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Lee, Social Marketing, Fourth Edition Instructor’s Resources
Chapter 7
Setting Behavior Objectives and Goals
DISCUSSION QUESTIONS
1. Can the terms “Objectives and Goals” work for you? Does it make
sense that in marketing goals are related to sales and that sales in
social marketing are changes in behavior.
2. What are the 5 considerations when selecting a behavior objective?
3. For an objective of in.uencing employees to turn o0 computer
monitors when leaving work at the end of the day, what is a potential
behavior change goal? Knowledge goal? Belief goal?
4. Marketing Highlight
What audience segments did they target: Downstream, Midstream,
Upstream.
Why?
5. Research Highlight
This case demonstrates the role that social marketing can play in
getting consumers to purchase existing goods and services:
What was the "good"?
What 4P intervention tool was key to decrease barriers?
What other tool?
