Exam 10: Marketing and Communications

Brands distinguish the goods and services provided by organizations.

The acronym CRAM involves promising results and changing attitudes.

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

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

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

The most credible medium of communication is ______.

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

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.

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

What is the marketing term for setting a price?

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

Describe the differences between marketing and advertising.

The first step in the marketing process is to ______.

The terms "social media" and "social networking" may be used interchangeably.

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

Social marketing seeks to improve society.

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.

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.

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

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