Test Bank (Downloadable Product) for Social Marketing Behavior Change for Social Good 6th Edition By Nancy R. Lee, Philip Kotler, ISBN: 9781544351490


Downloadable Instructor Test Bank for Social Marketing Behavior Change for Social Good 6th Edition Lee



Test Bank for Social Marketing Behavior Change for Social Good 6th Edition Lee

Downloadable Instructor Test Bank for Social Marketing Behavior Change for Social Good 6th Edition By Nancy R. Lee, Philip Kotler, ISBN: 9781544351490

Table Of Content

About the Authors
CHAPTER 1. Defining and Distinguishing Social Marketing

What Is Social Marketing?

Where Did the Concept Originate?

How Does It Differ from Commercial Marketing?

How Does It Differ from Other Disciplines?

What Is Its Value Proposition?

Who Does Social Marketing?

What Social Issues Can Benefit?

Other Ways to Impact Social Issues

Social Marketing Upstream and Midstream

Chapter Summary

CHAPTER 2. 10-Step Strategic Planning Model

Marketing Planning: Process and Influences

A 10-Step Planning Model

Why Is Systematic Planning Important?

What Are Similar Planning Models?

Where Does Research Fit In?

Chapter Summary

CHAPTER 3. Research Options

Major Research Terminology

Steps in Developing a Research Plan

Research That Won’t “Break the Bank”

Chapter Summary

CHAPTER 4. Behavior Change Theories, Models, and Frameworks

Informing Audience Segmentation and Selection

Informing Behavior Selection and Goals

Deepening Your Understanding of Audience Barriers, Benefits, Motivators, the Competition, and Influential Others

Inspiring Development of Marketing Intervention Mix Strategies

Themes from All

Chapter Summary

CHAPTER 5. Steps 1 & 2: Social Issue, Purpose, Focus, Situation Analysis

Step 1: Describe Social Issue, Background, Purpose, and Focus

Step 2: Conduct Situation Analysis, Review Prior Efforts

The Role of Exploratory Research When Choosing Focus

Ethical Considerations When Choosing Focus

Chapter Summary

CHAPTER 6. Step 3: Selecting Priority Audiences

Step 3: Select Priority Audiences

Steps in Selecting Priority Audiences

Variables Used to Segment Markets

Criteria for Evaluating Segments

How Priority Audiences Are Selected

What Approach Should Be Chosen?

Ethical Considerations When Selecting Priority Audiences

Chapter Summary

CHAPTER 7. Step 4: Behavior Objectives and Target Goals

Step 4: Set Behavior Objectives and Goals

Behavior Objectives

Knowledge and Belief Objectives

Target Goals

Objectives and Goals are Drafts

Objectives and Target Goals Used for Campaign Evaluation

Ethical Considerations Setting Objectives and Goals

Chapter Summary

CHAPTER 8. Step 5: Audience Insights

Step 5: Identify Audience Insights

What You Need to Know About Your Priority Audience

How to Learn More About Priority Audience

How Insights Help Develop Strategy

Potential Revisions

Ethical Considerations When Researching Priority Audience

Chapter Summary

CHAPTER 9. Step 6: Crafting a Desired Positioning

Positioning Defined

Step 6: Develop Positioning Statement

Behavior-Focused Positioning

Barriers-Focused Positioning

Benefits-Focused Positioning

Competition-Focused Positioning


How Positioning Relates to Branding

Ethical Considerations for Developing a Positioning Statement

Chapter Summary

CHAPTER 10. Step 7: Product: Creating a Product Platform

Product: The First “P”

Step 7: Develop the Social Marketing Product Platform

Design Thinking


Ethical Considerations for Product Platform

Chapter Summary

CHAPTER 11. Step 7: Price: Determining Incentives and Disincentives

Price: The Second “P”

Step 7: Determine Incentives and Disincentives

More on Commitments and Pledges

Setting Prices for Tangible Goods and Services

Ethical Considerations for Pricing Strategies

Chapter Summary

CHAPTER 12. Step 7: Place: Making Access Convenient and Pleasant

Place: The Third “P”

Step 7: Develop Place Strategy

Social Franchising

Managing Distribution Channels

Ethical Considerations When Selecting Distribution Channels

Chapter Summary

CHAPTER 13. Step 7: Promotion: Deciding on Messages, Messengers, and Creative Strategies

Promotion: The Fourth “P”

Step 7: Develop a Promotion Strategy

A Word About Creative Briefs

Message Strategy

Messenger Strategy

Creative Strategy


Ethical Considerations: Messages, Messengers, and Creative Strategies

Chapter Summary

CHAPTER 14. Step 7: Promotion: Selecting Communication Channels

Promotion: Selecting Communication Channels

Traditional Communication Channels

The New Communication Channels

Product Integration

Factors Guiding Communication Channel Decisions

Ethical Considerations When Selecting Communication Channels

Chapter Summary

CHAPTER 15. Step 8: Monitoring and Evaluation

Step 8: Develop a Plan for Evaluation

Why Are You Conducting This Measurement?

What Will You Measure?

How Will You Measure?

When Will You Measure?

How Much Will It Cost?

Ethical Considerations in Evaluation Planning

Chapter Summary

CHAPTER 16. Step 9: Budget and Funding Plans

Step 9: Budgets and Funding Sources

Determining Budgets

Justifying the Budget

Finding Sources for Additional Funding

Appealing to Funders

Revising Your Plan

Ethical Considerations When Establishing Funding

Chapter Summary

CHAPTER 17. Step 10: Implementation and Sustaining Behaviors Plans

Step 10: Complete an Implementation Plan



Anticipating Forces Against Change

Sharing and Selling Your Plan

Ethical Considerations When Implementing Plans

Chapter Summary

Appendix A: Social Marketing Planning Worksheets
Appendix B: Sample Social Marketing Plans
Appendix C: Additional Planning Models
Appendix D: Social Marketing Resources
Appendix E: History Annex
Appendix F: Courses
Appendix G: International Social Marketing Association’s
Academic Competencies