Lee, Social Marketing, Fourth Edition Instructor’s Resources
Chapter 11:
Price: Determining Monetary and Nonmonetary Incentives and
Disincentives
DISCUSSION QUESTIONS
1. In a social marketing environment, are most costs monetary or
nonmonetary in nature?
2. What are the Price-related tactics?
3. Authors emphasize that only some of the costs identified in this step
will be solved with the Price tool. Give an example of a cost that will
be addressed by the Product tool? The Place tool? The Promotion tool?
4. In the teen abstinence campaign, why do you think the teens didn’t
recommend a strategy emphasizing the financial burden of raising a
child versus the three “costs” they did highlight?
5. Marketing Highlight
Describe the Product Platform for this case:
◦ Core Product
◦ Actual Product
◦ Augmented Product
◦ What type of price tactic was used?
What was the example of social diusion?
6. Research Highlight
Describe the price-related tactics used for:
◦ Consumers
◦ Retailers
◦ Commissioners and local authorities