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Lee, Social Marketing, Fourth Edition Instructor’s Resources
Chapter 8
Identifying Barriers, Benefits, the Competition, and Inuential
Others
DISCUSSION QUESTIONS
1. Describe the Exchange Theory. What implications do you see for your
marketing planning?
2. What examples do you have of where the target audience’s perceived
benefit might be di*erent than those of the campaign sponsor?
3. In,uential others are also referred to as Midstream Audiences. Give
examples of Midstream Audiences.
4. Are you surprised to read you have competition in social marketing?
5. How is Behavioral Economics different from Social Marketing?
6. Describe the ideal conditions for social norms marketing.
7. Of all the behavior change theories discussed, which one strikes you as
most useful?
8. Marketing Highlight
What "P" was key to this success
Were you surprised?
What audience segment was the most moved to action
9. Research Highlight
Describe the quasi-experimental design they used
Were you impressed by the outcomes?
