Question 1

A library decides to have a single, large library or a system of many branch libraries. This concerns:

Accepted Answer

A)  length of the channel structure 
B)  coordination and control of the channel structure 
C)  breadth of the channel structure 
D)  forward integration of the channel structure 
E)  backward integration of the channel structure 
A)  length of the channel structure 
B)  coordination and control of the channel structure 
C)  breadth of the channel structure 
D)  forward integration of the channel structure 
E)  backward integration of the channel structure C

Question 2

Define and describe channel length and breadth

Accepted Answer

.Breadth - the number of service outlets, e.g. one university campus or several branches
.Target audience members determine breadth - make no effort for mass distributed convenience goods or simple social behavior messages; some effort for shopping goods and a strong effort for specialty goods
.Length - The number of levels, the broader the distribution, the longer the channel

Question 3

Volunteerism is an "exchange" because

Accepted Answer

A)  volunteers can come and go as they wish 
B)  the benefits of volunteering come at the cost of time and energy 
C)  volunteers participate in freely chosen activities 
D)  volunteers take a "vow of poverty" in order to work for a nonprofit 
E)  volunteers participate in decision making and planning 
A)  volunteers can come and go as they wish 
B)  the benefits of volunteering come at the cost of time and energy 
C)  volunteers participate in freely chosen activities 
D)  volunteers take a "vow of poverty" in order to work for a nonprofit 
E)  volunteers participate in decision making and planning B

Question 4

An organization-centered orientation holds that

Accepted Answer

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 
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

Question 5

Widmer's research on recruiting nonprofit Board Members concluded that

Accepted Answer

A)  most people join people not causes 
B)  lack of time for volunteering was not a problem 
C)  Young women who have children at home and are not working are readily recruited to be Board members because they want to get out of the house 
D)  Having unrealistic expectations of the organization was not a problem 
E)  learning new skills was not important to board members 
A)  most people join people not causes 
B)  lack of time for volunteering was not a problem 
C)  Young women who have children at home and are not working are readily recruited to be Board members because they want to get out of the house 
D)  Having unrealistic expectations of the organization was not a problem 
E)  learning new skills was not important to board members

Question 6

A good example of a brand slogan for a local hospital would be

Accepted Answer

A)  Leading the way in healthcare 
B)  Caring for the people of Johnson County 
C)  People helping People 
D)  The country's leading hospital 
E)  The power to make you better 
A)  Leading the way in healthcare 
B)  Caring for the people of Johnson County 
C)  People helping People 
D)  The country's leading hospital 
E)  The power to make you better

Question 7

The three levels of the concept of a product are as follows:

Accepted Answer

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 
E)  the product level, the service level and the pure behavior level 
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 
E)  the product level, the service level and the pure behavior level

Question 8

A symphony will place ads on radio or TV. The decision should be based on

Accepted Answer

A)  the media that have been used before 
B)  how much money it has to spend 
C)  the media habits of the target audience 
D)  the type of advertising copy desired 
E)  all of the above 
A)  the media that have been used before 
B)  how much money it has to spend 
C)  the media habits of the target audience 
D)  the type of advertising copy desired 
E)  all of the above

Question 9

Describe the five adopter groups in terms of their values

Accepted Answer

.Innovators - venturesome, like new idea

Question 10

Health Maintenance organizations' health clinics and day surgery centers are examples of

Accepted Answer

A)  health care channels of distribution 
B)  the direct marketing of healthcare 
C)  health care occasion strategies 
D)  the mass distribution of health care 
E)  health care backward integration strategies 
A)  health care channels of distribution 
B)  the direct marketing of healthcare 
C)  health care occasion strategies 
D)  the mass distribution of health care 
E)  health care backward integration strategies

Question 11

The introduction to market activities include

Accepted Answer

A)  deciding where, when, how, and to whom a new product should be launched 
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 
A)  deciding where, when, how, and to whom a new product should be launched 
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

Question 12

A local symphony has figured, through local demand analysis that for every $1 increase in the price of its ticket, there will be a corresponding drop of 100 fewer tickets sold. If the fixed cost of a production is $100,000, the cost of each performance is $10,000 and the cost for attracting each person attending is $10. The symphony is examining five price points -$30, $35, $40, $45 and $50. The symphony historically priced its tickets at $40 and averaged attendance of 6,000 over the course of six shows. The theater's capacity is 10,000 over the six-show run. Which price offers the optimum price point for the symphony?

Accepted Answer

A)  $30 
B)  $35 
C)  $40 
D)  $45 
E)  $50 
A)  $30 
B)  $35 
C)  $40 
D)  $45 
E)  $50

Question 13

Which of the following is an invalid (false) statement about nonprofits?

Accepted Answer

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 
E)  The nonprofit sector has been growing faster than most sectors of business (excepting technology) 
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 
E)  The nonprofit sector has been growing faster than most sectors of business (excepting technology)

Question 14

Target audience-centered marketing means that the organization might undertake

Accepted Answer

A)  a change in the value proposition (product, service or idea itself) 
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 
A)  a change in the value proposition (product, service or idea itself) 
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

Question 15

Asking a consumer to wear a seat belt is an example of an exchange of?

