Marketing for Nonprofits
Midterm Exam
Course Introduction
Marketing for Nonprofits explores the unique challenges and opportunities faced by nonprofit organizations in achieving their missions through effective marketing strategies. The course examines how nonprofits can build meaningful relationships with stakeholders, communicate their value propositions, and leverage digital and traditional channels to increase awareness, fundraising, and engagement. Students will learn to develop mission-driven marketing plans, conduct market research, segment audiences, and craft compelling messages that inspire action while considering resource constraints and ethical considerations inherent in the nonprofit sector.
Recommended Textbook
Marketing Real People Real Choices 3rd Edition by Michael Solomon
Available Study Resources on Quizplus
14 Chapters
1765 Verified Questions
1765 Flashcards
Source URL: https://quizplus.com/study-set/3883
Page 2
Chapter 1: Welcome to the World of Marketing: Creating and Delivering Value
Available Study Resources on Quizplus for this Chatper
152 Verified Questions
152 Flashcards
Source URL: https://quizplus.com/quiz/77358
Sample Questions
Q1) A catalogue retailer has identified married females between the ages of 25 and 45 with at least one child as the market segment toward which it will direct its marketing efforts.
A)market position
B)target market
C)CRM
D)market aggregation
E)segment target
Answer: B
Q2) Can stakeholders be consumers and can consumers be stakeholders?
Answer: Stakeholders can be consumers just as consumers can be stakeholders.Stakeholders are buyers,sellers,investors in a company,community residents,and even citizens of the nations where goods and services are made or sold.Any of these can be and are consumers-the ultimate user of a good or service.Consumers as buyers are stakeholders in the companies from which they purchase goods and services.
Q3) Products that satisfy needs or wants deliver benefits to consumers.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: Strategic Market Planning: Taking the Big Picture
Available Study Resources on Quizplus for this Chatper
164 Verified Questions
164 Flashcards
Source URL: https://quizplus.com/quiz/77357
Sample Questions
Q1) A company that has been selling its products in Australia and New Zealand decides to expand into Asia,offering the same products as it does in Australia and New Zealand.
A)diversification
B)product penetration
C)market development
D)product development
E)market penetration
Answer: C
Q2) SWOT stands for strengths,willingness,opportunities,and threats.
A)True
B)False
Answer: False
Q3) Tactical planning is sometimes called functional planning.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above.
Page 4
Chapter 3: Thriving in the Marketing Environment: The World
Is Flat
Available Study Resources on Quizplus for this Chatper
158 Verified Questions
158 Flashcards
Source URL: https://quizplus.com/quiz/77356
Sample Questions
Q1) A retailer imports a container load of Sony plasma televisions from Indonesia for sale in Australia and New Zealand,selling them at a lower price than authorised Sony dealers.
A)price competition
B)grey markets
C)dumping
D)illegal activity
E)counterfeiting
Answer: B
Q2) With a localised strategy,a company sells the same products in all markets.
A)True
B)False
Answer: False
Q3) One of the important issues the World Trade Organization (WTO)tackles is the pursuit of human rights.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above.
Page 5
Chapter 4: Marketing Research: Gathering,analysing and Using Information
Available Study Resources on Quizplus for this Chatper
165 Verified Questions
165 Flashcards
Source URL: https://quizplus.com/quiz/77355
Sample Questions
Q1) Which of the following is/are a source of information for a marketing intelligence system?
A)Observational research
B)Salespeople
C)Trade publications
D)Current customers
E)All of the above
Q2) A sign manufacturer wanting to know which companies were developing proposals for creating and producing the signs at a new sports complex could use ________.
A)an intranet
B)trend extrapolation
C)intelligence customisation
D)a marketing intelligence system
E)service digitalisation
Q3) The first step in the marketing research process is defining the research problem.What is meant by the word 'problem'?
Q4) Ideally,marketing research is an ongoing process.
A)True
B)False
6
To view all questions and flashcards with answers, click on the resource link above.
Chapter 5: Consumer Behaviour: How and Why We Buy
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/77354
Sample Questions
Q1) Psychographics groups consumers according to psychological traits only.
A)True
B)False
Q2) What does the term 'social class' mean? How does the car that someone drives reflect his/her perceived social class?
Q3) Classical conditioning occurs when people learn that their actions result in rewards or punishments.
A)True
B)False
Q4) People's moods and behaviours are strongly influenced by their physical surroundings.
A)Size and displays
B)Arousal and pleasure
C)Colour décor and size
D)Product cost and displays
E)Familiar surrounds and colour décor
Q5) Explain how television commercials for a weight loss program encourage the problem recognition phase of the consumer decision-making process.
