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
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
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?
Major Research Terminology
Steps in Developing a Research Plan
Research That Won’t “Break the Bank”
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
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
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
Step 4: Set Behavior Objectives and Goals
Knowledge and Belief Objectives
Objectives and Goals are Drafts
Objectives and Target Goals Used for Campaign Evaluation
Ethical Considerations Setting Objectives and Goals
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
Ethical Considerations When Researching Priority Audience
Step 6: Develop Positioning Statement
How Positioning Relates to Branding
Ethical Considerations for Developing a Positioning Statement
Product: The First “P”
Step 7: Develop the Social Marketing Product Platform
Ethical Considerations for Product Platform
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
Place: The Third “P”
Step 7: Develop Place Strategy
Managing Distribution Channels
Ethical Considerations When Selecting Distribution Channels
Promotion: The Fourth “P”
Step 7: Develop a Promotion Strategy
A Word About Creative Briefs
Ethical Considerations: Messages, Messengers, and Creative Strategies
Promotion: Selecting Communication Channels
Traditional Communication Channels
The New Communication Channels
Factors Guiding Communication Channel Decisions
Ethical Considerations When Selecting Communication Channels
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
Step 9: Budgets and Funding Sources
Justifying the Budget
Finding Sources for Additional Funding
Appealing to Funders
Revising Your Plan
Ethical Considerations When Establishing Funding
Step 10: Complete an Implementation Plan
Anticipating Forces Against Change
Sharing and Selling Your Plan
Ethical Considerations When Implementing Plans