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Lee, Social Marketing, Fourth Edition Instructor’s Resources
Chapter 12:
Place: Making Access Convenient and Pleasant
DISCUSSION QUESTIONS
1. What place strategies could be considered to influence: using
sunscreen; breastfeeding for at least 6 months; disposing of compact
fluorescent light bulbs properly; donating blood; disposing of cigarettes
properly
2. As a social marketer, how would you defend the ecstasy pill testing at
nightclubs to an audience concerned that this will increase drug use?
Or could you?
3. Assume that you work as a marketing manager for a community health
clinic and have been asked to comment on the idea of a special mall
facility for mammograms. What questions would you have for the
managers of the mall program in Michigan that was described in this
chapter?
4. What Promotional element does "Place" often get confused with?
5. Marketing Highlight
Describe the Product Components:
◦ Tangible Good; Service
What barrier did their strategy address?
What was the value of the design of the trucks?
6. Research Highlight
Describe the 4Ps for this Case in Netherlands:
◦ Products
◦ Price
◦ Place
◦ Promotion
Which of the strategies can you imagine San Francisco can/would
adopt?
