Question 1

The authors believe that the most serious competition nonprofits often face is

Accepted Answer

A)  the growth of other nonprofits 
B)  the status quo 
C)  generating funding 
D)  enlisting volunteers 
E)  identifying generic competition B

Question 2

An organization-centered orientation holds that

Accepted Answer

A)  Customer research is very important 
B)  Advertising and promotion need not be the most important activities 
C)  several marketing strategies are necessary 
D)  Our competition is anyone that competes for our customer's time, energy or money 
E)  customer ignorance and lack or motivation cause programs to fail E

Question 3

Generic competition for museum attendance would NOT include

Accepted Answer

A)  an exhibit at another museum 
B)  a football game 
C)  thunderstorms 
D)  failure to take risks and change the status quo 
E)  symphony concerts A

Question 4

How can an organization introduce a target audience-centered mindset?

Accepted Answer

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Question 5

Which of following is NOT an example of a marketing mindset?

Accepted Answer

A)  We are dependent on our target audiences 
B)  We want the transaction at any cost 
C)  Customers do not necessarily control our mission definition 
D)  We focus substantially on research 
E)  Marketing is used to maximize our revenues

Question 6

Describe the target audience-centered approach to marketing management

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Question 7

Marketing should

Accepted Answer

A)  replace management's organizational goals with those that are target audience focused 
B)  support management 
C)  change the mission statement 
D)  modify organizational objectives 
E)  challenge any organizational decision that isn't target audience focused

Question 8

Organizations are often NOT target audience-centered because they

Accepted Answer

A)  pursue their mission and goals 
B)  consider the needs and wants of the target audience 
C)  concentrate on products, services and ideas 
D)  focus substantially on research 
E)  segment their target audiences

Question 9

Describe the three marketing orientations

Accepted Answer

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Question 10

Describe how marketing fits into the management of an organization

Accepted Answer

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Question 11

Research can

Accepted Answer

A)  clarify the perceptions, needs and wants of the customer 
B)  anticipate changes in the perceptions, needs and wants of the customer 
C)  indicate how and why people behave 
D)  what audiences are potential targets for the organization 
E)  all of the above

Question 12

A target audience-centered orientation considers

Accepted Answer

A)  The perceptions, needs and wants of the customer 
B)  The best Advertising strategy 
C)  The satisfaction of the target audience 
D)  a and c 
E)  a, b and c

Question 13

Describe the organization-centered philosophy and the clues to identifying it

Accepted Answer

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Question 14

Organizations which offer goods and services that they decide are good for the public are called

Accepted Answer

A)  consumer oriented 
B)  sales oriented 
C)  product oriented 
D)  promotion oriented 
E)  marketing oriented

Question 15

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

Question 16

Target audience-centered marketing means that the organization might undertake

Accepted Answer

A)  a change in the value proposition (product, service or idea itself) 
B)  a change in organizational goals 
C)  increase use of multiple advertising or communication strategies to reach its audiences 
D)  focusing more advertising on the organization's single primary audience 
E)  a reduction in research to allow more money in promotion

Exam 2: Developing a Customer-Centered Mindset