Lee, Social Marketing, Fifth Edition Instructor’s Resources
Chapter 7
Identifying Barriers, Benefits, Motivators, the Competition, and
Inuential Others
Chapter Summary
In this important step in the marketing planning process, you take time
out to deepen your understanding of your target audience. What you are
most interested in knowing are perceived barriers, benefits, motivators,
competitors, and inuential others. What you are most interested in feeling
are compassion and a desire to develop marketing strategies that decrease
these barriers, increase bene#ts, are inspired by what the target audience
says will motivate them, upstage your competition, and engage in$uential
others.
These insights may be gathered through a literature review or other
secondary research resources. They are more likely to involve at least some
qualitative surveys, such as focus groups or personal interviews. Quantitative
surveys, such as a KAPB (knowledge, attitudes, practices, and beliefs) survey,
will help you prioritize your finding and provide sharp focus for your
positioning and marketing mix strategies.