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Lee, Social Marketing, Fourth Edition Instructor’s Resources
Chapter 2
10 Steps in the Strategic Marketing Planning Process
DISCUSSION QUESTIONS
1. Give an example of a social marketing e"ort for each of the noted
marketing concepts: Production, Product, Selling, Marketing, and
Holistic Marketing.
2. Marketing Highlight:
◦ Who was the initial target audience?
◦ Then, who do they target and why?
◦ This case represents an example of social marketing’s role in
increasing compliance with existing laws. What was the law and
why wasn’t it e"ective on its own?
3. Litter Campaign Example: Why did they develop the 800 number for
reporting litterers? If what the letter violators get isn’t a ticket, why
does it appear it worked to decrease littering?
4. What is the di"erence between formative and pretest research?
5. What is the planning sequence for determining the 4Ps? Why is it
recommended in this order?
6. Marketing Dialogue
Here is a link to the video discussed in the Marketing Dialogue.
http://www.youtube.com/watch?
v=8r26AwT7PTM&feature=player_embedded
◦ Is this social marketing? Why? Why not?
