CHAPTER 1 Understanding Social Marketing
Type: E
1. What was your understanding of what social marketing is before taking this course?
2. If someone asked you now “What is social marketing?” what would you briefly say?
3. What are the 5 social issues that social marketing has addressed most often to date?
4. For each of the 5 issues that social marketing can contribute to, identify a behavior that could be the
focus for a social marketing effort.
5. In commercial marketing, who are the two primary beneficiaries?
6. Who are the two primary beneficiaries for social marketing efforts?
7. What or who do you think should determine if something is “good” for the individual or society?
8. How does social marketing differ from Nonprofit (NGO) Marketing?
9. How does social marketing differ from Public Sector Marketing?
10. How does social marketing differ from Education?
11. How does social marketing differ from Behavioral Economics?
12. How does social marketing differ from Nudge?
13. How does social marketing differ from Social Change?
14. How does social marketing differ from Social Media?
15. How does social marketing differ from Communications
16. How does social marketing differ from Cause Promotion
17. Which of the following are most often the sponsor of a social marketing campaign?
18. Why do you think many professionals working on social marketing campaigns do not have the words
“social marketing” in their title?
19. What is an example of an upstream target audience?
20. What is the social marketer’s potential role with this target audience?
21. What is an example of a midstream target audience?
22. What is the social marketer’s potential role with this midstream audience?
23. Which one of the following four components is the most fundamental in order for an effort to be
considered social marketing?