Question 1

Which of the following statements about social marketing is/are correct?

Accepted Answer

discuss how social marketing aims to change behaviour for social good. Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviour that benefits individuals and communities for the greater social good.

Question 2

Social marketing addresses a wide range of issues, including:

Accepted Answer

discuss how social marketing aims to change behaviour for social good. Social marketing address a wide range of social, health, environmental and economic issues (see table 14.3).

Question 3

Which of the following marketing efforts is an example of a social marketing campaign?

Accepted Answer

discuss how social marketing aims to change behaviour for social good. Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviour that benefits individuals and communities for the greater social good.

Question 4

Which of the following marketing efforts is an example of a social marketing campaign?

Accepted Answer

discuss how social marketing aims to change behaviour for social good. Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviour that benefits individuals and communities for the greater social good.

Question 5

Of the various leading authors who have defined 'social marketing', who was/were the first to do so?

Accepted Answer

discuss how social marketing aims to change behaviour for social good. Kotler and Zaltman (1971) defined 'social marketing' as "the design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research"
(refer to table 14.1).

Question 6

In general, social marketing practitioners and researchers currently agree that social marketing seeks to deliver social change programs that are?

Accepted Answer

discuss how social marketing aims to change behaviour for social good. Table 14.2 outlines the factors that were deemed to be essential or important by 167 social marketing experts from across the globe who competed the global consensus survey.

Question 7

The 4 C's tool box stands for?

Accepted Answer

discuss how social marketing aims to change behaviour for social good. The 4 C's (customer value, convenience, cost, communication) has been suggested as an alternative to the 4 Ps (refer to table 14.2).

Question 8

In 2012 Jeff French conducted a global initiative to develop a consensus definition of 'social marketing'. Which of the following activities were included in the summary of social marketing activities deemed to be important or essential?

Accepted Answer

discuss how social marketing aims to change behaviour for social good. Table 14.2 outlines the factors that were deemed to be essential or important by 167 social marketing experts from across the globe who competed the global consensus survey.

Question 9

Which of the following marketing efforts is not an example of a social marketing campaign?

Accepted Answer

discuss how social marketing aims to change behaviour for social good. Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviour that benefits individuals and communities for the greater social good. Building a new children's ward is not focusing on changing behaviour whereas the other marketing efforts are.

Question 10

According to the results of a global consensus survey conducted in 2012, which of the following social marketing activities is considered the most important or essential?

Accepted Answer

discuss how social marketing aims to change behaviour for social good. Table 14.2 outlines the factors that were deemed to be essential or important by 167 social marketing experts from across the globe who competed the global consensus survey.

Question 11

According to results of a global consensus survey conducted in 2012, which of the following social marketing activities are considered the least important or essential?

Accepted Answer

discuss how social marketing aims to change behaviour for social good. Table 14.2 outlines the factors that were deemed to be essential or important by 167 social marketing experts from across the globe who competed the global consensus survey.

Question 12

A Queensland University of Technology pilot study (MumBubConnect (MBC)) resulted in 79 per cent of the 120 women who participated fully breastfeeding. This study is an example of a social marketing campaign because it?

Accepted Answer

discuss how social marketing aims to change behaviour for social good. Table 14.2 outlines the factors that were deemed to be essential or important by 167 social marketing experts from across the globe who competed the global consensus survey.

Question 13

How many benchmark criteria for social marketing does Lefebvre et al.'s (1988) framework employ?

Accepted Answer

understand the social marketing benchmark criteria. Lefebvre et al.'s (1988) framework employs eight criteria: consumer orientation, formative research, audience analysis and segmentation, voluntary exchange, marketing mix, channel analysis, process tracking and marketing management (refer to figure 14.4).

Question 14

Why are frameworks important in social marketing?

Accepted Answer

understand the social marketing benchmark criteria. Frameworks serve to support better understanding of core social marketing concepts and principles and to promote a consistent approach to allow others to review and evaluate work that has been undertaken.

Question 15

All six elements of the criteria must be used in order to apply social marketing.

