Deck 3: Strategic Marketing Planning

Question 1

What are the elements of the Organizational Strategic Marketing Planning Process?

Answer 1

.Analysis of the internal environment (goals, objectives, culture, strengths and weaknesses) and external environment (key publics, competition, the macroenvironment)
. Development of broad strategy, goals and objectives, specifying market strategy
.Implementation of specific tactics to be measured by performance evaluation criteria

Question 2

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

Answer 2

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

Question 3

What are the levels of competition in the organization's external environment

Answer 3

.Desire competitors (immediate desires a consumer might want to satisfy)
.Generic competitors (other ways a consumer can satisfy a particular desire)
.Service form competitors (other service forms that can satisfy an audience's desire)
.Enterprise competitors (other enterprises offering the same service form)

Question 4

What are the forces in the macroenvironent that affect the organization>

Question 5

Strategic marketers in nonprofit organizations typically need to influence which of the following constituencies?

A)clients or customers
B)target audiences
C) funding sources (individual donors and corporate sponsors)
D) volunteers
E) all of the above

Question 6

Which of the following is NOT true about the mission of an organization?

A) It should not be too ambitious
B) It ensures the organization conforms to the norms of its field
C) It should not demotivate those working for the organization
D) It should be feasible
E) It should be distinctive

Question 7

Which of the following is a reason that a social service culture can go on unchanged for years

A) The organization is undertaking something the public truly needs, with high demand and little competition
B) They have changes at the top, and are reluctant to change the previous regime's way of doing things for fear of offending donors and volunteers
C) funding sources insist on correcting misdirected and wasted approaches
D) Outside consultants are brought in as a catalyst
E) Competition from both enterprise and service form are aggressive

Question 8

Which of the following statements reflects a corporate culture?

A) Competitors are viewed as benign and cooperative
B) Staff are not expected to produce results, because they are "doing good!"
C) Strategic thinking replaces uncoordinated programs (Challenging; p 72)
D) Management's way of thinking is not communicated to line employees
E) all of the above

Question 9

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 10

St. Francis hospital can evaluate its competition by

A) identifying the physicians who are referring patients to St. Francis
B) consulting St. Francis's internal client marketing research data
C) examining other organizations that are trying to achieve the same social goals
D) analyzing its own weaknesses in meeting patient satisfaction goals
E) increasing its advertising and seeing how other hospitals respond

Question 11

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 12

The organization's effort to update the organization's mission, objectives and goals and a systematic big picture consideration of organizational alternatives is called

A) Organizational Marketing Plan Process
B) Campaign Marketing Plan Process
C) Portfolio Planning
D) Internal Environmental assessment
E) The Strategic Plan

Question 13

According to the authors, objectives should specify

A) why the direction has been chosen
B) target audience behavior or set of behaviors
C) the purpose of the organization in taking certain actions
D) specific numerical benchmarks
E) responsibility for specific proposed actions

Question 14

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