INSTRUCTION - Choose the best answer from the given alternatives and write the letter of your choice

on the
Separate answer sheet provided. Use capital letters (0.5 point each).

1. Mr. Ketim by nature is sociable and hard-working person from weekend to weekend. On weekend he
decided to market something to relieve from his discomfort by going Sodere resort. He paid 100 birr to
the gate. Then he enjoy well. Mr.Ketim pay for which of the following marketing entity? A) Service
B) Event
C) Place
D) Person
2. In most cases the failures of social marketing campaign results from inconvenience of social products.
Which of the following pricing function do you think solve this problem?
A) The product positioning function
B) The accessibility functions
C) De-marketing function
D) None of the above
3. One of the following can considered as De-marketing strategies. Which one?
A) Hiking prices
B) Reducing advertising or other promotion activities
C) Removing product benefits
D) All of the above 4. Latent demand occur:
A) When products or services that are available to satisfy the target adopters’ needs do not fully satisfy
them or the demand
B) When a substantial number of people share a strong need for an effective social product or service
that does exist
C) When a social marketing campaign seeks to win only the adoption of an idea
D) Social product has been marketed successfully to the entire target-adopter population
5. When Consumers face questions or uncertain about whether a given purchase is the morally right
choice. Which of the following perceived risk will happen?
A) Financial risk
B) Psychological risk
C) Time risk
D) Functional risk
6. Which of the following increase the adoption of desired behaviour?
A) Increasing the monetary cost of competing behaviour
B) Decreasing the nonmonetary cost of competing behaviour
C) Increasing the monetary benefit of competing behaviour
7. What is the Pricing function that affects the ability of the target adopters to acquire the social product?
A) The De-marketing function
B) Product-Positioning Function
C) The Accessibility Function
D) The cost based pricing
8. _____________________ is where prices are based on an analysis of the target adopters’ “price
sensitivity,” by evaluating demand at varying price points.
A) Cost - based pricing
B) Competitive – based pricing
C) Value – based pricing
D) De-marketing
9. Social product has different characteristics that highly differentiate them from commercial marketing
products. Since the end user of social products are the society as whole not necessarily specific
individuals, this characteristic is termed as
A) Controversial
B) Intangibility
C) Complexity
D) Weak personal benefits
10. Distributing image such as blackened lung, rotten teeth and stroked heart on the package of cigarette is
a mechanism:
A) To increase the non monetary costs of competing behavior
B) To decrease the non-monetary costs of the desired behaviour
C) To increase the benefit of the desired behavior
D) Choice A and C
11. All are true about social marketing except
A) Abandon desirable behavior
B) Modify a current behavior
C) Reject potentially undesirable behavior
D) Accept a new behavior
12. One is the marketing mix element in the social marketing that represents the desired behavior you are
asking your audience to do?
A) Price
B) Purse string
C) Product
D) Promotion
13. In anti HIV AIDS campaign that promote using of condom in all sexual intercourse the core product is --
14. If a social marketer facilitate discounted aerobics class to promote physical activity, the social campaign
is:
A) The core product/ The actual product B) Augmented product
C) The actual product/ The core product
D) Potential product
15. Identify the wrong statement about social marketing products
A) Understanding of the social product require high level of information processing
B) They exist in space, time and in our consciousness
C) The social product is much less flexible
D) Social products are often quite controversial
16. In the social marketing segmentation if a social marketer classify people on the basis of where they live:
the segmentation variable in this context is---
A) Demographic
B) Go-demographic
C) Geographic
D) Behavioural
17. In a ---- stage individuals either do not want to change their behavior or are unaware of its
consequences
A) Pre contemplation
B) Contemplation
C) Action
D) Preparation
18. What is the right strategy for the audience reach at contemplation stage?
A) Create awareness and interest in the behavior
B) Persuade and motivate to enhance the benefit of the behavior
C) Focusing on action
D) Reducing cognitive dissonance
19. If a social marketers encourage citizens to be prepared for emergencies and disasters by planning,
building kit and get involved in the disaster management program: the type of positioning strategy
