Deck 19: Marketing Evaluation, Monitoring, and Control

Question 1

Describe target audience satisfaction

Answer 1

.Satisfaction - the state felt by a person who has experienced a performance or outcome that has fulfilled his or her expectations.
.Understanding satisfaction - people form expectations using past experience, statements of others and marketing information. If the offering raises expectations too high, it creates dissatisfaction. Satisfaction is created when experiences matches expectations and high satisfaction when experience exceeds expectations.

Question 2

Describe the complaint and suggestion system to measure target audience satisfaction

Answer 2

. Seen as audience volunteered marketing research
. Facilitated by fostering the idea that more complaining is better
. Atmosphere to accept complaints established up and down the organization
.Devices: suggestion boxes, comment cards, ombudsmen, grievance committees
. Aims to solve high frequency, high seriousness, and high remediability problems

Question 3

Describe the importance of ongoing organizational monitoring systems through the use of dashboards or balanced scorecards

Answer 3

.These systems ensure that the organization is measuring what matters. Organizational conflicts can be resolved, misperceptions identified and staffers and other key resource people come to agreements about where the organization is heading.
. Balanced Scorecards focus on four elements: Financial performance, target audience perceptions, core competencies, and innovation.
. Dashboards are like automotive dashboards, measuring the organization's Fuel, speed, signals and warning lights - to monitor how the organization is doing at any given point in time.

Question 4

The purpose of marketing control is

A) determine what the mission statement should be
B) minimize the riskiness of the behaviors being promoted
C) detect deviations from the goal and correct them
D) adjust the goals that are being targeted
E) provide a mechanism for the marketer to protect his or her job

Question 5

A symphony orchestra compares expected ticket sales to actual ticket sales. This approach

A) measures effectiveness
B) predicts future sales
C) measures customer satisfaction
D) measures long-term success
E) measures organizational value

Question 6

A political candidate makes a speech. To measure response before and after the speech

A) it is best to use a mail questionnaire to audience members
B) it is best to use cross sectional polls of audience members
C) it is best to use the same panel of audience members
D) it is best to use telemarketing and call a random sample of audience members
E) it is best to monitor media and do a media content analysis

Question 7

When attending a play, a person's high level of satisfaction is based on

A) a performance that exceeds expectations
B) the person's experience of the actual event
C) expectations formed from past experiences at the theater
D) expectations formed from the marketer's promotional material about the play
E) all of the above

Question 8

Marketers should regard a complaint and suggestion system as

A) a way for dissatisfied customers to get rid of their frustrations
B) a way to reduce negative word-of-mouth and engender loyalty
C) a survey approach for target audience satisfaction
D) a substitute for survey research of target audience satisfaction
E) a source of negative information that could lead to employee reprimands

Question 9

The kinds of complaints nonprofits are most likely to receive involve

A) issues involving times when people's expectations were exceeded
B) issues involving large monetary and time cost for the audience member
C) issues like broken items and somewhat discourteous employees
D) issues that are "little things" like delayed services, and impersonal medical care
E) none of the above

Question 10

A nonprofit sending its volunteers a questionnaire to assess specific aspects of their volunteer experience is

A) an example of derived dissatisfaction
B) an example of problem rate evaluation and measurement
C) an example of directly reported satisfaction
D) an example of doer-ex-doer-non-doer analysis
E) an example of a causation analysis

Question 11

A comprehensive monitoring system including an element designed to assess organizational innovation is

A) a dashboard
B) a satisfaction-measurement program
C) a problem rate evaluation and measurement program
D) a balanced scorecard
E) an evaluation program

Question 12

Which of the following statements is NOT true about nonprofit evaluation programs

A) they take a set of baseline measures on key variables and them revisits them when the campaign or project is completed.
B) a way to reduce negative word-of-mouth and engender loyalty
C) a survey approach for target audience satisfaction
D) a substitute for survey research of target audience satisfaction
E) a source of negative information that could lead to employee reprimands

Question 13

As part of it's policy on ethical standards, the Better Business Bureau encourages nonprofits to

A) dissemination of accurate, truthful and candid information
B) information on any cause-marketing alliances and how they benefit the charity
C) pay careful attention to privacy issues that might arise
D) have effective compliance systems available
E) all of the above