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Social Marketing - International Student Edition


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Table of Contents

1. Defining and Distinguishing Social Marketing Marketing Highlight: Reducing Deaths from Drug Overdoses What is Social Marketing? Where Did the Concept Originate? How Does it Differ from Commercial Marketing? How Does it Differ from Other Disciplines? What Is Its Value Proposition? Who Does Social Marketing? What Social Issues Can Benefit? Other Ways to Impact Social Issues Social Marketing Upstream and Midstream Chapter Summary 2. 10 Step Strategic Planning Model Marketing Highlight: WaterSense-An EPA Partnership Program Marketing Planning: Process and Influences A 10 Step Plan Why is Systematic Planning Important? What Are Similar Planning Models? Where Does Research Fit In? Chapter Summary Marketing Dialogue: The 4Ps: Aren't There More? 3. Research Options Marketing Highlight: Increasing Utilization of Sexual and Reproductive Services among Young Girls in Uganda Major Research Terminology Steps in Developing a Research Plan Research "That Won't Break the Bank" Chapter Summary 4. Behavior Change Theories, Models, Frameworks Marketing Highlight: Increasing Behavior Change Rates Using Triggers Informing Audience Segmentation and Selection Informing Behavior Selection and Goals Deepening Understanding of Audience Barriers, Benefits, Motivators, Competition, Influential Others Inspiring Development of Marketing Intervention Mix Strategies Themes from All Chapter Summary Research Highlight: Reducing Obesity in Indonesia 5. Steps 1 & 2 Social Issue, Purpose, Focus, Situation Analysis Marketing Highlight: Reducing Global Communicable Disease: Zika in Puerto Rico Step 1: Describe Social Issue, Background, Purpose, Focus Step 2: Conduct Situation Analysis, Review Prior Efforts Exploratory Research in Steps 1 and 2 Ethical Considerations When Choosing Focus Chapter Summary Research Highlight: Increasing Healthy Food Choices in Military Dining Halls Observation Research 6. Step 3: Selecting Priority Audiences Marketing Highlight: Influencing Local TV Weathercasters Step 3: Select Priority Audiences Steps in Selecting Priority Audiences Variables Used to Segment Markets Criteria for Evaluating Segments How Priority Audiences are Selected What Approaches Should Be Chosen? Ethical Considerations Selecting Priority Audiences Chapter Summary Research Highlight: Decreasing Underage Drinking: Mystery Shoppers to Evaluate Interventions 7. Behavior Objectives and Target Goals Marketing Highlight: Decreasing "Boating Under the Influence (BUIs)" Step 4: Set Behavior Objectives and Goals Behavior Objectives Knowledge and Belief Objectives Target Goals Objectives and Goals are Drafts Objectives and Goals Used for Campaign Evaluation Ethical Considerations Setting Objectives and Goals Chapter Summary 8. Step 5: Audience Insights Marketing Highlight: Reducing Food Waste in Australia Step 5: Identify Audience Insights What You Need to Know about Priority Audience How to Learn More about Priority Audience How Insights Help Develop Strategy Potential Revisions Ethical Considerations When Researching Priority Audience Chapter Summary Research Highlight: Reducing Cardiac Death Risks among Firefighters 9. Crafting a Desired Positioning Marketing Highlight: Increasing Engagement of Fathers Positioning Defined Step 6: Develop Positioning Statement Behavior-Focused Positioning Barriers-Focused Positioning Benefits-Focused Positioning Competition-Focused Positioning Repositioning How Positioning Relates to Branding Ethical Considerations Developing Positioning Statement Chapter Summary Research Highlight: Addressing the Opioid Crisis 10. Product: Creating a Product Platform Marketing Highlight: Increasing Pet Adoption Product: The First "P" Step 7: Develop Product Platform Design Thinking Branding Ethical Considerations for Product Platform Chapter Summary Research Highlight: Reducing Anemia in Cambodia 11. Price: Determining Incentives and Disincentives Marketing Highlight: Decreasing Dog Attacks in Australia Price: The Second "P" Step 7: Determine Incentives and Disincentives More on Commitments and Pledges Setting Prices: Tangible Goods and Services Ethical Considerations for Pricing Strategies Chapter Summary Research Highlight: Increasing the Habit of Handwashing in India 12. Place: Making Access Convenient and Pleasant Marketing Highlight: Four Innovative Uses of Place Tool Place: The Third "P" Step 7: Develop Place Strategy Social Franchising Ethical Considerations When Selecting Distribution Channels Chapter Summary Research Highlight: Reducing Opioid Overdose Deaths 13. Promotion: Deciding on Messages, Messengers, and Creative Strategies Marketing Highlight: Increasing Gun Control Legislation Promotion: The Fourth "P" Step 7: Develop Promotion Strategy A Word about Creative Briefs Message Strategy Messenger Strategy Creative Strategy Pretesting Ethical Considerations: Messages, Messengers, Creative Strategies Chapter Summary Research Highlight: Testing HPV-Related Messages with Pediatricians 14. Promotion: Selecting Communication Channels Marketing Highlight: Preventable Injuries in Canada Promotion: Selecting Communication Channels Traditional Communication Channels The New Communication Channels Product Integration Factors Guiding Communication Channel Decisions Ethical Considerations When Selecting Communication Channels Chapter Summary Research Highlight: Using Social Media to Decrease Adolescent Substance Abuse 15. Monitoring and Evaluation Marketing Highlight: Truth Initiative Step 8: Develop a Plan for Evaluation Why Are You Conducting this Measurement? What Will You Measure? How Will You Measure? When Will You Measure? How Much Will It Cost? Ethical Considerations in Evaluation Planning Chapter Summary Research Highlight: InMotion: Every Trip Counts 16. Budget and Funding Plans Marketing Highlight: Increasing Funding through Corporate Social Marketing Step 9: Budgets and Funding Sources Determining Budgets Justifying the Budget Finding Sources for Additional Funding Appealing to Funders Revising Your Plan Ethical Considerations when Establishing Funding Chapter Summary Research Highlight: Informing Budget and Funding with Literature Review 17. Implementation and Sustaining Behaviors Plans Marketing Highlight: How Can Social Marketing Reduce Homelessness? Step 10: Complete an Implementation Plan Phasing Sustainability Anticipating Forces against Change Sharing and Selling Your Plan Ethical Considerations Implementing Plans Chapter Summary Research Highlight: Increasing High School Graduation Rates from 55% to 86%

