Deck 8: Social Marketing

Question 1

Social marketing uses techniques from:

A) commercial marketing.
B) sociology.
C) psychology.
D) anthropology.

Answer 1

A

Question 2

The educational level of audiences in social marketing is often:

A) low level.
B) average level.
C) high level.
D) very high level.

Answer 2

A

Question 3

Statement A: In social marketing, budgets are generous.
Statement B: In commercial marketing, benefits are often invisible.

A) Statement A is true and statement B is false.
B) Statement A is false and statement B is true.
C) Both statements are true.
D) Both statements are false.

Answer 3

D

Question 4

Social marketing started with the marketing of products such as condoms.

Question 5

The step in social marketing in which the goals and objectives are set and the social marketing mix is chosen is known as:

A) formative research.
B) audience segmentation.
C) strategy development.
D) analysis.

Question 6

All of the following are part of the Ps that form the extended constructs of social marketing mix, except:

A) partnership.
B) policy.
C) people.
D) purse strings.

Question 7

All of the following are components within social marketing's step of message and materials development, except:

A) identifying appropriate channels.
B) developing effective messages.
C) developing creative strategy.
D) pretesting.

Question 8

Social marketing has its origins in:

A) Brazil.
B) India.
C) the United Kingdom.
D) the United States.

Question 9

Social marketing is usually effective for behaviors that need to be changed:

A) once or twice.
B) repeatedly.
C) for positive influences on health.
D) for overcoming negative influences on health.

Question 10

The rewards are usually external in:

A) commercial marketing.
B) social marketing.
C) customer-centered marketing.
D) exchange theory.

Question 11

The stage in which program progress is tracked is known as the:

A) listening stage.
B) planning stage.
C) pretesting stage.
D) monitoring stage.

Question 12

In social marketing, the primary purpose is to make profits.

Question 13

Identifying distinct groups of people who are similar to each other in different characteristics is known as:

A) audience segmentation.
B) identification exercise.
C) characteristic planning.
D) demographic identification.

Question 14

In the marketing mix, _____ refers to the tangible and intangible things that the target audience has to give up in order to adopt the new idea.

A) product
B) place
C) promotion
D) price

Question 15

Social marketing originated in India, where it was used in the 1960s to promote the country's family planning program, particularly the marketing of condoms.

Question 16

Statement A: In social marketing, expectations are more demanding than commercial marketing.
Statement B: In commercial marketing, scrutiny is done from a variety of sources, as opposed to social marketing, where minimal scrutiny is done.

A) Statement A is true and statement B is false.
B) Statement A is false and statement B is true.
C) Both statements are true.
D) Both statements are false.

Question 17

In social marketing, the mechanism by which one gets the message across to the target audience is known as:

A) promotion.
B) interpersonal communication.
C) interactive communication.
D) target audience education.

Question 18

Gathering quantitative and qualitative data about the problem, context, attitudes, and behaviors of the target audience, ways to reach the target audience, and existing messages and materials is known as:

A) experimental research.
B) formative research.
C) summative research.
D) consequential research.

Question 19

All of the following are limitations of the social marketing theory in health promotion and education, except:

A) Social marketing does not require a lot of lead time.
B) Social marketing has been labeled "motivational manipulation."
C) Social marketing as an approach to social change lacks clarity.
D) Social marketing is usually effective for behaviors that need to be changed once or only a few times, but is not effective for behaviors that must be repeated and maintained over a period of time.

Question 20

Exchange theory implies the transfer or transaction of something valuable between two individuals or groups.

Question 21

Movement across the stages of social marketing is linear.

Question 22

The process of collecting quantitative and qualitative data about the problem; the context, attitudes, and behaviors of the target audience; ways to reach the target audience; and existing messages and materials is called summative research.

Question 23

Distinct groups of people who are similar to each other in different characteristics are not likely to respond to messages in a similar way.

Question 24

The product must be able to fill a need felt by people and must be appealing and attractive.

