Deck 17: Marketing Nutrition Programs and the Role of Food Industry in Food Choice

Question 1

In developing a marketing plan, Josh realized that it is essential to define the group prior to marketing the nutrition program to them. Obese individuals participating in a weight loss program are an example of what?

A) Channel
B) Target group
C) Action group
D) Feedback analysis

Answer 1

B

Question 2

A dietitian visits a theme park and watches the kinds of food people consume. This is an example of what kind of research?

A) Focus group
B) Marketing
C) Observational
D) Quantitative

Answer 2

C

Question 3

Sandy is handing out surveys at the mall to investigate people's opinion about exercise. This is an example of which of the following?

A) Qualitative research
B) Quantitative research
C) Market research
D) Observational research

Answer 3

A

Question 4

The Honduran Ministry of Health and the Academy for Educational Development collaborated and developed a comprehensive public education campaign to reduce infant mortality in Honduras. The type of strategy they used is called:

A) community-based social marketing.
B) market incentives.
C) market disincentives.
D) cost recovery.

Question 5

Which of the following describes a product made of one or more of the essential nutrients, such as vitamins, minerals, and protein?

A) Amino acid
B) Extract
C) Herb
D) Dietary supplement

Question 6

Linda wants to use the Census Bureau's statistics to determine the types of clients in her community. The Census Bureau's statistics are an example of what kind of data?

A) Primary
B) Secondary
C) Tertiary
D) None of these is correct.

Question 7

Which of the following can be defined as satisfying the needs of the consumer through an exchange of activities?

A) Selling
B) Marketing
C) Pricing
D) Bargaining

Question 8

Anthony is a dietitian who is identifying his target groups for a program that he is going to implement. Parents, spouses, friends, and coworkers would fall under which of the following target groups?

A) Primary target audience
B) Secondary target audience
C) Tertiary target audience

Question 9

Once Anthony has determined who his target group is, he will need to find out the ______________ of the target group.

A) beliefs, needs, and orientation
B) wants, needs, and preferences
C) strategies, beliefs, and preferences
D) orientation, strategies, and wants

Question 10

Collecting secondary data, doing observational research, and carrying out informal interviewing with individuals and groups in the community are all examples of what type of research?

A) Situational research
B) Exploratory research
C) Structural research

Question 11

Elizabeth is a dietitian who is doing research to learn more about the market before she conducts a formal research survey. She has identified her target audience, and will be giving them open-ended interviews that consist of leading questions that will stimulate them to share their feelings and thoughts. What type of research method is she using?

A) Evaluative
B) Quantitative
C) Qualitative
D) Statistical

Question 12

Katie is going to use the SWOT analysis tool because she wants to ensure the ultimate success of her entire marketing plan. SWOT stands for Strengths, Weaknesses, Opportunities, and what?

A) Timeliness
B) Teamwork
C) Threats
D) Tracking

Question 13

Josh is a nutritionist who is planning a community health and nutrition promotion program. He is currently on which of the following steps, that involves developing a marketing mix for each segment?

A) Market segmentation
B) Market targeting
C) Market positioning

Question 14

William is a nutritionist who is trying to advertise his nutrition education program. Which of the following is one of the advertising basics?

A) Choosing forms of media to use
B) Collaborating with an advertising agency
C) Developing attention-getting advertisements
D) All of these activities are basics of advertising.

Question 15

When advertising a health promotion program, it is important to consider an effective campaign technique that includes which of the following?

A) Use a slogan.
B) Begin the headline of the advertisement with a question.
C) Put the program in perspective.
D) All of these are correct.

Question 16

The "Got Milk?" campaign is an example of what type of advertising?

A) Generic
B) Promotional
C) Specific
D) Distinctive

Question 17

Children younger than 5 years view an average of more than 40,000 television commercials for food each year, or about ______ hours worth.

A) 10
B) 20
C) 30
D) 40

Question 18

The five Ps of marketing include all of the following except:

A) product.
B) price.
C) promotion.
D) provide.

Question 19

The promotion of nutritional advantages increases sales. When Kellogg's high-fiber cereals first added health claims about cancer prevention and dietary fiber to their package label, sales increased 47 percent within the first 6 months.

Question 20

Research shows that children of all ages spend a large amount of their leisure time using a combination of various media, including broadcast television, cable networks, DVDs, video games, computers, the Internet, and cell phones, and participate in daily physical activities.

Question 21

In community nutrition, market segmentation is dividing a community into distinct groups of individuals on the basis of needs, characteristics, or behaviors who might require separate services.

Question 22

Food industries spend more money on advertising packaged fast foods than the government does on marketing nutritious foods.

Question 23

Intensity, repetition, and visibility do not have a strong impact on food sales.

Question 24

One of the options for controlling unhealthy food advertisements is to ban advertising to preschoolers.

Question 25

Research shows that Americans spend one-half of their food budget and consume about one-third of their daily energy on meals and drinks outside the home.

Question 26

Food eaten outside the home, on average, is higher in fat and lower in micronutrients than food prepared at home.

Question 27

Marketing a nutrition program is satisfying the needs of the consumer through an exchange of activities.

Question 28

Consumers receive nutrition information from different sources. List three of the sources.

Question 29

What is the term of the following definitions:
-Marketing

Question 30

What is the term of the following definitions:
-Social marketing

Question 31

What is the term of the following definitions:
-Marketing plan

Question 32

What is the term of the following definitions:
-Qualitative

Question 33

What is the term of the following definitions:
-Quantitative

Question 34

What is the term of the following definitions:
-Market targeting

Question 35

What is the term of the following definitions:
-Market segmentation

Question 36

Using which of the following is one of the best marketing strategies to reach large segments of the population and can be used as a positive approach to communicate nutrition information and address related health issues?

