Deck 10: Marketing and Communications

Question 1

In a commercial transaction, a occurs when you give something up (money) in exchange for a reward that you receive, whether an education, a concert, or medical care.

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

Answer 1

D

Question 2

The need to keep promotion cost-effective requires focusing communication on segments of the public most likely to respond-that is, on:

A) the target market.
B) consumers 18 years old and younger.
C) educators.
D) persons with a high school degree or less.

Answer 2

A

Question 3

The findings of several studies suggest that nonprofit organizations that hold a market ori?entation, perhaps better defined as a "social orientation," do attain than those that do not.

A) better brand recognition
B) a better competitive advantage
C) more coveted market niches
D) greater financial support and client satisfaction

Answer 3

D

Question 4

This approach to pricing, in which the price charged to the customer or client is set to cover what it costs the organization to produce or provide it, is called:

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

Question 5

Various combinations of the variables known as the 4 Ps of marketing are called:

A) the market niche.
B) demographic variables.
C) the marketing mix.
D) psychographics.

Question 6

These objective measures include age, gender, race, income, and geography.

A) Personal attributes
B) Demographic variables
C) Behavioral measures
D) Target audiences

Question 7

According to the principles of , the organization develops its product to be responsive to what the customer needs and wants.

A) product mind-set
B) target-audience mind-set
C) volunteer mind-set
D) American-style consumerism

Question 8

Nonprofits may compete directly with other organizations, nonprofit or for-profit, but also face from all alternative uses for individuals' time and money.

A) competition-oriented pricing
B) demographic variables
C) generic competition
D) promotions

Question 9

Building a positive and consistent brand image requires that an organization integrate its marketing and communication efforts so that all communication from that organization represents the organization as a whole. This is known as:

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

Question 10

A(n) describes the expectations that you have about what you will receive when you buy a specific product or service.

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

Question 11

These patterns of past behavior can divide people into identifiable groups.

A) Segmentation
B) Behavior discrimination
C) Demographic variables
D) Behavioral measures

Question 12

This method of establishing pricing involves charging people different prices based on the market segment to which they belong, determined by objective variables.

A) Value-based pricing
B) Price discrimination
C) Cost-oriented pricing
D) Competition-oriented pricing

Question 13

Burnett defines this as "a name, term, sign, symbol, design, or a combination of these that is intended to identify the goods and services of one seller or group of sellers and differentiate them from those of competitors."

A) Brand
B) Logo
C) Swoosh
D) Marketing strategy

Question 14

In the simplest of definitions, is the transmission or exchange of information.

A) communication
B) marketing
C) production
D) telephony

Question 15

Organizations can adjust the marketing mix to differentiate themselves from others and position themselves in a unique , gaining an advantage over other organizations or alternative activities with which they may compete.

A) brand
B) marketing niche
C) price position
D) market slot

Question 16

In the mid-20th century, an increasingly competitive economic environment led to a new approach to marketing in the business world, one reflecting a:

A) product mind-set.
B) volunteer mind-set.
C) competitive mind-set.
D) sales mind-set.

Question 17

The most credible medium of communication is:

A) printed documents.
B) word-of-mouth.
C) broadcast information.
D) the Internet.

Question 18

For many people, marketing is still synonymous with , and they may see it as something possibly inconsistent with the values and the culture of the nonprofit sector.

A) the financial sector
B) dishonesty
C) sales
D) New York executives

Question 19

combine demographic data with knowledge about individuals' lifestyles, defined by their activities, interests, and opinions.

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

Question 20

Communicating a message requires tailoring it to both one-way communication and two-way communication, and is essential.

A) brevity
B) detail
C) colorful language
D) an appeal to the audience's emotions

Question 21

A relationship established between a nonprofit organization and a private sector corporation to build stakeholder engagement is referred to as:

A) commercial marketing.
B) product marketing.
C) cause marketing.
D) corporate marketing.

Question 22

Social marketing seeks to change human behavior and improve society.

Question 23

Rosa is telling a donor that his donation to her organization is tax deductible. Rosa is communicating a ____________ to the potential donor.

A) private debt
B) public obligation
C) nonprofit liability
D) value proposition

Question 24

The Help The Children organization is designing a necklace that incorporates the nonprofit's logo as a fundraising initiative. Help The Children is applying which variable of the marketing mix.

A) Price
B) Place
C) Production
D) Product

Question 25

Nonprofit organizations can enhance interaction with their donors and clients by maintaining a static website.

Question 26

Nonprofit organizations must weigh the value of using social media with the costs of maintaining that presence.

Question 27

Communication is the means by which an organization seeks to influence the behavior of someone else.

Question 28

When you walk into an American Red Cross office you expect to receive a warm welcome, a sympathetic listener, and possibly some type of help. You have developed your expectations based on the ____________ of the American Red Cross.

A) costs.
B) overhead.
C) brand image.
D) profitability.

Question 29

IMC in marketing refers to Integrated Marketing Communication.

Question 30

Research indicates that nonprofit organizations that adapt a _________ have more customer satisfaction than organizations that do not apply this type of marketing orientation.

A) product orientation.
B) place orientation.
C) social orientation.
D) commercial orientation.

Question 31

Nonprofit organizations need to engage in marketing because of the competition for funding from corporations, foundations, and individuals.

Question 32

CRAM involves promising a results and changing attitudes.

Question 33

The most effective method of communication is word-of-mouth.

Question 34

A nonprofit board of directors wants to ensure they has developed a public response stating it was not involved in a scandal as is being falsely reported. The board is applying which variable of Coombs' Situational Crisis Communication Theory.

A) Its responsibility for the crisis.
B) Its reputation prior to the crisis.
C) Its position as a victim of the crisis.
D) Its sympathy for the crisis.

Question 35

Giving up something in return for something is referred to as a(an):

A) exchange.
B) share.
C) gift.
D) deposit.

Question 36

Product mind-set is effective marketing that depends on convincing consumers.

Question 37

Brand is a name, term, symbol, etc., that identifies the goods and services of one seller from other competitors.

Question 38

A nonprofit organization bases the cost of its services on the client's ability to pay. This is an example of:

A) price discrimination.
B) price bias.
C) value-based pricing.
D) competition-oriented pricing.

Question 39

Roberta is participating in an interview about her nonprofit organization. The interview is being conducted by a local radio station. Roberta is communicating with the:

A) internal public.
B) external public.
C) intra-organizational public.
D) staff.

Question 40

A nonprofit board of directors is ensuring they include an advertising goal in their organizational plan. This is an example of applying:

A) strategic communications.
B) strategic questioning.
C) operational day-to-day management.
D) tactical management.

Question 41

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

Question 42

Distinguish the differences between crisis management and crisis communication.

Question 43

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

Question 44

Ascertain the importance of word-of-mouth communication for a nonprofit organization?

Question 45

Some individuals believe that nonprofit organizations should not engage in the negative practice of marketing.

Question 46

Analyze how a nonprofit organization could use market segmentation to focus a promotion for a new service on the groups that will be the most receptive and will receive the most benefit.

Question 47

Point out the advantages and disadvantages of using online media to market a nonprofit organization.

Question 48

Explain how establishing a strong and positive image for a brand may benefit an organization.

Question 49

Identify and provide an example of each of the 4 Ps of marketing.

Question 50

Differentiate advertising, communications, and public relations.

Question 51

Produce an example of CRAM.

Question 52

Identify the role that communication plays in the process of marketing. Explain your response.