Test Bank Chapter 17 - Not-For-Profit And Social Marketing

Chapter 17 - Not-for-profit and social marketing

Test Bank

Type: multiple choice question

Title: Chapter 17 Question 01

01) Which of the following is the key difference in how marketing is used in the not-for-profit and for-profit environments?

a. The mission statement usually revolves around being the best in a particular sector and consequently achieving high levels of profit.

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

b. There is typically a strong unique selling proposition in products.

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

c. A campaign is developed to drive behaviour in all targets rather than a specific audience.

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

d. The price has been specified by organizations.

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

Type: multiple choice question

Title: Chapter 17 Question 02

02) Rather than refer to buyers and sellers, the public sector approach is based around __________, where resources and not investment comprise the primary criterion.

a. providers and receivers

A-head Reference: The Public Sector and Social Marketing

b. providers and users

A-head Reference: The Public Sector and Social Marketing

c. donors and beneficiaries

A-head Reference: The Public Sector and Social Marketing

d. designers and users

A-head Reference: The Public Sector and Social Marketing

Type: multiple choice question

Title: Chapter 17 Question 03

03) Public-sector organizations operate in industrial, governmental, consumer, and societal markets, and they are driven by a complex web of stakeholder relationships. Public sector marketing is therefore governed by three main forces except:

a. social

A-head Reference: The Public Sector and Social Marketing

b. economic

A-head Reference: The Public Sector and Social Marketing

c. environmental

A-head Reference: The Public Sector and Social Marketing

d. political

A-head Reference: The Public Sector and Social Marketing

Type: multiple choice question

Title: Chapter 17 Question 04

04) What are the reasons that not-for-profit organizations do not always seem to value their beneficiaries?

a. Many not-for-profits exist in a monopolistic situation.

• Many not-for-profits exist in a monopolistic situation, which potentially creates an arrogant culture towards beneficiaries.
• Demand far outstrips supply creating problems in delivering a consistent quality of service.
• Lack of market segmentation for beneficiaries undertaken.
• Research into beneficiary customers’ needs is not common because funds available are seen as better used for funding operations.
  A-head Reference: The Key Characteristics of Not-for-Profit Organizations

b. Demand far outstrips supply creating problems in delivering a consistent quality of service.

• Many not-for-profits exist in a monopolistic situation, which potentially creates an arrogant culture towards beneficiaries.
• Demand far outstrips supply creating problems in delivering a consistent quality of service.
• Lack of market segmentation for beneficiaries undertaken.

Research into beneficiary customers’ needs is not common because funds available are seen as better used for funding operations.

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

c. Lack of market segmentation for beneficiaries undertaken.

• Many not-for-profits exist in a monopolistic situation, which potentially creates an arrogant culture towards beneficiaries.
• Demand far outstrips supply creating problems in delivering a consistent quality of service.
• Lack of market segmentation for beneficiaries undertaken.

Research into beneficiary customers’ needs is not common because funds available are seen as better used for funding operations.

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

d. All of the above.

• Many not-for-profits exist in a monopolistic situation, which potentially creates an arrogant culture towards beneficiaries.
• Demand far outstrips supply creating problems in delivering a consistent quality of service.
• Lack of market segmentation for beneficiaries undertaken.

Research into beneficiary customers’ needs is not common because funds available are seen as better used for funding operations.

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

Type: multiple choice question

Title: Chapter 17 Question 05

05) Political marketing can be seen as a marketing–propaganda hybrid. This is particularly the case, but not exclusively so, in America, where ____________ is widespread, using 30-second and 15-second advertising spots, including online, to pour out malicious attacks on political opponents.

a. social marketing campaign

A-head Reference: Political Parties, Campaigning Organizations and Terrorist Groups

b. negative campaigning

A-head Reference: Political Parties, Campaigning Organizations and Terrorist Groups

c. positive campaigning

A-head Reference: Political Parties, Campaigning Organizations and Terrorist Groups

d. political campaigning

A-head Reference: Political Parties, Campaigning Organizations and Terrorist Groups

Type: multiple choice question

Title: Chapter 17 Question 06

06) O’Shaughnessy (1996) has argued that ________ marketing is usually based on a ‘research defined concept of audience’ wants, identified through audience research.

