Deck 1: The Growth and Development 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

What are some of the myths about nonprofits?

Answer 2

.The sector is insignificant
. The sector is unique to the United States - not global
.Nonprofits are small, specializing in narrow domains
.Nonprofits are managed by "do gooders" - not professional managers
.Nonprofit organization challenges are mundane, and not very difficult compared to challenges faced by business
.People who work in nonprofits are underpaid - there is no opportunity for "big money"
.There's no need for business to align itself or partner with nonprofits - those kind of community partnerships don't have any impact on the bottom line and only serve as a drain on the business.

Question 3

Why do the text authors contend that the nonprofit sector is large, growing, important and challenging?

Answer 3

.Nonprofits comprise between 8 - 10% of the labor force
.Volunteering is a major activity - 28.8% volunteer
.The Nonprofit sector has been growing faster than any sector but technology
.Internationally, nonprofits are strong and growing at a dizzying pace
.The sector is populated with a number of very large, very sophisticated organizations - the top five nonprofits took in more than $4 billion each in 200t
.Major donations of folks like Bill Gates and Warren Buffet have raised the profile of the sector

Question 4

What rationales are offered for the special benefits given to nonprofit organizations?

Question 5

What do consumers offer in exchange in order to receive a benefit from a nonprofit organization?

Question 6

Why is there a concern about ethics in the nonprofit field?

Question 7

According to Peter Drucker, nonprofits are becoming management leaders in the area of

A) strategy
B) effective use of boards of directors
C) accountability
D) leadership
E) all of the above

Question 8

Which of the following could be an example of competition between the nonprofit and commercial sector?

A) cause marketing
B) museums selling merchandise in their gift shops and through catalogues
C) corporate volunteer programs
D) social mutual funds based on corporate social performance
E) strategic partnerships with corporations

Question 9

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 10

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 (Moderate p 5)
E) The nonprofit sector has been growing faster than most sectors of business (excepting technology)

Question 11

The idea of studying how to apply marketing concepts and tools to nonprofit organizations was developed during which time frame?

A) The late 1950's and early 1960's
B) The late 1960's and early 1970's (Challenging, p 8)
C) The mid 1970's
D) The late 1970's and early 1980's
E) The late 1980's

Question 12

Which large U.S. nonprofit has "gone international" - establishing major international operations?

A) The Salvation Army
B) Habitat for Humanity
C) Komen Race for the Cure
D) The Arthritis Foundation
E) Easter Seals

Question 13

Which of the following countries has a larger nonprofit workforce than the United States?

A) France
B) Australia
C) The Netherlands
D) United Kingdom
E) Israel

Question 14

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

A) old behavior patterns (Challenging; p 26) (AACSB - Reflective Thinking)
B) economic assets
C) time and money
D) values
E) opinions