Answer to Question 1
The three situations conducive to social marketing occur when:
1 . New research data and information on practices need to be disseminated to improve people's lives. Examples include campaigns for cancer prevention, breastfeeding promotion, and childhood immunization.
2 . Counter marketing is needed to offset the negative effects of a practice or the promotional efforts of companies for products that are potentially harmfulfor example, cigarettes, alcoholic beverages, or (in developing countries) infant formula.
3 . Activation is needed to move people from intention to actionfor example, motivating people to lose weight, be physically active, increase fruit and vegetable or calcium intakes, or floss their teeth. Without movement, there is no marketing.
Answer to Question 2
The 5 P's of social marketing are:
1 . Product: the behavior or health idea that the campaign planners would like the targeted individuals to adopt.
2 . Price: the costs associated with buying the product (e.g., money, time inconvenience).
3 . Place: the distribution channels used to make the product available to target audiences.
4 . Promotion: the efforts taken to ensure that the target audience is aware of the campaign.
5 . Positioning: the efforts to place the product so as to maximize benefits and minimize costs.
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