Q6) Discuss how a marketer could respond to increasing levels of time poverty.
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Business-To-Business Markets: How and Why
Organisations Buy
Available Study Resources on Quizplus for this Chatper
60 Verified Questions
60 Flashcards
Source URL: https://quizplus.com/quiz/77353
Sample Questions
Q1) Which of the following statements about buying centres is true?
A)The buying centre is like a standing committee.
B)The members of a buying centre typically participate in a cross-functional team.
C)The most commonly found buying centre has six employees-one to assume each of the buying centre's roles.
D)An individual's role in the buying centre does not change.
E)The buying centre roles are specified on the organisational chart.
Q2) Explain the different roles at play in the buying centre.Illustrate using the example of a long distance hauling company purchasing a computerised dispatch system.
Q3) The person who recognises that a purchase needs to be made is called the
A)gatekeeper
B)initiator
C)user
D)decider
E)influencer
Q4) Explain the advantages and disadvantage of the practice of multiple sourcing in business-to-business purchasing.
Page 8
To view all questions and flashcards with answers, click on the resource link above.
Chapter 7: Sharpening the Focus: Target Marketing
Strategies and Customer Relationship Management
Available Study Resources on Quizplus for this Chatper
160 Verified Questions
160 Flashcards
Source URL: https://quizplus.com/quiz/77352
Sample Questions
Q1) A new family just moved into the old house on the corner.Three generations of family members are sharing this big house.Different styles of music can be heard coming from the windows of this house.The neighbours can always tell who is enjoying their music.Explain demographics,and how the style of music being heard by the neighbours could be an indication as to which family member is enjoying their favourite recordings.
Q2) CRM firms focus on increasing their share of customers rather than share of market because ________.
A)customers come and go so quickly
B)it is always hard and expensive to get new customers
C)it is usually easier but more expensive to keep an existing customer than to get a new customer
D)it is easier and less expensive to keep an existing customer than to get a new customer
E)it is harder but less expensive to keep an existing customer than to get a new customer
Q3) Discuss the steps involved in customer relationship management (CRM)and explain why marketers would adopt CRM.
Q4) Explain how a company can identify its best customers.
Page 9
To view all questions and flashcards with answers, click on the resource link above.
Chapter 8: Creating and Managing Products
Available Study Resources on Quizplus for this Chatper
142 Verified Questions
142 Flashcards
Source URL: https://quizplus.com/quiz/77351
Sample Questions
Q1) Marketers typically view all products as ________.
A)bundles of attributes
B)tangible items that satisfy some need
C)need hierarchical satisfiers
D)problem solvers
E)heuristics
Q2) Companies like Kellogg's,Wattie's and Arnott's use umbrella branding.
A)True
B)False
Q3) A trade character such as Ronald McDonald would be considered part of the brand.
A)True
B)False
Q4) Customers usually know a good deal about ________,are loyal to specific brands,and spend little,if any,time comparing alternatives.
A)shopping products
B)homogeneous products
C)convenience products
D)specialty products
E)commodities
Q5) What are prototypes? When would an organisation develop prototypes?
Page 10
To view all questions and flashcards with answers, click on the resource link above.
Chapter 9: Services and Other Intangibles: Marketing a
Product That Isnt There
Available Study Resources on Quizplus for this Chatper
116 Verified Questions
116 Flashcards
Source URL: https://quizplus.com/quiz/77350
Sample Questions
Q1) What are inseparability and variability? How would a travel agency counter the problems associated with these service dimensions?
Q2) A restaurant claims that their roast dinner tastes as good as if it was made by your mum.Remembering the taste of so many roast dinners made by your mum,you order it.This meal tastes nothing like the way you remember your mum's roast dinners.What aspect of the SERVQUAL model regarding a service occurred?
Q3) Online music download services such as iTunes allow consumers to listen to a short clip of recorded songs prior to selection and purchase to address the issue of
A)inseparability
B)variability
C)intangibility
D)perishability
E)responsiveness
Q4) How can changing demographics have an effect upon the future of services being offered? Identify a service industry that will have growth due to changing demographics.
Q5) Why might an organisation offer its customers self-service options? Provide a marketplace example.
Page 11
To view all questions and flashcards with answers, click on the resource link above.
Chapter 10: Pricing the Product
Available Study Resources on Quizplus for this Chatper
137 Verified Questions
137 Flashcards
Source URL: https://quizplus.com/quiz/77349
Sample Questions
Q1) Many people rely on the prescription drug Lipitor to control their cholesterol.An increase in the price of the drug would have little effect on the quantity demanded because there are no substitutes for the drug and because people who are taking it have no choice but to continue taking it if they wish to stay healthy.The demand for Lipitor is ________.
