Domain 9: Marketing, Public Relations and Communications

Question 1

Antitrust:non-member receipt of publications

Answer 1

To avoid exposure to antitrust/restraint of trade liability, publications that have information of competivtive value should be made available to non-members. The association my charge a full subscription rate to the non-member.

Question 2

Invasion of privacy

Answer 2

Privacy is a legal right. Publishing names or pictures in association publications may invade the rights of privacy of individuals. Names or pictures should not be used to advertise or promote products or services or in any discrediting or embarrassing way without permission from the individuals or depicted.

Question 3

Libel

Answer 3

Libel: an published statement declaring persons to be dishonest, fraudulent or immoral.

Question 4

Slander

Answer 4

An oral statement that defames, misrepresents, or otherwises vilifies another person.

Question 5

Marketing:Cause related-marketing

Answer 5

Through corporate collaborations, companies gain the image of being socially responsible. Non-profit organizations benefit from marketing efforts that put them and their mission into the limelight. Such collaborations might include the sale of a product, marketing or organizational expertise, or even the birth of a for-profit enterprise.

Question 6

Marketing: Segmentation

Answer 6

A segmentation reserach process tha tdivides the total potential market into specific and identifiable groups of customers. The process includes:

• Identifying bases for segmenting
• Developing profiles of segments
• Developing measures of segment attractiveness, a position for each segment and a marketing mix and strategy for each

Question 7

Marketing: Target Marketing

Answer 7

Selecting one or more audience segments and developing a position for each, plus developing a marketing mix for each and a strategy to penetrate those needs.

Question 8

Marketing: Viral Marketing

Answer 8

A marketing strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence.

Question 9

Six Principles of Viral Marketing

Answer 9

1. Gives away products or services
2. Provides for effortless transfer to others
3. Scales easily from small to very large
4. Exploits common motivations and behaviors
5. Utilizes existing communciation networks
6. Takes advantage of others’ resources

Question 10

Publications: Trademarks (TM)

Answer 10

A name, symbol, or other device identifying a product (publication), officially registered and legally restricted to the use of the owner or manufacturer. It usually includes company or product names and logos.

Question 11

Public Relations (PR): Message framing

Answer 11

Part of a strategic PR campaign: identifying key and secondery messages to motivate the target audiences in taking actions the organization desires

Question 12

Four P’s of Marketing

Answer 12

Product, Price, Place & Promotion

Question 13

Define Market Scope

Answer 13

Environmental scan of internal data & external sources Setting limitations

Question 14

ROI Tactics

Answer 14

• Membership Survey
• Focus Groups
• Retention calls (including lapsed & prospect members)
• Tracking product/benefit usage
• Testing new products

Question 15

One-to-one marketing

Answer 15

• Increase share of wallet
• Increase the durability of the relationship
• Increase product offerings to the customer
• Increase the interactivity of the relationship that leads to meeting more customer needs

Question 16

SPIE stands for

Answer 16

Scan, Plan, Implement Evaluate

Question 17

SPIE

Answer 17

1. Conduct internal & external analysis and research
2. Set program goals
3. Identify and define target audiences
4. Develop objective and communications strategies (for each audience)
5. Implement the program (internal and external)
6. Evaluate results
7. Modify the program as necessary

Question 18

Tax implications for publications

Answer 18

GENERAL RULE: No UBIT imposed on a publication that does not net any overal revenues.