behaviour also suggests that behavioural segmentation has potential. Making segmentation and targeting decisions can be especially fraught as a result. A stakeholder analysis reveals two powerful ideas: malign systems and benign systems, which social marketing should both map and then respond to using the rest of the planning process. Stakeholder analysis is the systematic mapping of the potentially influential actors, which might include suppliers, trade unions, charities, policy makers, commercial firms, special interest groups, governments, banks, the media and many others. The target audience(s) and change stakeholders become dynamic and equal in developing a deep understanding of experiences. The strategic planning process helps, especially the process of matching external threats and opportunities with internal strengths and weaknesses. As a several step towards formulating product concepts, social marketers need to identify and clarify their product attributes.
