Chapter 10: Marketing and Communications

Test Bank

Multiple Choice

1. In the mid-20th century, an increasingly competitive economic environment led to a new approach to marketing in the business world reflecting a ______ mind-set.

A. sales

B. product

C. services

D. competitive

Learning Objective: 10-1: Define marketing.

Cognitive Domain: Knowledge

Answer Location: Defining and Understanding Marketing

Difficulty Level: Easy

2. Which term below identifies marketing activities used to change human behavior?

A. cause

B. social

C. commercial

D. psychological

Learning Objective: 10-1: Define marketing.

Cognitive Domain: Knowledge

Answer Location: Defining and Understanding Marketing

Difficulty Level: Easy

3. A ______ mind-set occurs when an organization focuses on providing products that are responsive to customers’ needs.

A. product

B. volunteer

C. consumerism

D. target-audience

Learning Objective: 10-1: Define marketing.

Cognitive Domain: Comprehension

Answer Location: Defining and Understanding Marketing

Difficulty Level: Medium

4. ______ is an exchange of information.

A. Telephony

B. Marketing

C. Production

D. Communication

Learning Objective: 10-2: Explain how marketing differs from advertising, communications, and public relations.

Cognitive Domain: Knowledge

Answer Location: Marketing Means Action

Difficulty Level: Easy

5. The four Ps of marketing make up a/an ______.

A. infographic

B. marketing mix

C. marketing niche

D. demographic study

Learning Objective: 10-5: Describe elements in the marketing mix.

Cognitive Domain: Knowledge

Answer Location: The Marketing Mix

Difficulty Level: Easy

6. The first step in the marketing process is to ______.

A. create a product

B. deliver the message

C. identify a target audience

D. respond to customers’ needs

Learning Objective: 10-4: Identify components of the marketing process.

Cognitive Domain: Knowledge

Answer Location: Marketing as a Process

Difficulty Level: Easy

7. Coca-Cola and the World Wildlife Fund created a fund-raising partnership to support efforts to save polar bears. This partnership is an example of ______.

A. niche

B. cause

C. social

D. commercial

Learning Objective: 10-1: Define marketing.

Cognitive Domain: Knowledge

Answer Location: Defining and Understanding Marketing

Difficulty Level: Easy

8. What are measures of age, gender, race, income, and geography called?

A. marketing targets

B. personal attributes

C. behavioral measures

D. demographic variables

Learning Objective: 10-3: Summarize the key principles of marketing.

Cognitive Domain: Knowledge

Answer Location: Market Segmentation

Difficulty Level: Easy

9. Patterns of past conduct divided into identifiable groups are defined as ______.

A. niches

B. deportment

C. behavioral measures

D. demographic variables

Learning Objective: 10-3: Summarize the key principles of marketing.

Cognitive Domain: Knowledge

Answer Location: Market Segmentation

Difficulty Level: Easy

10. ______ combine demographic data with knowledge about individuals’ lifestyles.

A. Lifestyle indicators

B. Behavioral measures

C. Demographic variables

D. Psychographic measures

Learning Objective: 10-3: Summarize the key principles of marketing.

Cognitive Domain: Knowledge

Answer Location: Market Segmentation

Difficulty Level: Easy

11. Which type of pricing is commonly used in the nonprofit sector?

A. break-even

B. value-based

C. competition

D. cost-oriented

Learning Objective: 10-5: Describe elements in the marketing mix.

Cognitive Domain: Knowledge

Answer Location: Price

Difficulty Level: Easy

12. Volunteers and clients make up a nonprofit’s ______ publics.

A. internal

B. external

C. relational

D. marketing

Learning Objective: 10-2: Explain how marketing differs from advertising, communications, and public relations.

Cognitive Domain: Knowledge

Answer Location: Marketing Means Action

Difficulty Level: Easy

13. Charging different segments of the market different prices is called ______.

A. value-based pricing

B. price discrimination

C. cost-oriented pricing

D. diversity pricing

Learning Objective: 10-5: Describe elements in the marketing mix.

Cognitive Domain: Knowledge

Answer Location: Price

Difficulty Level: Easy

14. What is the marketing term for setting a price?

A. promotion

B. segmentation

C. benefit exchange

D. competitive advantage

Learning Objective: 10-5: Describe elements in the marketing mix.

Cognitive Domain: Knowledge

Answer Location: Price

Difficulty Level: Easy

15. Burnett defines ______ as “a name, term, sign, symbol, or design” that differentiates good.

A. goal

B. brand

C. strategy

D. objective

Learning Objective: 10-6: Describe the process for developing a brand.

Cognitive Domain: Knowledge

Answer Location: Building the Brand

Difficulty Level: Easy

16. A brand ______ describes customers’ expectations.

A. equity

B. promise

C. attribute

D. response

Learning Objective: 10-6: Describe the process for developing a brand.

