Question 1

Describe effective volunteer management

Accepted Answer

. Volunteers are treated like profession

Question 2

Describe the steps in market segmentation, targeting and positioning

Accepted Answer

.Identify bases for segmenting the marke

Question 3

An ad using a jogger who is running along a path suddenly imaging seeing friends and "fans" cheering is using which message execution style:

Accepted Answer

A)  Slice-of-life 
B)  Lifestyle 
C)  Fantasy 
D)  Mood 
E)  Testimonial 
A)  Slice-of-life 
B)  Lifestyle 
C)  Fantasy 
D)  Mood 
E)  Testimonial

Question 4

The local Catholic Community Hospital is seeking a partner for a women's fitness club called "stroller fit" which is aimed at women of child bearing age who already have a young child (of stroller age 1-4) at home. Which of the following types of business would be the best one to approach with the project.

Accepted Answer

A)  A local planned parenthood affiliate 
B)  A local HMO health plan 
C)  A local automobile dealership 
D)  A National bicycle manufacturer 
E)  A National restaurant chain 
A)  A local planned parenthood affiliate 
B)  A local HMO health plan 
C)  A local automobile dealership 
D)  A National bicycle manufacturer 
E)  A National restaurant chain

Question 5

"A form of communication not paid for or under the control of the nonprofit marketing organization through which the organization must earn coverage" is:

Accepted Answer

A)  public relations 
B)  earned media 
C)  earned advertising 
D)  publicity 
E)  blogging 
A)  public relations 
B)  earned media 
C)  earned advertising 
D)  publicity 
E)  blogging

Question 6

Which of the following is true?

Accepted Answer

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 
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" 
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 
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"

Question 7

Describe the key developments in nonprofit marketing at the beginning of the 21st century.

Accepted Answer

.Growth of social marketing to improve s

Question 8

According to Robert Sharpe, individual donors can be segmented according to

Accepted Answer

A)  life cycle stage and giving patterns 
B)  income and education levels 
C)  occupation and lifestyle level 
D)  geographical region 
E)  age and occupation 
A)  life cycle stage and giving patterns 
B)  income and education levels 
C)  occupation and lifestyle level 
D)  geographical region 
E)  age and occupation

Question 9

Which of the following is NOT a characteristic of innovation?

Accepted Answer

A)  relative advantage 
B)  compatibility 
C)  comparability 
D)  complexity 
E)  communicability 
A)  relative advantage 
B)  compatibility 
C)  comparability 
D)  complexity 
E)  communicability

Question 10

If the target audience is to undertake the action desired by the marketer, the offer must

Accepted Answer

A)  eliminate all the negative consequences 
B)  provide a desired combination of positive and negative consequences in the form of a value proposition 
C)  maintain the status quo 
D)  provide products with the right attributes 
E)  provide a mix of products and services 
A)  eliminate all the negative consequences 
B)  provide a desired combination of positive and negative consequences in the form of a value proposition 
C)  maintain the status quo 
D)  provide products with the right attributes 
E)  provide a mix of products and services

Question 11

A patient going to a psychiatrist for counseling cannot know the result before using the service because

Accepted Answer

A)  there is a product involved 
B)  it is intangible 
C)  it has secondary cues 
D)  all of the above 
E)  none of the above 
A)  there is a product involved 
B)  it is intangible 
C)  it has secondary cues 
D)  all of the above 
E)  none of the above

Question 12

Lexis-Nexis is an example of what type of research?

Accepted Answer

A)  Descriptive research 
B)  Explanation research 
C)  Focus group research 
D)  Secondary research 
E)  Quantitative research 
A)  Descriptive research 
B)  Explanation research 
C)  Focus group research 
D)  Secondary research 
E)  Quantitative research

Question 13

What are the detailed elements of building a brand?

Accepted Answer

.The Brand Name
.The Logo
.The

Question 14

Research suggests that cross-sector partnerships vary on a number of dimensions, what are they?

Accepted Answer

.Number of partners
. Length of commitme

Question 15

Describe the four drivers of human behavior that the authors organize the chapter around. (BCOS)

Accepted Answer

.Benefits: the positive consequences of

Question 16

Describe target audience satisfaction

Accepted Answer

.Satisfaction - the state felt by a pers

Question 17

Which of the following is an inferred measure for segmenting a market?