utilized by the social marketer is ---
A) Barrier focused positioning
B) Benefit focused positioning
C) Competition focused positioning
D) Behavior focused positioning
20. All are the distribution strategies in social marketing except
A) Make location more appealing
21. Which pricing tactic is appropriate to increase non-monetary benefit for the desired behavior?
A) Recognition
B) Seasonal discount
C) Reducing usage time
D) Reducing physical discomfort
22. All are self-managed risk reducing approaches except
A) Pretesting through trial adoption
B) Accepting credible endorsement
C) Paying attention to favorable word of mouth
D) Developing own social marketing campaign
23. Creating or emphasizing negative public recognition is used to:
A) Increase nonmonetary costs for the competing behavior
B) Increase monetary costs for the competing behavior
C) Decrease monetary costs for the desired behavior
D) Decrease monetary costs for the desired behavior
24. Price can serve as a symbol and surrogate for a product’s quality this indicate which function of price?
A) The de-marketing function
B) Product positioning function C) The accessibility function
D) The product quality function
25. If the social marketers objective is to offset a portion of costs the appropriate pricing objective is
A) Maximizing profit
B) De-marcating
C) Recovering costs
D) Social equity
26. When de-marketing is important in the social marketing?
A) When the social marketer understand the audiences are price sensitive
B) When the social marketer wants to encourage the competing behavior
C) When the social marketer wants to discourage use of a product
D) If the supply exceeds demand
27. If the social marketers give priority to reach high risk segments and charge different price, the pricing
objective in this context is----
A) Value based pricing
B) Social equity
C) Maximizing the number of target adopters
D) De-marketing
28. Children are present in a gym and taking 15 minutes exercise three times a week consistently which is
beneficiary for children’s health. Presenting in the JIM and taking 15 minutes exercises three times a
week is represent------------and -----------respectively.
A) Belief and behaviour
B) Behaviour and act
C) Act and Behaviour
D) Belief and act
29. Federal ministry of health with Ethiopian Red Cross have been providing incentives which started
June14, 2022 and will end June 24 in main cities of the country to increase numbers of blood donors.
Which promotional mix element Federal ministry of health and Ethiopian Red Cross used?
A) Advertising
B) Personal selling
C) Public relation
D) Sales promotion
30. Social Marketing has had a profound positive impact on the following social issues except,
A) Public health
B) Space science
C) Financial well being
D) Injury prevention
31. Of the following one is true about social marketing A) Social marketing is used to sell a Desired
Behaviour
B) The primary aim of social marketing is financial gain
C) Social Marketers sell tangible products or services which benefits individuals only
D) Social Marketers choose target markets which generates the highest profit
32. The coming of Bush Administration in the United States where there were changes in policy relating to
the physical environment and abortion is coincide with which of the social marketing environment? A)
Cultural Environment
B) Technological-Physical Environment
C) Demographic-Economic Environment
D) Political-legal environment
33. _______ represents the desired behaviour you are asking your audience to do, and the associated
benefits, tangible objects, and/or services that support behaviour change A) Social Promotion
B) Social Price
C) Social Product
D) Social Distribution
35. _______ is the underlying benefit (or benefits) that the consumer is obtaining by having a social product
or service or adopting a practice
A) Core product
B) Actual Product
C) Augmented Product
D) Expected Product
36. One of the following is true about social product
A) Social products are more flexible compared top commercial products
B) Social products require high level of information processing
C) Social products are less controversial
D) Social product benefits are obtained mainly by individual consumers only
37. The market for cigarettes could be segmented on the basis of those who seek status (e.g. smokers of
exclusive brands of cigarettes and cigars), those who need a cost-effective nicotine fix (e.g. established
smokers), and those who seek reassuringly mainstream smokes (e.g. adolescents). The basis of
segmentation is said to be?
A) Behavioral
B) Benefit sought
C) Geodemographic
D) Personal characteristics
38. Which one of the following is false about social market? A) The marketing process is used to sell a
desired behaviour
B) Segments are selected based on what will produce the greatest amount of behaviour change C)
The primary aim is financial gain
D) The primary aim is individual or societal gain
39. What social marketing is not?
A) The marketing process is used to sell a desired behaviour
B) The primary aim is individual or societal gain
C) Segments are selected based on what will produce the greatest amount of behaviour change
D) It is totally the same with social networking or social media
40. One of the following is not the social marketing applicable area
A) Community mobilization
B) Commercial commodity
C) Family planning
D) Health promotion
41. Which of the following are barriers to segmentation in social marketing?
A) Ambitious objectives
42. In which element that social marketing apply the principle to understand target audience?
A) Audience orientation
B) Audience segmentation
C) Influence behaviour
D) Competition
43. The behavioural change related to voting, literacy, identity theft, & animal adoption is well applied
through:
A) Health promotion
B) Injury prevention
C) Community mobilization
D) Environment protection
44. Kello is a locally registered volunteer acting on educating peoples about the importance of exercise and
explain value of environmental conservation campaign. What do you think the campaign objective of
Kello?
A) Action campaigns
B) Cognitive campaigns
C) Value campaigns
D) Behavioural campaigns
45. ________________________ is most effective at later stages of the buying process and as one that
helps build buyer preference, conviction, and action.
