![[2022/2023] 9 Social Marketing Quiz](https://images.unsplash.com/photo-1516574187841-cb9cc2ca948b?ixid=M3w0MjA4MDF8MHwxfHNlYXJjaHw0fHxzb2NpYWwlMjBtYXJrZXRpbmclMjBoZWFsdGglMjBwcm9tb3Rpb24lMjBlZHVjYXRpb24lMjBwb3NpdGlvbmluZ3xlbnwxfDB8fHwxNzA5OTg0MjM5fDA&ixlib=rb-4.0.3&w=800&fit=crop&h=300&q=75&fm=webp)
Podcast
Questions and Answers
What are points of difference, as described by Kotler and Keller?
What are points of difference, as described by Kotler and Keller?
- Unique features that only one brand in a category possesses
- Associations essential to a legitimate offering within a product category
- Benefits that all brands in a category provide
- Attributes or benefits consumers associate with a brand that are not found in competing brands (correct)
What are points of parity, according to Kotler and Keller?
What are points of parity, according to Kotler and Keller?
- Associations essential to a legitimate offering within a product category (correct)
- Benefits that all brands in a category provide
- Attributes or benefits consumers associate with a brand that are not found in competing brands
- Unique features that only one brand in a category possesses
In competition-focused positioning, what might competitive points-of-difference positioning aim to do?
In competition-focused positioning, what might competitive points-of-difference positioning aim to do?
- Provide essential offerings within the product category
- Negate competitors' unique features (correct)
- Emphasize the unique features of the brand
- Highlight points of parity with competitors
How can a company develop a positioning statement?
How can a company develop a positioning statement?
Why is it important for companies to agree on positioning statements?
Why is it important for companies to agree on positioning statements?
Which statements would competitive points-of-difference positioning most likely focus on?
Which statements would competitive points-of-difference positioning most likely focus on?
What is the purpose of establishing points of difference in marketing?
What is the purpose of establishing points of difference in marketing?
Which marketing concept describes associations which are not unique but essential for a product or service category?
Which marketing concept describes associations which are not unique but essential for a product or service category?
What should a bank at least offer to be considered a bank, according to the text?
What should a bank at least offer to be considered a bank, according to the text?
Why is it important for marketing teams to work together on developing a positioning statement?
Why is it important for marketing teams to work together on developing a positioning statement?
Study Notes
Social Marketing Positioning
- Natural yard care practices, such as pulling weeds versus spraying them, can be positioned as ways to ensure the health of children and pets.
- Moderate physical activity, like raking leaves and taking the stairs, can be positioned as a manageable part of daily routine.
- Reading to children for 20 minutes each night can be positioned as a way to help them succeed in school.
Competition-Focused Positioning
- This approach is useful when the target audience finds competitors' offers appealing and the brand's offer is seen as a pain.
- Examples include positioning abstinence as postponing sex, rather than "no sex," and highlighting the gross, realistic, and shocking consequences of tobacco use.
Types of Positioning
- Behavior-Focused Positioning: highlights the target adopter behavior, such as preparing for emergencies and disasters in three ways.
- Barriers-Focused Positioning: helps overcome or minimize perceived barriers, such as concern about self-efficacy, fear, or high costs, like positioning quit lines as hopeful and encouraging.
- Benefit-Focused Positioning: emphasizes the "what's in it for me" factor, such as positioning mammograms as "early detection" for treatment before it spreads.
Developing Competitive Advantage
- Marketers focus on creating competitive superiority by highlighting key benefits and costs that will be avoided by adopting the desired behavior.
- A positioning statement can be 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]."
Points of Difference and Parity
- Points of difference are attributes or benefits strongly associated with a brand that cannot be found with a competing brand.
- Points of parity are associations considered essential to a legitimate offering within a product or service category, but not unique to the brand.
- Competitive points-of-difference positioning might work to negate the competitors' points of difference.
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Description
Test your knowledge on social marketing concepts such as natural yard care practices, moderate physical activity, reading habits for children, and competition-focused positioning. Explore how these concepts are used to promote health, education, and other social causes.