Cognitive Domain: Knowledge

Answer Location: Building the Brand

Difficulty Level: Easy

17. A nonprofit organization is taking steps to ensure its marketing and communication messages align. What is the term used to describe this action?

A. differentiation

B. competitive advantage

C. strategic communications

D. integrated marketing communication

Learning Objective: 10-7: Define integrated marketing communication.

Cognitive Domain: Comprehension

Answer Location: Integrated Marketing Communication (IMC)

Difficulty Level: Medium

18. The most credible medium of communication is ______.

A. social media

B. word-of-mouth

C. printed documents

D. broadcast information

Learning Objective: 10-7: Define integrated marketing communication.

Cognitive Domain: Comprehension

Answer Location: Integrated Marketing Communication (IMC)

Difficulty Level: Medium

19. When using two-way communication, ______ is essential.

A. detail

B. brevity

C. emotional appeal

D. colorful language

Learning Objective: 10-7: Define integrated marketing communication.

Cognitive Domain: Knowledge

Answer Location: Integrated Marketing Communication (IMC)

Difficulty Level: Easy

20. Research studies indicate that nonprofit organizations practicing a social orientation achieve better ______.

A. target markets

B. financial support

C. brand recognition

D. competitive advantage

Learning Objective 10-2: Explain how marketing differs from advertising, communications, and public relations.

Cognitive Domain: Knowledge

Answer Location: Evaluating Marketing and Communication

Difficulty Level: Easy

21. What type of communication addresses the specific organizational goals?

A. strategic

B. advertising

C. operational

D. public relations

Learning Objective 10-2: Explain how marketing differs from advertising, communications, and public relations.

Cognitive Domain: Knowledge

Answer Location: Evaluating Marketing and Communication

Difficulty Level: Easy

22. A nonprofit leader is telling a donor that donations made to nonprofit organizations are tax deductible. The leader is communicating a ______ to the potential donor.

A. legal liability

B. social benefit

C. public message

D. value proposition

Learning Objective: 10-1: Define marketing.

Cognitive Domain: Comprehension

Answer Location: Defining and Understanding Marketing

Difficulty Level: Medium

23. A nonprofit board of directors is ensuring an organizational goal is included in its advertising literature. This action is an example of applying ______.

A. public relations

B. tactical management

C. operational management

D. strategic communications

Learning Objective: 10-7: Define integrated marketing communication.

Cognitive Domain: Application

Answer Location: Marketing Means Action

Difficulty Level: Medium

24. A chief executive officer (CEO) is participating in an interview about a nonprofit organization. The interview is being conducted by a local radio station. The CEO is communicating with the ______ public.

A. internal

B. external

C. strategic

D. interorganizational

Learning Objective: 10-2: Explain how marketing differs from advertising, communication, and public relations.

Cognitive Domain: Application

Answer Location: Marketing Means Action

Difficulty Level: Medium

25. Help the Children organization is selling necklaces as a fund-raising initiative. Which variable of the marketing mix is Help the Children applying?

A. price

B. place

C. product

D. production

Learning Objective: 10-5: Describe elements in the marketing mix.

Cognitive Domain: Application

Answer Location: Product

Difficulty Level: Medium

26. One nonprofit organization offers better services than another nonprofit. This is an example of ______ pricing.

A. value-based

B. competitive

C. cost-oriented

D. demand-based

Learning Objective: 10-5: Describe elements in the marketing mix.

Cognitive Domain: Comprehension

Answer Location: Price

Difficulty Level: Medium

27. Giving up something in return for something is referred to as a/an ______.

A. gift

B. deposit

C. exchange

D. replacement

Learning Objective: 10-3: Summarize the key principles of marketing.

Cognitive Domain: Knowledge

Answer Location: Defining the Exchange

Difficulty Level: Easy

28. When you walk into an American Red Cross office, you expect to receive some type of emergency assistance. You developed your expectations based on the ______ of the American Red Cross.

A. mind-set

B. brand image

C. public relations

D. crisis communication

Learning Objective: 10-6: Describe the process for developing a brand.

Cognitive Domain: Comprehension

Answer Location: Building the Brand

Difficulty Level: Medium

29. According to Coombs’ situational crisis communication theory, organizations facing a crisis need to respond quickly, accurately, and ______.

A. dependably

B. responsibly

C. consistently

D. sympathetically

Learning Objective: 10-8: Summarize principles of crisis communication.

Cognitive Domain: Knowledge

Answer Location: Crisis Communications

Difficulty Level: Easy

30. Guo and Saxton define activities that lead to immediate outcomes as social media ______.

A. goals

B. objectives

C. strategies

D. outcomes

Learning Objective: 10-9: Identify opportunities and challenges regarding social media.

