Question 1

A political candidate makes a speech. To measure response before and after the speech

Accepted Answer

A)  it is best to use a mail questionnaire to audience members 
B)  it is best to use cross sectional polls of audience members 
C)  it is best to use the same panel of audience members 
D)  it is best to use telemarketing and call a random sample of audience members 
E)  it is best to monitor media and do a media content analysis 
A)  it is best to use a mail questionnaire to audience members 
B)  it is best to use cross sectional polls of audience members 
C)  it is best to use the same panel of audience members 
D)  it is best to use telemarketing and call a random sample of audience members 
E)  it is best to monitor media and do a media content analysis

Question 2

The ultimate objective of marketing is to

Accepted Answer

A)  promote goods and services 
B)  influence behavior 
C)  educate 
D)  change values or attitude 
E)  Communicate 
A)  promote goods and services 
B)  influence behavior 
C)  educate 
D)  change values or attitude 
E)  Communicate

Question 3

Implementing a target-audience orientation within an organization usually involves

Accepted Answer

A)  diffusing responsibility to the functional units 
B)  effective plans and planning system support 
C)  trying to reduce the impact of drastic change 
D)  A vice president of marketing to be the organization's highest marketing executive and is responsible for creating the climate for marketing 
E)  better pay and rewards for all employees 
A)  diffusing responsibility to the functional units 
B)  effective plans and planning system support 
C)  trying to reduce the impact of drastic change 
D)  A vice president of marketing to be the organization's highest marketing executive and is responsible for creating the climate for marketing 
E)  better pay and rewards for all employees

Question 4

Nothing can tarnish the reputation of a nonprofit as fast as

Accepted Answer

A)  not meeting fundraising goals 
B)  poor management of financial trusts 
C)  deriving revenues from sources unrelated to their core mission 
D)  using a "hard sell" in working with donors 
E)  asking volunteers to do too much 
A)  not meeting fundraising goals 
B)  poor management of financial trusts 
C)  deriving revenues from sources unrelated to their core mission 
D)  using a "hard sell" in working with donors 
E)  asking volunteers to do too much

Question 5

A hospital manager who analyzed internal reports to tally how many patients were served in each facility is using

Accepted Answer

A)  descriptive research methods 
B)  causation analysis methods 
C)  association analysis methods 
D)  predictive research methods 
E)  experimental research methods 
A)  descriptive research methods 
B)  causation analysis methods 
C)  association analysis methods 
D)  predictive research methods 
E)  experimental research methods

Question 6

You have been assigned to work in the Ciallis division of the large pharmaceutical giant Eli Lilly and company, located in Indianapolis, Indiana, U.S.A. Your marketing responsibilities require you to work on marketing Ciallis worldwide with a single universal strategy. The international marketing model at Eli Lilly is:

Accepted Answer

A)  The Export Department model 
B)  The Multi-national model 
C)  The Global Organization model 
D)  The functional design model 
E)  The home office model 
A)  The Export Department model 
B)  The Multi-national model 
C)  The Global Organization model 
D)  The functional design model 
E)  The home office model

Question 7

It is best for the nonprofit marketing director to have a line function (instead of staff function) so as to

Accepted Answer

A)  advise programs or people 
B)  be a resource person or consultant 
C)  influence top management to think in a marketing mindset 
D)  not be constrained by planning and programs 
E)  avoid being absorbed by public relations or fund development 
A)  advise programs or people 
B)  be a resource person or consultant 
C)  influence top management to think in a marketing mindset 
D)  not be constrained by planning and programs 
E)  avoid being absorbed by public relations or fund development

Question 8

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:

Accepted Answer

A)  Conduct quantitative research 
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 
A)  Conduct quantitative research 
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

Question 9

In the twenty-first century, public relations practitioners should pay special attention to the Web. If a PR specialist is confronted by negative blogging on a Web site not controlled by the organization, he or she should

Accepted Answer

A)  totally ignore it 
B)  post a counter-argument on the blogger's Web site using an assumed name 
C)  post a carefully thought out and worded response on the blogger's Web site identifying the posting as coming from the organization 
D)  call lots of friendly bloggers and others who think highly of the organization and ask them to put something positive in other blogs 
E)  create their own blog and "join the fray" 
A)  totally ignore it 
B)  post a counter-argument on the blogger's Web site using an assumed name 
C)  post a carefully thought out and worded response on the blogger's Web site identifying the posting as coming from the organization 
D)  call lots of friendly bloggers and others who think highly of the organization and ask them to put something positive in other blogs 
E)  create their own blog and "join the fray"

Question 10

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

Accepted Answer

A)  an objective 
B)  a goal 
C)  a strategy 
D)  a tactic 
E)  an activity 
A)  an objective 
B)  a goal 
C)  a strategy 
D)  a tactic 
E)  an activity

Question 11

Describe the active public relations planning process

Accepted Answer

.Identify the organization's relevant pu

Question 12

A Board decides that a lottery is an inappropriate fundraiser in low-income neighborhoods. The board is performing which of the following functions?

