Download Working Together - Social Marketing - Exam and more Exams Marketing in PDF only on Docsity!
SEMESTER 2 EXAMINATION, 2010/
Exam Code(s): 1MSM1, 1PIB
Exam(s): MSc (Marketing)
Mode Code(s): MK 576
Module(s) SOCIAL MARKETING
Paper No.: 1.
Repeat Paper: ____ Special Paper: ____
External Examiner(s): Professor Peter Naude
Internal Examiner(s): Dr. Declan Fleming
Dr. Christine Domegan
Instructions: Please answer three (3) questions.
All questions carry equal marks.
Duration: Two hours.
No. of Answer Books: As required by students.
Requirements: Release to Library: Yes
Handout
MCQ
Statistical Tables
Graph Paper
Log Graph Paper
Other Material
No. of Pages: Two including cover page.
Discipline(s): Marketing.
MK 576 SOCIAL MARKETING
Please answer any three of the following questions
- “Coming together is a beginning, staying together is progress, and working together is success”. [French et al, 2010, p. 301]. Discuss how long term relationships can facilitate the co-creation of value in social marketing partnerships.
- “There is a misguided tendency to equate social marketing with social advertising ….. communication is only a small part of the social marketing mix”. [Hastings, 2007, p. 83].
Elaborate upon the intervention mix in social marketing, with examples.
- “Interventions that are based on social and behavioural science theories are more effective than those lacking a theoretical base”. [Glanz & Bishop, 2010, p. 399].
Critically reflect upon the historical and contemporary exchange theoretical foundations of social marketing.
- “Social Marketing faces distinctive ethical challenges which are not faced by commercial marketing” (Brenkert, 2002, p. 14).
Detail the key ethical problems faced by the social marketer and how these can be addressed in practice.
- Write an essay on one of the following:
- Rothchild’s MAO Framework
- Payne et al’s co-creation of customer value model
- Hastings and Angus’s critical marketing.
