Chapter 17 Multiple-Choice Questions

. Comparing non-profit organizations to for-profit organizations, which of the following statements is not correct?

With not-for-profit 'products', there is typically a weaker unique selling proposition.

In the not-for-profit environment, it may be necessary to develop a campaign to drive behaviour in all targets rather than a specific audience.

The mission statement of non-profit organizations usually revolves around being the best in a particular sector.

Price has different connotations in not-for-profit situations.

. Which of the following is not a key characteristic of not-for-profit organizations?

Multiple stakeholders.

Revenue orientation.

Multiple objectives.

Transparency.

. A supermarket retailer has run a 'Computers for Schools' initiative where customers save vouchers, which can be redeemed for computers for their local schools. This is a good example of:________

Political marketing.

Cause-related marketing.

Event marketing.

Public-sector marketing.

. H&M, the Swedish fashion retailer, has partnered with WaterAid to launch the H&M for Water collection for the Summer 2013 range, modelled by global superstar, Beyoncé, with 25% of sales from the H&M for Water collection donated to H&M for WaterAid. This marketing activity is referred to as:

Organization marketing.

Person marketing.

Cause-related marketing.

Place marketing.

. A Fairtrade scheme is an example of a _________.

Business enterprise.

Public sector.

Campaigning organization.

Social enterprise.

. What are the three main forces that a marketing manager needs to consider when marketing a governmental agency?

Social, economic and political.

Social, environment and political.

Stakeholders, economic and political.

Social, economic and public.

. Which of the following is not one of the key features of propaganda?

One-way communication.

Research defined concept of audience wants.

Evangelical.

Language used aiming at instilling minority grievances.

. Another key difference in the marketing of not-for-profit organizations is the need to check the ____________ against the environment, the available resources, and, uniquely, against the organization's social values.

marketing strategy.

public image.

trust solicitation.

customer relationship strategy.

. The matrix used to analyze stakeholders for non-profit organizations is based on two variables: the level of interest and ____________.

the level of threat

the number of trustees

the level of power

the level of activities

. The _________ have become important areas for generating campaign finance and grassroots support, particularly in the US and have also become the battleground of political campaigning efforts in elections around the world.

internet and social media

polling

advertising

lobbying

. Which of the following is important in pressure group campaigning?

Publicity.

Fundraising activity.

Philanthropist.

Market segmentation.

. The global environmental organization Greenpeace campaigns against nuclear policy globally is an example of:_________.

propaganda

cause-related marketing

Face-to-face donation solicitation.

public affairs campaigns

. A promotional strategy that links a company's sales campaign directly to a non-profit organization. Generally includes an offer by the sponsor to make a donation to the cause with [the] purchase of its product or service. This activity is referred to as _____________.

service marketing

propaganda

cause-related marketing

partnerships marketing

. According to the Stakeholder Power/Interest Matrix, Group A represents those with ________and ______; these are key stakeholders that need to be continuously engaged.

high in interest and low in power

low in interest and high in power

high in interest and high in power

low in interest and low in power

. Costa Coffee, one of the major coffee chains in the UK, has set up the Costa Foundation, which is funded through different mechanisms, such as store fundraising activities and an annual contribution from Costa. Its aim is to provide access to education for children of coffee-growing communities. This is a good example of _____________.

organization marketing

cause-related marketing

service marketing

place marketing

. Which of the following is not classified as a not-for-profit organization?

The public sector.

Charities.

Event organizations.

Social enterprise.

. A___________ is a business with primarily social objectives whose surpluses are principally reinvested for that purpose in the business or in the community, rather than being driven by the need to maximise profit for shareholders and owners.

social enterprise

charity

service-based organization

public sector

. Government health departments encourage people to quit smoking by running a smoking control campaign supported through mass media. This is an example of:

Polling.

Government regulation.

Social marketing campaign.

E-government.

. Political parties use marketing to provide citizens and voters with information on current and potential political programmes for running the nation. Which of the following is not the aim of a political campaign run by political parties:

Increase of population.

Improvement of social cohesion.

Democratic participation.

Citizen belongingness.

. The matrix can be used to identify four types of stakeholder, based on the levels of _____________that they have in your organization and the level of _______________they exert over it.

power and interest

political involvement and interest

contact and service

service and power