[2022/2023] 9 Social Marketing Quiz
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Questions and Answers

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?

  • 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?

  • 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?

    <p>By filling in blanks related to target audience, desired behavior, and brand attributes</p> Signup and view all the answers

    Why is it important for companies to agree on positioning statements?

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

    Which statements would competitive points-of-difference positioning most likely focus on?

    <p>Negating competitors' unique attributes</p> Signup and view all the answers

    What is the purpose of establishing points of difference in marketing?

    <p>To highlight unique brand attributes not found elsewhere</p> Signup and view all the answers

    Which marketing concept describes associations which are not unique but essential for a product or service category?

    <p>Points of parity</p> Signup and view all the answers

    What should a bank at least offer to be considered a bank, according to the text?

    <p>Access to ATM machines and online banking services</p> Signup and view all the answers

    Why is it important for marketing teams to work together on developing a positioning statement?

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

    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.

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