Nonprofit Marketing Practice Exam
Course Introduction
Nonprofit Marketing explores the unique challenges and opportunities faced by organizations in the nonprofit sector as they strive to achieve their missions and serve their communities. This course delves into strategies for building awareness, engaging supporters, and fostering meaningful relationships with donors, volunteers, and beneficiaries. Students learn to develop and implement marketing plans that effectively communicate a nonprofits value proposition, utilize traditional and digital channels, and measure campaign outcomes. Emphasis is placed on ethical considerations, resource constraints, brand management, and storytelling techniques that inspire action and strengthen organizational impact.
Recommended Textbook Principles of Marketing 7th AUSTRALIAN Edition by Gary Armstrong
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14 Chapters
2302 Verified Questions
2302 Flashcards
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Page 2
Chapter 1: Marketing: Creating and Capturing Customer Value
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142 Verified Questions
142 Flashcards
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Sample Questions
Q1) One of the challenges facing marketers as we move into the future is market ________ in many industries.
Answer: maturity
Q2) The aim of ________ is not to completely destroy demand,but only to reduce or shift it to another time,or even another product.
Answer: demarketing
Q3) ________ is defined as an activity,a set of institutions and processes for creating,communicating,delivering and exchanging offerings that have value for customers,clients,partners and society at large.
A)Selling
B)Advertising
C)Bartering
D)Marketing
E)Negotiating
Answer: D
Q4) A(n)________ is the set of all actual and potential buyers of a product. Answer: market
Q5) ________ are human wants backed by buying power. Answer: Demands
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Chapter 2: Company and Marketing Strategy: Partnering to
Build Customer Engagement, value and Relationships
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163 Verified Questions
163 Flashcards
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Sample Questions
Q1) Marketers find it very difficult to develop appropriate metrics for return on marketing investment (marketing ROI).
A)True
B)False
Answer: True
Q2) Each department in a company that carries out value-creating activities can be thought of as a link in the company's ________.
A)market development
B)product development
C)business portfolio
D)value chain
E)value delivery network
Answer: D
Q3) The ________ program presents the special marketing programs designed to achieve the business objectives.
Answer: action
Q4) A marketing organisation's mission should NOT be stated as making more ________ and / or ________.
Answer: sales;profits
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Chapter 3: The Marketplace and Customers: Analysing the Environment
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163 Verified Questions
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Sample Questions
Q1) Engel's laws stipulate that as family income rises,the percentage spent on food ________,the percentage spent on housing remains constant and both the percentage spent on other categories and that devoted to savings increases.
Answer: declines
Q2) Marketers must be aware of laws,government agencies and pressure groups that influence or limit various organisations and individuals in a given society.This is the ________ environment.
A)socio-legal
B)cultural
C)political
D)legal-technological
E)economic
Answer: C
Q3) Major companies in several industries are now directly targeting LGBTI consumers.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Marketing Analytics: Gaining Customer Insights
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172 Verified Questions
172 Flashcards
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Sample Questions
Q1) Data ages quickly,so keeping the database current requires dedicated resources.
A)True
B)False
Q2) What is the first step in the marketing research process?
A)developing a marketing information system
B)defining the problem and research objectives
C)developing the research plan for collecting information
D)implementing the research plan
E)interpreting data and deciding on type of research
Q3) A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________.
A)providing higher levels of customer service
B)developing deeper customer relationships
C)creating offers tailored to specific customer requirements
D)understanding competition better
E)understanding how to better build the marketing mix
Q4) Why is it important for the statement of the problem and the research objectives to guide the entire research process?
Q5) ________ research is used to test hypotheses about cause-and-effect relationships.
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Chapter 5: Buyer Behaviour: Understanding Consumer and Business Buyers
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167 Verified Questions
167 Flashcards
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Sample Questions
Q1) The relationship between the consumer's expectations and the product's ________ determines whether the buyer is satisfied or dissatisfied with a purchase.
A)perceived performance
B)brand personality
C)recognition
D)consumer market
E)service quality
Q2) Roles people may play in the consumer buying process include initiator,influencer,________,buyer and user.
