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Lee, Social Marketing, Fourth Edition Instructor’s Resources
Chapter 10:
Product: Creating a Product Platform
DISCUSSION QUESTIONS
1. What product type are most social marketing e orts?
2. Give an example for these:
Potential Actual
Products
Goods Services
Existing
New Products
Developed to Support
Behaviors
3. Develop a product platform for a campaign focusing on physical
activity or backyard composting?
4. You may have identified multiple perceived benefit when researching
your target audience. How will you decide which one or ones to
highlight here?
5. Give an example for each of the following:
SOCIAL
ISSUE
BEHAVIOR CORE
PRODUCT
ACTUAL
PRODUCT
AUGMENTE
D
PRODUCT
Improved
Health
Injury
Prevention
Environme
ntal
Protection
Communit
y
Involveme
nt
6. Marketing Highlight
Describe the Product Platform for the case: Core, Actual, and
Augmented.
7. Research Highlight
Lee, Social Marketing, Fourth Edition Instructor’s Resources
Describe the specific product features the ethnographic research
inspired.
