Defining and Distinguishing Social Marketing Chapter 1 Quiz
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Questions and Answers

What is a critical aspect shared between social marketing and commercial marketing?

  • Competitive pricing
  • Product development
  • Customer orientation (correct)
  • Profit maximization
  • Which sector is NOT typically involved in implementing social marketing campaigns?

  • Nonprofit organizations
  • For-profit organizations (correct)
  • Public sector agencies
  • Academic institutions
  • What is a key similarity in the use of marketing research between social marketing and commercial marketing?

  • High pricing research
  • Marketing channel research (correct)
  • Ethical consumer behavior research
  • Product promotion research
  • Which element is considered in both social marketing and commercial marketing?

    <p>Results measurement</p> Signup and view all the answers

    In social marketing, who are the competitors that need to be considered when planning campaigns?

    <p>Targeted behavior of the audience</p> Signup and view all the answers

    What is a common way to impact social issues, as mentioned in the text?

    <p>Improved infrastructure</p> Signup and view all the answers

    What is the primary focus of social marketing according to the text?

    <p>Changing the voluntary behavior of target audiences to improve their lives or society</p> Signup and view all the answers

    Which of the following is NOT a type of behavior change that social marketing aims to influence according to the text?

    <p>Increasing profit margins</p> Signup and view all the answers

    What is the key principle of social marketing's customer orientation according to the text?

    <p>Customers' needs are essential and understanding the customers is a priority</p> Signup and view all the answers

    What is the primary beneficiary of social marketing efforts?

    <p>Society</p> Signup and view all the answers

    What is a key difference between social marketing and commercial marketing according to the text?

    <p>Social marketing focuses on behavior change, while commercial marketing focuses on increasing profits</p> Signup and view all the answers

    Which of the following is a key step in the social marketing planning process?

    <p>Conducting a situation analysis to identify weaknesses, strengths, and opportunities</p> Signup and view all the answers

    Study Notes

    Social Marketing vs. Commercial Marketing

    • Commercial marketing aims for financial gain, while social marketing aims for societal and individual gain
    • In commercial marketing, the competition is other organizations offering the same product, whereas in social marketing, the competition is the targeted behavior of the targeted audience or companies that promote that behavior

    Similarities between Social Marketing and Commercial Marketing

    • Customer orientation is critical
    • Exchange theory is fundamental
    • Marketing research is used throughout the process
    • Audiences are segmented
    • The marketing mix elements are considered
    • Results are measured and used for improvement

    Who Does Social Marketing?

    • Public sector agencies (e.g., ministries of health or environment protection agencies)
    • Nonprofit organizations and foundations
    • Professionals working in for-profit organizations
    • Organizations engaged in social marketing campaigns

    Other Ways to Impact Social Issues

    • Technology (e.g., introducing electric cars that are less harmful to the environment)
    • Science (e.g., introducing a new medicine or drug that helps addicts)
    • Legal/policy making/law enforcement (e.g., laws that significantly impact social issues)
    • Improved infrastructure (e.g., providing places and paths for hiking to encourage exercise)
    • Change in corporate policies and business practices
    • Schools
    • Information and education
    • Media

    Defining Social Marketing

    • Social marketing is the application of commercial marketing concepts and tools to influence the voluntary behavior of a target audience to improve their lives or the society of which they are a part

    Social Marketing Objectives

    • Influencing behavior change:
      • Accept new behavior
      • Reject a potentially undesirable behavior
      • Modify a current behavior
      • Abandon a behavior
      • Continue a good behavior
      • Switch (e.g., using electric cars instead of fuel)
    • Rewarding good behaviors instead of punishing bad ones
    • Shifting from changing voluntary behavior to changing policies, media, and corporations' rules

    Social Marketing Process

    • Using a systematic planning process
    • Applying a customer orientation principle
    • Conducting an environmental scan and situation analysis
    • Determining a behavior objective and target goal
    • Considering positioning among competitors
    • Reflecting the campaign in all marketing mix elements
    • Having an evaluation, budget, and implementation plan in place

    Priority Audience

    • Dividing the market into segments based on common characteristics
    • Selecting the right segment
    • Each segment has a distinct marketing mix
    • The segment can involve affected individuals and anyone who can affect them or influence the change

    Primary Beneficiary

    • The primary beneficiary of social marketing is society

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    Description

    Test your knowledge on the definitions and distinctions of social marketing. Learn about applying commercial marketing concepts to influence target audience behavior for positive societal impact.

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