Nonprofit Marketing Exam Preparation Guide
Course Introduction
Nonprofit Marketing explores the unique challenges and strategies involved in promoting nonprofit organizations, causes, and social initiatives. This course examines how nonprofits build awareness, engage stakeholders, and effectively communicate their mission using marketing principles tailored to nonprofit contexts. Students will learn about audience analysis, branding, digital engagement, fundraising campaigns, and partnership building, alongside legal and ethical considerations specific to the nonprofit sector. Through case studies and practical projects, students gain the skills to develop and implement marketing plans that maximize impact and foster long-term support for social good.
Recommended Textbook
Essentials of Services Marketing 3rd Edition by Jochen
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15 Chapters
639 Verified Questions
639 Flashcards
Source URL: https://quizplus.com/study-set/205
Page 2
Wirtz
Chapter 1: Introduction to Services Marketing
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43 Verified Questions
43 Flashcards
Source URL: https://quizplus.com/quiz/2992
Sample Questions
Q1) Give an example of an industry where the Internet has transferred power from suppliers to customers.
Answer: The travel industry.
Q2) Services account for 65% to 80% of the GDP in most developed nations.
A)True
B)False
Answer: True
Q3) The non-ownership perspective to define Services includes the following.
A)Time-based
B)Rental
C)Exchange for money, time and effort
D)Expectation to obtain value
Answer: B
Q4) Airbnb is an example of peer-to-peer service.
A)True
B)False
Answer: True
Q5) Give an example of an industry where production and consumption are separable. Answer: Dry cleaning, lawn mowing, weather forecasting, etc.
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Chapter 2: Customer Behavior in a Services Context
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) Give an example of a pre-purchase risk-reduction strategy.
Answer: Seeking information from respected personal sources (relying on a firm that has a good reputation, looking for guarantees and warranties, visiting facilities, asking knowledgeable employees, examining tangible cues, or using the Web to compare offerings).
Q2) Credence attributes are the characteristics that can only be assessed after customers have gone through the service.
A)True
B)False
Answer: False
Q3) Hotels may organize food tasting to ____________.
A)generate goodwill.
B)have free trials.
C)advertise their services.
D)act as a service guarantee.
E)make use of evidence management.
Answer: B
Q4) Give an example of a social risk involved in using a service.
Answer: What will my friends think of me if they learned I used this service?
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Chapter 3: Positioning Services in Competitive Markets
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) A customer-driven services marketing strategy includes all of the following except
A)customer analysis
B)analyzing market segments
C)handling customer complaint
D)articulating desired position in the market
E)competitor analysis
Answer: C
Q2) A fully-focused organization concentrates on a narrow market segment, but has a wide range of services.
A)True
B)False
Answer: False
Q3) Attributes that distinguish competing services from one another are the most important ones.
A)True
B)False
Answer: False
Q4) Give an example of a key service attribute used in transportation services. Answer: Punctuality.
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Chapter 4: Developing Service Products Core and Supplementary Elements
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45 Verified Questions
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Sample Questions
Q1) The term "branded house" is used to describe firms like Virgin Group that uses distinct individual brand names to cover a range of diverse service offerings in unrelated fields.
A)True
B)False
Q2) Give two examples of billing elements.
Q3) Give two examples of enhancing services.
Q4) Core products are surrounded by supplementary elements from each of the eight clusters of supplementary services.
A)True
B)False
Q5) Discuss the three factors that discriminate between successful and unsuccessful new financial services.
Q6) Explain how the core product and supplementary services are integrated in the context of an overnight hotel stay.
Q7) Endorsed brands do not feature the corporate name. A)True B)False
Q8) Describe the four types of "exceptions" listed in the chapter. Page 6
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Page 7
Chapter 5: Distributing Service through Physical and Electronic Channels
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Sample Questions
Q1) Describe Aggreko's core business with specific reference to which of the six service delivery options they employ.
Q2) Intermediaries are most often used in core service and not in supplementary services.