Cognitive Domain: Knowledge

Answer Location: Social Media

Difficulty Level: Easy

True/False

1. Social marketing seeks to improve society.

Learning Objective: 10-1: Define marketing.

Cognitive Domain: Knowledge

Answer Location: Social Media

Difficulty Level: Easy

2. A product mind-set is a marketing principle that depends on convincing consumers.

Learning Objective: 10-1: Define marketing.

Cognitive Domain: Knowledge

Answer Location: Defining and Understanding Marketing

Difficulty Level: Easy

3. Laidler-Kylander and Stenzel suggest organizational brands be used as public relations tools.

Learning Objective: 10-6: Describe the process for developing a brand.

Cognitive Domain: Knowledge

Answer Location: Building the Brand

Difficulty Level: Easy

4. The objective of marketing is to influence behavior.

Learning Objective: 10-1: Define marketing.

Cognitive Domain: Knowledge

Answer Location: Marketing Means Action

Difficulty Level: Easy

5. Brands distinguish the goods and services provided by organizations.

Learning Objective: 10-6: Describe the process for developing a brand.

Cognitive Domain: Knowledge

Answer Location: Building the Brand

Difficulty Level: Easy

6. The most effective method of communication is tweeting.

Learning Objective: 10-5: Describe elements in the marketing mix.

Cognitive Domain: Knowledge

Answer Location: Promotion

Difficulty Level: Easy

7. The acronym IMC refers to integrated marketing communication.

Learning Objective: 10-7: Define integrated marketing communication.

Cognitive Domain: Knowledge

Answer Location: Integrated Marketing Communication (IMC)

Difficulty Level: Easy

8. The acronym CRAM involves promising results and changing attitudes.

Learning Objective: 10-4: Identify components of the marketing process.

Cognitive Domain: Knowledge

Answer Location: Crafting an Effective Message

Difficulty Level: Easy

9. Nonprofit organizations can enhance interaction with clients using static websites.

Learning Objective: 10-9: Identify opportunities and challenges regarding social media.

Cognitive Domain: Knowledge

Answer Location: Social Media

Difficulty Level: Easy

10. The terms “social media” and “social networking” may be used interchangeably.

Learning Objective: 10-9: Identify opportunities and challenges regarding social media.

Cognitive Domain: Knowledge

Answer Location: Social Media

Difficulty Level: Easy

11. According to McCambridge, nonprofit organizations need to perform the role of information gatekeepers.

Learning Objective: 10-9: Identify opportunities and challenges regarding social media.

Cognitive Domain: Comprehension

Answer Location: Social Media

Difficulty Level: Medium

Short Answer

1. Explain the role that integrated communications play in the marketing process.

Learning Objective: 10-7: Define integrated marketing communication.

Cognitive Domain: Comprehension

Answer Location: Integrated Marketing Communication (IMC)

Difficulty Level: Medium

2. Identify and provide an example of each of the four Ps of marketing.

Learning Objective: 10-5: Describe elements in the marketing mix.

Cognitive Domain: Comprehension

Answer Location: The Marketing Mix

Difficulty Level: Easy

3. Distinguish between tangible and intangible benefits of two nonprofit services of your choice.

Learning Objective: 10-5: Describe elements in the marketing mix.

Cognitive Domain: Analysis

Answer Location: Product

Difficulty Level: Hard

4. Analyze how a nonprofit organization could use market segmentation to identify a target audience.

Learning Objective: 10-5: Describe elements in the marketing mix.

Cognitive Domain: Analysis

Answer Location: Market Segmentation

Difficulty Level: Hard

5. Explain how degraded brand equity could have negative consequences for a nonprofit organization.

Learning Objective: 10-6: Describe the process for developing a brand.

Cognitive Domain: Comprehension

Answer Location: Building the Brand

Difficulty Level: Easy

6. Produce an example of CRAM.

Learning Objective: 10-3: Summarize the key principles of marketing.

Cognitive Domain: Application

Answer Location: Crafting an Effective Message

Difficulty Level: Medium

7. Describe the differences between marketing and advertising.

Learning Objective: 10-2: Explain how marketing differs from advertising, communications, and public relations.

Cognitive Domain: Comprehension

Answer Location: Defining and Understanding Marketing

Difficulty Level: Medium

8. Summarize the advantages and disadvantages of using social media to market a nonprofit organization.

Learning Objective: 10-9: Identify opportunities and challenges regarding social media.

Cognitive Domain: Comprehension

Answer Location: Social Media

Difficulty Level: Medium

9. Select a nonprofit organization you are familiar with. Create a logic model for achieving strategic outcomes from social media for that organization.

Learning Objective: 10-9: Identify opportunities and challenges regarding social media.

Cognitive Domain: Analysis

Answer Location: Social Media

Difficulty Level: Hard