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social marketing > final > Flashcards

final Flashcards

1
Q

what are sources of grant money

A

federal agencies, private foundations, professional organizations, private industry

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2
Q

What are the three types of evals

A

process: during implementation, ongoing
Impact: 3 months after completion of program
Outcome: 6 or more months after completion

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3
Q

KAB

A

knowledge, attitude and behavior

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4
Q

those that need more, get more

A

social equity

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5
Q

everyone is treated the same, complete fairness

A

social equality

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6
Q

stages of change

A

Pre contemplation, contemplation, preparation, action, maintenance, termination

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7
Q

DOI

A

Innovators 2.5, early adopters 13.5, Early Majority 34, Late Majority 34 , Laggards 16

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8
Q

why do we measure

A

Fulfill grant

Improve campaign for next time

get more funding

resource allocation and prioritization

mid-source correction

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9
Q

tyes of positioning focus

A

Behavior focused- 5 a-day for a better health

Barrier focused- mammograms, you can quit tobacco, condoms OK

Benefit focused- change a light- change the world

Repositioning focused- new markets, image problem, fun easy, popular

Competition focus- benefit to benefit superiority, cost to benefit superiority, benefit to cost superiority, cost to cost superiority

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10
Q

10 strategic marketing steps

A
  1. Describe- plan background, purpose and focus
  2. conduct a situation analysis
  3. select target markets
  4. set goals and objs.
  5. identify competition and target market barriers/ motivation
  6. craft a desired positioning
  7. develop of a strategic marketing mix
  8. outline a plan for monitoring and evaluation
  9. establish budgets and find sources
  10. complete an implementation plan
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11
Q

name, term, sign, design that identifies maker

A

brand

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12
Q

how you want target audience to feel

A

brand identity

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13
Q

how target audience actually reacts

A

brand image

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14
Q

process of creating identity

A

branding

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15
Q

ones belief in ones ability to succeed in specific situations or accomplish a task

A

self-efficacy

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16
Q

how behavior is influenced by what others think and do

A

social norming

17
Q

types of products

A

core product: benefits of behavior

actual product: behavior

augmented product: services to support behavior

18
Q

what are the three types of augmented product

A

line: related products
mix: variety of product types
features: components

19
Q

what are some budget components

A

direct costs (personnel, salary), equipments, supplies, trainee expenses, travel, renovations, contractual costs, other, F&A -8-10% modified direct costs, institutional commitments

20
Q

numbers, statistics

A

quantitative

21
Q

language, focus groups

A

qualitative

22
Q

what are some positioning examples

A

messing with the mind of the TA

sharp image

less is often more

no ambiguities

simple message

based on data from customer

you create the why in the

23
Q

points of parity (parity= similarities)

A

associations that are not unique

may be considered essential to be a legitimate offer

24
Q

focus groups

A

8-10 participants in each group, 1 mediator and a few note takers

25
Q

strengths and weaknesses are internal (within the organization)

A

microenvironement

26
Q

opportunities and threats are external (forces outside the organization)

A

macroenvironment

27
Q

variables of segmentation

A

geographic, demographic, psychographic, behavioral

28
Q

traditional marketing vs. social marketing

A

traditional: goods and services, make money, competition, changing money flows

Social: behavior, improve society, competition, harder because of behaviors

similarities: customer orientation, exchange theory is fundamental, marketing research, audiences segmentations, 4 p’s, results-used for imporvement, greatest return on investment

29
Q

data gathering techniques

A

key informant interviews, focus groups, surveys, experiemental, observational, ethnographic, mystery shoppers

30
Q

pricing strategies

A

price, monetary benefits, nonmentary costs, goals, monetary benefits/ incentives, monetary costs, nonmonetary benefits, nonmonetary costs, monetary cost 4 competing, nonmonetary costs 4 competing, ethics

31
Q

communication elements

A

rational (just the facts), emotional, moral elements, nonverbal elements

social marketing (1 decks)

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