CMN 465 Exam 1
social marketing - Answer -process that uses marketing principles and techniques to influence citizen
behavior change that will benefit society as well as the individual
social marketing... - Answer --influences behavior change
-utilizes a systemic planning process and techniques
-focuses on priority audience segments
-delivers a positive benefit for individuals and society
6 types behavior change - Answer --accept new behavior
-reject undesirable behavior
-modify a behavior
-abandon a behavior
-continue a behavior
-switch a behavior
bottom up - Answer -customers point of view, talk to priority audience what message will get you to
abandon behavior, take their perspectives into account designing campaign
top down - Answer -talk to experts/researchers what they think/will work
-research outdated before it hits print
, midstream - Answer -reach important others- parents, teachers
upstream - Answer -reach policy makers, people who have more influence
societal beneficiary - Answer -value exchange
-competition- stands in way of us doing what we want do
-sustainability- hard time getting program funded that will continue go on long time
value exchange - Answer -show rewards outweigh costs, gravitate towards behaviors that are personally
rewarding, avoid nonrewarding/painful experiences
social marketing applications - Answer --improving health
-preventing injury
-protecting the environment
-enhancing financial well being
-community involvement
who does social marketing? - Answer --public sector agencies
-non profit organizations
-for profit organizations
-marketing professionals
social marketing evolution - Answer --production concept- products acceptable/avaliable and
inexpensive
-product concept- emphasize qualities about product, better than competitor
-selling concept- aggressive sales approach
-marketing concept- sense and response approach, what customer needs and wants
-holistic marketing concept- still has customer orientation and focus form relationship w customer long
term
social marketing - Answer -process that uses marketing principles and techniques to influence citizen
behavior change that will benefit society as well as the individual
social marketing... - Answer --influences behavior change
-utilizes a systemic planning process and techniques
-focuses on priority audience segments
-delivers a positive benefit for individuals and society
6 types behavior change - Answer --accept new behavior
-reject undesirable behavior
-modify a behavior
-abandon a behavior
-continue a behavior
-switch a behavior
bottom up - Answer -customers point of view, talk to priority audience what message will get you to
abandon behavior, take their perspectives into account designing campaign
top down - Answer -talk to experts/researchers what they think/will work
-research outdated before it hits print
, midstream - Answer -reach important others- parents, teachers
upstream - Answer -reach policy makers, people who have more influence
societal beneficiary - Answer -value exchange
-competition- stands in way of us doing what we want do
-sustainability- hard time getting program funded that will continue go on long time
value exchange - Answer -show rewards outweigh costs, gravitate towards behaviors that are personally
rewarding, avoid nonrewarding/painful experiences
social marketing applications - Answer --improving health
-preventing injury
-protecting the environment
-enhancing financial well being
-community involvement
who does social marketing? - Answer --public sector agencies
-non profit organizations
-for profit organizations
-marketing professionals
social marketing evolution - Answer --production concept- products acceptable/avaliable and
inexpensive
-product concept- emphasize qualities about product, better than competitor
-selling concept- aggressive sales approach
-marketing concept- sense and response approach, what customer needs and wants
-holistic marketing concept- still has customer orientation and focus form relationship w customer long
term
