[2022/2023] 9 Social Marketing 2022/23 Quiz
10 Questions
1 Views

Choose a study mode

Play Quiz
Study Flashcards
Spaced Repetition
Chat to lesson

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What are points of difference, as described by Kotler and Keller?

  • Benefits consumers associate with a brand and believe they can't find elsewhere (correct)
  • Attributes that are not unique to a brand
  • Essential associations for a legitimate offering in a product category
  • Competitors' weaknesses in the market

    • What are points of parity in marketing?

  • Consumer preferences
  • Attributes unique to a brand
  • Associations essential to a legitimate offering in a product category (correct)
  • Competitors' strengths in the market

    • What might competitive points-of-difference positioning do?

  • Enhance competitors' points of difference
  • Negate competitors' points of difference (correct)
  • Focus on generic product features
  • Ignore competitors' strengths

    • How can a positioning statement be developed effectively?

    <p>By filling in blanks to describe desired consumer behavior and benefits</p> Signup and view all the answers

    Why is it important to develop a clear positioning statement?

    <p>To unify decision-making efforts and strengthen strategies</p> Signup and view all the answers

    What role does the positioning statement play in the marketing mix strategy?

    <p>It helps unify and guide decision-making for the marketing mix strategy</p> Signup and view all the answers

    How do points of parity differ from points of difference?

    <p>Points of parity are not specific to a brand, whereas points of difference are strongly associated</p> Signup and view all the answers

    'We want [target audience] to see [desired behavior] as [adjectives, descriptive phrases, set of benefits, or why the desired behavior is better than competing behaviors].' This phrase is used for developing:

    <p><strong>Positioning statements</strong></p> Signup and view all the answers

    'Developing a positioning statement' is crucial because it:

    <p><strong>Guides marketing mix decisions</strong></p> Signup and view all the answers

    'Developing a positioning statement' is a collaborative process that:

    <p><strong>Helps unify and strengthen decision making among teams</strong></p> Signup and view all the answers

    Study Notes

    Social Marketing Positioning

    • Commercial marketers establish points of difference and points of parity, as described by Kotler and Keller.
    • Points of difference are attributes or benefits strongly associated with a brand and believed to be unique.
    • Points of parity are associations not necessarily unique to the brand but considered essential to a legitimate offering.

    Developing a Positioning Statement

    • A positioning statement is developed by filling in the blanks: "We want [target audience] to see [desired behavior] as [adjectives, descriptive phrases, set of benefits, or why the desired behavior is better than competing behaviors]."
    • The positioning statement is shared with others to unify and strengthen decision making.

    Types of Positioning

    • Behavior Focused Positioning: Highlights a description of target adopter behavior, such as a campaign encouraging citizens to prepare for emergencies and disasters in three ways.
    • Barriers Focused Positioning: Helps overcome or minimize perceived barriers, such as concern about self-efficacy, fear, or perceived high costs associated with performing the behavior.
    • Benefit Focused Positioning: Focuses on the perceived benefits, such as positioning mammograms as "early detection" to get treatment before it spreads.

    Examples of Positioning

    • Natural yard care practices are positioned as ways to ensure the health of children and pets.
    • Moderate physical activity is positioned as something that can fit into daily routine.
    • Reading to your child 20 minutes each night is positioned as a way to help ensure they will do well in school.
    • Abstinence is positioned as postponing sex, versus "no sex", to make it a more appealing option.
    • Consequences of tobacco use are often positioned as gross, realistic, and shocking.

    Studying That Suits You

    Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

    Quiz Team

    Description

    Test your knowledge on social marketing strategies for promoting natural yard care practices, moderate physical activity, reading habits, and competitive positioning. Learn about promoting health, sustainability, education, and differentiation through marketing tactics.

    More Like This

    Use Quizgecko on...
    Browser
    Open
    Browser
    Browser