Continuous Quality Improvement (CQI) Practice Exam

How does social marketing primarily differ from product marketing?

1. It focuses on advertising and promotions

2. It is concerned with changing behaviors

3. It utilizes social media platforms exclusively

4. It emphasizes consumer satisfaction above all

The correct answer is: It is concerned with changing behaviors

The primary distinction of social marketing lies in its core objective of changing behaviors. Unlike traditional product marketing, which often focuses on promoting a specific product or service to increase sales, social marketing aims to influence behaviors that contribute to individual and societal well-being. This includes campaigns designed to encourage healthier lifestyles, environmental sustainability, or social responsibility. By prioritizing behavior change, social marketing does not just seek to sell a product; rather, it strives to alter perceptions and actions that can lead to positive outcomes in communities. This reflects a broader mission that goes beyond the commercial benefits found in typical product marketing. Moreover, while advertising and promotions play a role in both forms of marketing, they serve different purposes. In social marketing, promotional efforts are leveraged to create awareness and inspire change rather than solely drive sales. Additionally, the assertion that social marketing relies exclusively on social media platforms is a misconception; although social media can be a powerful tool, social marketing encompasses a wide range of channels. Lastly, while consumer satisfaction is important, social marketing places greater emphasis on overall social impact and behavior alteration rather than simply meeting consumer demands.