Which of the following is NOT a component of a social marketing strategy?

A social marketing strategy is designed to influence social behavior for the benefit of individuals and society as a whole, rather than for commercial profit. The core components that typically make up a social marketing strategy include audience research to understand the target demographic, behavior change objectives to identify what specific changes are desired, and the marketing mix (often referred to as the 4 Ps: Product, Price, Place, Promotion) to effectively reach and engage the audience.

Sales forecasts, while useful in traditional marketing for predicting revenue and guiding supply decisions, do not capture the essence of social marketing. Social marketing is not primarily concerned with financial gains or sales figures but focuses on social outcomes and the identification of effective strategies to enhance well-being or alter behaviors within a community. Thus, sales forecasts do not align with the goals or objectives of a social marketing strategy, making them not a necessary component in this context.

This distinction underscores why the other components—such as understanding your audience, defining clear behavior change goals, and employing a tailored marketing mix—are critical for developing effective social marketing initiatives.