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Lee, Social Marketing, Fourth Edition Instructor’s Resources
Chapter 1
Defining Social Marketing
DISCUSSION QUESTIONS
1. Social marketing isn’t always about changing a behavior. What is an
example?
2. A few major di)erences between commercial marketing and social
marketing were noted in this chapter. Do you see other important
di)erences?
3. Relative to reducing tobacco use, what would be an example of a
technological, economic, legal, and educational strategy?
4. What thoughts do you have on defining what is “good” for society?
5. Marketing Highlight:
In the Netmark case study, what did promotions emphasize? Why?
Who were the audiences: Downstream, Midstream, Upstream