A) Personal Selling
B) Signage and display
C) Printed materials
D) None of the above
46. If a marker wants to make an advertisement to impact teenagers to have a desired specific behaviour,
which platform is recommended most?
A) Television
B) Social Media
C) Radio
D) Newspaper
47. In creating social marketing promotion, we need four major decisions this includes. Which of the
following best describes who will deliver the messages or be perceived to be sponsoring? A) Messenger
B) Creative strategy
C) Message
D) Communication channel
48. If the marketer wants to increase their target adopter number in quantity which objective is being
used?
A) Maximizing retained earnings
B) Recovering Costs
C) Maximizing the target adopter
D) Social Equity
49. Which of the following is true about channel in social marketing?
A) The purpose of channel marketing is to satisfy end users, not the sellers
B) Channels are important in the overall presence and success a company enjoys in the marketplace
C) Channels are concerned only just a way to deliver the product to the customer D) Channelling is
highly influenced and being affected more than ever
50. From pricing items that are listed below which belongs to non-monetary benefits?
A) Allowances
B) Cash incentives
C) Recognition
D) Price adjustments
51. A social marketing consultant’s function of managing a social marketing program can include
A) Plan marketing initiative
B) Review relevant data about the problem or issue
C) Segment audiences
D) Evaluate outcome and impact
52. All reflects the concept of social marketing except
A) Social marketing is the adaptation of marketing to public health imperatives
B) Social marketing is the use of commercial marketing principles to influence target audience accept
undesired behaviour
C) Social marketing is a program management process designed to influence human behaviour through
consumer-oriented decision making leading to increased social benefit
D) Social marketing is a means to induce behavioural change in a targeted audience
53. The target markets must perceive benefits equal to or greater than perceived costs. This idea is
supported by _________ social marketing guiding theory.
A) Exchange Theory
B) Social Cognitive Theory
C) Stages of change model
D) Behavioural Economics Framework
54. Redesigning the social product is much more difficult. This concept is more expressed by:
A) Inflexibility
55. The decision to immunize a child could be far more difficult than decisions relating to the child’s
clothing or haircut. This concept is more expressed by:
A) Inflexibility
B) Intangibility
C) Complexity
D) Controversial
56. Some social marketing messages like random breath testing can be seen as an attack on personal
liberty. This concept is more expressed by:
A) Inflexibility
B) Intangibility
C) Complexity
D) Controversial
57. Many social marketing products are concepts or ideas that are intangible in a different way; they do not
exist in space or time, but rather in our consciousness. This concept is more expressed by: A) Inflexibility
B) Controversial
C) Complexity
D) Intangibility
58. A heavy coffee drinker may come to believe that avoidance of coffee will lead to improve the cardiac
health. The prospective former coffee drinker may decide that he/she is very likely to quit coffee if
he/she replaces it with decaffeinated coffee. Which of the following idea is incorrect based on given
statements?
A) “decaf drinking” is the desired behaviour
B) A substitute product is “decaf drinking”
C) Raising the price of “decaf drinking” increases the rate of acceptance of the desired behaviour
D) Decreasing the price of “decaf drinking” increases the rate of acceptance of the desired behaviour
59. ‘Think! Don’t Drink and Drive’. Identify the incorrect idea
A) It is a brand for the different areas of road safety
B) It is a road safety campaign
C) It is a campaign to promote driving without drinking behaviour
D) It is a campaign to promote driving with drinking behaviour
60. The promotional emphasis is on making sure that your target audience is aware of the costs of
competing behaviours and the benefits of the new one. In which of the behavioural stage model this
concept works?
A) Contemplation
B) Pre-contemplation
C) Action
61. Smoking causes cancer. This is ___________type of promotional appeal.
A) Moral appeal
B) Rational appeal
C) Emotional appeal
D) Social appeal
62. When large groups of people need to be quickly informed and persuaded regarding an issue or desired
behaviour __________ type of communication is used.
A) Selective
B) Personal
C) Mass
D) All of the above
63. Car seat safety checks event demonstration is _________type of promotion
A) Public Relations and Special Events
B) Advertising campaign
C) Personal selling effort
D) Sales promotion campaign
64. Road signs warning against drinking and driving are a type of _____________ promotion.
A) Special promotional items
B) Printed materials
C) Signage and Displays
D) Advertising and Public Service Announcements (PSAs)
65. Campaigns have been conducted against cigarettes, alcohol, hard drugs, etc. This campaign denotes
______ state of demand.
A) Negative demand
B) No demand
C) Latent demand
D) Unwholesome demand
66. The marketer must persuade and motivate to enhance the benefits of the behaviour (e.g. mobilize
social influence) and reduce the costs associated with change (time, effort or money). This is in _____
stage of behavioural change.
