NPO Chapter 2

According to Philip Kotler, the goal of marketing in a nonprofit organization is to:

• Maximize profits

• Build mutually beneficial want-satisfying products

• Attract only potential donors

• Focus only on internal operations

Who are considered key constituencies of a nonprofit?

• Consumers and competitors

• Clients and consumers

• Clients and donors

• Board members and regulatory agencies

What is a core benefit of effective nonprofit marketing?

• Higher revenue margins

• Stronger donor and volunteer loyalty

• Reduced staff involvement

• Elimination of competitors

The 7 Ps of marketing include all of the following EXCEPT:

• Problem

• Pricing

• Placement

• Partnership

What is a key tool for understanding constituents' interests?

• Advertising

• Surveys

• Competitor analysis

• Public announcements

What is the purpose of market segmentation in a nonprofit?

• To maximize donor contributions

• To identify natural groupings among stakeholders

• To eliminate less profitable programs

• To create uniform strategies for all groups

Which of the following factors can diminish brand loyalty for nonprofits?

• Increase in donor engagement

• Frequent use of quick-response technology

• Decline in civic activities

• Greater investment in community programs

Pricing for nonprofit services must consider:

• Government subsidies

• Both donors and service consumers

• Regional tax breaks

• Competitor pricing models

What should organizations evaluate to improve their marketing strategy?

• Constituencies' satisfaction levels

• Competitors' employee count

• Donation trends in other sectors

• The number of board members

What aspect of a nonprofit is fundamental to its marketing strategy?

• Number of staff members

• Mission and purpose

• Donor wealth

• Physical infrastructure