About the Author

Nancy R. Lee, MBA, is president of Social Marketing Services, Inc., in Seattle, Washington, a strategic advisor for social marketing campaigns at C+C in Seattle, and teaching associate at the University of Washington , where she teaches social marketing in the MPA program. With more than 30 years of practical marketing experience in the public and private sectors, Ms. Lee has held numerous corporate marketing positions, including vice president and director of marketing for Washington State's second-largest bank and director of marketing for the region's Children's Hospital and Medical Center. Ms. Lee has consulted with more than 100 nonprofit organizations and has participated in the development of more than 200 social marketing campaign strategies for public sector agencies. Clients in the public sector include the Centers for Disease Control and Prevention (CDC), Environmental Protection Agency (EPA), Washington State Department of Health, Office of Crime Victims Advocacy, county Health and Transportation Departments, Department of Ecology, Department of Fisheries and Wildlife, Washington Traffic Safety Commission, City of Seattle, and Office of Superintendent of Public Instruction. Campaigns developed for these clients targeted issues listed below: * Health: teen pregnancy prevention, HIV/AIDS prevention, nutrition education, sexual assault, diabetes prevention, adult physical activity, tobacco control, arthritis diagnosis and treatment, immunizations, dental hygiene, senior wellness, and eating disorder awareness * Safety: drowning prevention, senior fall prevention, underage drinking and driving, youth suicide prevention, binge drinking, pedestrian safety, and safe gun storage * Environment: natural gardening, preservation of fish and wildlife habitats, recycling, trip reduction, water quality, and water and power conservation She has conducted social marketing workshops around the world (Uganda, Jordan, South Africa, Ghana, Ireland, Australia, Singapore, Canada, Indonesia, India, Venezuela, Haiti) for more than 4,000 public sector employees involved in developing behavior change campaigns in the areas of health, safety, the environment, and financial well-being. She has been a keynote speaker on social marketing at conferences for improved water quality, energy conservation, family planning, nutrition, recycling, teen pregnancy prevention, influencing financial behaviors, wildfire prevention, and tobacco control. Ms. Lee has coauthored ten other books with Philip Kotler: Social Marketing: Improving the Quality of Life (2002); Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause (2005); Marketing in the Public Sector: A Roadmap for Improved Performance (2006); Social Marketing: Influencing Behaviors for Good (2008 and 2011); Social Marketing: Changing Behaviors for Good (2016): GOOD WORKS! Marketing and Corporate Initiatives That Build A Better World . . . And The Bottom Line (2012); Up and Out of Poverty: The Social Marketing Solution (2009); Social Marketing in Public Health (2010); and Social Marketing to Protect the Environment (2011). More recently, she authored a book Policymaking for Citizen Behavior Change: A Social Marketing Approach (2017). She has also contributed articles to the Stanford Social Innovation Review, Social Marketing Quarterly, Journal of Social Marketing, and The Public Manager. (See more on Nancy Lee at www.socialmarketingservice.com) Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the J. L. Kellogg School of Management, Northwestern University, Evanston, Illinois. Kellogg was twice voted Best Business School in Business Week's survey of U.S. business schools. It is also rated Best Business School for the Teaching of Marketing. Professor Kotler has significantly contributed to Kellogg's success through his many years of research and teaching there. He received his master's degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. Professor Kotler is the author of Marketing Management, the most widely used marketing book in graduate business schools worldwide; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; Marketing 3.0,; Good Works, Market Your Way to Growth, Winning Global Markets, Kotler on Marketing, Confronting Capitalism, and Democracy in Decline. He has published over 150 articles in leading journals, several of which have received best-article awards. Professor Kotler was the first recipient of the Distinguished Marketing Educator Award (1985) given by the American Marketing Association (AMA). The European Association of Marketing Consultants and Sales Trainers awarded him their prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. He also received the 1978 Paul Converse Award of the AMA, honoring his original contribution to marketing. In 1995, Sales and Marketing Executives International (SMEI) named him Marketer of the Year. In 2012 he received the William L. Wilkie "Marketing for a Better World: Award of the American Marketing Association Foundation (AMAF). In 2014, he was inducted into the AMA Marketing Hall of Fame. He was the first chosen Legend in Marketing and his work was published and reviewed in nine volumes. Professor Kotler has consulted for such companies as IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, and others in the areas of marketing strategy and planning, marketing organization, and international marketing. He has been chairman of the College of Marketing of the Institute of Management Sciences, director of the American Marketing Association, trustee of the Marketing Science Institute, director of the MAC Group, former member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He is was a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the advisory board of the Drucker Foundation. He has received honorary doctoral degrees from Stockholm University, University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the University of Economics and Business Administration in Vienna, the Catholic University of Santo Domingo, and the Budapest School of Economic Science and Public Administration, and several other universities. He has traveled extensively throughout Europe, Asia, and South America, advising and lecturing to many companies and organizations. This experience expands the scope and depth of his programs, enhancing them with an accurate global perspective.

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