Marketing social: análise de um programa social

Abstract

This work is an analitic study of the relations of change that happens within the system client-o t-organization considering a perspective of marketing strategy. The current time of the ial responsability, the coming up of the Non-Governamental Organization and the evololution of the relationship and the demand of the society are forcing the organizations to comprehend and apply, in the social field, the concepts preeched by the marketing students. In this tendency the organizations need methods, technics and tools that enable the comprehension and the satisfaction ofthe needs and hopes of their clients. Then the social marketing comes up where the principles and practice of the marketing can be applied not only at profitable services and products but also at ideas, causes and social programs. The social marketing acts according to the interest of the targeted group or yet the society. This work has a purpose to realize a research at an exploitation character to reveal the effectiveness ofthe S.O.S. Firemen Program in Citizenship rescue, through the satisfaction of the parents or the responsable ones for the youngsters who participate the program, facilitating the understanding of the social marketing as a modern toll of behaviour changing. The results ofthe research showed that the parents are very satisfied with the program, object of our study. Bythis, we can see that the program is reaching its goal, the changing of the behaviour of youths through the citizenship rescue.