MKTG 468 exam 1
Template of Positioning Statement
"We want (TARGET AUDIENCE) to see (DESIRED BEHAVIOR) as (DESCRIPTIVE PHRASE) and a more important and beneficial than (COMPETITION)."
decrease montary costs for the desired behavior
(discount coupons, cash discounts, quanitity discounts, seasonal discounts, promtional prices, segment pricing)
5 - increase monetary costs for the competing behavior
(increasing taxes, imposing fines, decreasing funding)
6 - increase nonmonetary costs for the competing behavior
(negative public recognition/visbility, emphasizing downside of the competiton)
increased monetary benfits for desired behavior
(rebates, allowances, cash increntives, price adjustments)
increase nonmonetary benefits for the desired behavior
(regonition, apperication)
decrease nonmonetary costs for the desire behavior
(time, effort, physcial costs, psychological costs)
Similarities to commercial marketing include:
-Exchange theory is fundamental -Customer-orientation is critical -Audiences are segmented -All 4Ps are considered -Market research is key to success -Results are measured for improvement
Social & commercial marketing similarities (6)
-Exchange theory is fundamental -Customer-orientation is critical -Audiences are segmented -All 4Ps are considered -Market research is key to success -Results are measured for improvement
The main characteristics of Social Marketing we discussed in class (6)
-Focus on behaviors -voluntary behaviors -systematic planning process -select and influence a target market -primary beneficiary is society -hopefully also affect policy makers
social marketing purposes
-Focus on behaviors -voluntary behaviors -systematic planning process -select and influence a target market -primary beneficiary is society -hopefully also affect policy makers
"common myths" regarding marketing research
-I'm already doing enough research -research is only for big decisions -marketing research is simply conducting surveys and surveys are expensive -most research is a waste
Myths about research (4)
-I'm already doing enough research -research is only for big decisions -marketing research is simply conducting surveys and surveys are expensive -most research is a waste
Downstream social marketing
-children / parents -youth -women / men -elders -pet owners -consumers -others-entertainers
Midstream social marketing:
-family -friends -religious leaders -neighbors -personal healthcare provides -Facebook friends
Upstream social marketing
-politicians -media figures -law enforcement -corporations -healthcare providers -school districts -entertainers
Commercial marketing differences from social marketing
-selling goods & services (CM) vs. behaviors (SM) -competitions is other firms (CM) vs. preferred behaviors (SM) financial gain (CM) vs. societal gain (SM)
Place strategies
1 - make location closer 2 - extend hours 3 - be there at the point of deicison-making 4 - make the location more appealing 5 - overcome psychological barriers related to the place 6 - be more accessible than the competition
5 creative tips for promotional campaigns
1) Keep it simple 2) Focus on audience beenfits 3) When using fear, follow up with solutions, and use credible sources 4) Try for messages that are vivid, personal and conrete 5) Make messages easy to remeber
Creative Tips for Promotion
1- Keep it simple 2- Focus on audience beenfits 3- When using fear, follow up with solutions, and use credible sources 4- Try for messages that are vivid, personal and conrete 5- Make messages easy to remeber
10 steps in SM (no need to memorize the order)
1. Describe the Social Issue, Background, Purpose 2. Conduct a Situation Analysis 3. Select a Target Audience 4. Set Behavior Objectives and Target Goals 5. Identify Barriers, Benefits, Motivators, the Competition, and Influential Others 6. Craft a Desired Positioning 7. Develop the Strategic Marketing Mix (4Ps) 8. Develop a Plan for Monitoring and Evaluation 9. Establish Budgets and Find Funding 10. Create an Implementation Plan
social marketing campaign 10 steps
1. Describe the Social Issue, Background, Purpose 2. Conduct a Situation Analysis 3. Select a Target Audience 4. Set Behavior Objectives and Target Goals 5. Identify Barriers, Benefits, Motivators, the Competition, and Influential Others 6. Craft a Desired Positioning 7. Develop the Strategic Marketing Mix (4Ps) 8. Develop a Plan for Monitoring and Evaluation 9. Establish Budgets and Find Funding 10. Create an Implementation Plan
Consider the generic positioning statement: We want (x) to see (y) as (z) and more important and beneficial than (w). Which of the following is the correct match for x, y, z, or w? a) x = target audience b) y = descriptive phrase c) x = competition d) w = target behavior e) z = competition
A
Which of the following is the correct order for the first 5 steps in a social marketing campaign? a) Describe the Social Issue, Background, Purpose Conduct a Situation Analysis Select a Target Audience Set Behavior Objectives and Target Goals Identify Barriers, Benefits, Motivators, the Competition, and Influential Others b) Describe the Social Issue, Background, Purpose Set Behavior Objectives and Target Goals Conduct a Situation Analysis Select a Target Audience Identify Barriers, Benefits, Motivators, the Competition, and Influential Others c) Describe the Social Issue, Background, Purpose Set Behavior Objectives and Target Goals Identify Barriers, Benefits, Motivators, the Competition, and Influential Others Conduct a Situation Analysis Select a Target Audience d) Select a Target Audience Describe the Social Issue, Background, Purpose Conduct a Situation Analysis Set Behavior Objectives and Target Goals Identify Barriers, Benefits, Motivators, the Competition, and Influential Others e) None of the above
