Deck 20: Comprehensive Exploration of Nonprofit Marketing

Question 1

Describe the key developments in nonprofit marketing at the beginning of the 21^st century.

Answer 1

.Growth of social marketing to improve social welfare
.International dimension of nonprofit marketing
.Growth of nonprofit marketing publications, subspecialty organizations and communication
.Greater corporate involvement through cause related marketing, company volunteer programs and socially responsible employment and investment practices
.American Marketing Association recognition and conferences

Question 2

Describe the target audience-centered approach to marketing management

Answer 2

.Uses a behavioral bottom line
.Begins and ends with target audience needs and wants
.Relies on research
.Uses market segmentation to design separate marketing programs
.Defines competition as whatever competes for the target audience's time, energy and money
.Uses the whole marketing mix of product, place, price and promotion

Question 3

In the organization's external environment, what key target audiences must be served?

Answer 3

.Potential clients
.Potential donors
.Potential volunteers
.Local publics
.Activist publics
.The general public
.Media publics
.Regulatory agencies

Question 4

Describe the four drivers of human behavior that the authors organize the chapter around. (BCOS)

Question 5

Describe and explain the "research myths" commonly held by nonprofit managers.

Question 6

Describe the steps in market segmentation, targeting and positioning

Question 7

What are the detailed elements of building a brand?

Question 8

Describe the components of a marketing offer and their implications

Question 9

Describe the five adopter groups in terms of their values

Question 10

Which of the following is true?

A) The main focus of nonprofit marketing is to influence beliefs and attitudes
B) For-profit marketing and nonprofit marketing use different management techniques
C) Nonprofit marketing and for-profit marketing differ in terms of their environments
D) Nonprofits are run by do-gooders who have limited interest in efficient management and a dismissive attitude toward those who do
E) Working in the nonprofit sector is a poor career move for those who want to make "big money"

Question 11

Asking a consumer to wear a seat belt is an example of an exchange of?

A) old behavior patterns
B) economic assets
C) time and money
D) values
E) Opinions

Question 12

Which of the following is an invalid (false) statement about nonprofits?

A) The revenues of the largest would put it in the Fortune 500
B) Their employees and volunteers comprise approximately 10% of the U.S. workforce
C) Their managers earn less than equivalent for-profit organization managers
D) Their missions and tasks are important but not as complex and hard as those of for-profit organizations
E) The nonprofit sector has been growing faster than most sectors of business (excepting technology)

Question 13

The ultimate objective of marketing is to

A) promote goods and services
B) influence behavior
C) educate
D) change values or attitude
E) Communicate

Question 14

An organization-centered orientation holds that

A) Customer research is very important
B) Advertising and promotion need not be the most important activities
C) several marketing strategies are necessary
D) Our competition is anyone that competes for our customer's time, energy or money
E) customer ignorance and lack or motivation cause programs to fail

Question 15

Target audience-centered marketing means that the organization might undertake

A) a change in the value proposition (product, service or idea itself)
B) a change in organizational goals
C) increase use of multiple advertising or communication strategies to reach its audiences
D) focusing more advertising on the organization's single primary audience
E) a reduction in research to allow more money in promotion

Question 16

If the art museum is experiencing poor attendance because it has targeted senior citizens who are going to the area's natural history museum, the cause may be poor marketing competitive assessment at the level of

A) desire competition
B) service form competitors
C) generic competition
D) enterprise competition
E) all of the above

Question 17

In the macroenvironment, the aging of the population is an example of

A) Technological change
B) Demographic change
C) Political - Legal change
D) Economic change
E) Social - cultural change

Question 18

According to the authors, A 15% increase in the monthly number of senior citizens using services of the senior citizen's center each month is

A) an objective
B) a goal
C) a strategy
D) a tactic
E) an activity

Question 19

A perception that quitting smoking will cause a person to gain weight is an example of:

A) a behavior consequence or outcome
B) self-efficacy
C) interpersonal influences
D) cost/benefit analysis
E) "wrong-headed" thinking

Question 20

According to Maslow's hierarchy of needs, a sense of belonging is a:

A) physiological need
B) safety need
C) social need
D) self-esteem needs
E) self-actualization needs

Question 21

A case of a non-profit smoking cessation program creating a superhero "captain smokefree" to visit schools and show fifth-graders gross pictures of blackend lungs and pictures of people pulling oxygen tanks, is an attempt by the marketer to:

A) influence the perceived benefits of stopping smoking
B) increase the perceived cost of starting to smoke
C) maximize perceived association with superheroes
D) impact those in the maintenance stage of highly complex decisions
E) putting smoking in the adolescent's choice set

Question 22

Marketing research is different from everyday observation in that it is

A) planned
B) based on prior experience
C) done with care and thought
D) expensive
E) quantitative

Question 23

A hospital manager who analyzed internal reports to tally how many patients were served in each facility is using

A) descriptive research methods
B) causation analysis methods
C) association analysis methods
D) predictive research methods
E) experimental research methods

Question 24

Lexis-Nexis is an example of what type of research?

