Deck 10: Strategic Marketing for the Public and the Not-For-Profit Sectors

Question 1

Good marketing strategies begin by paying attention to the end-users.

Answer 1

True

Question 2

A marketing strategy is built by focusing attention on the organization's suppliers.

Answer 2

False

Question 3

Writing (online or offline), speaking, and word of mouth are three not-for-profit marketing tools that NPOs can usually use.

Answer 3

True

Question 4

"Word of mouth" is a significant marketing tool for NPOs that is done through an advocate or supporter of the NPO going miles to open doors to new prospects.

Question 5

In general, marketing is a reactive function.

Question 6

By examining information about its existing clientele, any NPO can determine both who its market is and who it is not.

Question 7

Historical data is not integral to the Strategic Planning Process.

Question 8

While conducting market research, only external information should be examined for analyzing trends and patterns.

Question 9

The goal of marketing research is to reduce uncertainty to tolerable levels at a reasonable cost.

Question 10

One important difference between for-profit and NPO marketing is the philosophy of creating a demand.

Question 11

Public goods are purchased primarily by tax revenues.

Question 12

Marketing staffs are the most cost effective marketing technique for all NPOs since it involves specialized marketers.

Question 13

Fund raising is one special type of social marketing.

Question 14

Culture plays an important role in choosing the data collection tool.

Question 15

Development is one of the activities that should be a step ahead of marketing.

Question 16

Strategic positioning takes into consideration of diverse factors such as population, social considerations, and competition.

Question 17

The major disadvantage of referral networks is its high-cost way of attracting those with a need for or interest in the NPOs' services.

Question 18

Mailing or advertising will not be useful if the organization is not clear on what it is promoting and why is it promoting.

Question 19

Membership marketing sometimes provides a good financial base for NPOs that heavily depend on revenues from sale of their products or services.

Question 20

A NPO publication accepts advertising only when it is expected to produce sufficient increase in net revenue to justify the expense, effort, and supervision required.

Question 21

According to Fine, a marketing plan should be based on a "4Ps" model.

Question 22

A basic marketing mix has four Ps i.e. product, price, purchaser, and place.

Question 23

Theoretically, the organization that creates for itself the optimum marketing mix should emerge as the most competitive one in the marketplace.

Question 24

According to Fine, probing to evaluate the marketer's campaign and to obtain feedback is the only key question that assists in formulating as part of the preparation of a marketing plan.

Question 25

For-profit and NPO enterprises may have different bottom-line objectives, but marketing is geared to helping both reach their goals.

Question 26

The most effective marketing approaches are those that do two things for the NPOs' communication efforts __________.

A) Differentiate the NPOs and show the NPOs' material to the management
B) Differentiate the NPOs and show the NPOs' material to the target group
C) Follow the legal laws of the land and show the NPOs' material to the target group
D) Follow the legal laws and show the NPOs' material to the management

Question 27

According to the Direct Marketing Association (DMA) Fact Book for 2015, the top three communication channels for not-for-profit organizations are __________.

A) Websites, newspaper advertisements, and magazine advertisements
B) Social media, magazine advertisements, and offline writing
C) Websites, email marketing, and traditional social media
D) Writing (online or offline), speaking, and word of mouth

Question 28

Which of the following is not a not-for-profit organization (NPO)?

A) United Nations Children's Fund (UNICEF)
B) Qatar Foundation (QF)
C) Bank of America
D) Museum of Modern Art

Question 29

The source of funding for NPOs' includes __________.

A) Membership fee
B) Grants
C) Sale of products and services
D) All of the above

Question 30

________ is a small-scale trial, where a few examinees take the test and comment on the mechanics of the test.

A) Pilot testing
B) Quantitative testing
C) Qualitative testing
D) Questionnaire survey

Question 31

The myths suggested by Kotler and Andreasen that cause NPOs to do insufficient marketing research include ________.
(i) Big-decision only
(ii) Survey myopia
(iii) Big bucks
(iv) Research is widely read.

A) (i) and (ii)
B) (i), (ii) and (iii)
C) (i), (iii) and (iv)
D) All of the above

Question 32

The key ingredient of any NPO's market analysis is to know ________.

A) Who its customers are and what do they want
B) Who its suppliers are and what are they doing
C) Who its competitors are and what they are doing
D) What are the regulatory laws and regulations

Question 33

__________ a commodity or a service that is provided without profit to all members of a society, either by the government or a private individual or organization.

A) Private goods
B) Public goods
C) Personal goods
D) Inferior goods

Question 34

The following are examples of community institutions except __________.

