A non-profit organisation runs a campaign encouraging people to quit smoking, using marketing techniques like catchy slogans, emotional storytelling, and mass media, without selling any product. This is best classified as:

Correct Answer: B) Social marketing — applying marketing principles and techniques to influence behaviour for public or social benefit rather than commercial gain — the campaign uses marketing techniques purely to change public behaviour for social benefit, with no product being sold — the defining feature of social marketing. Why the other options are excluded: • A (B2B) applies to business-to-business transactions, irrelevant to a public health behaviour-change campaign. • C (direct marketing) describes a promotional channel/method (e.g., email, direct mail), not a category defined by a social-benefit goal. • D (green marketing) specifically concerns environmental positioning of products, unrelated to anti-smoking behaviour change. Example (Pension Sector): PFRDA's investor-awareness campaigns encouraging retirement savings behaviour, without selling any specific product, are themselves a form of social marketing in the pension sector.