a. societal

A-head Reference: The Public Sector and Social Marketing

b. social

A-head Reference: The Public Sector and Social Marketing

c. cause-related

A-head Reference: The Public Sector and Social Marketing

d. consumer

A-head Reference: The Public Sector and Social Marketing

Type: multiple choice question

Title: Chapter 17 Question 07

07) In the case of marketing foster care, research has found that positive emotional appeals are more persuasive than negative ___________

a. emotional appeal

A-head Reference: Types of Not-for-Profit Organization

b. event

A-head Reference: Types of Not-for-Profit Organization

c. partnerships

A-head Reference: Types of Not-for-Profit Organization

d. cause-related marketing

A-head Reference: Types of Not-for-Profit Organization

Type: multiple choice question

Title: Chapter 17 Question 08

08) _________________is an increasingly attractive proposition for organizations. Several reports have found that a large proportion of consumers (more than 85 per cent) agree that when price and quality are equal, they are more likely to buy an offering associated with a ‘cause’ or good deed.

a. CRM strategy

A-head Reference: Types of Not-for-Profit Organization

b. KPI strategy

A-head Reference: Types of Not-for-Profit Organization

c. Mission statement

A-head Reference: Types of Not-for-Profit Organization

d. Cause marketing

A-head Reference: Types of Not-for-Profit Organization

Type: multiple choice question

Title: Chapter 17 Question 09

09) Which of the following is not an example of non-profit marketing?

a. Event marketing.

A-head Reference: Political Parties, Campaigning Organizations and Terrorist Groups

b. Political marketing.

A-head Reference: Political Parties, Campaigning Organizations and Terrorist Groups

c. Cause marketing.

A-head Reference: Political Parties, Campaigning Organizations and Terrorist Groups

d. Public-sector marketing.

A-head Reference: Political Parties, Campaigning Organizations and Terrorist Groups

Type: multiple choice question

Title: Chapter 17 Question 10

10) The disaffection and disappointment that citizens and voters feel can fuel later disengagement. Politics can therefore be seen as a­­­­­­­­­­­­­­_____________. Most countries have different legal requirements for political advertising compared to commercial advertising.

a. donor list maintenance

A-head Reference: Types of Not-for-Profit Organization

b. credence service

A-head Reference: Types of Not-for-Profit Organization

c. public affairs

A-head Reference: Types of Not-for-Profit Organization

d. media buying

A-head Reference: Types of Not-for-Profit Organization

Type: true-false

Title: Chapter 17 Question 11

11) Propaganda therefore plays an important role in the terrorist recruitment and marketing process. For Daesh, this narrow appeal resonated particularly, but not exclusively, with a small disaffected segment of the Western European Muslim population, who made the journey across to the Middle East. This group made up a sixth of Daesh’s 30,000 foreign fighters after they declared a Caliphate in Iraq/Syria in 2014, demonstrating the effectiveness of their marketing appeal, before they were summarily defeated by Western governments in December 2018 and their leader, Al Baghdadi, was killed by US forces in October 2019.

a. True

A-head Reference: Political Parties, Campaigning Organizations and Terrorist Groups

b. False

A-head Reference: Political Parties, Campaigning Organizations and Terrorist Groups

Type: true-false

Title: Chapter 17 Question 12

12) Social marketing is usually based on a research-defined concept of audience wants.

a. True

A-head Reference: The Public Sector and Social Marketing

b. False

A-head Reference: The Public Sector and Social Marketing

Type: true-false

Title: Chapter 17 Question 13

13) The internet has become a particularly important tool in generating campaign finance and grassroots support.

a. True

A-head Reference: Political Parties, Campaigning Organizations and Terrorist Groups

b. False

A-head Reference: Political Parties, Campaigning Organizations and Terrorist Groups

Type: true-false

Title: Chapter 17 Question 14

14) Publicity is not important in pressure group campaigning.

a. True

A-head Reference: The Public Sector and Social Marketing

b. False

A-head Reference: The Public Sector and Social Marketing

Type: true-false

Title: Chapter 17 Question 15

15) Propaganda is the use of marketing techniques to discourage, as opposed to encourage, demand for a particular proposition.

a. True

A-head Reference: The Public Sector and Social Marketing

b. False

A-head Reference: The Public Sector and Social Marketing

Type: true-false

Title: Chapter 17 Question 16

16) Not-for-profit organizations frequently undervalue supporter customers because they typically approach them to solicit funds too often and do not sufficiently appreciate them when they do give.

