Theory 1: Social Marketing Theory

The social marketing concept was developed from unethical practices by companies in the 1960s. The idea evolved from the old corporate social responsibility concepts that required businesses to improve their corporate public image by socially and ethically adopting marketing models by engaging in customer and social well-being activities (Hall, 2014; Truong, 2014 ). The philosophical meaning and application of the concept do not meet how an organization will offer long term customer satisfaction and society needs. Thus, the argument remains that social marketing relates to social improvement rather than economic gains; it relates to human aspiration as opposed to wants and emphasis on upkeep rather than consumption. The theory advocates customers as a primary part of society. Therefore, organization services should serve the community first, satisfy the customer, and build a long-term relationship with customers through being socially responsible and offering satisfactory services, which will result in long-term growth.

The social marketing model is of importance in addressing Select Physiotherapy and Pilates case because, as Luca et al. (2016), findings show that offering service-oriented systems offers firms new ways of addressing challenges relating to social change. While each business’s goal is to make profits through satisfying their customers, ‘ companies need to understand society’s needs. The physiotherapy industrial analysis shows that the Australian community comprises a large number of aged and aged citizens. Thus, Select Physiotherapy and Pilate’s actions as it tries to address the financial challenges it faces will impact the current clients and society (Rundle-Thiele et al. 2019). Therefore, the company needs to focus on adopting social-oriented marketing approaches rather than business-oriented approaches.

The following concepts will explore key marketing strategies believed to be relevant in addressing issues affecting the company.