week 14
Performance is the fifth "P" of social marketing.
False
Recruitment has two distinct phases: direct and indirect.
False
Social marketing promotes behaviors and products as "ideas."
False
Social networking comprises a broad category of websites that allow users to interact and contribute content.
False
Strategic planning is usually undertaken by the organization's midlevel managers.
False
The formal outcome of a job analysis is the preparation of a job design.
False
The terms budgeting and accounting can be used interchangeably because they are the same thing.
False
Time spent working is automatically time spent valuably.
False
The purpose of marketing is to sell your product.
False
Which data collection method is often used to test new products using the same individuals in several tests?
consumer panel
unanalyzed facts and figures
data
What is a limitation of using television for promotion?
fleeting exposure
Assets include ____.
inventories
Budgeting is closely linked to____.
planning
The term ____ is commonly used to refer to the groups of employees who work in a particular unit or department.
staff
health promotion programs that are developed to satisfy consumer needs, are strategically planned to reach as broad an audience as is in need of the program, and thereby enhance the organization's ability to effect population-wide changes in targeted risk behaviors
health marketing
a position with the authority and responsibility to achieve the organization's main goals and objectives
line position
the process of achieving organizational goals through engaging in the four major functions of planning, organizing, leading, and controlling
management
potential customers for a product or service
market
the particular area of service or the particular product suited to the specific clients to be reached
market niche
the separation of large groups of potential clients into smaller, distinct groups with similar characteristics and/or needs
market segmentation
four universal elements of marketing that are often called the "four's"
marketing mix
the effective retrieval, organization, storage, and optimum use of information, data, and knowledge for food- and nutrition-related problem solving and decision making
nutrition informatics
a statement of the financial plan for a program that outlines the revenues and expenses related to the program's operation
operating budget
short-term planning that focuses on the activities and actions required to meet the organization's goals
operational planning
a line diagram that depicts the broad outlines of an organization's structure and suggests the reporting relationships among employees
organization charts
the process by which carefully formulated plans are carried out
organizing
a manager's formal review of an employee's performance on the job
performance appraisal
oral presentation in a conversation with one or more prospective purchasers for the purpose of making sales or building goodwill
personal promotion/communication
deciding what to do and when, where, and how to do it
planning
new data collected for the first time through various methods
primary data
a plan that coordinates a limited set of activities around a single program or intervention
project management
an organized effort to promote a favorable image of a person or product through news coverage or goodwill
public relations
short-term incentives to encourage purchases or sales of a product or service
sales promotion
data gathered by government agencies, private market research companies, and nonprofit organizations
secondary data
a method for changing consumer behavior; the design, implementation, and management of programs that seek to increase the acceptability of asocial idea or practice among a target group
social marketing
the number of subordinates who report directly to a specific manager
span of control
a position whose primary purpose is to assist those in line positions
staff position
long-term planning that addresses an organization's overall goals
strategic planning
one particular market segment pinpointed as a primary customer group
target market
brief message used to promote programs, activities, and services of federal, state, or local governments and the activities of nonprofit organizations when they are regarded as serving a community interest
PSA
Underutilizing an employee's skills can destroy their motivation.
True
Community nutritionists must have good management skills.
True
Evaluation is a critical component of any marketing plan.
True
External environmental factors and social trends need to be examined when conducting a situational analysis.
True
In community nutrition, the product often refers to a service to be delivered.
True
Information such as fertility rates and age distribution of the population are particularly important when developing public health nutrition programs and services.
True
Successful marketers get the right product, service, or program to the right place at the right time for the right price.
True
Within social marketing, value change is the most difficult to market.
True
The budgeting process usually begins with ____.
a review of the previous budget period
The advantages of using newspapers for promotion include ____.
flexibility and timeliness
A(n) ____serves as a communications bridge between the researcher and the people the researcher is trying to reach.
focus group
Grouping individuals according to the location of their work or neighborhood is an example of ____ segmentation.
geographical
An organization chart ____.
gives employees information about relationships among departments
Which type of marketing has the potential of reaching the largest possible group of people at the least cost with the most effective, consumer-satisfying program?
health marketing
A performance appraisal is, in part, used to____.
help assess the employee's potential for advancement
What is an advantage of using radio for promotion?
high geographical and demo graphic selectivity
Which data collection method is recommended as a supplement to mail or telephone surveys?
personal interview
Which element of the marketing mix includes the channels of distribution required to deliver the service or product to the consumer?
place
The formal outcome of a job analysis is the ____.
preparation of a job description
Which element of the marketing mix encompasses the range of services offered?
product
Which type of planning involves coordinating a set of activities that are typically limited to one program or intervention?
project management
The last "P" of the marketing mix is ____.
promotion
Which type of market segmentation groups individuals based on criteria such as personal values, attitudes, opinions, personality, lifestyle, and level of readiness for behavior change?
psychographic
Personal promotion aids include ____.
public speaking, seminars, and letters of reference
Job descriptions serve as a basis for ____.
rating and classifying jobs
A potential source of revenue is ____.
sales from merchandise
Developing a budget and timeline is the first step in crafting a marketing plan.
