MKT-4290 Lecture Notes - Lecture 11: Social Marketing, Food Industry, Overconsumption

• School: Clemson University
• Department: Marketing
• Course: MKT-4290
• Professor: Bennett

Document Summary

Issue marketing: a type of social marketing that focused on increasing public awareness of an important issue and ultimately changing public policy. Know what is the ultimate outcome of social and issue marketing, according to the text (and me: concerned with changing human behavior. Know the most basic aspect of motivation and know what the two factors are that determine the strength of human motivation: the magnitude of each, the immediacy of the experience, cost and benefit. Be able to fully explain the function: motivation for change = b/c (new behavior) b/c (existing behavior). Say you are a marketer and you want/need to change public behavior. Know the various strategies you can use to effect (cause) behavior change according to the economic model presented in the chapter. Increase costs of current behavior: decrease costs of desired behavior, decrease benefits of current behavior. When it comes to developing the marketing mix for a social marketing plan, know the.