A) Descriptive research
B) Explanation research
C) Focus group research
D) Secondary research
E) Quantitative research

Question 25

An optimal segmentation bases has segmentation base has segments which address which of the following types of decisions?

A) Quality, Quantity and Timing decisions
B) Quality, Quantity and Market decisions
C) Financial, Asset, and Human Resource decisions
D) Market segment, target and positioning decisions
E) Measurable, Specific and Time-based decisions

Question 26

Which of the following is an inferred measure for segmenting a market?

A) Age and gender
B) Family life cycle
C) Psychographic/lifestyle
D) Decision role
E) Social Class

Question 27

Segmentation of a museum audience segmented into family memberships, members, frequent and infrequent attendees is based on:

A) loyalty status
B) usage rate
C) Status Change
D) Complex General Objective measures
E) Lifestyles analysis

Question 28

A good example of a brand slogan for a local hospital would be

A) Leading the way in healthcare
B) Caring for the people of Johnson County
C) People helping People
D) The country's leading hospital
E) The power to make you better

Question 29

Branding a nonprofit organization and programs adds value because

A) Costs are lower and neglected market segments are reached
B) It serves as shorthand for the organization and its various offerings.
C) it reduces the risks in communicating information
D) it guarantees a certain donor base
E) It is easy and inexpensive to do

Question 30

The "step" in creating or repositioning a nonprofit brand which seeks to reveal the most important dimensions and where each competitor stands in the minds of various target audience's perception of the competitive "space" is:

A) Conduct quantitative research
B) Decide on the purpose of the brand and who are key audiences
C) Conduct qualitative research
D) Develop and pre-test an integrated strategy
E) Assess brand promise and current positioning

Question 31

If the target audience is to undertake the action desired by the marketer, the offer must

A) eliminate all the negative consequences
B) provide a desired combination of positive and negative consequences in the form of a value proposition
C) maintain the status quo
D) provide products with the right attributes
E) provide a mix of products and services

Question 32

The three levels of the concept of a product are as follows:

A) the product mix, product line and product item
B) the features, styling, packaging, and quality
C) the core product level, intangible product level and augmented product level
D) the core product level, tangible product level and augmented product level
E) the product level, the service level and the pure behavior level

Question 33

A patient going to a psychiatrist for counseling cannot know the result before using the service because

A) there is a product involved
B) it is intangible
C) it has secondary cues
D) all of the above
E) none of the above

Question 34

Which of the following is NOT a characteristic of innovation?

A) relative advantage
B) compatibility
C) comparability
D) complexity
E) communicability

Question 35

The introduction to market activities include

A) deciding where, when, how, and to whom a new product should be launched
B) seeking the target market's reaction to a new product
C) using break-even analysis to determine the attractiveness of the proposal
D) developing a preliminary outline of the marketing strategy it will use to introduce the product
E) develop brochures, schedules, ads, marketing materials and other materials

Question 36

The greatest risk for a new product or service offering is to present

A) a similar offering to an existing market
B) a dissimilar offering to a radically different market
C) a similar offering to different but similar market
D) a dissimilar offering to an existing market
E) a similar offering to a dissimilar market

Question 37

Describe the five pricing objectives

Question 38

Define and describe channel length and breadth

Question 39

Describe (or draw and describe) the communication process

Question 40

How do the advertising objective categories, to inform, to persuade and to remind, relate to the Stages of Change?

Question 41

Describe the active public relations planning process

Question 42

Why might some sources of revenue be undesirable for a nonprofit organization?

Question 43

Describe effective volunteer management

Question 44

Research suggests that cross-sector partnerships vary on a number of dimensions, what are they?