A)synergistic
B)elastic
C)supply-driven
D)inelastic
E)flexible
Q2) What is the difference between the cost-based pricing strategy and the cost-plus pricing strategy?
Q3) A local restaurant sells lunch entrees for $7.95,$9.95,and $11.95.This is an example of ________.
A)even pricing and price lining
B)dynamic pricing and price lining
C)price discrimination
D)odd pricing and price lining
E)price discrimination and predatory pricing
Q4) Explain price fixing and why it is an illegal practice.
Page 12
To view all questions and flashcards with answers, click on the resource link above.
Chapter 11: One-To-Many: Advertising,consumer Sales
Promotion and Public Relations
Available Study Resources on Quizplus for this Chatper
144 Verified Questions
144 Flashcards
Source URL: https://quizplus.com/quiz/77348
Sample Questions
Q1) Discuss the similarities and differences between sales promotion and advertising.
Q2) Explain the difference between continuous and pulsing advertising schedules.
Q3) All of the following are steps in a public relations campaign EXCEPT ________.
A)develop objectives for the campaign
B)evaluation of the campaign
C)plans for execution of the campaign
D)incentives to retailers
E)None of the above
Q4) Explain what is meant by integrated marketing communications and discuss,with examples,the five basic functions of IMC.
Q5) Which of the following is not an element of the promotion mix?
A)Public relations
B)Personal selling
C)Product
D)Sales promotion
E)Advertising
Q6) The most common way PR specialists communicate is through internal PR.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 13
Available Study Resources on Quizplus for this Chatper
79 Verified Questions
79 Flashcards
Source URL: https://quizplus.com/quiz/77347
Sample Questions
Q1) A retail salesperson at a cosmetics counter gets $5 every time they sell a bottle of Britney Spears' latest perfume.A salesperson at a consumer electronics retailer gets a movie voucher every time they sell a particular computer game.Explain the type of sales promotion being illustrated.
Q2) Explain what occurs in the first two steps of the creative selling process.
Q3) During the ________ step,salespeople for hi-tech exercise equipment try to determine the specific needs of each gym and recreation centre that might purchase it.
A)sales presentation
B)close
C)prospecting
D)approach
E)pre-approach
Q4) Setting a target of contacting five customers per week to touch base with is an example of a sales performance objective.
A)True
B)False
Q5) Compare transactional and relationship selling and provide an example of each from your own personal experiences.
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Many-To-Many: Online Marketing
Communication and New Media
Available Study Resources on Quizplus for this Chatper
56 Verified Questions
56 Flashcards
Source URL: https://quizplus.com/quiz/77346
Sample Questions
Q1) Loyal customers recruited to communicate and be salespeople for the brand are called ________.
A)buzz marketers
B)brand advocates
C)astute consumers
D)brand buzzers
E)viral advocates
Q2) Compare and contrast Facebook and Twitter and explain how marketers can use each.
Q3) Which of the following statements about brand ambassadors is/are true?
A)Brand ambassadors can be the best salespeople a company can have.
B)Marketers recruit brand ambassadors because they cannot create buzz by themselves.
C)Marketers often identify brand ambassadors through blogs or competitions.
D)Brand ambassadors are usually heavy users and know the target audience because they are part of it.
E)All of the above
Q4) Why would marketers be interested in click-through rates,cost per thousand impressions and cost per action?
Page 15
Q5) What advantages would new media provide to marketers of a new energy drink?
To view all questions and flashcards with answers, click on the resource link above.
Chapter 14: Delivering Value Through Supply Chains and Logistics
Available Study Resources on Quizplus for this Chatper
113 Verified Questions
113 Flashcards
Source URL: https://quizplus.com/quiz/77345
Sample Questions
Q1) What is meant by merchandise breadth and depth? Give an example of a store for each of the following: narrow assortment,a broad assortment,a shallow assortment,and a deep assortment.
Q2) Warehousing provides ________ utility by storing products until consumers need them.
A)place
B)production
C)ownership
D)time
E)form
Q3) Sales branches,sales offices,and manufacturers' showrooms ________.
A)all perform the same functions as self-service wholesalers
B)are all examples of manufacturer-owned intermediaries
C)all carry inventory and take title to the inventory they carry
D)all determine the marketing strategy for the products that they sell
E)are all examples of independent intermediaries
Q4) Why would an independent retailer of custom-made surfboards in a coastal town in Australia or New Zealand decide to use e-commerce to sell its merchandise?
Q5) How might the internet affect the operations of a local DVD rental outlet?
To view all questions and flashcards with answers, click on the resource link above. Page 16