a. True

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

b. False

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

Type: true-false

Title: Chapter 17 Question 17

17) Raising funds for a charity requires people or donors to contribute money, so the expectations of not-for-profit customers are similar to those of commercial firms.

a. True

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

b. False

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

Type: true-false

Title: Chapter 17 Question 18

18) Internal marketing is crucial in public sector organizations although at times rather unsophisticated in comparison with private sector counterparts.

a. True

A-head Reference: The Public Sector and Social Marketing

b. False

A-head Reference: The Public Sector and Social Marketing

Type: true-false

Title: Chapter 17 Question 19

19) The involvement in not-for profit situations displays more extreme tendencies. People often either really engage with a charity (e.g. Oxfam; Médecins Sans Frontières), political party (e.g. UKIP, England; Feminist Initiative, Sweden) or social cause (PETA, Greenpeace) or show strong reactions against it.

a. True

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

b. False

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

Type: true-false

Title: Chapter 17 Question 20

20) A social enterprise is a business whose primary objectives are essentially profitability.

a. True

A-head Reference: Types of Not-for-Profit Organization

b. False

A-head Reference: Types of Not-for-Profit Organization

Type: multiple choice question

Title: Chapter 17 Question 21

21) Public sector organizations run _____________ to advance social causes to the benefit of a particular audience, for example, government health departments encouraging healthy eating, exercising, and cessation of smoking.

a. propaganda

A-head Reference: The Public Sector and Social Marketing

b. social marketing campaigns

A-head Reference: The Public Sector and Social Marketing

c. cause-related marketing

A-head Reference: The Public Sector and Social Marketing

d. service marketing

A-head Reference: The Public Sector and Social Marketing

Type: multiple choice question

Title: Chapter 17 Question 22

22) In the not-for-profit environment, it is often important to drive behaviour in all targets rather than a specific segment, as in commercial markets. Which key aspect of differences is this referred to?

a. proposition.

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

b. segmentation

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

c. involvement.

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

d. price

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

Type: multiple choice question

Title: Chapter 17 Question 23

23) Charities and not-for-profit organizations frequently focus on campaigning to change legislation or government policy agenda. A common method used by them to do this is:___________

a. Lobbying

A-head Reference: Political Parties, Campaigning Organizations and Terrorist Groups

b. Pressuring

A-head Reference: Political Parties, Campaigning Organizations and Terrorist Groups

c. Politicking

A-head Reference: Political Parties, Campaigning Organizations and Terrorist Groups

d. Threatening

A-head Reference: Political Parties, Campaigning Organizations and Terrorist Groups

Type: multiple choice question

Title: Chapter 17 Question 24

24) Which of the following is not one of the reasons why non-profit organizations frequently do not value their beneficiary customers?

a. The demand far outstrips supply.

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

b. A lack of market segmentation activity exists.

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

c. They exist in a monopolistic situation.

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

d. They have extensive research programme to identify customers’ needs.

A-head Reference: The Key Characteristics of Not-for-Profit Organizations

Type: multiple choice question

Title: Chapter 17 Question 25

25) The charities, and farmers’ markets are good the examples of:

a. Public sector

A-head Reference: Types of Not-for-Profit Organization

b. Social Enterprise

A-head Reference: Types of Not-for-Profit Organization

c. Profit organization

A-head Reference: Types of Not-for-Profit Organization

d. Charity

A-head Reference: Types of Not-for-Profit Organization

Type: multiple choice question

Title: Chapter 17 Question 26

26) Governments use marketing for a variety of reasons, including:

a. to help to promote services to support companies with their export business

A-head Reference: The Public Sector and Social Marketing

b. Options a and c

A-head Reference: The Public Sector and Social Marketing

c. to raise awareness of services that need to be provided by law

A-head Reference: The Public Sector and Social Marketing

d. None of the options

A-head Reference: The Public Sector and Social Marketing

Title: Chapter 16 Question 27

27) In the United States, political consultants are highly specialized, undertaking work in areas including polling, petition management, fundraising, strategy, media buying, advertising, public affairs, grass-roots lobbying, law, donor list maintenance, online campaigning, and campaign software consulting.

a. False

b. True