As defined in Chapter 1, social marketing is the application of the concepts and tools of commercial marketing to the achievement of socially desirable goals. Marketing is characterised by things like a consumer orientation, segmentation and targeting, advertising and sales promotions, and much research with customers and potential customers to ensure that things like packaging and pricing are appropriate for the product, and that the advertising is believable, relevant and motivating. Research and negotiations are also undertaken with intermediaries such as retailers, and with stakeholders such as unions and government, to ensure that making the product attractive, available and affordable will be facilitated by distributors and not hampered by structural and regulatory restrictions. In all these areas, the notion of an exchange process between the ‘buyer’ (target) and the ‘seller’ (marketer) forms a platform of operation.