A)True
B)False
Q3) For services that are complex and have a high perceived risk, people tend to rely on personal channels.
A)True
B)False
Q4) Give two examples of firms that locate themselves in multi-purpose facilities.
Q5) Starwood Hotels & Resorts has global sales offices around the world to manage relationships with key global accounts.
A)True
B)False
Q6) Customers who look for functional aspects of a transaction prefer more convenience .
A)True
B)False
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Chapter 6: Setting Prices and Implementing Revenue Management
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) ____________ is defined as the sum of all the perceived benefits minus the sum of all the perceived costs of service.
A)Net value
B)Consumer surplus
C)Gross value
D)Moderate value
E)Consumer demand
Q2) Customers often incur significant financial costs in searching for, purchasing, and using a service, above and beyond the purchase price paid to the supplier.
A)True
B)False
Q3) To make a profit, a firm must set its price low enough to attract customers.
A)True
B)False
Q4) Customers will often pay more for services than they think they are worth.
A)True
B)False
Q5) Name two e-tailers that utilize traditional auction models.
Q6) Describe how rate fences should be used in a hair salon service.
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Chapter 7: Promoting Services and Educating Customers
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45 Verified Questions
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Sample Questions
Q1) Who are the targeted audiences for services communication?
Q2) Describe the differences between traditional marketing communication strategies and service business communication strategies.
Q3) List an advertising strategy used to overcome non-searchability aspects of a service.
Q4) Fedex's Panda One is built on ____________.
A)direct marketing
B)advertising
C)personal selling
D)sales promotion
E)public relations
Q5) One of the challenges in service communication is problem of intangibility.
A)True
B)False
Q6) Advertising serves to build awareness, inform, persuade, and remind.
A)True
B)False
Q7) Discuss the impact that technology like TiVo has on marketing communications efforts.
Q8) List the five W's in the checklist for marketing communications planning.
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Chapter 8: Designing and Managing Service Processes
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45 Verified Questions
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Sample Questions
Q1) Blueprinting is a more complex form of ____________.
A)linear graphing
B)flow charting
C)Cox & Snell analysis
D)non-linear graphing
E)cluster analysis
Q2) What are the acts that "restaurant drama" can be divided into?
Q3) Which of the following is NOT a key component of a service blueprint?
A)Line of transference
B)Line of interaction
C)Line of visibility
D)Backstage actions by customer contact personnel
E)Front-stage actions by customer contact personnel
Q4) What three questions does Mary Jo Bitner suggest managers should put in their firms' SSTs to the test with?
Q5) How can firms prevent customer failures?
Q6) A good example of a service poka-yoke is a surgeon whose surgical instrument trays have indentations for each instrument.
A)True
B)False
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Chapter 9: Balancing Demand against Productive Capacity
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44 Verified Questions
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Sample Questions
Q1) Many firms allow customers to make their own reservations to manage their revenue.
A)True
B)False
Q2) Good records of a firm's transactions can help one to understand demand patterns.
A)True
B)False
Q3) ____________ is usually the first variable to be proposed for bringing demand and supply into balance.
A)Price.
B)Place.
C)Personnel.
D)Product.
E)Promotion.
Q4) Describe how Disney decided to deal with long lines.
Q5) What are thee strategies that can be employed when considering a modification to the place and time of service delivery?
Q6) Describe four of the ten propositions on the psychology of waiting lines.
Q7) List the six actions managers can take to adjust capacity as needed.
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Chapter 10: Crafting the Service Environment
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Sample Questions
Q1) Service consumers use service environment as an important quality proxy.
A)True
B)False
Q2) According to the Mehrabian-Russell Stimulus-Response Model, people avoid crowded environments because there of the number of people rather than being deterred by the unpleasant feeling of crowding, people being in the way, or lacking perceived control.
A)True
B)False
Q3) Describe how Spain's Guggenheim Museum in Bilbao designs its servicescape to attract visitors.
Q4) Discuss how the United Kingdom uses music to discourage jaycustomers in the subway system.
