social marketing quiz 1 (Ch1-4)

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13. Give an example of a focus for a social marketing effort to contribute to this purpose. (Step 1)

and focus on intentional littering on roadways

10. In Step 1 of the 10-Step Strategic Planning Model, give an example of a social issue

influenza in the United States

9. What is the essence of the marketing concept?

instead of "make and sell", it is a "sense and respond" orientation. the aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.

25. Why is the evaluation plan (Step 8) completed before Step 9?

to revise strategies, the audience prioritized, goals, time frames, or the need to secure additional funding sources

6. If you were charged with an effort to reduce texting while driving, what types of existing research would you investigate? What types of new research would you want to conduct?

9. Describe a situation where observation research might provide valuable insights for a social marketing effort.

Diffusion of Innovation Theory A. Informing audience segmentation and selection B. Informing behavior selection and goals C. Deepening understanding of audience barriers, benefits, motivators, competition, and influential others D. Inspiring development of social marketing mix strategies

A. Informing audience segmentation and selection

Stages of Change Model A. Informing audience segmentation and selection B. Informing behavior selection and goals C. Deepening understanding of audience barriers, benefits, motivators, competition, and influential others D. Inspiring development of social marketing mix strategies

A. Informing audience segmentation and selection

Self-Perception Theory A. Informing audience segmentation and selection B. Informing behavior selection and goals C. Deepening understanding of audience barriers, benefits, motivators, competition, and influential others D. Inspiring development of social marketing mix strategies

B. Informing behavior selection and goal

Goal-Setting Theory A. Informing audience segmentation and selection B. Informing behavior selection and goals C. Deepening understanding of audience barriers, benefits, motivators, competition, and influential others D. Inspiring development of social marketing mix strategies

B. Informing behavior selection and goals

Self-Control Theory A. Informing audience segmentation and selection B. Informing behavior selection and goals C. Deepening understanding of audience barriers, benefits, motivators, competition, and influential others D. Inspiring development of social marketing mix strategies

B. Informing behavior selection and goals

Health Belief Model A. Informing audience segmentation and selection B. Informing behavior selection and goals C. Deepening understanding of audience barriers, benefits, motivators, competition, and influential others D. Inspiring development of social marketing mix strategies

C. Deepening understanding of audience barriers, benefits, motivators, competition, and influential others

Service-Dominant Logic Model A. Informing audience segmentation and selection B. Informing behavior selection and goals C. Deepening understanding of audience barriers, benefits, motivators, competition, and influential others D. Inspiring development of social marketing mix strategies

C. Deepening understanding of audience barriers, benefits, motivators, competition, and influential others

Theory of Reasoned Action/Planned Behavior A. Informing audience segmentation and selection B. Informing behavior selection and goals C. Deepening understanding of audience barriers, benefits, motivators, competition, and influential others D. Inspiring development of social marketing mix strategies

C. Deepening understanding of audience barriers, benefits, motivators, competition, and influential others

18. How does social marketing differ from cause promotion?

Cause promotion refers to a broad variety of ethical and social activities. Mostly, it describes a scenario where a for-profit company raises awareness on a specific cause or support fundraising, by allocation corporate resources, either cash or in-kind contribution.

15. Why do you select a priority audience before you set the behavior objective? (Step 3)

In social marketing, our objective is to influence the behavior of a priority audience, making it important to identify the priority segment (e.g., seniors) before determining the specific behavior the plan will promote (e.g., joining a walking group).

14. How does social marketing differ from nudge tactics?

Nudging techniques aim to use judgmental heuristics to our advantage. In other words, a nudge alters the environment so that when heuristic, or System 1, decision-making is used, the resulting choice will be the most positive or desired outcome.

15. How does social marketing differ from social change?

Social change involves alteration of the social order of a society. It may include changes in social institutions, social behaviours or social relations.

What does SMART goals stand for?

Specific, Measurable, Attainable, Realistic, Timely (time bound)

26. What are the four major components of an implementation plan? (Step 10)

WHO will do WHAT, WHEN, and for HOW MUCH?

22. What was a price strategy for the litter campaign? (Step 7)

a $1025 fine

23. What was a place strategy mentioned for the litter campaign? (Step 7

a hotline and website for reporting littering as well as litter bags (they said the fine )

21. What was the major product used to support the effort to decrease littering? (Step 7)

a toll free number to report others littering.