A) Museums
B) Hospitals
C) Zoos
D) Financial institutions

Question 35

Emmett Hughes suggests critical marketing mistakes that NPOs must try to avoid include __________.
(i) Brand confusion;
(ii) Getting stuck in time;
(iii) Sharing stories instead of stats;
(iv) Using boring photos.

A) (i) and (ii)
B) (i),(ii) and (iii)
C) (i), (ii) and (iv)
D) All of the above

Question 36

_______________ is the development of a favorable spot in the organization's environment and is a useful concept in the development of organizational and marketing strategies.

A) Strategic marketing
B) Selling
C) Development
D) Strategic positioning

Question 37

______________ can reach large audiences and inform the public about the organization's programs and services.

A) Strategic marketing
B) Market research
C) Public service announcements
D) Strategic positioning

Question 38

_____________ is a timely device for informing members of events, or profession, problems with the current administration, state and local governments; and the latest developments within the organization.

A) Newspaper advertisements
B) Newsletter
C) Media coverage
D) Referral networks

Question 39

Cost per click (CPC) is one of the key terms used in online advertising. It has been used in all the following online advertising sources except _____________.

A) Google
B) Facebook
C) Banner ads
D) Twitter

Question 40

Types of online advertising consist of _____________.

A) Search engine advertising
B) Social networking advertising
C) (a) and (b)
D) None of the above

Question 41

"Opt-Out" is one of the key terms used in online advertising that means _____________.

A) Adding of an individual to a list with his/her approval
B) Adding of an individual to a list without his/her approval
C) The webpage where a visitor lands after clicking on advertising
D) The actively joining of an individual to a list

Question 42

Frequency of a NPO's publication has tremendous effect on its _____________.

A) Reputation
B) Total revenue
C) Total capital
D) Total liabilities

Question 43

The following are tips for NPOs' fund raising in developing countries _____________.
(i) Research and study large not-for-profit organizations;
(ii) Be active on social media, especially Facebook;
(iii) Be creative in your choices;
(iv) Always follow up;
(v) Do not accept "No" as an answer.

A) (i), (ii), (iii) and (iv) only
B) (ii), (iii), (iv) and (v) only
C) (iv) and (v) only
D) All of the above

Question 44

__________ is the process that NPOs use to secure financial support and to advance their missions. It involves a transaction between a donor and an institution that is based on intangibles.

A) Development
B) Marketing
C) Selling
D) Strategic positioning

Question 45

A not-for-profit business network dedicated to the mutual support and promotion of businesses within the network is called __________.

A) Marketing staff
B) Media network
C) Referral network
D) Advertising

Question 46

The webpage where a visitor lands after clicking on advertising is __________.

A) Splash page
B) Opt-in page
C) Opt-out page
D) Landing Page

Question 47

Action For India is a growing NPO and issues its monthly newsletter. Let's assume it will publish three pages per month with a $450 advertising page rate. Its estimated annual gross advertising revenue will be (Hint: 120% of the black-and-white full-page rate) __________.

A) $20,000
B) $19,400
C) $19,440
D) $16,200

Question 48

According to Fine, a marketing plan should be based on a "7Ps" marketing model that includes __________.

A) Producer, practice, product(s), price(s), promotion, place, and packing
B) Producer, purchasers, product(s), price(s), promotion, place, and probing
C) Producer, purchasers, payback, payoff, posting, picking, and probing
D) Payback, payoff, posting, promotion, product(s), price(s), and probing

Question 49

The key steps involved in formulating and delivering any NPO's marketing plan as proposed by Hardy include all except __________.

A) Conceptualize the exchange system
B) Focus on one outstanding for the major stakeholders
C) Identify who its competitors are and what they are doing
D) Develop special programs for special customers

Question 50

What are the similarities and differences between the marketing strategies for for-profit organizations and NPOs? Elaborate.

Question 51

The authors state that "While for-profit and NPO enterprises may have different bottom-line objectives, marketing is geared to helping both reach those goals." Comment and elaborate.

Question 52

Do NPOs need marketing? Why? Support your answer with examples.

Question 53

Whom does the marketing NPOs help more: the society or the organization? Justify your answer.

Question 54

Among the various marketing techniques listed in this chapter, which technique would you adopt, assuming that you are the head of Creative Commons?

Question 55

The authors state that "A marketing plan that has been well thought-out and documented for all should function smoothly and be on target." However, it has also been previously mentioned that the business environment is in constant change. How would NPOs react based on the previous statements? Should they constantly revise their marketing plans? What about the cost?