Question 45

Describe the four nonprofit organizational design alternatives for marketing

Question 46

Describe target audience satisfaction

Question 47

The two stages an organization should go through when deciding on monetary pricing are

A) determining demand functions and conducting a break-even analysis
B) determining the demand and then the response functions
C) determining the pricing objective and then the pricing strategy
D) determining the perceived cost and then the monetary cost
E) determining the benefit bundle and then the cost bundle

Question 48

A local symphony has figured, through local demand analysis that for every $1 increase in the price of its ticket, there will be a corresponding drop of 100 fewer tickets sold. If the fixed cost of a production is $100,000, the cost of each performance is $10,000 and the cost for attracting each person attending is $10. The symphony is examining five price points -$30, $35, $40, $45 and $50. The symphony historically priced its tickets at $40 and averaged attendance of 6,000 over the course of six shows. The theater's capacity is 10,000 over the six-show run. Which price offers the optimum price point for the symphony?

A) $30
B) $35
C) $40
D) $45
E) $50

Question 49

Higher rates are charged for library services used by more affluent borrowers, such as DVD rentals, the pricing objective is called:

A) market size maximization
B) market disincentivization
C) social equity
D) surplus maximization
E) cost recovery

Question 50

Health Maintenance organizations' health clinics and day surgery centers are examples of

A) health care channels of distribution
B) the direct marketing of healthcare
C) health care occasion strategies
D) the mass distribution of health care
E) health care backward integration strategies

Question 51

A library decides to have a single, large library or a system of many branch libraries. This concerns:

A) length of the channel structure
B) coordination and control of the channel structure
C) breadth of the channel structure
D) forward integration of the channel structure
E) backward integration of the channel structure

Question 52

A broad strategy to use to get intermediary participation and cooperation is

A) break-even analysis
B) cost/benefit ratio development
C) a contract
D) forward integration
E) backward integration

Question 53

Messages should be evaluated on

A) desirability, exclusiveness and believability (Easy p 291)
B) words, order and style
C) content, images and mood
D) product, service or behavior
E) shaping, distinctiveness and behavior modification

Question 54

People ignore messages that do not interest them. This is called

A) cognitive dissonance
B) selective attention
C) assimilation/contrast
D) perceptual distortion
E) consequence aversion

Question 55

An ad using a jogger who is running along a path suddenly imaging seeing friends and "fans" cheering is using which message execution style:

A) Slice-of-life
B) Lifestyle
C) Fantasy
D) Mood
E) Testimonial

Question 56

Advertising for state lotteries overstated the odds of winning. This is an example of

A) relying too heavily on advertising
B) advertising goals that are unrealistic
C) the ethical implications of advertising
D) influencing changes in behavior
E) advertising objectives not being in the reach of the agency

Question 57

A symphony will place ads on radio or TV. The decision should be based on

A) the media that have been used before
B) how much money it has to spend
C) the media habits of the target audience
D) the type of advertising copy desired
E) all of the above

Question 58

Once a new behavior has passed a certain point in the diffusion process, the influence of nonprofit marketers diminishes because

A) there are many more people to pass along information about the behavior
B) everyone is persuaded, so persuasion is not needed
C) they no longer have the right "target audience mindset"
D) some people can only be influenced by others
E) the old behaviors are so established that nothing will change

Question 59

In the twenty-first century, public relations practitioners should pay special attention to the Web. If a PR specialist is confronted by negative blogging on a Web site not controlled by the organization, he or she should

A) totally ignore it
B) post a counter-argument on the blogger's Web site using an assumed name
C) post a carefully thought out and worded response on the blogger's Web site identifying the posting as coming from the organization
D) call lots of friendly bloggers and others who think highly of the organization and ask them to put something positive in other blogs
E) create their own blog and "join the fray"

Question 60

"A form of communication not paid for or under the control of the nonprofit marketing organization through which the organization must earn coverage" is:

A) public relations
B) earned media
C) earned advertising
D) publicity
E) blogging

Question 61

A nonprofit organization's CEO has been arrested for embezzlement. In handing the media, the PR person should

A) say "no comment"
B) convey that there is nothing to worry about
C) release information pointing to someone else being at fault
D) get the facts and release the information quickly
E) say that the nonprofit will be hiring a new CEO

Question 62

Nothing can tarnish the reputation of a nonprofit as fast as

A) not meeting fundraising goals
B) poor management of financial trusts
C) deriving revenues from sources unrelated to their core mission
D) using a "hard sell" in working with donors
E) asking volunteers to do too much

Question 63

The attitude in a customer oriented strategy for fundraising is:

A) We have a good cause and people will support us
B) There is lots of money out there and we just need to show doors why they should give
C) We must understand people's motivations and find those whose interests match our own
D) We must target all potential revenue sources even if some need a hard sell approach
E) We have to adopt a retail goods component to our nonprofit in order to have balance

Question 64

According to Robert Sharpe, individual donors can be segmented according to

A) life cycle stage and giving patterns
B) income and education levels
C) occupation and lifestyle level
D) geographical region
E) age and occupation

Question 65

A Board decides that a lottery is an inappropriate fundraiser in low-income neighborhoods. The board is performing which of the following functions?

