Deck 4: Exploring Social Marketing Concepts

Question 1

_________ is a deliberately planned, orchestrated, and implemented process of providing mutually satisfying exchanges between the customer or client and the business or public health agency.

A) Customer care
B) Commercial industry
C) Target markets
D) Marketing
E) None of the above

Answer 1

D

Question 2

According to the textbook, social marketing is a distinct marketing discipline that refers primarily to efforts focused on influencing behaviors that will do which of the following?

A) Improve health
B) Prevent injuries
C) Protect the environment
D) Contribute to the community
E) All of the above

Answer 2

E

Question 3

Both the social marketing process and program planning process have which of the following things in common?

A) Assessing potential consumers
B) Setting clear goals and objectives
C) Seeking only financial gain and influence
D) Planning, implementing, evaluating, and modifying offerings
E) Answers A, B, and D

Answer 3

E

Question 4

Social marketers set an overall goal for their interventions and ____________ is the bottom line objective for social marketers.

A) Set objectives for awareness
B) Objectives for increased knowledge
C) Impact beliefs
D) Behavior change
E) None of the above

Question 5

In marketing, the idea that people are willing to give up something of value or to experience costs (e.g., time, money, embarrassment, the discomfort of changing habits) in order to receive something they value is referred to as ____________:

A) Exchange
B) Market segmentation
C) Formative research
D) Demand
E) Both A and D

Question 6

Example barriers to receiving prenatal care and potential price interventions a marketing-minded health education specialist could help put into place include all of the following except:

A) Lack of transportation
B) Financial cost of babysitters
C) Emotional cost of undressing before a healthcare provider
D) Too many resources and does not feel eligible for services
E) Time cost of taking an afternoon or day off from work

Question 7

_______________ refers to how a behavior, product, or service stacks up against competing behaviors, products, or services.

A) Posture
B) Appearance
C) Positioning
D) None of the above

Question 8

Which of the following tools could be utilized if there are questions regarding whether or not to utilize social marketing?

A) CDC's Gateway to Health Communication & Social Marketing Practice
B) The Manager's Guide to Social Marketing
C) Robert Wood Johnson Foundation's Social Marketing National Excellence Collaborative
D) All of the above
E) None of the above

Question 9

______________ focus(es) on the experiences of those they call extreme doers and non-doers of a behavior.

A) Design thinkers
B) Trend setter
C) Market segmentation
D) Consumer orientation
E) Exchange

Question 10

During its 45-year history, social marketing has been used globally to ameliorate problems as diverse as hand-washing, breastfeeding, responsible drinking, topping off gas tanks, composting, managing backyard woodlands, domestic violence treatment, encouraging savings accounts, and volunteer recruitment.

Question 11

It is insignificant that marketers understand the barriers and benefits populations associated with healthy actions.

Question 12

The goal of marketing is consumer satisfaction-giving people either what they expect or more than they expected.

Question 13

Marketing-savvy health education specialists should encourage satisfied clients to tell others about their experiences in order to enhance promotion efforts.

Question 14

Social marketing is cost and labor intensive since a health educator would always have to watch for damage control, which is a worthy investment.

Question 15

The social marketing mindset is very expensive and consists of thinking behavior change, knowing what is important to the population, thinking barriers and benefits for the healthy behavior, asking when and where is the audience in the right frame of mind to be thinking about the health issue and open to doing something different, and asking when and where is the right place and time to conduct the interventions.

Question 16

There is no significant power by using social media to engage the population in conversations and questions and answers about a health issue to elicit their ideas for solutions to health problems.

Question 17

Social marketing is an established, systematic approach in public health for creating the conditions to support social change and health behavior change.

Question 18

The terms below refer to the use of the four Ps of traditional marketing strategies. Match the term with the definition.
-_____ interventions include anything that reduces barriers (e.g., financial, temporal, emotional, or energy) that the population perceives as a cost for performing the healthy behavior.

A) Product
B) Price
C) Place
D) Promotion

Question 19

The terms below refer to the use of the four Ps of traditional marketing strategies. Match the term with the definition.
-_____includes both the health messages being provided and the communication channels used to provide them.

A) Product
B) Price
C) Place
D) Promotion

Question 20

The terms below refer to the use of the four Ps of traditional marketing strategies. Match the term with the definition.
-_____ refers to physical goods, a service, an experience, an event, a person, a place, a property, an organization, information, or an idea.

A) Product
B) Price
C) Place
D) Promotion

Question 21

The terms below refer to the use of the four Ps of traditional marketing strategies. Match the term with the definition.
-_____has both a geographical and a temporal aspect. It can refer to the physical location where the population is expected to perform a behavior or the location where a service is offered.

A) Product
B) Price
C) Place
D) Promotion

Question 22

List three benefits of using social media and provide an explanation.

Question 23

Describe what promotion is and what concerns a health education specialist should be mindful of when promoting health messages.