Accepted Answer

understand the social marketing benchmark criteria. While all elements of the criteria are not required for a program to be labelled social marketing, the use of all six benchmark criteria has been shown to increase a social marketer's chance of changing the targeted behaviour.

Question 16

A social marketing campaign aimed at increasing the use of mosquito nets to reduce the effects of malaria measures the effectiveness of the campaign by monitoring child mortality rates. Which of Andreasen's six criteria is reflected in this focus on outcomes?

Accepted Answer

understand the social marketing benchmark criteria. Behaviour change is considered the bottom line for social marketers.

Question 17

Dividing populations into groups of consumers who have similar needs and wants, is a social marketing campaign criteria used by Andreasen (2002) known as?

Accepted Answer

understand the social marketing benchmark criteria. Andreasen's (2002) third benchmarking criterion states that careful segmentation of target audiences is necessary in order to ensure maximum efficiency and effectiveness in the use of scarce resources.

Question 18

Qualitative and/or quantitative methods can be used to learn about a target audience and understand how best to design a social marketing campaign that suits that specific audience. Gaining insight into the target audience is labelled as __________ by Andreasen (2002) and as __________ by French et al. (2006).

Accepted Answer

understand the social marketing benchmark criteria. Andreason (2002) uses the term 'audience research' while French et al. (2006) chose the term 'insight' (refer to figure 14.4).

Question 19

Which of the following comments about exchange in social marketing campaigns is incorrect?

Accepted Answer

understand the social marketing benchmark criteria. There is a question around whether or not exchange is always present in social marketing campaigns. Something needs to be given up simultaneously to get a direct benefit. With social marketing campaigns it may not be money that is exchanged but something else (e.g. time, effort, a change in behaviour) and the return may have a short and/or long term component which may be difficult to measure.

Question 20

Which of the following comments about exchange in social marketing campaigns is correct?

Accepted Answer

understand the social marketing benchmark criteria. There is a question around whether or not exchange is always present in social marketing campaigns. Something needs to be given up simultaneously to get a direct benefit. With social marketing campaigns it may not be money that is exchanged but something else (e.g. time, effort, a change in behaviour) and the return may have a short and/or long term component which may be difficult to measure.

Quiz 14: Social Marketing and Not-For-Profit Marketing

Which of the following statements about social marketing is/are correct?

Social marketing addresses a wide range of issues, including:

Which of the following marketing efforts is an example of a social marketing campaign?

Which of the following marketing efforts is an example of a social marketing campaign?

Of the various leading authors who have defined 'social marketing', who was/were the first to do so?

In general, social marketing practitioners and researchers currently agree that social marketing seeks to deliver social change programs that are?

The 4 C's tool box stands for?

In 2012 Jeff French conducted a global initiative to develop a consensus definition of 'social marketing'. Which of the following activities were included in the summary of social marketing activities deemed to be important or essential?

Which of the following marketing efforts is not an example of a social marketing campaign?

According to the results of a global consensus survey conducted in 2012, which of the following social marketing activities is considered the most important or essential?

According to results of a global consensus survey conducted in 2012, which of the following social marketing activities are considered the least important or essential?

A Queensland University of Technology pilot study (MumBubConnect (MBC) ) resulted in 79 per cent of the 120 women who participated fully breastfeeding. This study is an example of a social marketing campaign because it?

How many benchmark criteria for social marketing does Lefebvre et al.'s (1988) framework employ?

Why are frameworks important in social marketing?

All six elements of the criteria must be used in order to apply social marketing.

A social marketing campaign aimed at increasing the use of mosquito nets to reduce the effects of malaria measures the effectiveness of the campaign by monitoring child mortality rates. Which of Andreasen's six criteria is reflected in this focus on outcomes?

Dividing populations into groups of consumers who have similar needs and wants, is a social marketing campaign criteria used by Andreasen (2002) known as?

Qualitative and/or quantitative methods can be used to learn about a target audience and understand how best to design a social marketing campaign that suits that specific audience. Gaining insight into the target audience is labelled as by Andreasen (2002) and as by French et al. (2006) .

Which of the following comments about exchange in social marketing campaigns is incorrect?

Which of the following comments about exchange in social marketing campaigns is correct?