Description
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
Chapter Summary
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
Major Research Terminology
Steps in Developing a Research Plan
Research That Won’t “Break the Bank”
Chapter Summary
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
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
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
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
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
Positioning Defined
Step 6: Develop Positioning Statement
Behavior-Focused Positioning
Barriers-Focused Positioning
Benefits-Focused Positioning
Competition-Focused Positioning
Repositioning
How Positioning Relates to Branding
Ethical Considerations for Developing a Positioning Statement
Chapter Summary
Product: The First “P”
Step 7: Develop the Social Marketing Product Platform
Design Thinking
Branding
Ethical Considerations for Product Platform
Chapter Summary
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
Place: The Third “P”
Step 7: Develop Place Strategy
Social Franchising
Managing Distribution Channels
Ethical Considerations When Selecting Distribution Channels
Chapter Summary
Promotion: The Fourth “P”
Step 7: Develop a Promotion Strategy
A Word About Creative Briefs
Message Strategy
Messenger Strategy
Creative Strategy
Pretesting
Ethical Considerations: Messages, Messengers, and Creative Strategies
Chapter Summary
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
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
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
Step 10: Complete an Implementation Plan
Phasing
Sustainability
Anticipating Forces Against Change
Sharing and Selling Your Plan
Ethical Considerations When Implementing Plans
Chapter Summary