Accepted Answer

A)  expertise 
B)  linking to the environment 
C)  volunteering 
D)  oversight 
E)  marketing 
A)  expertise 
B)  linking to the environment 
C)  volunteering 
D)  oversight 
E)  marketing

Question 13

Once a new behavior has passed a certain point in the diffusion process, the influence of nonprofit marketers diminishes because

Accepted Answer

A)  there are many more people to pass along information about the behavior 
B)  everyone is persuaded, so persuasion is not needed 
C)  they no longer have the right "target audience mindset" 
D)  some people can only be influenced by others 
E)  the old behaviors are so established that nothing will change 
A)  there are many more people to pass along information about the behavior 
B)  everyone is persuaded, so persuasion is not needed 
C)  they no longer have the right "target audience mindset" 
D)  some people can only be influenced by others 
E)  the old behaviors are so established that nothing will change

Question 14

The attitude in a customer oriented strategy for fundraising is:

Accepted Answer

A)  We have a good cause and people will support us 
B)  There is lots of money out there and we just need to show doors why they should give 
C)  We must understand people's motivations and find those whose interests match our own 
D)  We must target all potential revenue sources even if some need a hard sell approach 
E)  We have to adopt a retail goods component to our nonprofit in order to have balance 
A)  We have a good cause and people will support us 
B)  There is lots of money out there and we just need to show doors why they should give 
C)  We must understand people's motivations and find those whose interests match our own 
D)  We must target all potential revenue sources even if some need a hard sell approach 
E)  We have to adopt a retail goods component to our nonprofit in order to have balance

Question 15

Marketing research is different from everyday observation in that it is

Accepted Answer

A)  planned 
B)  based on prior experience 
C)  done with care and thought 
D)  expensive 
E)  quantitative 
A)  planned 
B)  based on prior experience 
C)  done with care and thought 
D)  expensive 
E)  quantitative

Question 16

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

Accepted Answer

A)  desire competition 
B)  service form competitors 
C)  generic competition 
D)  enterprise competition 
E)  all of the above 
A)  desire competition 
B)  service form competitors 
C)  generic competition 
D)  enterprise competition 
E)  all of the above

A political candidate makes a speech. To measure response before and after the speech

The ultimate objective of marketing is to

Implementing a target-audience orientation within an organization usually involves

Nothing can tarnish the reputation of a nonprofit as fast as

A hospital manager who analyzed internal reports to tally how many patients were served in each facility is using

It is best for the nonprofit marketing director to have a line function (instead of staff function) so as to

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:

In the twenty-first century, public relations practitioners should pay special attention to the Web. If a PR specialist is confronted by negative blogging on a Web site not controlled by the organization, he or she should

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

Describe the active public relations planning process

A Board decides that a lottery is an inappropriate fundraiser in low-income neighborhoods. The board is performing which of the following functions?

Once a new behavior has passed a certain point in the diffusion process, the influence of nonprofit marketers diminishes because

The attitude in a customer oriented strategy for fundraising is:

Marketing research is different from everyday observation in that it is

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

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 political candidate makes a speech. To measure response before and after the speech

The ultimate objective of marketing is to

Implementing a target-audience orientation within an organization usually involves

Nothing can tarnish the reputation of a nonprofit as fast as

A hospital manager who analyzed internal reports to tally how many patients were served in each facility is using

It is best for the nonprofit marketing director to have a line function (instead of staff function) so as to

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:

In the twenty-first century, public relations practitioners should pay special attention to the Web. If a PR specialist is confronted by negative blogging on a Web site not controlled by the organization, he or she should

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

Describe the active public relations planning process

A Board decides that a lottery is an inappropriate fundraiser in low-income neighborhoods. The board is performing which of the following functions?

Once a new behavior has passed a certain point in the diffusion process, the influence of nonprofit marketers diminishes because

The attitude in a customer oriented strategy for fundraising is:

Marketing research is different from everyday observation in that it is

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

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