Chapter 7

What was one of the barriers in the Reducing Litter in Texas highlight?

• Protecting the environment

• The prospect of being caught or fined

• Being a role model for children

• Not knowing it is against the law

According to Kotler, barriers are:

• The costs that the marketer perceives

• The costs that the target audience perceives

• How much the product costs

• How much the whole campaign costs

In the Safe Water Project (2006), how did the marketers overcome the barriers identified in the interviews?

• Sending emails with special discounts

• Creating a Facebook page

• Free trial of the product

• Making check up calls

According to Kotler, motivators are something the marketer can:

• Need, require, say, perceive

• Do, perceive, recognize, save

• Say, give, show, do

• Say, save, know, make

Based on the motivators, strategies for the 4Ps are designed

• True

• False

During this idea-generating process, other ideas the marketer might have can't be tested.

• True

• False

Social marketers have to compete against other organizations that promote messages that oppose to the desired behavior

• True

• False

According to the book examples, in Social Marketing, "Tanning" is the competition of:

• Swimming

• Wearing a life vest

• Exercising 30 minutes a day

• Wearing a hat