| |
Commercial Marketing |
Social Marketing |
| Type of Product |
Selling goods and services |
Selling behavior change |
| Motivation |
Organizational goals (Usually financial gains) |
Behavior change (Social good) |
| Competition |
Other organizations offering similar goods and services |
Audience’s current of preferred behavior and associated benefits |
| Driver |
Creation and exchange of products that people want or need |
Convince someone that a particular behavior is bad/unhealthy/undesirable and to do something that he/she may not originally want to do. |