Q5) Fast music environments have been shown to generate more revenue and get customers to spend longer amounts of time in an environment than slow music environments.
A)True
B)False
Q6) What is the primary focus of the Mehrabian-Russell Stimulus-Response Model?
Q7) Describe the design flaws of the new airport lounge in a major Asian city.
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Chapter 11: Managing People for Service Advantage
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) The Ritz-Carlton uses personality profiles to select the best applicants.
A)True
B)False
Q2) Give two reasons for using multiple interviewers.
Q3) Customer contact personnel have to attend to both operational and marketing goals and this causes person/role conflict.
A)True
B)False
Q4) Singapore Airlines uses teams for all of the following EXCEPT ____________.
A)train staff
B)provide emotional support
C)assess staff
D)promote staff
E)mentor cabin crew
Q5) Interpersonal skills include visual communication, attentive listening, and body language and tend to be specific to each service setting.
A)True
B)False
Q6) What are the three main causes of role stress in frontline positions?
Page 14
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Chapter 12: Managing Relationships and Building Loyalty
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Sample Questions
Q1) Describe the difference between miles and points on British Airways.
Q2) Why do firms benefit from a price premium with loyal customers?
Q3) What are the three clusters of benefits that customers derive from relationships with the firm?
Q4) Discuss the benefits offered by British Airways to its Gold tier members.
Q5) Customers derive benefits of greater confidence, social benefits and special treatment from loyal relationships with firms.
A)True
B)False
Q6) The common objective of a CRM system is to offer a unified customer interface that delivers customization and personalization.
A)True
B)False
Q7) Zero defection refers to when a company can retain all customers it can serve, profitably or not profitably.
A)True B)False
Q8) Describe how Vanguard Group keeps its costs down to attract the right type of customers.
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Chapter 13: Complaint Handling and Service Recovery
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Sample Questions
Q1) What is the true impact of a customer defection?
Q2) All of the following are jaycustomers EXCEPT ___________.
A)The Cheat
B)The Rule Breaker
C)The Belligerent
D)The Deadbeat
E)The Hooligan
Q3) Give an example of a single attribute-specific guarantee.
Q4) Customers who complain are more likely to be white-collar workers than blue-collar workers.
A)True
B)False
Q5) The Cheat is the kind of jaycustomer who delays payments.
A)True
B)False
Q6) People in lower socioeconomic levels are more likely to complain than those in higher levels.
A)True
B)False
Q7) Explain what is meant by a "combined guarantee."
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Chapter 14: Improving Service Quality and Productivity
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Sample Questions
Q1) Efficiency is a measure of the degree to which an organization meets its goals and desired outcomes.
A)True
B)False
Q2) What is the collection of customer feedback tools that a firm can use?
Q3) Some marketing strategies for customer satisfaction can prove to be costly and disruptive.
A)True
B)False
Q4) Which of the following is the best example of the source of a delayed flight caused by procedures?
A)Cutoff too close to departure time
B)Late cabin crews
C)Late cabin cleaners
D)Weather
E)Oversize baggage
Q5) List a major service firm from the chapter that has received the Malcolm-Baldrige National Quality Award.
Q6) Describe one of the primary components of the prescription for the policy gap.
Q7) List the four ways to improve service productivity.
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Chapter 15: Building a World-Class Service Organization
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12 Verified Questions
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Sample Questions
Q1) Human leaders at the HR level of an organization need to take a service firm in the right direction.
A)True
B)False
Q2) Service non-entities have a clear market positioning strategy.
A)True
B)False
Q3) Customer loyalty helps firms achieve which of the following?
A)Increase in market share
B)Increase in shareholder value
C)Share of community goodwill
D)All of the above
Q4) Service excellence is often underpinned by effective use of teams.
A)True
B)False
Q5) Senior executives see the quality of their employees as a strategic advantage.
A)True
B)False
Q6) Does customer satisfaction have any long-term level impact on service organizations?
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