Read the following passage and decide whether the following statements are True or False . Social Marketing or Social Engineering? Marketing is essentially a means of influencing human behavior--typically consumerbehavior. It can, for example, encourage us to buy more of a particular product, switch brands or try something entirely new. This capacity to influence behavior can also be used to tackle social and health problems. ‘Social marketing’ campaigns have, for example, attempted to reduce illicit drug use among teenagers, encouraged the uptake of immunization, and promoted water fluoridation schemes. In each case key marketing principles such as consumer orientation, the marketing mix and strategic planning have been brought to bear on the problem. As with commercial marketing, there is a lot of evidence that social marketing is effective. Although such campaigns are well intentioned and aim at bringing about socially desirable outcomes, they also present ethical challenges. Most fundamentally, if marketing provides a powerful means of influencing behavior, who decides whichbehavior should be addressed? Stopping teens using drugs seems self-evidently desirable, but how would you feel about a social marketing campaign designed to promote harm minimization, perhaps through needle changes, rather than abstinence? Similarly, does the social marketing of safer sex actually encourage earlier sexual experimentation? Beyond thebehavior they choose to target, social marketers also face dilemmas about the sort of tactics they use -- for example, the danger of ‘collateral’ when mass-mediated messages hit the wrong target (for example, during the UK’s high-profile advertising HIV/AIDS in the early 1990s some children became very anxious that they were at risk from the disease) and the potential for stigmatizing certain groups, such as the overweight, through segmentation and targeting.