A
Which of these methods to study consumers offers the most control to the person in charge? a) Laboratory experiences b) diaries c) surveys d) interviews
A
Nonmonetary incentives for the desired behavior include all of the following EXCEPT: a. Pledges b. Commitments c. Recognition d. Appreciation e. All of the above are non-monetary incentives
A or E
4 Ps & Tactics - augmented, actual, core products
Augmented - tanggible objects and services to support behavior chane vs. Actual - the desried beahvior vs. Core Products - benefits of desired behavior
All of the following are "common myths" regarding marketing research, EXCEPT... a) ... Research is only for big decisions b) ... Marketing research may only be done by marketers working in the private sector c) ... "I'm already doing enough research" d) ... Most research is a waste of time and money
B
In social marketing, decreasing the nonmonetary costs for the desired behavior can be done by doing any of the following, EXCEPT ... a) Decreasing the time associated with the desired behavior b) Decreasing the taxes associated with the desired behavior c) Decreasing the physical costs associated with the desired behavior d) Decreasing the psychological costs associated with the desired behavior e) Decreasing the effort associated with the desired behavior
B
Which of the following is not an example of Upstream audience in social marketing? a) politicians b) neighbors c) corporations d) a and b e) b and c
B
Which one is not an advantage of primary data? a) it is directly relevant b) it is usually cheaper c) it is most up to date d) it is more reliable e) All of the above are advantages
B
types of positioning statements
Behavior focused Barriers-focused Benefit-focused Competition-focused Repositioning-focused
Types of Positioning (5)
Behavior focused: 5 a day, 30 mins a day Barriers-focused: 1800-QUIT-NOW Benefit-focused: energy star Competition-focused: abstinence vs teen pregnancy Repositioning-focused: breast feeding prevents cancer vs. Sags breasts
A lingerie that gives an electric shock to potential rapists in India is an example of a/n... a) core product b) actual product c) augmented product d) promotion e) none of the above
C
Increasing monetary incentives (or decreasing monetary costs) for the desired behavior include all of the following EXCEPT: a. Offering Rebates b. Giving Gift cards c. Giving Recognition Certificates d. Giving away Free Products e. Giving Discount Coupons
C
WIC (women-infant-care) is a program that provides free food for pregnant women to make sure they get enough nutrients. Recently, the program offered Debit Cards instead of food stamps to prevent potential embarrassment of participants when using the food stamps. This is an example of: a) Decreasing monetary costs b) Increasing benefits c) Decreasing non-monetary costs d) Increasing monetary costs for competing behaviors e) None of the above
C
Correlation vs causation
Correlation: +, 0, - what is the max/min? -which one comes first... (u-sound, problems) -other variables ... (ice cream, murders) Causation: x leads to y X = independent variable = cause Y = dependent variable = effect
Social marketing campaigns might have which of the following objectives: a) changing beliefs b) improving knowledge c) changing behavior d) all of the above might be the objectives of SM campaigns e) none of the above can be objectives
D
Which of the following is not one of the propositions of Social Exchange Theory? a) Success proposition b) Stimulus proposition c) Deprivation-satiation proposition d) all of the above are SET propositions e) None of the above are SET proposition
D
Which of the following is not true about this course? (you can check the syllabus) a. if you are happy with your scores in the first 3 exams during the semester, you do not have to take the final exam b. If you know you will be missing a documentary review, you can let the instructor know in advance and have a make-up opportunity c. The best way to reach the instructor is by emailing him d. If you let the TA know that you will be missing a class, you can still receive the 1.5 points for that specific class e. There will be 5 quizzes and the lowest score among the them will be dropped
D
descriptive vs. exploratory vs. causal research
Descriptive - report, describe vs. Exploratory - define problems, hypothesize vs. causal research - test hypothesis, cause-effect
Social marketers can develop various types of positioning statements. Which of the following is not one of them: a) behavior-focused b) barriers-focused c) competition-focused d) benefit-focused e) all of the above are types of positioning strategies
E
Which of the following is not one of the similarities between Social Marketing and Commercial Marketing. a) They both focus on customer orientation. Both recognize that to be successful in their marketing attempts, they must appeal to a target audience by solving a problem or satisfying a need. b) Exchange theory is fundamental to both, as both disciplines recognize that the target audience must perceive benefits that are equal or exceed the perceived costs associated with performing the targeted behavior. c) They both use marketing research to understand the needs, desires, beliefs, and attitudes of target adopters. d) They both divide the market into different segments for targeting e) All of the above are similarities between social and commercial marketing.
