Transcript
Part Three
Sample Examinations
MID TERM EXAM
CHAPTERS 1 — 9
Short Answer Questions
Describe the key developments in nonprofit marketing at the beginning of the 21st century.
Growth of social marketing to improve social welfare
International dimension of nonprofit marketing
Growth of nonprofit marketing publications, subspecialty organizations and communication
Greater corporate involvement through cause related marketing, company volunteer programs and socially responsible employment and investment practices
American Marketing Association recognition and conferences
Describe the target audience-centered approach to marketing management
Uses a behavioral bottom line
Begins and ends with target audience needs and wants
Relies on research
Uses market segmentation to design separate marketing programs
Defines competition as whatever competes for the target audience’s time, energy and money
Uses the whole marketing mix of product, place, price and promotion
In the organization’s external environment, what key target audiences must be served?
Potential clients
Potential donors
Potential volunteers
Local publics
Activist publics
The general public
Media publics
Regulatory agencies
4. Describe the four drivers of human behavior that the authors organize the chapter around. (BCOS)
Benefits: the positive consequences of a marketing exchange
Costs: what has to be given up or incurred from the exchange such as time
Others interpersonal or social influence
Self-efficacy; feeling that one can actually behave in the desired way
5. Describe and explain the “research myths” commonly held by nonprofit managers.
The “big decision” myth – managers believe research should only be done for decisions with major financial implications
The “Survey Myopia” myth — Managers think only expensive quantitative surveys are “research.”
The “focus group” myth — managers think “we do research” just because they occasionally do focus groups
The “big bucks” myth — Managers just assume they can’t afford good, useful research
The “we can’t wait” myth —managers skip doing research because they think it will take too long and delay important decisions and work
The “sophisticated researcher” myth — managers think they don’t have the expertise or can’t afford to hire the expertise to conduct and analyze research
The “most-research-is-not-read” myth — managers don’t want to bother or fear the results of research will use those feelings to justify not gathering data
Describe the steps in market segmentation, targeting and positioning
Identify bases for segmenting the market
Develop profiles of resulting segments
Develop measures of segment attractiveness
Select the target market(s)
Develop the positioning for each target market
Develop the marketing mix for each target market
What are the detailed elements of building a brand?
The Brand Name
The Logo
The Slogan
The “look” – or graphic standards
The brand promise
The spokesperson or spokespersons
Symbols
Living the brand
Describe the components of a marketing offer and their implications
Products, services and the target audience’s own actions are vehicles for the delivery of consequences. Target audiences look at the positive and negative consequences and evaluate the delivery mechanism in terms of whether it has the desired combination of consequences.
Focus should not be on products as things, but as providers of consequences (e.g. target audiences do not want a good violinist, they want beautiful music).
In some cases the target audiences themselves deliver the consequences, such as in recycling.
Describe the five adopter groups in terms of their values
Innovators — venturesome, like new ideas, risk takers, cosmopolitan
Early adopters — respected, opinion leaders, balanced risk takers
Early majority — deliberate, adopt ides before the majority, respond to opinions of others
Late majority — skeptical, only adopt an innovation with the weight of the majority
Laggards — traditional, slow to adopt
Multiple Choice Questions
Which of the following is true?
a. The main focus of nonprofit marketing is to influence beliefs and attitudes
b. For-profit marketing and nonprofit marketing use different management techniques
c. Nonprofit marketing and for-profit marketing differ in terms of their environments (Moderate; p 5)
d. Nonprofits are run by do-gooders who have limited interest in efficient management and a dismissive attitude toward those who do
e. Working in the nonprofit sector is a poor career move for those who want to make “big money”
2. Asking a consumer to wear a seat belt is an example of an exchange of?
a. old behavior patterns (Challenging; p 26) (AACSB – Reflective Thinking)