A) Person-to-person connections
B) Paper flyers
C) Media
D) Mailing lists

Question 37

Which of the following is not part of a marketing strategy used by community nutritionists?

A) Creating the program
B) Promoting the program
C) Naming the program
D) All of these are correct.

Question 38

Which of the following is a written statement of the marketing objectives, strategies, and all the specific actions that must be taken?

A) Social marketing
B) Formal marketing
C) Advertising
D) Nutrition marketing

Question 39

Which of the following could be the decision makers who influence the individual's choice to use the program (e.g., parents, spouses, friends, and coworkers)?

A) Target audience
B) Secondary target audience
C) Public attendee
D) Health care professional

Question 40

When determining messaging, the community nutritionists should find out which of the following about the target group find?

A) Beliefs
B) Needs
C) Orientation of the target group
D) All of these are correct.

Question 41

Market attractiveness is based on which of the following?

A) Whether the market is large enough to support the program
B) Whether the program does not have the potential to grow
C) Whether the targeted community is aware of and whether they can afford the time or money to participate in the program
D) Whether there is sufficient incentive to encourage private investment in the program

Question 42

Which of the following is information that has been collected for another purpose and needs to be used with caution because it was collected for a purpose that may not be identical to the nutritionist's purpose; however, it may provide useful ideas and findings, and reduce the cost of conducting primary research?

A) Exploratory research
B) Secondary data
C) Observational research
D) Competitive analysis

Question 43

Which of the following will help the nutritionist position the program as being different or better than programs that are similar in the services offered, consumer base (target market), or location?

A) Exploratory research
B) Secondary data
C) Observational research
D) Competitive analysis

Question 44

Which of the following is a portion of a larger market?

A) Market segmentation
B) Market segment
C) Sociographics
D) Market targeting

Question 45

___________________ and psychographics are the sociology and psychology behind demographic analysis; they deduce the emotional needs, values, and lifestyles that can lead to good health.

A) Market segmentation
B) Market segment
C) Sociographics
D) Demographics

Question 46

Some of the types of _________________ are the size of the population for the program area, rate of change of the population, age/sex distribution, racial/ethnic composition, socioeconomic status, housing information, and fertility patterns.

A) market segmentation
B) market segment
C) sociographics
D) demographics

Question 47

Which of the following are some of the communication factors that may affect a nutrition program?

A) Perceptual distortions of information about the nutrition promotion program
B) Differences in values and attitudes between the nutritionist and the target community
C) Incorrect or improper use of words to convey specific information
D) All of these are correct.

Question 48

Which of the following is a function of communication?

A) Receiver
B) Encoding
C) Media
D) All of these are correct.

Question 49

_______________ focuses on fulfilling customers' needs and desires, but social marketing focuses on changing personal or social behaviors for the benefit of the public, even when the public neither recognizes their need nor desires the change.

A) Business marketing
B) Segmentation marketing
C) Marketing research
D) Marketing strategy

Question 50

The benefits of considering position in a business marketing plan include which of the following?

A) Convenience
B) High costs
C) Low credibility
D) All of these are correct.

Question 51

Which of the following is a general description of emerging technologies that allow for customization, interactivity, and a unique presentation of information?

A) New media
B) E-professionalism
C) Cyber information invasion
D) Technology trends

Question 52

Which of the following is the third most-often named source of information, replacing newspapers?

A) Books
B) Magazines
C) Internet
D) Radio

Question 53

Which of the following is not a principle of advertising to be considered when advertising a health promotion program?

A) Base the advertisement on the consumer's needs.
B) Circulate the advertisement only to the target population.
C) Provide background information about the program and update when the program changes.
D) All of these are correct.

Question 54

Which of the following is not an effective campaign technique?

A) Using a slogan that is easily remembered, such as "Smoke-Free Forever" or "No More Dieting to Lose Weight"
B) Test marketing the slogan on a sample population of the targeted group (e.g., the elderly, young adults, women of menopause age)
C) Beginning the headline of the advertisement with an insult "You're so obese you couldn't fit through the door of our new weight loss program, but come anyway"
D) All of these are correct.

Question 55

Food companies' advertising costs for any single, nationally distributed food product are higher, often by __________ times than federal expenditures for promotion of MyPlate or others that to encourage people to eat more fruits and vegetables.

A) 1 to 2 times
B) 5 to 10 times
C) 10 to 50 times
D) 60 to 100 times

Question 56

Advertising falls under which of the five Ps of marketing?

A) Price
B) Position
C) Place
D) Promotion
E) Positioning

Question 57

Linda was accurately communicating nutrition information to her clients because she stayed current with the latest literature. She also needed to communicate to a larger audience by television. The guideline for developing television public service announcements is:

A) be straightforward.
B) use music or sound effects to increase recall.
C) use only a few characters.
D) repeat the main message as many times as possible.
E) All of these are correct.

Question 58

Greg, a dietitian, is required to provide a health and nutrition education program for 1 year, and he needs to outline the budget for his marketing plan. It is important that he extend the budget over _____________ so that it will get the peaks and valleys of media coverage.

A) 3 months
B) 6 months
C) 9 months
D) 1 year

Question 59

Which of the following is considered part of the food industry?

A) Prisons
B) Hospitals
C) Bars
D) All of these are correct.

Question 60

According to the Centers for Disease Control and Prevention (CDC), since 1980, the proportion of overweight children ages 6 to 19 has decreased or increased slightly in some ethnic groups.

Question 61

Food and beverage advertisers collectively spend about $10 to $12 billion each year to reach children and youth. Of that, more than $1 billion is spent on media advertising to children through television.

Question 62

Conducting a competitive analysis for marketing research could be done on Coca-Cola and Pepsi because they are similar products that are in competition.