E
Which one is not one of the objectives of Promotion in social marketing? a. Highlighting the Product b. Addressing barriers c. Inspiring people to action d. Highlighting benefits e. All of the above potential objectives of promotion
E
pros/ cons
Experiment vs. Survey vs. Observations vs. Focus groups vs. Neuromarketing
Making toothpastes better tasting to increase their use by children is an example of a place strategy (T or F)
False
Social marketing
Formal: social marketing is a process that applies marketing principles and techniques to create, communicate and deliver value in order to influence target audience behaviors that benefit society as well as the target audience Informal: Influencing / changing behaviors for (common) good
Formative vs. pretest vs. monitoring vs. evaluation
Formative - target audience, motivators to buckle up vs. pretest - existing campaigns vs. monitoring - formal observation, initial change 82% to 94% vs. evaluation - ultimate increase
correct match of the approaches used by Education, Social Marketing and Law (policy)?
Information & education (SHOW ME) -> social marketing approaches (HELP ME) -> regulations & legal intervention (MAKE ME)
Non/Monetary Cost
Non/Monetary Cost - Products/services relationed the augmented product, fees / fines, non = time, effort, energy, psychological risks, physcial discomforts vs. Benefit related Price tactics 1 - increased monetary benfits for desired behavior (rebates, allowances, cash increntives, price adjustments) 2- decrease montary costs for the desired behavior (discount coupons, cash discounts, quanitity discounts, seasonal discounts, promtional prices, segment pricing) 3 - increase nonmonetary benefits for the desired behavior (regonition, apperication) 4 - decrease nonmonetary costs for the desire behavior (time, effort, physcial costs, psychological costs) 5 - increase monetary costs for the competing behavior (increasing taxes, imposing fines, decreasing funding) 6 - increase nonmonetary costs for the competing behavior (negative public recognition/visbility, emphasizing downside of the competiton) 7 - make accessing the competition more difficult 8 - be where your target audience shops or dines 9 - be where your target auidence hangs out 10 - work with existing distribution channels
Costs
Objections, reasons don't want to or can't do the behavior
Competition
People, commercial marketing "Everyone does it"
primary vs secondary data
Primary data - collected for the first time, to inform current project vs. secondary data - already exists, journal articles/published studies, peer research
qualitative vs quantitative
Qualitative - exploratory in nature, identify and clarify issues, but not quantify, small sample sizes, not projectable to population vs. Quantitative - reliable/controlled, project findings, large samples
Social exchange theory
Relationships are form by the use of a subjective cost-benefit analysis and the comparison of alternatives. When two actors have something of value to each other, they have to decide whether to exchange and in what amounts. Worth = rewards - costs -those who receive more than they expect or do not receive anticipated punishment will be happy
Benefits
They might want from the behavior "to avoid a fine"
Barriers
To preforming the behavior "The cigarette butt would stink in my car"
Which of the following is not one of the creative tips for promotional campaigns?
a) Keep it Simple and Clear. b) Focus on Costs and Barriers. c) When Using Fear use credible sources and provide solutions d) Make Messages Easy to Remember e) All of the following are creative tips for promotion
In both social and commercial marketing the main target is to make profits (T or F)
false
social exchange theory principles
success proposition: when one finds they are rewarded for their actions, they tend to repeat the action stimulus proposition: the more often a particular stimulus has resulted in a reward in the past, the more likely it is that a person will respond to it Deprivation-satiation proposition: the more often in the recent past a person has received a particular reward, the less valuable any further unit of that reward becomes (same idea apply to punishments)
stimulus proposition (propositions of Social Exchange Theory)
the more often a particular stimulus has resulted in a reward in the past, the more likely it is that a person will respond to it
Deprivation-satiation proposition (propositions of Social Exchange Theory)
the more often in the recent past a person has received a particular reward, the less valuable any further unit of that reward becomes (same idea apply to punishments)
Core product in social marketing is the benefit of the desired behavior (T or F)
true
Social exchange theory is commonly used in both social and commercial marketing (T or F)
true
Surveys allow you to reach large masses in shorter time than most other methods (T or F)
true
success proposition (propositions of Social Exchange Theory)
when one finds they are rewarded for their actions, they tend to repeat the action