b. economic assets
c. time and money
values
Opinions
3. Which of the following is an invalid (false) statement about nonprofits?
a. The revenues of the largest would put it in the Fortune 500
b. Their employees and volunteers comprise approximately 10% of the U.S. workforce
c. Their managers earn less than equivalent for-profit organization managers
d. Their missions and tasks are important but not as complex and hard as those of for-profit organizations (Moderate p 5)
The nonprofit sector has been growing faster than most sectors of business (excepting technology)
The ultimate objective of marketing is to
a. promote goods and services
b. influence behavior (Easy; p 36)
c, educate
d, change values or attitude
e , communicate
An organization-centered orientation holds that
a. Customer research is very important
b. Advertising and promotion need not be the most important activities
c. several marketing strategies are necessary
d. Our competition is anyone that competes for our customer’s time, energy or money
e. customer ignorance and lack or motivation cause programs to fail (Moderate p 42)
Target audience-centered marketing means that the organization might undertake
a. a change in the value proposition (product, service or idea itself) (Moderate; p 52)
b. a change in organizational goals
c. increase use of multiple advertising or communication strategies to reach its audiences
d. focusing more advertising on the organization’s single primary audience
e. a reduction in research to allow more money in promotion
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 (Moderate: p 79) (AACSB – Reflective Thinking)
e. all of the above
In the macroenvironment, the aging of the population is an example of
a. Technological change
b. Demographic change (Moderate; p 80) (AACSB – Reflective Thinking)
c. Political – Legal change
d. Economic change
e. Social – cultural change
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 (Easy; p 70) (AACSB – Reflective Thinking)
c a strategy
d a tactic
e an activity
A perception that quitting smoking will cause a person to gain weight is an example of:
a. a behavior consequence or outcome (Moderate; p 96 ) (AACSB Reflective Thinking)
b. self-efficacy
c. interpersonal influences
d. cost/benefit analysis
e. “wrong-headed” thinking
According to Maslow’s hierarchy of needs, a sense of belonging is a:
a. physiological need
b. safety need
c. social need (Easy; p 103)
d. self-esteem needs
e. self-actualization needs
A case of a non-profit smoking cessation program creating a superhero “captain smokefree” to visit schools and show fifth-graders gross pictures of blackend lungs and pictures of people pulling oxygen tanks, is an attempt by the marketer to:
a. influence the perceived benefits of stopping smoking
b. increase the perceived cost of starting to smoke (Challenging; p 92) (AACSB: Reflective Thinking)
c. maximize perceived association with superheroes
d. impact those in the maintenance stage of highly complex decisions
e. putting smoking in the adolescent’s choice set
Marketing research is different from everyday observation in that it is
a. planned (Moderate; p 114)
b. based on prior experience
c. done with care and thought
d. expensive
e. quantitative
A hospital manager who analyzed internal reports to tally how many patients were served in each facility is using
a. descriptive research methods (Moderate; p 122) (AACSB: Reflective Thinking)
b. causation analysis methods
c. association analysis methods
d. predictive research methods
e. experimental research methods
Lexis-Nexis is an example of what type of research?
a. Descriptive research
b. Explanation research
c. Focus group research
d. Secondary research (Easy; p 133) (AACSB – Reflective Thinking)
e. Quantitative research
An optimal segmentation bases has segmentation base has segments which address which of the following types of decisions?
a. Quality, Quantity and Timing decisions (Easy p. 141) (AACSB – Reflective Thinking)
b. Quality, Quantity and Market decisions
c. Financial, Asset, and Human Resource decisions
d. Market segment, target and positioning decisions
e. Measurable, Specific and Time-based decisions
Which of the following is an inferred measure for segmenting a market?
a. Age and gender
b. Family life cycle
c. Psychographic/lifestyle (Moderate p 141) (AACSB – Reflective Thinking)
d. Decision role
e. Social Class
Segmentation of a museum audience segmented into family memberships, members, frequent and infrequent attendees is based on:
a. loyalty status
b. usage rate (Moderate, p 146) (AACSB — Reflective Thinking)
c. Status Change
d. Complex General Objective measures
e. Lifestyles analysis
A good example of a brand slogan for a local hospital would be
a. Leading the way in healthcare
b. Caring for the people of Johnson County (Moderate; p 177) (AACSB – Reflective Thinking)
c. People helping People
d. The country’s leading hospital
e. The power to make you better
Branding a nonprofit organization and programs adds value because
a. Costs are lower and neglected market segments are reached
b. It serves as shorthand for the organization and its various offerings.
(Easy; p 171) (AACSB – Reflective Thinking)
c. it reduces the risks in communicating information
d. it guarantees a certain donor base
e. It is easy and inexpensive to do
The “step” in creating or repositioning a nonprofit brand which seeks to reveal the most important dimensions and where each competitor stands in the minds of various target audience’s perception of the competitive “space” is:
a. Conduct quantitative research (Moderate; p 173) (AACSB – Reflective Thinking)
b. Decide on the purpose of the brand and who are key audiences
c. Conduct qualitative research
d. Develop and pre-test an integrated strategy
e. Assess brand promise and current positioning
If the target audience is to undertake the action desired by the marketer, the offer must
a. eliminate all the negative consequences
b. provide a desired combination of positive and negative consequences in the form of a value proposition (Easy; p 191)
c. maintain the status quo
d. provide products with the right attributes
e. provide a mix of products and services
The three levels of the concept of a product are as follows:
a. the product mix, product line and product item
b. the features, styling, packaging, and quality
c. the core product level, intangible product level and augmented product level
d. the core product level, tangible product level and augmented product level (Moderate; p 194 ) (AACSB – Reflective Thinking)
e. the product level, the service level and the pure behavior level
A patient going to a psychiatrist for counseling cannot know the result before using the service because
a. there is a product involved
b. it is intangible (Easy; p 197) (AACSB – Reflective Thinking)
c. it has secondary cues
d. all of the above
e. none of the above
Which of the following is NOT a characteristic of innovation?
a. relative advantage
b. compatibility
c. comparability (Moderate; p 228)
complexity
communicability
The introduction to market activities include
a. deciding where, when, how, and to whom a new product should be launched (Moderate; p 220)
b. seeking the target market’s reaction to a new product
c. using break-even analysis to determine the attractiveness of the proposal
d. developing a preliminary outline of the marketing strategy it will use to introduce the product
e. develop brochures, schedules, ads, marketing materials and other materials
The greatest risk for a new product or service offering is to present
a. a similar offering to an existing market
b. a dissimilar offering to a radically different market (Moderate; p 209) (AACSB – Reflective Thinking)
c. a similar offering to different but similar market
d. a dissimilar offering to an existing market
e. a similar offering to a dissimilar market
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