Question 1

In the organization's external environment, what key target audiences must be served?

Accepted Answer

.Potential clients
.Potential

Question 2

Higher rates are charged for library services used by more affluent borrowers, such as DVD rentals, the pricing objective is called:

Accepted Answer

A)  market size maximization 
B)  market disincentivization 
C)  social equity 
D)  surplus maximization 
E)  cost recovery 
A)  market size maximization 
B)  market disincentivization 
C)  social equity 
D)  surplus maximization 
E)  cost recovery

Question 3

Describe the five pricing objectives

Accepted Answer

• Surplus Maximization - four equations

Question 4

Segmentation of a museum audience segmented into family memberships, members, frequent and infrequent attendees is based on:

Accepted Answer

A)  loyalty status 
B)  usage rate 
C)  Status Change 
D)  Complex General Objective measures 
E)  Lifestyles analysis 
A)  loyalty status 
B)  usage rate 
C)  Status Change 
D)  Complex General Objective measures 
E)  Lifestyles analysis

Question 5

Describe the target audience-centered approach to marketing management

Accepted Answer

.Uses a behavioral bottom line
.Begins a

Question 6

Describe and explain the "research myths" commonly held by nonprofit managers.

Accepted Answer

.The "big decision" myth - managers beli

Question 7

According to Maslow's hierarchy of needs, a sense of belonging is a:

Accepted Answer

A)  physiological need 
B)  safety need 
C)  social need 
D)  self-esteem needs 
E)  self-actualization needs 
A)  physiological need 
B)  safety need 
C)  social need 
D)  self-esteem needs 
E)  self-actualization needs

Question 8

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

Accepted Answer

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 
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

Question 9

Describe the four nonprofit organizational design alternatives for marketing

Accepted Answer

.Functional organization - Marketing abs

Question 10

Describe the components of a marketing offer and their implications

Accepted Answer

.Products, services and the target audie

Question 11

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:

Accepted Answer

A)  influence the perceived benefits of stopping smoking 
B)  increase the perceived cost of starting to smoke 
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 
A)  influence the perceived benefits of stopping smoking 
B)  increase the perceived cost of starting to smoke 
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

Question 12

An optimal segmentation bases has segmentation base has segments which address which of the following types of decisions?

Accepted Answer

A)  Quality, Quantity and Timing decisions 
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 
A)  Quality, Quantity and Timing decisions 
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

Question 13

A nonprofit organization's CEO has been arrested for embezzlement. In handing the media, the PR person should

Accepted Answer

A)  say "no comment" 
B)  convey that there is nothing to worry about 
C)  release information pointing to someone else being at fault 
D)  get the facts and release the information quickly 
E)  say that the nonprofit will be hiring a new CEO 
A)  say "no comment" 
B)  convey that there is nothing to worry about 
C)  release information pointing to someone else being at fault 
D)  get the facts and release the information quickly 
E)  say that the nonprofit will be hiring a new CEO

Question 14

Branding a nonprofit organization and programs adds value because

Accepted Answer

A)  Costs are lower and neglected market segments are reached 
B)  It serves as shorthand for the organization and its various offerings. 
C)  it reduces the risks in communicating information 
D)  it guarantees a certain donor base 
E)  It is easy and inexpensive to do 
A)  Costs are lower and neglected market segments are reached 
B)  It serves as shorthand for the organization and its various offerings. 
C)  it reduces the risks in communicating information 
D)  it guarantees a certain donor base 
E)  It is easy and inexpensive to do

Question 15

You are a manager of a local Homeless Shelter and 85% of your "clients" are homeless men, most are military veterans. You are approached by a PR agency and told that your nonprofit has been designated as a recipient of a program created by one of their clients, a nationally known women's clothing firm, will take "trade-ins" on dresses, and donate the used dresses to your organization. They ask where you want the first load of dresses delivered. You should:

Accepted Answer

A)  Ask for money instead 
B)  politely decline to take delivery and suggest one of your "competitors", a shelter that also takes in battered women, and work with them to take the dresses and share the publicity 
C)  Call your contact at local newspaper to get some publicity 
D)  Ask what time the dresses will be delivered 
E)  Sue the corporation 
A)  Ask for money instead 
B)  politely decline to take delivery and suggest one of your "competitors", a shelter that also takes in battered women, and work with them to take the dresses and share the publicity 
C)  Call your contact at local newspaper to get some publicity 
D)  Ask what time the dresses will be delivered 
E)  Sue the corporation

Question 16

Describe (or draw and describe) the communication process

Accepted Answer

.
 @#IMG-DLM& .or
.
 @#IMG-DLM& .Process involves a message,

Question 17

A broad strategy to use to get intermediary participation and cooperation is

Accepted Answer

A)  break-even analysis 
B)  cost/benefit ratio development 
C)  a contract 
D)  forward integration 
E)  backward integration 
A)  break-even analysis 
B)  cost/benefit ratio development 
C)  a contract 
D)  forward integration 
E)  backward integration

Question 18

The greatest risk for a new product or service offering is to present

Accepted Answer

A)  a similar offering to an existing market 
B)  a dissimilar offering to a radically different market 
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 
A)  a similar offering to an existing market 
B)  a dissimilar offering to a radically different market 
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

Question 19

How do the advertising objective categories, to inform, to persuade and to remind, relate to the Stages of Change?

Accepted Answer

.To inform (Pre-contemplation Stage)
. T

Question 20

Messages should be evaluated on

Accepted Answer

A)  desirability, exclusiveness and believability (Easy p 291) 
B)  words, order and style 
C)  content, images and mood 
D)  product, service or behavior 
E)  shaping, distinctiveness and behavior modification 
A)  desirability, exclusiveness and believability (Easy p 291) 
B)  words, order and style 
C)  content, images and mood 
D)  product, service or behavior 
E)  shaping, distinctiveness and behavior modification

In the organization's external environment, what key target audiences must be served?

Higher rates are charged for library services used by more affluent borrowers, such as DVD rentals, the pricing objective is called:

Describe the five pricing objectives

Segmentation of a museum audience segmented into family memberships, members, frequent and infrequent attendees is based on:

Describe the target audience-centered approach to marketing management

Describe and explain the "research myths" commonly held by nonprofit managers.

According to Maslow's hierarchy of needs, a sense of belonging is a:

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

Describe the four nonprofit organizational design alternatives for marketing

Describe the components of a marketing offer and their implications

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:

An optimal segmentation bases has segmentation base has segments which address which of the following types of decisions?

A nonprofit organization's CEO has been arrested for embezzlement. In handing the media, the PR person should

Branding a nonprofit organization and programs adds value because

Describe (or draw and describe) the communication process

A broad strategy to use to get intermediary participation and cooperation is

The greatest risk for a new product or service offering is to present

How do the advertising objective categories, to inform, to persuade and to remind, relate to the Stages of Change?

Messages should be evaluated on

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

In the organization's external environment, what key target audiences must be served?

Higher rates are charged for library services used by more affluent borrowers, such as DVD rentals, the pricing objective is called:

Describe the five pricing objectives

Segmentation of a museum audience segmented into family memberships, members, frequent and infrequent attendees is based on:

Describe the target audience-centered approach to marketing management

Describe and explain the "research myths" commonly held by nonprofit managers.

According to Maslow's hierarchy of needs, a sense of belonging is a:

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

Describe the four nonprofit organizational design alternatives for marketing

Describe the components of a marketing offer and their implications

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:

An optimal segmentation bases has segmentation base has segments which address which of the following types of decisions?

A nonprofit organization's CEO has been arrested for embezzlement. In handing the media, the PR person should

Branding a nonprofit organization and programs adds value because

Describe (or draw and describe) the communication process

A broad strategy to use to get intermediary participation and cooperation is

The greatest risk for a new product or service offering is to present

How do the advertising objective categories, to inform, to persuade and to remind, relate to the Stages of Change?

Messages should be evaluated on

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