Accepted Answer

A)  Age and gender 
B)  Family life cycle 
C)  Psychographic/lifestyle 
D)  Decision role 
E)  Social Class 
A)  Age and gender 
B)  Family life cycle 
C)  Psychographic/lifestyle 
D)  Decision role 
E)  Social Class

Question 18

The two stages an organization should go through when deciding on monetary pricing are

Accepted Answer

A)  determining demand functions and conducting a break-even analysis 
B)  determining the demand and then the response functions 
C)  determining the pricing objective and then the pricing strategy 
D)  determining the perceived cost and then the monetary cost 
E)  determining the benefit bundle and then the cost bundle 
A)  determining demand functions and conducting a break-even analysis 
B)  determining the demand and then the response functions 
C)  determining the pricing objective and then the pricing strategy 
D)  determining the perceived cost and then the monetary cost 
E)  determining the benefit bundle and then the cost bundle

Question 19

What key dimension should be considered when selecting which partnerships to pursue in a nonprofit's portfolio of social alliances?

Accepted Answer

A)  what will it cost the nonprofit to grow the relationship 
B)  Show how the corporation will benefit in terms of the nonprofit's strategic and tactical interests 
C)  Have ventures yield economic resources 
D)  Take risks and have a large number of "low-potential" partnerships because one could really pay off at a low investment 
E)  Have ventures at all three stages of the collaboration continuum. 
A)  what will it cost the nonprofit to grow the relationship 
B)  Show how the corporation will benefit in terms of the nonprofit's strategic and tactical interests 
C)  Have ventures yield economic resources 
D)  Take risks and have a large number of "low-potential" partnerships because one could really pay off at a low investment 
E)  Have ventures at all three stages of the collaboration continuum.

Question 20

A perception that quitting smoking will cause a person to gain weight is an example of:

Accepted Answer

A)  a behavior consequence or outcome 
B)  self-efficacy 
C)  interpersonal influences 
D)  cost/benefit analysis 
E)  "wrong-headed" thinking 
A)  a behavior consequence or outcome 
B)  self-efficacy 
C)  interpersonal influences 
D)  cost/benefit analysis 
E)  "wrong-headed" thinking

Describe effective volunteer management

Describe the steps in market segmentation, targeting and positioning

An ad using a jogger who is running along a path suddenly imaging seeing friends and "fans" cheering is using which message execution style:

"A form of communication not paid for or under the control of the nonprofit marketing organization through which the organization must earn coverage" is:

Which of the following is true?

Describe the key developments in nonprofit marketing at the beginning of the 21^st century.

According to Robert Sharpe, individual donors can be segmented according to

Which of the following is NOT a characteristic of innovation?

If the target audience is to undertake the action desired by the marketer, the offer must

A patient going to a psychiatrist for counseling cannot know the result before using the service because

Lexis-Nexis is an example of what type of research?

What are the detailed elements of building a brand?

Research suggests that cross-sector partnerships vary on a number of dimensions, what are they?

Describe the four drivers of human behavior that the authors organize the chapter around. (BCOS)

Describe target audience satisfaction

Which of the following is an inferred measure for segmenting a market?

The two stages an organization should go through when deciding on monetary pricing are

What key dimension should be considered when selecting which partnerships to pursue in a nonprofit's portfolio of social alliances?

A perception that quitting smoking will cause a person to gain weight 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

Describe effective volunteer management

Describe the steps in market segmentation, targeting and positioning

An ad using a jogger who is running along a path suddenly imaging seeing friends and "fans" cheering is using which message execution style:

"A form of communication not paid for or under the control of the nonprofit marketing organization through which the organization must earn coverage" is:

Which of the following is true?

Describe the key developments in nonprofit marketing at the beginning of the 21st century.

According to Robert Sharpe, individual donors can be segmented according to

Which of the following is NOT a characteristic of innovation?

If the target audience is to undertake the action desired by the marketer, the offer must

A patient going to a psychiatrist for counseling cannot know the result before using the service because

Lexis-Nexis is an example of what type of research?

What are the detailed elements of building a brand?

Research suggests that cross-sector partnerships vary on a number of dimensions, what are they?

Describe the four drivers of human behavior that the authors organize the chapter around. (BCOS)

Describe target audience satisfaction

Which of the following is an inferred measure for segmenting a market?

The two stages an organization should go through when deciding on monetary pricing are

What key dimension should be considered when selecting which partnerships to pursue in a nonprofit's portfolio of social alliances?

A perception that quitting smoking will cause a person to gain weight 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

Describe the key developments in nonprofit marketing at the beginning of the 21^st century.