Accepted Answer

A)  old behavior patterns 
B)  economic assets 
C)  time and money 
D)  values 
E)  Opinions 
A)  old behavior patterns 
B)  economic assets 
C)  time and money 
D)  values 
E)  Opinions

Question 16

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

Accepted Answer

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

Question 17

People ignore messages that do not interest them. This is called

Accepted Answer

A)  cognitive dissonance 
B)  selective attention 
C)  assimilation/contrast 
D)  perceptual distortion 
E)  consequence aversion 
A)  cognitive dissonance 
B)  selective attention 
C)  assimilation/contrast 
D)  perceptual distortion 
E)  consequence aversion

Question 18

In the macroenvironment, the aging of the population is an example of

Accepted Answer

A)  Technological change 
B)  Demographic change 
C)  Political - Legal change 
D)  Economic change 
E)  Social - cultural change 
A)  Technological change 
B)  Demographic change 
C)  Political - Legal change 
D)  Economic change 
E)  Social - cultural change

Question 19

Why might some sources of revenue be undesirable for a nonprofit organization?

Accepted Answer

.Mission distortion could be caused by f

Question 20

Advertising for state lotteries overstated the odds of winning. This is an example of

Accepted Answer

A)  relying too heavily on advertising 
B)  advertising goals that are unrealistic 
C)  the ethical implications of advertising 
D)  influencing changes in behavior 
E)  advertising objectives not being in the reach of the agency 
A)  relying too heavily on advertising 
B)  advertising goals that are unrealistic 
C)  the ethical implications of advertising 
D)  influencing changes in behavior 
E)  advertising objectives not being in the reach of the agency

A library decides to have a single, large library or a system of many branch libraries. This concerns:

Define and describe channel length and breadth

Volunteerism is an "exchange" because

An organization-centered orientation holds that

Widmer's research on recruiting nonprofit Board Members concluded that

A good example of a brand slogan for a local hospital would be

The three levels of the concept of a product are as follows:

A symphony will place ads on radio or TV. The decision should be based on

Describe the five adopter groups in terms of their values

Health Maintenance organizations' health clinics and day surgery centers are examples of

The introduction to market activities include

Which of the following is an invalid (false) statement about nonprofits?

Target audience-centered marketing means that the organization might undertake

Asking a consumer to wear a seat belt is an example of an exchange of?

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

People ignore messages that do not interest them. This is called

In the macroenvironment, the aging of the population is an example of

Why might some sources of revenue be undesirable for a nonprofit organization?

Advertising for state lotteries overstated the odds of winning. This is an example of

The Growth and Development of Nonprofit Marketing

Developing a Customer-Centered Mindset

Strategic Marketing Planning

Understanding Consumer Behavior

Acquiring and Using Marketing Information

Segmentation, Positioning, and Branding

Branding

Managing the Organizationâs Offerings

Developing and Launching New Offerings

Managing Perceived Costs

Facilitating Marketing Behaviors

Formulating Communications Strategies

Managing Communications: Advertising and Personal Persuasion

Managing Public Media and Public Advocacy

Generating Funds

Attracting Human Resources: Staff, Volunteers, and Boards

Working With the Private Sector

Organizing for Implementation

Marketing Evaluation, Monitoring, and Control

Filters

Exam 20: Comprehensive Exploration of Nonprofit Marketing

A library decides to have a single, large library or a system of many branch libraries. This concerns:

Define and describe channel length and breadth

Volunteerism is an "exchange" because

An organization-centered orientation holds that

Widmer's research on recruiting nonprofit Board Members concluded that

A good example of a brand slogan for a local hospital would be

The three levels of the concept of a product are as follows:

A symphony will place ads on radio or TV. The decision should be based on

Describe the five adopter groups in terms of their values

Health Maintenance organizations' health clinics and day surgery centers are examples of

The introduction to market activities include

Which of the following is an invalid (false) statement about nonprofits?

Target audience-centered marketing means that the organization might undertake

Asking a consumer to wear a seat belt is an example of an exchange of?

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

People ignore messages that do not interest them. This is called

In the macroenvironment, the aging of the population is an example of

Why might some sources of revenue be undesirable for a nonprofit organization?

Advertising for state lotteries overstated the odds of winning. This is an example of

The Growth and Development of Nonprofit Marketing

Developing a Customer-Centered Mindset

Strategic Marketing Planning

Understanding Consumer Behavior

Acquiring and Using Marketing Information

Segmentation, Positioning, and Branding

Branding

Managing the Organizationâs Offerings

Developing and Launching New Offerings

Managing Perceived Costs

Facilitating Marketing Behaviors

Formulating Communications Strategies

Managing Communications: Advertising and Personal Persuasion

Managing Public Media and Public Advocacy

Generating Funds

Attracting Human Resources: Staff, Volunteers, and Boards

Working With the Private Sector

Organizing for Implementation

Marketing Evaluation, Monitoring, and Control

Filters