Domain 9 | Marketing, Public Relations & Communications

Question 1

Nonmember receipt of publications (Anti-trust)

Answer 1

To avoid exposure to antitrust or restraint of trade liability, publications that have information of competitive value should be made available to nonmembers. The association may charge a full subscription rate to the nonmember.

Question 2

Invasion of Privacy

Answer 2

Privacy is a legal right. Publishing names or pictures in association publications may invade the privacy rights 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 named or depicted

Question 3

Libel vs Slander

Answer 3

_Libel: a published statement declaring a person to be dishonest, fraudulent, or immoral.
_Slander: an oral statement that defames, misrepresents, or otherwise vilifies a person.

Question 4

Cause Related Marketing

Answer 4

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

Question 5

Features vs Benefits vs Value

Answer 5

In the marketing process, there are three perspectives to express: features, benefits, and value.

_Features list all the attributes of the product or event (e.g., “our convention offers 130 concurrent sessions to choose from”).
_Benefits define positive results that might come from the features (e.g., ability to customize your learning experience).
_Value zeroes in on the specific impact that the product or service will deliver to the individual customer. For example, “Our 75 ‘how to’ sessions will give you practical tools that can immediately improve your bottom line performance.”

Question 6

One-to-One Marketing

Answer 6

Focuses on four things when selling to customers:

1. Increase “share of wallet.” Figure out which needs you can satisfy and then use the knowledge you have, and the trust you’ve built, to make the additional sale.
2. Increase the durability of customer relationships. Invest money in customer retention, because it’s a small fraction of the cost of customer acquisition.
3. Increase your product offerings to the customer. By being customer-focused instead of retail-focused, you can increase your offerings and subsequently your share of wallet.
4. Create an interactive relationship that leads to meeting more customer needs. In a cyclical pattern, you provide incentives for the customer to give you more information from which you offer more products.

Question 7

Permission Marketing

Answer 7

A marketing process offering the consumer an opportunity to volunteer to be marketed to. It encourages consumers to participate in a long-term, interactive marketing campaign in which they are rewarded in some way for paying attention to increasingly relevant messages. This approach begins at the first point of contact with a prospect. The permission marketer’s goal is to continually expand and leverage the permission of the customer. The focus is on how deep the level of permission is with your existing customers, rather than how many sales have been made.

Question 8

Marketing Segmentation

Answer 8

A research process that divides the total potential market into specific and identifiable groups, or segments, of customers. The process includes
• Identifying bases for segmenting
• Developing profiles of segments
• Developing measures of segment attractiveness

Question 9

Target Marketing

Answer 9

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 markets.

Question 10

Viral Marketing

Answer 10

Encouraging individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. An effective viral marketing strategy has these six characteristics:

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 communication networks
6. Takes advantage of others’ resources

Question 11

Trademark (Publications)

Answer 11

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 12

Message Framing (Public Relations)

Answer 12

Part of a strategic PR campaign; identifying key and secondary messages to motivate the target audiences to take actions the organization desires.

Question 13

Very Important Publics (Public Relations)

Answer 13

In a strategic PR campaign, the association needs to identify the key publics to be reached. A good strategy will limit the list to three. Each public requires its own key and secondary messages and proof points

Question 14

Blogging (or weblog)

Answer 14

A website that displays a reverse chronological listing of short text entries by a single author; an online journal usually taking a conversational tone and featuring the
viewpoint of an individual or an organization.

Question 15

Intranet vs Internet

Answer 15

_Intranet: an internal network, closed to the general public, providing electronic communication services similar to those provided by the Internet.
_Internet: a worldwide network of computers that store, transmit, and distribute information.

Question 16

Newsreaders

Answer 16

Programs or services that allow a user to subscribe to RSS feeds and track the updates to many sites through a single screen. A newsreader allows you to follow dozens of sites in the time it would take you to manually browse a handful.

Question 17

New Media vs Media

Answer 17

_New media: often used to describe advanced communication technologies, such as CD-ROMs, the World Wide Web, multimedia, and others.
_Media: usually refers to broadcast or print media.

Question 18

Portal

Answer 18

A website considered an entry point to other websites, often by being or providing access to a search engine.

Question 19

RSS

Answer 19

Really simple syndication: a technical standard for providing the most recent headlines from a website as an XML document, which is then readable by other programs and services.

Question 20

Social Media

Answer 20

Vehicles, such as Twitter, blogs, videos, commenting, and others, used to share content.

Question 21

Social Networking

Answer 21

Social networking, or coming together to share information and learn, has always been around, but contemporary use of the term tends to be tied to the technologies or platforms, such as Facebook or Linkedin, that enable it.

Question 22

Spam

Answer 22

Electronic junk mail or junk newsgroup postings. Some people define spam even more generally as any unsolicited email. Only federal legislation has jurisdiction over spamming.

Question 23

Wiki

Answer 23

A website that can be edited by anyone. Wikis provide an easy way to rapidly develop a body of web-based content without having to learn a complex content management system. The most prominent example of a wiki is Wikipedia (www.wikipedia.org).

Question 24

Marketing, Public Relations, Publicity, and Advertising (definitions)

Answer 24

_Marketing: a discipline that encourages the exchange of resources for the satis­ faction of a need within a targeted group of customers
_Public relations: the management of communications between an organization and its publics (often referred to by associations as communications)
_Publicity: disseminates information through the news media based on that information’s news value and without payment. The less controlled part of public relations.
_Advertising: paid, one-way communication that is completely controlled

Question 25

Four P’s of Marketing

Answer 25

• Product
• Price
• Place
• Promotion