A) expertise
B) linking to the environment
C) volunteering
D) oversight
E) marketing

Question 66

Volunteerism is an "exchange" because

A) volunteers can come and go as they wish
B) the benefits of volunteering come at the cost of time and energy
C) volunteers participate in freely chosen activities
D) volunteers take a "vow of poverty" in order to work for a nonprofit
E) volunteers participate in decision making and planning

Question 67

Widmer's research on recruiting nonprofit Board Members concluded that

A) most people join people not causes
B) lack of time for volunteering was not a problem
C) Young women who have children at home and are not working are readily recruited to be Board members because they want to get out of the house
D) Having unrealistic expectations of the organization was not a problem
E) learning new skills was not important to board members

Question 68

What key dimension should be considered when selecting which partnerships to pursue in a nonprofit's portfolio of social alliances?

A) what will it cost the nonprofit to grow the relationship
B) Show how the corporation will benefit in terms of the nonprofit's strategic and tactical interests
C) Have ventures yield economic resources
D) Take risks and have a large number of "low-potential" partnerships because one could really pay off at a low investment
E) Have ventures at all three stages of the collaboration continuum.

Question 69

The local Catholic Community Hospital is seeking a partner for a women's fitness club called "stroller fit" which is aimed at women of child bearing age who already have a young child (of stroller age 1-4) at home. Which of the following types of business would be the best one to approach with the project.

A) A local planned parenthood affiliate
B) A local HMO health plan
C) A local automobile dealership
D) A National bicycle manufacturer
E) A National restaurant chain

Question 70

You are a manager of a local Homeless Shelter and 85% of your "clients" are homeless men, most are military veterans. You are approached by a PR agency and told that your nonprofit has been designated as a recipient of a program created by one of their clients, a nationally known women's clothing firm, will take "trade-ins" on dresses, and donate the used dresses to your organization. They ask where you want the first load of dresses delivered. You should:

A) Ask for money instead
B) politely decline to take delivery and suggest one of your "competitors", a shelter that also takes in battered women, and work with them to take the dresses and share the publicity
C) Call your contact at local newspaper to get some publicity
D) Ask what time the dresses will be delivered
E) Sue the corporation

Question 71

You have been assigned to work in the Ciallis division of the large pharmaceutical giant Eli Lilly and company, located in Indianapolis, Indiana, U.S.A. Your marketing responsibilities require you to work on marketing Ciallis worldwide with a single universal strategy. The international marketing model at Eli Lilly is:

A) The Export Department model
B) The Multi-national model
C) The Global Organization model
D) The functional design model
E) The home office model

Question 72

It is best for the nonprofit marketing director to have a line function (instead of staff function) so as to

A) advise programs or people
B) be a resource person or consultant
C) influence top management to think in a marketing mindset
D) not be constrained by planning and programs
E) avoid being absorbed by public relations or fund development

Question 73

Implementing a target-audience orientation within an organization usually involves

A) diffusing responsibility to the functional units
B) effective plans and planning system support
C) trying to reduce the impact of drastic change
D) A vice president of marketing to be the organization's highest marketing executive and is responsible for creating the climate for marketing
E) better pay and rewards for all employees

Question 74

A symphony orchestra compares expected ticket sales to actual ticket sales. This approach

A) measures effectiveness
B) predicts future sales
C) measures customer satisfaction
D) measures long-term success
E) measures organizational value

Question 75

As part of it's policy on ethical standards, the Better Business Bureau encourages nonprofits to

A) dissemination of accurate, truthful and candid information
B) information on any cause-marketing alliances and how they benefit the charity
C) pay careful attention to privacy issues that might arise
D) have effective compliance systems available
E) all of the above

Question 76

A political candidate makes a speech. To measure response before and after the speech

A) it is best to use a mail questionnaire to audience members
B) it is best to use cross sectional polls of audience members
C) it is best to use the same panel of audience members
D) it is best to use telemarketing and call a random sample of audience members
E) it is best to monitor media and do a media content analysis