Deck 18: Marketing Nutrition and Health Promotion

Question 1

Advertising and promotion refer to the same thing.

Answer 1

False

Question 2

The term "product" can refer to a nutrition education program or service.

Answer 2

True

Question 3

Radio and television interviews are forms of publicity.

Answer 3

True

Question 4

Marketing includes only selling and promotion.

Question 5

Successful marketers get the right product,service,or program to the right place at the right time for the right price.

Question 6

The purpose of marketing is to sell your product.

Question 7

Healthcare providers and school boards are two examples of distribution channels.

Question 8

Advertising online is usually low cost and personal,but not always statistically representative.

Question 9

Social marketing is the same as commercial marketing.

Question 10

Societal trends have no bearing on marketing of nutrition programs.

Question 11

Evaluation is a critical component of the marketing plan.

Question 12

Social marketing is a strategy for changing consumer behavior.

Question 13

Fertility rates and age distribution of the population are of great importance when developing public health programs and services.

Question 14

Secondary data is of no use in market research.

Question 15

External environment factors and social trends need to be examined when conducting a situational analysis.

Question 16

Market segmentation groups members of a target market into a more homogeneous subgroup.

Question 17

Typically,the assessment of the marketing mix happens at the beginning of the fiscal year.

Question 18

Social marketing is limited in its scope to just changes made to eating behaviors.

Question 19

Positioning is the fifth "P" of social marketing.

Question 20

Within social marketing,a value change is the most difficult to achieve.

Question 21

The analysis of a potential market,the environment,and the competition is known as

A) the marketing mix.
B) situational analysis.
C) needs assessment.
D) the target market.

Question 22

A(n)_____ can serve as a communications bridge and a means for the researcher to find out how a population views an intervention or issue.

A) secondary data review
B) focus group
C) Internet survey
D) mail survey

Question 23

Sources of secondary data include all of the following except

A) the Bureau of Labor Statistics.
B) an Internet survey.
C) the Census Bureau.
D) the National Center for Health Statistics.

Question 24

Which of the following is the second step in developing a marketing plan?

A) Determine the needs and wants of the target population
B) Conduct a situational analysis
C) Specify the benefits of the services to the target population
D) Develop a marketing strategy

Question 25

In contrast to traditional marketing,social marketing aims to

A) change attitudes and behaviors of the target markets.
B) satisfy the needs of the targeted consumers.
C) satisfy the wants of the target markets.
D) a and b
E) b and c

Question 26

Which of the following does not need to be developed before a marketing plan can be implemented?

A) Budget
B) Promotional items
C) Summative evaluation
D) Timetable

Question 27

The situational analysis in marketing includes SWOT analysis,an acronym that stands for strengths,weaknesses,_____,and threats.

A) options
B) outcomes
C) opportunities
D) opinions

Question 28

The _____ is developed to ensure a good fit between the goals and resources available with the needs and wants of the target population.

A) marketing mix
B) marketing plan
C) target market
D) marketing strategy

Question 29

_____ segmentation is based on criteria such as personal values,attitudes,opinions,and level of readiness for change.

A) Behavioristic
B) Demographic
C) Social
D) Psychographic

Question 30

The solution to an identified problem,need,or want is outlined in the

A) marketing plan.
B) marketing strategy.
C) situational analysis.
D) market segmentation plan.

Question 31

All of the following demographic information is particularly important to public health nutrition programs except

A) population density.
B) religious composition of the population.
C) family size.
D) age distribution of the population.

Question 32

A data collection method that is oftentimes used to test new products,using the same people in several tests,is the

A) consumer panel.
B) focus group.
C) Internet survey.
D) mail survey.

Question 33

Which of the following is not a type of variable typically used for market segmentation?

A) Behavioristic
B) Demographic
C) Geographical
D) Social

Question 34

_____ is credited with demonstrating the benefits of marketing to business.

A) Frank Gilbreth
B) Douglas McGregor
C) Ralph Nader
D) Peter Drucker

Question 35

_____ segmentation is based on criteria such as purchase frequency and occasion,benefits sought,and attitude toward the product.

A) Behavioristic
B) Demographic
C) Geographical
D) Psychographic

Question 36

The _____ is the primary,distinct customer group for your product or service.

A) market mix
B) marketing plan
C) target market
D) market segmentation

Question 37

A(n)_____ is a recommended supplement to collecting data from a mail or telephone survey.

A) consumer panel
B) focus group
C) Internet survey
D) personal interview

Question 38

The benefits of market segmentation include all of the following except

A) targeting those at risk.
B) carrying out strategic marketing planning.
C) examining the feasibility of various promotional tools.
D) thoroughly depicting all members of your geographical community.

Question 39

In getting to know your potential market,it is important to remember that your consumers may include

A) users of services.
B) referral sources.
C) decision makers other than the users of services.
D) All of these

Question 40

Which of the following is not one of the four universal elements of marketing referred to as the marketing mix?

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

Question 41

The Pawtucket Heart Health Program presented a social marketing campaign that was one of the earliest _____ awareness and screening efforts.

A) osteoporosis
B) diabetes
C) hypertension
D) cholesterol

Question 42

Which of the following are examples of media and/or public events used as promotional tools?

A) Advertising, contests, and direct mailings
B) Business cards, networking, and news releases
C) Letters, trade shows, and press kits
D) Networking, public speaking, and writing

Question 43

Which of the following is not a general objective of promotion?

