_...___-.__._ _-.._. .._. '_-'-""U -.._ _._._ _. ..__-. . ._._--__. l" __._.___ _-.._ .__. -.__._ \\__.._._-.._ 2011). However, the scope of social marketing has continued to expand to encourage a broader range of pro- -social behaviour including pro- environmental household behaviour and consumption, blood donation, urban graffiti reduction, responsible pet ownership, and so on. It has also been argued that social marketing has increasing potential to concern itself with many larger social goals including issues of the social consequences, both positive and negative, of marketing policies, decisions and activities, and thus may eventually lead the effort to harness the power of markets to benefit society as a whole (Lefebvre, 2011, p. 65). Donovan (2011) argues that \"where the primary, if not only motivation, is to enhance the public good, then it is social marketing" (p. 9). However, if an organisation is engaged in contributing to a social cause such as donating to UNICEF some portion of sales, it is not social marketing; it is cause marketing, where the primary motive is not the social good but the achievement of prots via increased sales or enhanced public image (Donovan, 2011, p. 9). In order to clearly define social marketing the National Social Marketing Centre extended Andreasen's (2002) benchmark criteria and identified eigh_t key criteria for determining 'what is' and 'what is' not social marketing. The eight criteria include: . Behaviour - Customer orientation . Theory . Insight . Exchange . Competition - Segmentation - Methods mix