Q3) Which of the following is NOT part of the business market?
A)Alpha Sign Systems sells interior signs to a luxury day spa / resort.
B)A municipal government buys chemicals for its city swimming pools.
C)A woman buys a Mother's Day gift for her mother.
D)A software company buys airplane tickets to send a group of salespeople to make a presentation to a heavy equipment manufacturer in Japan.
E)Omega Equipment sells a vinyl printing press to a manufacturer of plastic bags.
Q4) Compare the decision process in the business market and consumer markets.
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Chapter 6: Customer-Driven Marketing Strategy: Creating
Value for Target Customers
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191 Verified Questions
191 Flashcards
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Sample Questions
Q1) When might be the best time for a marketer to use geographic segmentation?
Q2) By looking at customers who are shifting away from its brand,the company can learn about its marketing ________.
Q3) Many firms make an effort to identify smaller,better-defined target groups by using ________.
A)user rates
B)loyalty segmentation
C)multiple segmentation bases
D)positioning
E)mass marketing
Q4) Market ________ is the process of arranging for a product to occupy a clear,distinctive and desirable place relative to competing products in the minds of target consumers.
Q5) Why and how do businesses segment their markets?
Q6) Mass marketing is becoming the marketing principle for the 21 century.
A)True
B)False
Q7) Why do international markets need to be segmented?
Q8) Briefly outline the four major segmenting variables for consumer markets. Page 8
Q9) In what ways might a marketer engage in socially responsible target marketing?
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Chapter 7: Products, services and Brands: Offering
Customer Value
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173 Verified Questions
173 Flashcards
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Sample Questions
Q1) A ________ involves the use of a successful brand name to launch new or modified products in a new category.
A)line extension
B)product line
C)brand extension
D)private brand
E)brand symbol
Q2) Differentiate between the core product,the actual product and the augmented product as these concepts apply in the motorcar industry.
Q3) Which of the following is the MOST important for product designers to consider as they develop a product?
A)which product features can be added to create higher-level models
B)how the product appears
C)the product's technical specifications
D)how customers will use and benefit from the product
E)how the product is packaged to attract spontaneous purchases
Q4) A brand is a name,term,sign,________ or design,or a combination of these,intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
Page 10
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Chapter 8: New Products: Developing and Managing Innovation
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172 Verified Questions
172 Flashcards
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Sample Questions
Q1) When a company decides to maintain a product in the decline stage,it will reduce costs and hope that sales hold up to increase the profits in the short run.
A)True
B)False
Q2) A large regional chain of candy stores transfers employees from marketing,design,production and finance to work in a cross-functional group to save time and money in the new-product development process.It is using a(n)________ approach.
A)customer-centred new-product development
B)sequential new-product development
C)team-based new-product development
D)innovation management system
E)consumer composite
Q3) A(n)________ is a currently accepted or popular style in a given field and is characterised by a product life-cycle showing slow growth,a period of popularity and then a slow decline.
Q4) During the ________ stage of the product life-cycle,profits are non-existent because of the heavy expenses incurred,past and present.
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Q5) ________ occurs when a company introduces a new product into the market.
Chapter 9: Pricing: Capturing Customer Value
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Sample Questions
Q1) In service industries,captive-market pricing is called ________ - ________ pricing.
Q2) With target costing,marketers will first ________ and then ________.
A)build the marketing mix;identify the target market
B)identify the target market;build the marketing mix
C)design the product;determine its cost
D)use skimming pricing;use penetrating pricing
E)determine a selling price;target costs to ensure that the price is met
Q3) Value-based pricing is the reverse of cost-based pricing.
A)True
B)False
Q4) Price ________ indicates how responsive demand will be to a change in price.
Q5) All of the following conditions support market-penetration pricing EXCEPT which one?
A)The market must be highly price sensitive.
B)Production and distribution costs must fall as sales volume increases.
C)The product's quality and image must support the price.
D)The low price must help keep out the competition.
E)A low price will produce more market growth.
