Social Marketing 7th Edition Lee Test Bank
Test Bank for Social Marketing Behavior Change for Good 7th Edition By Nancy R. Lee, Philip Kotler, Julie Colehour, ISBN: 9781071851609, ISBN: 9781071851647
Table of Contents
Part I Understanding Social Marketing
CHAPTER 1 Defining and Distinguishing Social Marketing
CHAPTER 2 10-Step Strategic Planning Model
CHAPTER 3 Research Options
CHAPTER 4 Behavior Change Theories, Models, and Frameworks
Part II Determining Plan Purpose, Focus, Audience, Behaviors, Insights
CHAPTER 5 Steps 1 & 2: Social Issue, DEI Considerations, Purpose, Focus, Situation Analysis
CHAPTER 6 Step 3: Selecting Priority Audiences
CHAPTER 7 Step 4: Behavior Objectives and Target Goals
CHAPTER 8 Step 5: Audience Insights
Part III Developing Marketing Intervention Strategies
CHAPTER 9 Step 6: Crafting a Desired Positioning
CHAPTER 10 Step 7.1: Product: Creating a Product Platform
CHAPTER 11 Step 7.2: Price: Determining Incentives and Disincentives
CHAPTER 12 Step 7.3: Place: Making Access Convenient and Pleasant
CHAPTER 13 Step 7.4: Promotion: Deciding on Messages, Messengers, Creative Strategies, and Communication Channels
Part IV Managing Social Marketing Programs
CHAPTER 14 Step 8: Monitoring and Evaluation
CHAPTER 15 Step 9: Budget and Funding Plans
CHAPTER 16 Step 10: Implementation and Sustaining Behaviors Plans
