Chapter 1 - Introduction

Question 1

Social Marketing

Answer 1

The application of marketing concepts and techniques to achieve specific behavioural goals, for a social or public good

Question 2

3 steps of the social marketing process (AES)

Answer 2

1. Alignment on the social issue
2. Environmental scan
3. Situation analysis (SWOT)

Question 3

4 steps of systematic planning process

Answer 3

1. Select a priority audience
2. Establishing behaviour objectives, target goals
3. Formative research
4. The marketing intervention mix

Question 4

Primary beneficiary of social marketing

Answer 4

Society

Question 5

3 ways societal marketing differs from commercial marketing (PSC)

Answer 5

Primary aim: societal and individual gain
Segmentation: based on readiness to change
Competition: current audience behaviour

Question 6

5 major arenas social marketing can benefit (HIECF)

Answer 6

Health-related behaviours
Injury-prevention-related behaviours
Environmental behaviours
Community involvement behaviours
Financial behaviours

Question 7

Upstream influential factors

Answer 7

Tech innovations
Legal/policy makers/law enforcement
Improved infrastructure and environments

eg: breathalyzers, uber (designated driver), alcohol community outreach

Question 8

Midstream influential factors

Answer 8

Friends/family
Neighbours, community
Health care providers
Entertainers, online friends