I. Conduct a situation analysis.
II. Identify the competition and target market barriers and motivators.
III. Develop a strategic marketing mix (4 Ps).
IV. Describe the plan background, purpose and focus.
V. Set objectives and goals.
VI. Craft a desired positioning.
VII. Select target markets.
Codes :
This question requires arranging the first seven steps for developing a social marketing plan according to Philip Kotler's framework.
Social Marketing Plan Development Steps
The correct sequence, based on the provided options, follows a logical progression from understanding the context to defining strategies.
Ordered Steps:
- I. Conduct a situation analysis: This initial step involves assessing the current environment, resources, and potential challenges related to the social issue.
- II. Identify the competition and target market barriers and motivators: Understanding competitors and the factors influencing the target audience's behavior is crucial for effective planning.
- V. Set objectives and goals: Clearly defining specific, measurable, achievable, relevant, and time-bound (SMART) objectives guides the entire plan.
- VII. Select target markets: Identifying and segmenting the specific groups of people the plan aims to influence ensures focused efforts.
- VI. Craft a desired positioning: Establishing how the social marketing initiative should be perceived by the target audience relative to competitors or alternatives.
- III. Develop a strategic marketing mix (4 Ps): This involves defining the Product (behavior/idea), Price (costs), Place (distribution), and Promotion (communication) strategies tailored to the target market.
- IV. Describe the plan background, purpose and focus: This step outlines the context, rationale, and scope of the social marketing plan.
Therefore, the correct sequence is I, II, V, VII, VI, III, IV.
Important Questions from Trends in Marketing
Which of these is an example of a G2C marketing drive?
Which of these companies uses the tagline ‘Think Different'?
In CRM database management, both Factor Analysis and Cluster Analysis are which type of techniques?
- Assertion (A) : Social marketing differs from other types of marketing as its objective is not to benefit the marketer but to benefit the target audience and the general society.
Reason (R) : Its goal is not to market a product or service per se but to influence a social behaviour that usually carries high public consensus.
Codes : - Arrange the following category of 'Adopters' as per the speed with which they adopt a new idea, practice or a technology as proposed by Evrett Rogers :
(a) Early Majority
(b) Laggards
(c) Late Majority
(d) Early Adopters
(e) Innovators