False
Once a program is underway, planning is no longer a valued and needed management tool.
False
Price only includes tangible costs.
False
Secondary data are gathered by private market research companies, as opposed to government agencies.
False
Social marketing is the same as commercial marketing.
False
Health providers and school boards are important intermediaries for community nutritionists.
True
Managers who can justify their budget requests are more likely to be successful in appropriating funds for their program's projects and activities.
True
Market segmentation separates large groups of potential clients into more distinct and homogeneous subgroups.
True
Most programs and projects receive a monthly budgetary review.
True
Online marketing is usually low cost and personal, but not always statistically representative.
True
Organization charts help establish lines of communication and procedures, but they do not depict rigid systems.
True
Providing feedback to employees about their performance can occur informally at any time.
True
Publicity tools may include radio and television interviews.
True
Social marketing is a strategy for changing consumer behavior.
True
Span of management is an important aspect of departmentalization.
True
Strategic planning may include assessing past, current, and future conditions, trends, and events.
True
The Pawtucket "Know Your Cholesterol" campaign was one of the earliest cholesterol awareness and screening efforts.
True
The first step in taking control of your time is setting priorities—determining those things that are most important to you.
True
The job description and performance appraisal interview help keep employees informed about what managers expect of them.
True
The main components of a social marketing plan are the problem/health issue, target audience, behavior, and strategy for change.
True
The performance appraisal interview is a good time for reviewing and changing both organizational and personal goals.
True
The primary purpose of information is to help managers make decisions.
True
Tone of voice refers to the way something is said.
True
Most management experts recommend that each manager directly supervise ____subordinates.
3-7
The best managers spend up to ____% of their time in face-to-face interactions with their employees that allow time for performance feedback.
40
Which step in establishing a marketing plan immediately follows identifying the benefits of the services to the target population?
Conduct a situational analysis.
Which step in establishing a marketing plan immediately follows developing a marketing strategy?
Develop a budget and timetable.
Which site was originally used for personal social networking but has increased in popularity among business and professionals?
Face Book
A disadvantage of PSAs is that they are expensive and only reach a small audience.
False
A weblog's content is static.
False
Advertising and promotion refer to the same activities.
False
An income statement lists the organization's assets and liabilities.
False
As a management function, planning involves influencing others to carry out the work required to reach the organization's goals.
False
Assets include accounts payable and shareholders' equity.
False
Data, even when considered on their own, are meaningful.
False
Every organization must file an affirmative action plan with the Department of Labor's Office of Federal Contract Compliance Programs.
False
Offering a pay raise is the single best way to motivate your employees.
False
Operational plans guide the development of the strategic plan.
False
Social marketing aims to satisfy the needs and wants of targeted consumers.
False
The ideal span of management has been identified as five to seven subordinates.
False
A nontraditional organization chart, such as the "web" format, exhibits no strict hierarchy of authority.
True
Communicating effectively with coworkers is a skill that can be acquired with practice and determination.
True
Community nutritionists often have responsibility for program and departmental budgets and for managing information.
True
Screening programs for hypertension, hypercholesterolemia, or breast cancer involve____ change.
action
Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor is referred to as____.
advertising
any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor
advertising
Which promotional tools are considered media and public events?
advertising, contests, and direct mail
The ____ lists the organization's assets and liabilities.
balance sheet
Which type of change can be difficult to achieve because it costs the consumer more in terms of personal involvement on a continuing basis?
behavior
Which type of market segmentation groups individuals based on criteria such as purchase frequency and occasion, benefits sought, and attitude toward product?
behavioristi
The difference between revenues and expenses is sometimes called the ____.
bottom line
what a product or service stands for and is designed to do
branding
the process of stating in quantitative terms the planned organizational activities for a given period of time
budgeting
Generally speaking, advertising ____.
can help build image
Which type of change is the easiest to market?