Question 25

Statement A: In social marketing, price refers only to the tangible costs that the target audience has to pay in order to adopt the product.
Statement B: A mechanism by which one gets a message across to the target audience is called audience segmentation.

A) Statement A is true and statement B is false.
B) Statement A is false and statement B is true.
C) Both statements are true.
D) Both statements are false.

Question 26

____________ materials concerns their acceptability by the target audience, their attractiveness to the target population, their comprehension by the target population, the completeness of the materials, and the appropriateness of materials for the target population.

A) Pricing
B) Placing
C) Promoting
D) Pretesting

Question 27

In social marketing, behavior or offering that is intended to be adopted by the target audience is known as:

A) place.
B) product.
C) price.
D) promotion.

Question 28

In social marketing, the mechanism by which one gets the message across to the target audience is known as:

A) place.
B) product.
C) price.
D) promotion.

Question 29

In social marketing, creating environmental supports in order to sustain the behavior change is known as:

A) policy.
B) purse strings.
C) partnership.
D) publics.

Question 30

Social marketing was developed as a method to:

A) identify public concerns.
B) certify health educators.
C) price health care products.
D) promote idea acceptability.

Question 31

The idea of social marketing began in India with activities to encourage condom use.

Question 32

Which of the following represents an attribute of commercial marketing?

A) Benefits product users
B) Government funded
C) Internal self-rewards
D) Benefits the poor

Question 33

Commercial marketing identifies a socially acceptable behavior change.

Question 34

Which of the following describes the audience segmentation component of social marketing?

A) Attitude of target audience surveyed
B) Similar group characteristics
C) Product and place chosen
D) Public policy developed

Question 35

Place in social marketing refers to how to get a product to the customer.

Question 36

Which of the following demonstrates an understanding of social marketing?

A) Use of a local church for a health fair
B) Obtaining private funding
C) Profit generating
D) Catering to public likes

Question 37

The tractor rollover protection structure (ROPS) campaign has been an effective activity for commercial marketing.

Question 38

Which of the following is a limitation of social marketing?

A) It lacks tailored messages.
B) Too much lead time is needed.
C) It does not give enough emphasis on preplanning.
D) Community members have too much input.

Question 39

In social marketing, the goal is to reach as many people as possible.

Question 40

Statement A: In social marketing, the primary purpose is to make profits.
Statement B: Marketing of condoms is one of the largest applications of social marketing in the world.

A) Statement A is true and statement B is false.
B) Statement A is false and statement B is true.
C) Both statements are true.
D) Both statements are false.

Question 41

The transfer or transaction of something valuable between two individuals or groups is called:

A) social marketing.
B) commercial marketing.
C) exchange theory.
D) transactional analysis.

Question 42

The stage in which the marketing mission, objectives, goals, and strategy are defined is known as the:

A) listening stage.
B) planning stage.
C) structuring stage.
D) pretesting stage.

Question 43

Alan Andreasen first suggested that marketing can be applied for social purposes.

Question 44

All of the following are part of the four Ps that define the constructs of marketing mix, except:

A) product.
B) price.
C) place.
D) packaging.

Question 45

All of the following are intangible prices, except:

A) money.
B) time.
C) effort.
D) old way of living.

Question 46

In social marketing, where the target audience will be exposed to the messages about the behavior is known as:

A) venue
B) location
C) place
D) site

Question 47

In social marketing, creating the environmental supports to sustain the behavior change is known as:

A) support creation.
B) policy.
C) partnership.
D) publics.

Question 48

Statement A: Social marketing requires a lot of lead time in terms of planning.
Statement B: Social marketing has been labeled "motivational manipulation."

A) Statement A is true and statement B is false.
B) Statement A is false and statement B is true.
C) Both statements are true.
D) Both statements are false.

Question 49

The expectations in social marketing are not demanding, scrutiny is done from one source, and the educational level of the target audience is usually high.