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    Social marketing marketing mid-exam 2014 -

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    Download as docx, pdf, or txt
    10 views4 pages

    Social marketing marketing mid-exam 2014 -

    Uploaded by

    minale desta
    de

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    of 4

    INJIBARA UNIVERSITY

    COLLEGE OF BUSINESS AND ECONOMICS

    DEPARTMENT OF MARKETING MANAGEMENT

    3RD YEAR REGULAR DEGREE PROGRAM 2014 E.C

    SOCIAL MARKETING (Mktm 3022) MID-EXAM

    Max. Mark: 20%

    Time allowed: 50’

    Name------------------------------------ ID No: ------------ Department ----------Year-------

    General instructions:

    Write your name and ID No on the question paper clearly.


    Attempt all questions attentively
    Do not use mobile phone, earphone and any paper.
    Write your answer in neat and readable manner.
    Copying from other and allowing to copy is strictly forbidden.

    FOR INSTRUCTORS’S USE ONLY:

    PARTS I II III TOTAL


    SCORE 4% 10% 6% 20%
    ATTEMPTS

    PLEAS DO NOT TURN THE PAGE UNTIL YOU ARE TOLD TO DO SO

    GOOD LUCK
    Part I: Say: ‘‘True’’ if the statement is correct and ‘‘False’’ if the statement is
    incorrect (1 pts. each).

    1. Social marketing is the process of influencing human behavior using marketing principles for
    the purpose of commercial profit rather than societal benefit.
    2. If the costs of social marketing outweighs the benefits for a target group, the perceived value of
    the offering will be high and will be unlikely to be adopted the behavior.
    3. People are elements of social marketing mix those who sell and deliver the social product to the
    target adopters.

    4. If your “product” is a new behaviour or social norm, promotion is often easy in social
    marketing.

    Part II: Choose the best answers from the given alternative (1 pts each).

    1. A social marketing mix that both the external and internal groups involved in the program.
    A. Publics B. Price C. Policy D. Process E. None

    2. ----------- is a social product and inner most level made up of the benefits of the desired behavior.

    A. Augmented product B. Core-product C. Actual product D. All E. None

    3. All are elements of costs or barriers in changing the desired behavior of target groups while social
    marketers set price of social product except one,

    A. Lose of time B. Lose of self-esteem

    C. Increase in pleasure D. Embarrassment E. None

    4. From the given alternative all are similarities for both commercial marketing and social marketing
    except one,

    A. Customer orientation is critical. B. All 4 P’s are considered.

    C. Audiences are segmented D. Just advertising. E. None

    5. All are main issues or areas that social marketing applied in influencing behaviors except one,

    A. Improve health B. Prevent injury C. Protect the environment D. Social mobilization E. None
    6. Which one of the following is not included in the main step of the Social-Marketing Management
    Process?

    A. Analyzing the social marketing environment B. Planning the social marketing-mix programs

    C. Designing social marketing strategies D. Researching the target-adopter population

    E. None

    7. From the following alternatives, which one is a basic element of social product?

    A. Contraceptive pills B. Medical exams C. Blood donation D. All E. A & B

    8. From the following alternatives, which one is correctly combined with personal behavior in persuading
    target audiences?

    A. Take preventive measures Littering B. Discontinue antisocial actions Safety belts

    C. Avoid risky practices Smoking D. All E. None

    9.’’ If you have multiple sex partners, please use condom properly to save your life’ ’. From this
    message, the main behavioral objectives of Social marketers are ---------------------------.

    A. Accept a new behavior B. Modify a current behavior

    C. Reject potentially undesirable behavior D. Abandon an old undesirable behavior E. None

    10. --------------- is the means by which the social product is delivered to the target adopters.

    A. Place B. Promotion C. Service D. Product E. Policy


    Part III: Essay types (6 pts.)

    1. Discuss briefly the difference between social marketing and commercial marketing? (2pts).

    --------------------------------------------------------------------------------------------------------------------------
    ----------------------------------------------------------------------------------------------------------------------------
    --------------------------------------------------------------------------------------------------------------------------

    2. Mention at least two social marketing isues or campaigns that you want to addresse in your community to
    influence the behaviors of target adopeters (1pts).

    A. --------------------------------------------------------- B. ---------------------------------------------------

    3. A social marketing campaign or program was conducted in Injibara city having the main objective
    of decreasing obesity by practicing the behavior of eating fruits and vegetables. Now those farmers
    near to the city were participated in the program by selling their fruits and vegetables directly to the
    target adopters. From the above program identify & put correctly the three levels of social products
    (3pts).

    A. Core-product is ------------------------------------------------------------------------------------

    B. Actual product ---------------------------------------------------------------------------------------

    C. Augmented product ----------------------------------------------------------------------------------

    ANSWER SHEET

    Name ---------------------------------------- ID No: ------------- Department ------------------Year-----------

    PART I: TRUE/FALSE

    1. -------------------------
    2. -------------------------
    3. -------------------------
    4. -------------------------

    PART II: MULTIPLE CHOICES

    1. ------------------------- 6. -------------------------
    2. ------------------------- 7. -------------------------
    3. ------------------------- 8. ------------------------
    4. ------------------------- 9.-------------------------
    5. ------------------------- 10.-------------------------

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