Lee, Social Marketing, Fourth Edition Instructor’s Resources
Chapter 9:
Crafting a Desired Positioning
DISCUSSION QUESTIONS
1. In your own words, how would you use the positioning statement once
you developed it? Who can you imagine working on developing the
positioning statement?
2. What is a perceptual map? Describe one for reducing carbon
emissions. Use two variables and then “plot” the variety of behaviors
that can be used to reduce carbon emissions.
3. Describe the four potential positioning scenarios and give an example
of each.
Behavior-Focused Positioning
Barriers-Focused Positioning
Bene.ts-Focused Positioning
Competition-Focused Positioning
4. Explain the difference between positioning and branding.
5. If your agency/program were a dog, what dog would your key publics
say you are? What dog do you want to be? Do the same for “car” and
“a famous person.”
TODAY DESIRED
A DOG
A CAR
A FAMOUS PERSON
6. Marketing Highlight
What would you say was the key to their success in increasing
distribution?
What would you recommend they do in addition?
7. Research Highlight
Describe the Pledge strategy they used and why (or why not) you
think it would be e1ective?