How can marketers increase a program’s sustainability

Please base your responses on the assigned materials from week 8. Respond in your own words; avoid directly quoting from the text. If you do so, use quotes and reference the source properly. Please reply in black font and use single or 1.5 point font. Points will be deducted for responding (to essay questions) in bullets, unclear/poor writing, syntax/editorial (spelling, punctuation) errors.

Instructions: Answer all 4 questions (note that question 1 has many steps)

1. Step 5: ANALYZE TARGET AUDIENCES AND THE COMPETITION

Instructions for this: Complete all steps below, and based these on Kotler and Lee, 2016 Chapter 7 and Resnick and Siegel, 2013 Chapter 6. Be sure your reply incorporates readings from both sources. You can consult peer-reviewed articles if you need to determine some real benefits and barriers, but you can also discuss theoretical ones if they are realistic. The below should be short-answers and remember to complete a and b first:

a. YOUR PUBLIC HEALTH PROBLEM: ____________________

b. YOUR BEHAVIORAL OBJECTIVE_______________________

Barriers

5.1 Make a list of perceived barriers your audience may have to adopting the desired behavior. These may be physical, psychological, skills, economical, knowledge, awareness, or attitudes.

Benefits

5.2 What are the key perceived benefits your target audience wants in exchange for performing the desired behavior?

Potential Motivators

5.3 What does your target audience say will make it more likely that they would do the behavior?

Competition

5.4. What are the major competing alternative behaviors (ones that are counter to ones you want them to perform)?

5.5 What benefits do your audiences associate with these competing (“bad”) behaviors (the alternative ones)?

5.6 What costs do your audiences associate with these competing (“bad from your viewpoint”) behaviors (alternative ones)?

Complete questions 2, 3, and 4 as well (required):

2. In essay form, describe what you learned from “Planning a Marketing Initiative to Reduce Alcohol-Related Motor Vehicle Fatalities” (appendix A in Resnick and Siegel) and be sure to also address how it pertains to Chapter 6 in Resnick and Siegel (2013). You can bring in other readings from social marketing as well but be sure to address how it relates to Resnick and Siegel’s Chapter 6. Be sure to reply thoroughly to this question in essay form.

3. Complete the below worksheet for a public health problem of your choice based on what you have read in Resnick and Siegel (Chapter 6), and in Kotler and Lee (2016). You can (and it is recommended you) consult peer-reviewed articles if you need to determine some real benefits and barriers but can also discuss theoretical ones that are not from articles. You can select the same or a different question from the one you selected in 1.

Public Health Issue ___________________(complete this as well)

Current behavior (select something unhealthy for this exercise)
Possible replacement behavior
Benefits (of the replacement)
Barriers (for the replacement)
Does the behavior have negative consequences in performing it?
Describe whether the behavior is compatible with sociocultural norms of acceptable practice
Does the behavior require unrealistic rate of frequency or duration?
How similar is this to the audience’s current behavior?

4. Complete any five of the below 10 short answer questions based on Chapter 6 of Resnick and Siegel, 2013

a. What are the five major steps in the marketing planning process?

b. What common barriers to behavior change must marketers address?

c. Why is it important to assess motivation, opportunity, and ability before designing an intervention?

d. Why does selecting goal behaviors that are similar to existing behaviors increase the likelihood of an intervention’s success?

e. How do pilot programs pose ethical dilemmas for marketers?

f. What is the difference between a goal and an objective?

g. When should marketers plan evaluations?

h. Why is it important that marketers design an exchange that maximizes that target population’s self-interest?

i. Why is it important to segment an audience according to perceived benefits or barriers?

j. How can marketers increase a program’s sustainability?

Please reply to the below .

5. Describe what you learned in the marketing highlight in Kotler and Lee, 2016 (“Reducing Litter in Texas) as it relates to social marketing principles from Chapter 7.

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