Q6) ________ costs are those that do not vary with production or sales levels.
Page 12
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Chapter 10: Placement: Customer Value Fulfilment
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147 Flashcards
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Sample Questions
Q1) The three main types of franchises are manufacturer-sponsored retailers,manufacturer-sponsored wholesalers and service-firm-sponsored retailers.
A)True
B)False
Q2) Proud Pets,a producer of clothing and accessories for pets,has recently partnered with a regional chain of pet stores.Which of the following would Proud Pets be LEAST likely to expect from its new channel member?
A)promoting its products through advertising
B)assembling and packaging its products for final sale
C)distributing relevant marketing research information
D)identifying raw materials and other productive inputs
E)negotiating on its products' prices
Q3) A ________ consists of producers,wholesalers and retailers acting as a unified system.
A)value-driven marketing network
B)corporate marketing network
C)complex marketing network
D)physical distribution system
E)vertical marketing network
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Chapter 11: Communicating Customer Value: Advertising and
Public Relations
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172 Verified Questions
172 Flashcards
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Sample Questions
Q1) Which of the following is NOT a benefit of standardised global advertising?
A)lower advertising costs
B)greater global advertising coordination
C)higher appeal to varying demographics
D)consistent worldwide image
E)coordinated message between mass media outlets and online advertising
Q2) In large companies,advertising is typically handled by an individual in the sales department.
A)True
B)False
Q3) When Maxwell House shows one of its buyers carefully selecting coffee beans and discussing the detailed selection criteria used to make that selection,which type of execution style is being used?
A)mood or image
B)fantasy
C)personality symbol
D)musical
E)technical expertise
Q4) Advertising is moving away from ________ and towards ________.
Q5) Compare and contrast advertising and public relations.
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Chapter 12: Personal Selling and Sales Promotion: Creating
Value in Relationships
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174 Verified Questions
174 Flashcards
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Sample Questions
Q1) In order to win and keep accounts,most companies want their salesforce to practice ________ selling.
A)value
B)short-term
C)competitive
D)spendthrift
E)profit margin
Q2) Which of the following is the collective term for the individuals in a company who travel to call on customers in the field?
A)outside salesforce
B)inside salesforce
C)complex salesforce
D)customer salesforce
E)product salesforce
Q3) Cash-back offers or ________ involve the consumer sending labels that the manufacturer exchanges for money.
Q4) ________ offers are goods offered free of charge or at a reduced price as an incentive to buy a product.
Q5) ________ ________ is one of the oldest professions in the world.
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Chapter 13: Direct and Digital Marketing: Interactivity and Fulfilment
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Sample Questions
Q1) Compare 'simple lists',such as a mailing list,with a 'customer database'.
Q2) Provide relevant,non-textbook examples the following:
a. kiosk marketing
b. a consumer blog
c. paid listing.
Q3) Catalogues,brochures,samples and DVDs are all examples of which type of marketing?
A)direct-response marketing
B)direct print and reproduction
C)digital marketing
D)kiosk marketing
E)online marketing
Q4) When a marketer pays a large sum of money to ensure that a search engine such as Google lists a given website at the top or side of the listings on a predetermined search word,this is known as ________.
A)paid inclusion
B)contextual search
C)paid listings
D)site optimisation
E)meta-tagging
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Chapter 14: Sustainable Marketing: Social Responsibility, ethics and Legal Compliance
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Sample Questions
Q1) Marketers are entitled to use the image or likeness of celebrities in their advertising and promotional campaigns without gaining permission because these personalities already have their images in the public domain.
A)True
B)False
Q2) Critics charge that high advertising and promotion costs unnecessarily increase retail prices.Marketers would most likely respond to this criticism by arguing that advertising adds ________.
A)only psychological value
B)value by providing information about product availability and merits
C)quality to the product
D)functional value to the product
E)economic value to the product
Q3) ________ protection is given to an invention of a device that is considered useful.
Q4) Legal education programs dealing with trade associations or groupings that substantially lessen competition concern relationships with the ________.
Q5) Importantly,________ compliance is not a once-off affair.
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