19. Who is an influential other that you might tap to influence the teen? (Step 5)

a victim

select all that apply: 3. Who are the two primary beneficiaries for social marketing efforts? a. Individuals b. Shareholders c. Society d. Government

a. Individuals and c. Society

select all that apply 4. Which of the following are most often the sponsor of a social marketing campaign? a. Public sector/governmental b. For-profit corporations c. Foundations d. Nonprofit organizations e. Advertising agencies f. Media outlets

a. Public sector/governmental, c. Foundations, d. Nonprofit organizations

1. Which one of the following four components is the most fundamental in order for an effort to be considered social marketing? a. All 4Ps in the toolbox are used. b. A clearly defined behavior. c. A narrowly defined priority audience. d. More than communications are used to influence a behavior.

b. A clearly defined behavior.

3. Which one of the following is not related to research characterized by source of information? a. Secondary data b. Ethnographic research c. Primary data

b. Ethnographic research

1. Which one of the following is not related to research characterized by research objectives? a. Exploratory research b. Evaluation research c. Descriptive research d. Causal research

b. Evaluation research

4. In Step 9: Budget, of the 10-Step Strategic Planning Model, which of the following are not components of the plan's budget? a. Product-related strategies b. Formative research c. Price-related strategies d. Distribution-related strategies e. Promotions f. Evaluation g. Pretesting

b. Formative research

5. Which one of the following is not related to research characterized by rigor of the technique? a. Qualitative research b. Observation research c. Quantitative research

b. Observation research

select all the apply 3. In Step 7: Marketing Intervention Mix, of the 10-Step Strategic Planning Model, which of the following are not intervention tools in the marketer's toolbox? a. Product b. Positioning c. Price d. Policy e. Place f. Promotion g. Partners

b. Positioning, d. Policy, g. Partners

select all that apply: 2. In commercial marketing, who are the two primary beneficiaries? a. Individuals b. Shareholders c. Society d. Government

b. Shareholders and d. government

19. Why do you think many professionals working on social marketing campaigns do not have the words social marketing in their title?

because many people do not know what social marketing is, and they do not want it to be confused with commercial marketing.

10-Step Strategic Planning Model step 4

behavior objectives and target goals

13. How does social marketing differ from behavioral economics?

behavioral economics merges economics. psychology, sociology, and anthropology theory and research that focus on how changes in the external environment prompt and promote voluntary individual behavior change.

10-Step Strategic Planning Model step 9

budget

Social Cognitive Theory/Social Learning Theory A. Informing audience segmentation and selection B. Informing behavior selection and goals C. Deepening understanding of audience barriers, benefits, motivators, competition, and influential others D. Inspiring development of social marketing mix strategies

2. In Step 5: Priority Audience Barriers, Benefits, Motivators, of the 10-Step Strategic Planning Model, which one would not be a potential perceived benefit for not texting and driving? a. Not getting in an accident b. Not receiving a speeding ticket c. Not leaving my friend wondering when I'll be d. Not being in trouble with my parents

c. Not leaving my friend wondering when I'll bethere

1. In Step 5: Priority Audience Barriers, Benefits, Motivators, of the 10-Step Strategic Planning Model, which one of the following is not a potential barrier for texting and driving? a. Not feeling at risk b. Thinking it can't wait c. Worried I'll get caught d. Wanting to fit in e. Enjoying the distraction

c. worried I'll get caught

24. What was one of the major promotion strategies for the litter campaign? (Step 7)

communication channels selected to spread "litter and it will hurt"

17. How does social marketing differ from communications?

communications is a process involved with every human activity and is widely used by many approaches to behavior change. in social marketing, communications refers to the activity that describes the benefits of the offering, its price and accessibility to the target audience.

11. Several low-cost research approaches were mentioned in the text. List two of them.

conduct systematic observations and try low-cost experimentation

8. What is the essence of the selling concept?

consumers and businesses, if left alone, will probably not buy enough of the organization's products to meet it's goals, and as a result, the organization must undertake an aggressive selling and promotion effort.

7. What is the essence of the product concept?

consumers will favor products that offer the most quality, performance, or innovation features.

2. Which one of the following is not related to research characterized by stage in the planning process? a. Pretest research b. Formative research c. Evaluation research d. Focus group research e. Monitoring research

d. Focus group research

5. Each of the 10 steps should be considered a ______ prior to completing a plan, because you may need to go back and make a revision to a prior step.

draft

4. Which one of the following is not related to research characterized by approach to collecting primary data? a. Key informant interviews b. Focus groups c. Surveys d. Crowdsourcing e. Formative research f. Participatory action research g. Experimental research h. Observation research i. Ethnographic research j. Mystery shoppers k. Mobile technology l. Zaltman metaphor elicitation technique m. Neuromarketing research

e. Formative research

Related to the Marketing Highlight discussing WaterSense, what similar effort did EPA leverage to inspire this effort?

energy star program that influenced consumers to choose appliances, lightbulbs, computers and more with the energy star label.