A) To educate the consumer about the existence of a product
B) To inform consumers about product accessibility
C) To persuade prospective purchasers that the product is worth buying
D) To remind users to buy the product on a regular schedule

Question 44

_____ is a specific term for health promotion programs that are developed to satisfy consumer needs and are strategically planned to reach as broad an audience as is in need of the program.

A) Health marketing
B) Social marketing
C) Worldwide marketing
D) Health behavior marketing

Question 45

The branding concept is a part of which P of the marketing mix?

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

Question 46

Coupons,free samples,and trade catalogs are examples of

A) advertising.
B) personal promotion.
C) sales promotion.
D) free publicity.

Question 47

Price includes both tangible costs and intangible commodities.Which of the following is not an intangible commodity?

A) Effort
B) Time
C) Fee for service
D) Inconvenience

Question 48

In the "Heartworks for Women" program,the route for the city bus painted to advertise the program was changed after a summative evaluation.This represents a change in which aspect of the marketing mix?

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

Question 49

Time,effort,and inconvenience are all examples of _____ costs.

A) direct
B) intangible
C) supportive
D) tangible

Question 50

Packaging,features,and services are examples of which "P" of the marketing mix?

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

Question 51

Which type of marketing is most appropriate when countermarketing is needed to offset the negative effects of a harmful practice?

A) Commercial
B) Social
C) Traditional
D) Business

Question 52

Important characteristics of the product related to the four P's of the marketing mix include all of the following except

A) monetary value.
B) special features.
C) packaging.
D) quality.

Question 53

The four P's are a part of the

A) market segmentation.
B) marketing strategy.
C) situational analysis.
D) competitive analysis.

Question 54

Any paid form of non-personal presentation and promotion of ideas,goods,or services by an identified sponsor is referred to as

A) public relations.
B) sales promotion.
C) personal promotion.
D) advertising.

Question 55

Which of the following are examples of personal promotion aids?

A) Advertising, contests, and direct mailings
B) Business cards, networking, and news releases
C) Letters, trade shows, and press kits
D) Networking, public speaking, and writing

Question 56

Which statement about public service announcements is false?

A) They tend to be low cost, i.e., free.
B) They have the potential to reach a large audience.
C) They are generally brief in length and content.
D) They are usually an ineffective form of promotion.

Question 57

Which represents a ranking of four types of behavioral change from easiest to market to most difficult to market?

A) Action, cognitive, behavior, value
B) Cognitive, action, behavior, value
C) Cognitive, behavior, action, value
D) Value, cognitive, action, behavior

Question 58

Breastfeeding promotion is an example of _____ marketing.

A) commercial
B) traditional
C) social
D) business

Question 59

Which of the following statements about advertising is false?

A) Advertising can reach a large number of people at one time.
B) Advertising is a paid form of promotion.
C) A major disadvantage of advertising is that you have limited control over the timing and placement of the advertisement.
D) Billboards, radio, and the yellow pages are all possible locations for advertisements.

Question 60

Advantages of using newspapers for promotion include all of the following except

A) timeliness.
B) long life.
C) good local market coverage.
D) high believability.

Question 61

Evaluation is the key to the success of any marketing program.List 2 evaluation methods that could be utilized within a marketing plan.

Question 62

Use the following case scenario to answer short answer items. Your regional dietetic association is collaborating with the March of Dimes on a neural tube defect prevention effort. Components of social marketing will be included in the effort.
Apply the four main components of social marketing to this scenario.

Question 63

Describe methods for collecting both primary and secondary data for the situational analysis step of marketing research.

Question 64

Define market niche.What is the underlying philosophy of the market niche?

Question 65

What are the four most common promotional tools? How do they differ?

Question 66

Use the following case scenario to answer short answer items. Your regional dietetic association is collaborating with the March of Dimes on a neural tube defect prevention effort. Components of social marketing will be included in the effort.
What are the four types of behavior change as identified by marketers? Which type of change will you target in your prevention effort and why?

Question 67

Discuss the steps that the community nutritionist takes in developing a marketing plan.

Question 68

In Guerilla Marketing,J.C.Levinson cautions against abandoning your marketing plan once it begins generating favorable results.He shares ten truths that should not be forgotten regarding marketing.List 3 and relate them to each other.

Question 69

Consumers can be categorized into three types.What are they? Provide an example for each type.

Question 70

What is the purpose of market research?

Question 71

Develop a marketing strategy to promote a product that has been re-designed to be higher in fiber.

Question 72

Write a 30-second public service announcement for young children and/or their caregivers on healthy snack choices.

Question 73

Outline,and briefly describe,the four "P's" of the marketing mix.

Question 74

Use the following case scenario to answer short answer items. Your regional dietetic association is collaborating with the March of Dimes on a neural tube defect prevention effort. Components of social marketing will be included in the effort.
Explain how social marketing could enhance this program.

Question 75

You are a community nutritionist in private practice.Identify your target market and describe an appropriate marketing mix for your chosen audience.

Question 76

Use the following case scenario to answer short answer items. Your regional dietetic association is collaborating with the March of Dimes on a neural tube defect prevention effort. Components of social marketing will be included in the effort.
Which promotional tools could be utilized within your prevention effort? Provide specific examples.

Question 77

List 3 characteristics of tomorrow's consumer.

Question 78

Define social marketing,provide an example,and state how the goals of social marketing differ from the aims of traditional marketing.

Question 79

Define market segmentation,and describe how it is used effectively to market nutrition interventions.