cognitive
Examples of ____include your area of expertise, professional image, size, location, and customer service.
competitive edges
An unforeseen reduction in a public health department's budget forced a manager to reallocate personnel and impose tighter spending controls. Which management function is the manager using?
controlling
regulating organizational activities so that performance meets accepted organizational standards and goals
controlling
in a complex project, the series of tasks that takes the longest amount of time to complete
critical path
the assignment to others of part of a manager's work, along with both the responsibility and the authority necessary to achieve the expected results
delegation
Which type of market segmentation groups individuals on the basis of such variables as age, sex, income, occupation, education, family size, religion, race, marital status, and life cycle stage?
demographic
The manner in which employees are clustered into units, units into departments, and departments into divisions or other larger categories is referred to as ____.
departmentalization
Placing a "Help Wanted" ad on an online newspaper is considered a(n)____ recruiting strategy.
direct
a financial statement that summarizes the organization's financial position over a specified period, such as a quarter or a year
income statement
The goals of the BHRC were to ____.
increase the availability of tasty, healthy menu items in restaurants and to increase restaurant patrons' selection of healthy menu items
data that have been analyzed or processed into a form that is meaningful for decision makers
information
Time, effort, and inconvenience are examples of ____.
intangible commodities
the systematic collection and recording of information about a job's purpose, its major duties, the conditions under which it is performed, and the knowledge, skills, and abilities needed to perform the job effectively
job analysis
the specification of tasks and activities associated with a particular job
job design
The physical demands of a job are generally included in which component of a job description?
job specifications
Which component of a job description is a short statement of the purpose of the job and its major tasks and activities?
job summary
the management function that involves influencing others to achieve the organization's goals and objectives
leading
The primary purpose of information is to help managers ____.
make decisions
A____ is developed to ensure a good fit between the goals and resources available with the needs and wants of the target population.
marketing strategy
"Empowering members to be food and nutrition leaders" is the Academy of Nutrition and Dietetics'____.
mission
Which type of communication reportedly accounts for between 65 and 93% of what actually gets communicated?
nonverbal
Which type of planning is typically done by midlevel managers and deals with specific actions, expenditures, and controls and with the timing of these activities in a formal, structured process?
operational
SWOT stands for strengths, weaknesses, ____, and threats.
opportunities
Liabilities include ____.
short-term loans
A ____is a detailed assessment of the environment, including an evaluation of the consumer, the competition, and any other factors that may affect the program or business.
situational analysis
Which type of marketing is most appropriate when counter marketing is needed to offset the negative effects of a practice or the promotional efforts of companies for products that are potentially harmful?
social
The process of designing one's blog or website and its content in such a way that allows search engines to find it easily is referred to as ____.
social engine optimization
The set of human resources activities intended to recruit individuals to help meet the organization's goals and objectives is referred to as ____.
staffing
Which type of planning occurs over a period of several years and is usually undertaken by the organization's senior managers?
strategic
A fee for a service is an example of ____.
tangible costs
The ____is the primary, distinct customer group for your product or service.
target market
Referral sources would most likely include ____.
teachers
A reliable source of secondary data most likely includes____.
the U.S. Department of Agriculture
What is the primary purpose of a staff position?
to assist those in line positions
Sales promotion generally consists of coupons, free samples, point-of-purchase materials, and____.
trade catalogs
Which method is considered an indirect recruiting strategy used to attract applicants?
training sessions for professionals
Who is credited with demonstrating the benefits of marketing to business?
Peter Drucker
a situational analysis technique often used in market research
SWOT
What is the second step in developing a marketing plan?
Specify the benefits of the services to the target population.
any activity undertaken by employers to increase equal employment opportunities for groups protected by federal equal employment opportunity laws and regulations
affirmative action
a financial statement that depicts, at given intervals, an organization's assets and the claims against those assets at that time
balance sheet
a mirror reflection of the brand personality or product being marketed; it is what people believe about a brand: their thoughts, feelings, and expectations
brand image
In contrast to traditional marketing, social marketing aims to____.
change the attitudes and/or behavior of targeted consumers
statistical method used to classify neighborhoods by their residents' demographics, attitudes, media habits, and buying patterns
cluster analysis
an advantage over others who are in the business, gained through use of business strategies, market research, expert management, new product development, or other sound business techniques
competitive edge
Project management requires setting goals and objectives and outlining the project's____.
critical path
The purpose of marketing is to ____.
find a problem, need, or want and to fashion a solution to it
