![[2022/2023] 9 Social Marketing Quiz](https://images.unsplash.com/photo-1516574187841-cb9cc2ca948b?crop=entropy&cs=srgb&fm=jpg&ixid=M3w0MjA4MDF8MHwxfHNlYXJjaHw0fHxzb2NpYWwlMjBtYXJrZXRpbmclMjBoZWFsdGglMjBwcm9tb3Rpb24lMjBlZHVjYXRpb24lMjBwb3NpdGlvbmluZ3xlbnwxfDB8fHwxNzA5OTg0MjM5fDA&ixlib=rb-4.0.3&q=85&w=800)
Podcast
Questions and Answers
What are points of difference, as described by Kotler and Keller?
What are points of parity, according to Kotler and Keller?
In competition-focused positioning, what might competitive points-of-difference positioning aim to do?
How can a company develop a positioning statement?
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Why is it important for companies to agree on positioning statements?
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Which statements would competitive points-of-difference positioning most likely focus on?
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What is the purpose of establishing points of difference in marketing?
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Which marketing concept describes associations which are not unique but essential for a product or service category?
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What should a bank at least offer to be considered a bank, according to the text?
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Why is it important for marketing teams to work together on developing a positioning statement?
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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.
