Deck 10: Marketing and Communications

Question 1

Coca-Cola and the World Wildlife Fund created a fund-raising partnership to support efforts to save polar bears. This partnership is an example of ______.

A) niche
B) cause
C) social
D) commercial

Answer 1

B

Question 2

In the mid-20th century, an increasingly competitive economic environment led to a new approach to marketing in the business world reflecting a ______ mind-set.

A) sales
B) product
C) services
D) competitive

Answer 2

A

Question 3

A brand ______ describes customers' expectations.

A) equity
B) promise
C) attribute
D) response

Answer 3

B

Question 4

A ______ mind-set occurs when an organization focuses on providing products that are responsive to customers' needs.

A) product
B) volunteer
C) consumerism
D) target-audience

Question 5

Which type of pricing is commonly used in the nonprofit sector?

A) break-even
B) value-based
C) competition
D) cost-oriented

Question 6

Patterns of past conduct divided into identifiable groups are defined as ______.

A) niches
B) deportment
C) behavioral measures
D) demographic variables

Question 7

Research studies indicate that nonprofit organizations practicing a social orientation achieve better ______.

A) target markets
B) financial support
C) brand recognition
D) competitive advantage

Question 8

The most credible medium of communication is ______.

A) social media
B) word-of-mouth
C) printed documents
D) broadcast information

Question 9

The four Ps of marketing make up a/an ______.

A) infographic
B) marketing mix
C) marketing niche
D) demographic study

Question 10

Which term below identifies marketing activities used to change human behavior?

A) cause
B) social
C) commercial
D) psychological

Question 11

A nonprofit organization is taking steps to ensure its marketing and communication messages align. What is the term used to describe this action?

A) differentiation
B) competitive advantage
C) strategic communications
D) integrated marketing communication

Question 12

Burnett defines ______ as "a name, term, sign, symbol, or design" that differentiates good.

A) goal
B) brand
C) strategy
D) objective

Question 13

When using two-way communication, ______ is essential.

A) detail
B) brevity
C) emotional appeal
D) colorful language

Question 14

The first step in the marketing process is to ______.

A) create a product
B) deliver the message
C) identify a target audience
D) respond to customers' needs

Question 15

Volunteers and clients make up a nonprofit's ______ publics.

A) internal
B) external
C) relational
D) marketing

Question 16

What are measures of age, gender, race, income, and geography called?

A) marketing targets
B) personal attributes
C) behavioral measures
D) demographic variables

Question 17

______ is an exchange of information.

A) Telephony
B) Marketing
C) Production
D) Communication

Question 18

What is the marketing term for setting a price?

A) promotion
B) segmentation
C) benefit exchange
D) competitive advantage

Question 19

Charging different segments of the market different prices is called ______.

A) value-based pricing
B) price discrimination
C) cost-oriented pricing
D) diversity pricing

Question 20

______ combine demographic data with knowledge about individuals' lifestyles.

A) Lifestyle indicators
B) Behavioral measures
C) Demographic variables
D) Psychographic measures

Question 21

Guo and Saxton define activities that lead to immediate outcomes as social media ______.

A) goals
B) objectives
C) strategies
D) outcomes

Question 22

A chief executive officer (CEO) is participating in an interview about a nonprofit organization. The interview is being conducted by a local radio station. The CEO is communicating with the ______ public.

A) internal
B) external
C) strategic
D) interorganizational

Question 23

The most effective method of communication is tweeting.

Question 24

The objective of marketing is to influence behavior.

Question 25

Help the Children organization is selling necklaces as a fund-raising initiative. Which variable of the marketing mix is Help the Children applying?

A) price
B) place
C) product
D) production

Question 26

According to Coombs' situational crisis communication theory, organizations facing a crisis need to respond quickly, accurately, and ______.

A) dependably
B) responsibly
C) consistently
D) sympathetically

Question 27

The acronym CRAM involves promising results and changing attitudes.

Question 28

What type of communication addresses the specific organizational goals?

A) strategic
B) advertising
C) operational
D) public relations

Question 29

A product mind-set is a marketing principle that depends on convincing consumers.

Question 30

The acronym IMC refers to integrated marketing communication.

Question 31

One nonprofit organization offers better services than another nonprofit. This is an example of ______ pricing.

A) value-based
B) competitive
C) cost-oriented
D) demand-based

Question 32

A nonprofit board of directors is ensuring an organizational goal is included in its advertising literature. This action is an example of applying ______.

A) public relations
B) tactical management
C) operational management
D) strategic communications

Question 33

Nonprofit organizations can enhance interaction with clients using static websites.

Question 34

The terms "social media" and "social networking" may be used interchangeably.

Question 35

When you walk into an American Red Cross office, you expect to receive some type of emergency assistance. You developed your expectations based on the ______ of the American Red Cross.

A) mind-set
B) brand image
C) public relations
D) crisis communication

Question 36

Giving up something in return for something is referred to as a/an ______.

A) gift
B) deposit
C) exchange
D) replacement

Question 37

Brands distinguish the goods and services provided by organizations.

Question 38

Laidler-Kylander and Stenzel suggest organizational brands be used as public relations tools.

Question 39

A nonprofit leader is telling a donor that donations made to nonprofit organizations are tax deductible. The leader is communicating a ______ to the potential donor.

A) legal liability
B) social benefit
C) public message
D) value proposition

Question 40

Social marketing seeks to improve society.

Question 41

Identify and provide an example of each of the four Ps of marketing.

Question 42

Describe the differences between marketing and advertising.

Question 43

Analyze how a nonprofit organization could use market segmentation to identify a target audience.

Question 44

Explain the role that integrated communications play in the marketing process.

Question 45

Produce an example of CRAM.

Question 46

Summarize the advantages and disadvantages of using social media to market a nonprofit organization.

Question 47

Select a nonprofit organization you are familiar with. Create a logic model for achieving strategic outcomes from social media for that organization.

Question 48

Distinguish between tangible and intangible benefits of two nonprofit services of your choice.

Question 49

According to McCambridge, nonprofit organizations need to perform the role of information gatekeepers.

Question 50

Explain how degraded brand equity could have negative consequences for a nonprofit organization.