Deck 17: Not-For-Profit and Social Marketing

Question 1

Which of the following is the key difference in how marketing is used in the not-for-profit and for-profit environments?

A) The mission statement usually revolves around being the best in a particular sector and consequently achieving high levels of profit.
B) There is typically a strong unique selling proposition in products.
C) A campaign is developed to drive behaviour in all targets rather than a specific audience.
D) The price has been specified by organizations.

Answer 1

C

Question 2

Rather than refer to buyers and sellers, the public sector approach is based around __________, where resources and not investment comprise the primary criterion.

A) providers and receivers
B) providers and users
C) donors and beneficiaries
D) designers and users

Answer 2

B

Question 3

Public-sector organizations operate in industrial, governmental, consumer, and societal markets, and they are driven by a complex web of stakeholder relationships. Public sector marketing is therefore governed by three main forces except:

A) social
B) economic
C) environmental
D) political

Answer 3

C

Question 4

What are the reasons that not-for-profit organizations do not always seem to value their beneficiaries?

A) Many not-for-profits exist in a monopolistic situation.
B) Demand far outstrips supply creating problems in delivering a consistent quality of service.
C) Lack of market segmentation for beneficiaries undertaken.
D) All of the above.

Question 5

Political marketing can be seen as a marketing-propaganda hybrid. This is particularly the case, but not exclusively so, in America, where ____________ is widespread, using 30-second and 15-second advertising spots, including online, to pour out malicious attacks on political opponents.

A) social marketing campaign
B) negative campaigning
C) positive campaigning
D) political campaigning

Question 6

O'Shaughnessy (1996) has argued that ________ marketing is usually based on a 'research defined concept of audience' wants, identified through audience research.

A) societal
B) social
C) cause-related
D) consumer

Question 7

In the case of marketing foster care, research has found that positive emotional appeals are more persuasive than negative ___________

A) emotional appeal
B) event
C) partnerships
D) cause-related marketing

Question 8

_________________is an increasingly attractive proposition for organizations. Several reports have found that a large proportion of consumers (more than 85 per cent) agree that when price and quality are equal, they are more likely to buy an offering associated with a 'cause' or good deed.

A) CRM strategy
B) KPI strategy
C) Mission statement
D) Cause marketing

Question 9

Which of the following is not an example of non-profit marketing?

A) Event marketing.
B) Political marketing.
C) Cause marketing.
D) Public-sector marketing.

Question 10

The disaffection and disappointment that citizens and voters feel can fuel later disengagement. Politics can therefore be seen as a_____________. Most countries have different legal requirements for political advertising compared to commercial advertising.

A) donor list maintenance
B) credence service
C) public affairs
D) media buying

Question 11

Propaganda therefore plays an important role in the terrorist recruitment and marketing process. For Daesh, this narrow appeal resonated particularly, but not exclusively, with a small disaffected segment of the Western European Muslim population, who made the journey across to the Middle East. This group made up a sixth of Daesh's 30,000 foreign fighters after they declared a Caliphate in Iraq/Syria in 2014, demonstrating the effectiveness of their marketing appeal, before they were summarily defeated by Western governments in December 2018 and their leader, Al Baghdadi, was killed by US forces in October 2019.

Question 12

Social marketing is usually based on a research-defined concept of audience wants.

Question 13

The internet has become a particularly important tool in generating campaign finance and grassroots support.

Question 14

Publicity is not important in pressure group campaigning.

Question 15

Propaganda is the use of marketing techniques to discourage, as opposed to encourage, demand for a particular proposition.

Question 16

Not-for-profit organizations frequently undervalue supporter customers because they typically approach them to solicit funds too often and do not sufficiently appreciate them when they do give.

Question 17

Raising funds for a charity requires people or donors to contribute money, so the expectations of not-for-profit customers are similar to those of commercial firms.

Question 18

Internal marketing is crucial in public sector organizations although at times rather unsophisticated in comparison with private sector counterparts.

Question 19

The involvement in not-for profit situations displays more extreme tendencies. People often either really engage with a charity (e.g. Oxfam; Médecins Sans Frontières), political party (e.g. UKIP, England; Feminist Initiative, Sweden) or social cause (PETA, Greenpeace) or show strong reactions against it.

Question 20

A social enterprise is a business whose primary objectives are essentially profitability.

Question 21

Public sector organizations run _____________ to advance social causes to the benefit of a particular audience, for example, government health departments encouraging healthy eating, exercising, and cessation of smoking.

A) propaganda
B) social marketing campaigns
C) cause-related marketing
D) service marketing

Question 22

In the not-for-profit environment, it is often important to drive behaviour in all targets rather than a specific segment, as in commercial markets. Which key aspect of differences is this referred to?

A) proposition.
B) segmentation
C) involvement.
D) price

Question 23

Charities and not-for-profit organizations frequently focus on campaigning to change legislation or government policy agenda. A common method used by them to do this is:___________

A) Lobbying
B) Pressuring
C) Politicking
D) Threatening

Question 24

Which of the following is not one of the reasons why non-profit organizations frequently do not value their beneficiary customers?

A) The demand far outstrips supply.
B) A lack of market segmentation activity exists.
C) They exist in a monopolistic situation.
D) They have extensive research programme to identify customers' needs.

Question 25

The charities, and farmers' markets are good the examples of:

A) Public sector
B) Social Enterprise
C) Profit organization
D) Charity

Question 26

Governments use marketing for a variety of reasons, including:

A) to help to promote services to support companies with their export business
B) Options a and c
C) to raise awareness of services that need to be provided by law
D) None of the options

Question 27

In the United States, political consultants are highly specialized, undertaking work in areas including polling, petition management, fundraising, strategy, media buying, advertising, public affairs, grass-roots lobbying, law, donor list maintenance, online campaigning, and campaign software consulting.