22. What is an example of a midstream priority audience?

family members, friends, neighbors, colleagues, healthcare providers, pharmacists, teachers, librarians, community leaders, church members, checkout clerks at retail stores

7. What are the five social issues that social marketing has addressed most often to date?

health promotion, environmental protections, injury prevention, community involvement, and financial well- being

10-Step Strategic Planning Model step 7

marketing intervention mix (4ps)

10. How does social marketing differ from nonprofit (NGO) marketing?

nonprofit marketing focuses on fund-raising, advocacy, and program development as well as supporting utilization of the organization's products and services

14. What are the five major components of a situation analysis? (Step 2)

organizational strengths, organizational weaknesses, external opportunities, external threats, key learnings from a review of similar prior efforts and additional exploratory market research

18. What is the competition for not texting and driving? (Step 5)

people enjoying the distraction

10-Step Strategic Planning Model step 10

plan for implementation and sustaining behaviors

10-Step Strategic Planning Model step 8

plan for monitoring and evaluation

20. What is an example of an upstream priority audience?

policy makers, corporations, media, law enforcement, celebrities, school districts, nonprofit organizations

10-Step Strategic Planning Model step 6

positioning statement

10-Step Strategic Planning Model step 5

priority audience barriers, benefits, motivators; the competition; and influential others

21. What is the social marketer's potential role with this priority audience?

priority audience: policy makers making laws that regulate tobacco usage

10-Step Strategic Planning Model step 3

priority audiences

11. How does social marketing differ from public sector marketing?

public sector marketing seeks to articulate and propose solutions regarding the exchange and relationships occurring between a government organization and individuals, groups of individuals, organizations or communities in connection with the request for and performance of public-oriented tasks and services.

10. Briefly describe each of the steps in the research planning process: Purpose; Audience; Informational Objectives; Respondents; Technique/Survey Instrument; Sample Size, Source, and Selection; Pretest and Fielding; Analysis; Report.

purpose- what decisions will this research help inform? what questions will this research answer. audience- for whom is the research being conducted? who will it be presented to? informational objectives- what specific information do you need to make this decision and/or answer these questions? respondents- from whom do you need information? what opinion matters? technique/survey instrument- what is the most efficient and effective way to gather this information. sample size- how many respondents should you survey? pretest and yielding- with who will this survey instrument be pretested ? who will conduct the research and when? analysis- how and by whom will data be analyzed to meet the planners' needs? report- what information should be included in the report, what format should be used for reporting?

10-Step Strategic Planning Model step 2

situation analysis (SWOT)

10-Step Strategic Planning Model step 1

social issues, organization, background, purpose, and focus

6. If someone asked you now "What is social marketing?" what would you briefly say?

social marketing is about influencing the behavior change, utilizing a systematic planning process, that applies marketing principles and techniques, focusing on priority audience segments, and delivering a positive benefit for individuals in society.

16. How does social marketing differ from social media?

social. media leverage the social networks of target audiences, and are more personal and interactive forms of message delivery than are the traditional mass media.

16. What is a behavior objective? (Step 4)

something we want to influence the priority audience to do

17. What would be a potential motivator for not texting and driving? (Step 5)

the consequence of an expensive fine

9. What or who do you think should determine if something is "good" for the individual or society?

the health outcomes of the behavior should determine whether something is "good"

11. Give an example of a background statement related to that social issue (litter). (Step 1)

the littler excerpt in the book that I'm not typing again :(

12. Give an example of a purpose statement for a social marketing effort related to that social issue. (Step 1)

the purpose of decreasing littering

8. Why should you avoid presenting results from a focus group using percentage points?

they represent few people from the population

20. What are at least two things that program managers wanted people who litter to believe? (Step 6)

they wanted people to believe that they will get caught and the fines will be steeper than they thought. they want them to believe disposing of litter properly is a better, especially cheaper option.

8. For each of the five issues that social marketing can contribute to, identify a behavior that could be the focus for a social marketing effort.

tobacco use- drinking and driving- waste reduction- organ donation- identity theft-

Assume you were developing a campaign to increase seatbelt usage in your state. Assume as well that you learned that California had the highest seatbelt usage in the country. What are questions you would ask a program manager in that state?

what types of laws are in place. what types of campaigns

5. What was your understanding of social marketing before taking this course?

I thought it was the same as commercial marketing

Behavioral Economics & Nudge Tactics A. Informing audience segmentation and selection B. Informing behavior selection and goals C. Deepening understanding of audience barriers, benefits, motivators, competition, and influential others D. Inspiring development of social marketing mix strategies