Lee7e_TB Chap 01
1 Which one of the following four components is the most fundamental in order for an effort
to be considered social marketing?
All 4Ps in the toolbox are used.
a clearly defined behavior
a narrowly defined priority audience
more than communications are used to influence a behavior
Steel
2 In commercial marketing, who are the two primary beneficiaries? (Select all that apply)
individuals
shareholders
society
government
The burning of fuel inside the engine
3 Who are the two primary beneficiaries for social marketing efforts? (Select all that apply)
individuals
shareholders
society
government
Sample response: meaningfulness
4 Which of the following are most often the sponsor of a social marketing campaign? (Select
all that apply)
public sector/governmental
foundations
nonprofit organizations
media outlets
Sample response: psychological empowerment
5 What was your understanding on social marketing before taking this course?
Answer:
, Potential responses include social media, advertising, behavioral economics, government
"nanny states," and social change.
6 If someone asked you now "What is social marketing?" what would you briefly say?
Answer:
Influencing behaviors that benefit society as well as the individual; examples include
exercise, recycling, voting, and saving for retirement.
7 What are the five social issues that social marketing has addressed most often to date?
Answer:
Public health, injury prevention, environmental protection, community engagement, and
financial well-being.
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.
Answer:
One should be listed for each of these: public health, injury prevention, environmental
protection, community involvement, and financial well-being.
9 What or who do you think should determine whether something is "good" for the individual
or society?
Answer:
The sponsoring organization; the consultant/social marketer.
10 How does social marketing differ from nonprofit (NGO) marketing?
Answer:
In NGO marketing, the focus is on fundraising, advocacy, and utilization of the
organization's products and services.
, Answer:
Public-sector marketing primarily are used to increase support and use of governmental
agency products and services as well as increase compliance.
12 How does social marketing differ from education?
Answer:
In education, the focus is on increasing awareness and understanding versus behavior
change.
13 How does social marketing differ from behavioral economics?
Answer:
Behavioral economics is a psychological framework that proposes theories on why and
when people make irrational choices and focuses on how changes in the external
environment can prompt and promote behavior change.
14 How does social marketing differ from nudge tactics?
Answer:
Nudge is a framework that proposes that behaviors can be influenced by the way choices
are presented in the environment.
15 How does social marketing differ from social change?
Answer:
Social marketing is one strategy for creating positive social change. Others include
advocacy, innovation, infrastructures, corporate business practices, and increased funding.
16 How does social marketing differ from social media?
Answer:
, Social media include social networking sites such as Facebook, blogs, YouTube, Twitter,
and Instagram.
17 How does social marketing differ from communications?
Answer:
Communications is only one of the interventions social marketers use to change behaviors.
18 How does social marketing differ from cause promotion?
Answer:
Cause promotion is raising awareness, understanding, and concern for a social issue, but it
is not focused on behavior change.
19 Why do you think many professionals working on social marketing campaigns do not have
the words social marketing in their title?
Answer:
The term is not well known or understood. A social marketing title is rare, and social
marketing is most likely to fall within the responsibility of a program manager or
community relations or communications professional.
20 What is an example of an upstream priority audience?
Answer:
Options include policymakers, corporations, media, law enforcement, celebrities, school
districts, and nonprofit organizations.
21 What is the social marketer's potential role with the upstream priority audience?
Answer:
To advocate with these audiences to remove barriers and increase benefits for behavior
change and to help spread the social marketing messages.
1 Which one of the following four components is the most fundamental in order for an effort
to be considered social marketing?
All 4Ps in the toolbox are used.
a clearly defined behavior
a narrowly defined priority audience
more than communications are used to influence a behavior
Steel
2 In commercial marketing, who are the two primary beneficiaries? (Select all that apply)
individuals
shareholders
society
government
The burning of fuel inside the engine
3 Who are the two primary beneficiaries for social marketing efforts? (Select all that apply)
individuals
shareholders
society
government
Sample response: meaningfulness
4 Which of the following are most often the sponsor of a social marketing campaign? (Select
all that apply)
public sector/governmental
foundations
nonprofit organizations
media outlets
Sample response: psychological empowerment
5 What was your understanding on social marketing before taking this course?
Answer:
, Potential responses include social media, advertising, behavioral economics, government
"nanny states," and social change.
6 If someone asked you now "What is social marketing?" what would you briefly say?
Answer:
Influencing behaviors that benefit society as well as the individual; examples include
exercise, recycling, voting, and saving for retirement.
7 What are the five social issues that social marketing has addressed most often to date?
Answer:
Public health, injury prevention, environmental protection, community engagement, and
financial well-being.
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.
Answer:
One should be listed for each of these: public health, injury prevention, environmental
protection, community involvement, and financial well-being.
9 What or who do you think should determine whether something is "good" for the individual
or society?
Answer:
The sponsoring organization; the consultant/social marketer.
10 How does social marketing differ from nonprofit (NGO) marketing?
Answer:
In NGO marketing, the focus is on fundraising, advocacy, and utilization of the
organization's products and services.
, Answer:
Public-sector marketing primarily are used to increase support and use of governmental
agency products and services as well as increase compliance.
12 How does social marketing differ from education?
Answer:
In education, the focus is on increasing awareness and understanding versus behavior
change.
13 How does social marketing differ from behavioral economics?
Answer:
Behavioral economics is a psychological framework that proposes theories on why and
when people make irrational choices and focuses on how changes in the external
environment can prompt and promote behavior change.
14 How does social marketing differ from nudge tactics?
Answer:
Nudge is a framework that proposes that behaviors can be influenced by the way choices
are presented in the environment.
15 How does social marketing differ from social change?
Answer:
Social marketing is one strategy for creating positive social change. Others include
advocacy, innovation, infrastructures, corporate business practices, and increased funding.
16 How does social marketing differ from social media?
Answer:
, Social media include social networking sites such as Facebook, blogs, YouTube, Twitter,
and Instagram.
17 How does social marketing differ from communications?
Answer:
Communications is only one of the interventions social marketers use to change behaviors.
18 How does social marketing differ from cause promotion?
Answer:
Cause promotion is raising awareness, understanding, and concern for a social issue, but it
is not focused on behavior change.
19 Why do you think many professionals working on social marketing campaigns do not have
the words social marketing in their title?
Answer:
The term is not well known or understood. A social marketing title is rare, and social
marketing is most likely to fall within the responsibility of a program manager or
community relations or communications professional.
20 What is an example of an upstream priority audience?
Answer:
Options include policymakers, corporations, media, law enforcement, celebrities, school
districts, and nonprofit organizations.
21 What is the social marketer's potential role with the upstream priority audience?
Answer:
To advocate with these audiences to remove barriers and increase benefits for behavior
change and to help spread the social marketing messages.