A) Contemplation
B) Pre-contemplation
C) Preparation
D) Maintenance
67. Social marketers should consider reducing cognitive dissonance through reinforcement. This is in
________ stage of behavioural change.
68. Teenagers are more exposed to seduction. The social marketer uses more which TARPARE model to
target?
A) Total numbers of persons in the segment
B) Resources required meeting the needs of the target audience
C) Persuadability of the target audience
D) Proportion of ‘At Risk’ persons in the segment
69. Some women avoid or postpone having mammograms when they are afraid of getting bad news. This
explains why many organizations have positioned mammograms as "early detection," a way to get
treatment before it spreads. This can be a type of _________ positioning.
A) Behaviour Focused Positioning
B) Barriers Focused Positioning
C) Benefit Focused Positioning
D) Competition- Focused Positioning
70. Moderate physical activity, such as raking leaves and taking the stairs instead of the elevator, is
positioned as something you can fit into your daily routine. This can be a type of
____________positioning.
A) Behaviour Focused Positioning
B) Barriers Focused Positioning
C) Benefit Focused Positioning
D) Competition- Focused Positioning
71. Youth abstinence advocates have tough competitors including the media entertain – men, peer
pressure, and raging hormones. Positioning abstinence as postponing sex, versus," no sex," has become
an easier sell many. This can be a type of _________ positioning.
A) Competition- Focused Positioning
B) Barriers Focused Positioning
C) Benefit Focused Positioning
D) Behaviour Focused Positioning
72. Using mobile libraries we can reach rural areas and enhance the reading habit. Which place strategy is
more feasible for this concept?
A) Extend Hours
B) Make the Location Closer
C) Be There at the Point of Decision Making
D) Make the Location More Appealing
73. Place a small, inexpensive plastic magnifier on fertilizer jugs so that gardeners can read the small print,
including instructions for safe usage. Which place strategy is more feasible for this concept? A) Extend
Hours
74. Pruning bushes in city parks so that youth are not able together in private and share their cigarettes and
beer. Which place strategy is more feasible for this concept? A) Make Access to the Competition More
Difficult or Unpleasant
B) Be Where Your Target Audience Shops
C) Work With Existing Distribution Channels
D) Be Where Your Target Audience Hangs Out
75. All are bases for choosing distribution channels and levels for social products except
A) The number of potential target adopters
B) Storage facilities
C) Inconvenient retail outlet opportunities
D) Transportation costs
76. Buying a life vest or paying for a swim class for toddlers involves:
A) Nonmonetary incentives
B) Non-monetary costs
C) Monetary costs
D) Nonmonetary disincentives
77. Fee for family –planning classes is:
A) Monetary payment of goods
B) Non-monetary payment for effort
C) Non-monetary psychological payment
D) Monetary payment for services
78. In the social marketing environment, they often take the form of a pledge/commitment, recognition,
and or appreciation acknowledging the adoption of a desired behaviour. This is a pricing strategy that
denotes:
A) Increase Nonmonetary Benefits for the Desired Behaviour
B) Decrease Monetary Costs for the Desired Behaviour
C) Increase Monetary Benefit for the Desired Behaviour
D) Decrease Nonmonetary Costs for the Desired Behaviour
79. All are reducing self-managed risks for non-monetary costs of the desired behaviour except
A) Buying only the major brand
B) Relying on the results of governmental testing
C) Accepting less credible endorsements
D) Paying attention to favourable word-of mouth communication
80. Increasing taxes on gas guzzling cars is a pricing strategy that denotes:
A) Increase Nonmonetary Costs for the Competing Behaviour
B) Increase Monetary Costs for the Competing Behaviour
C) Decrease Nonmonetary Costs for the Desired Behaviour
81. All are pricing in social marketing except
A) Higher prices generally discourages social change
B) Price is different for every customer
C) Price is primarily nonmonetary
D) Price is primarily monetary
82. If a nurse at a blood donor clinic is unfriendly or clumsy, she can affect the client’s perception of the
quality of the entire social campaign or service. Which distinguishing characteristics of service-oriented
social products represent this?
A) Intangibility
B) Perishability
C) Variability
D) Inseparability
83. Price can serve as a symbol and a surrogate for a product’s quality. When target adopters have difficulty
judging the quality of a social product, they often use price as a standard. A high price may lead target
adopters to view the product as having high quality or prestige. This concept indicates which social
marketing function? A) The Accessibility Function
B) Product-Positioning Function
C) The De-marketing function
D) All of the above
84. A given country’s laws raised the “price” of taking or possessing drugs to that of paying with one’s life if
caught. The government implemented a “price” of capital punishment that has shown no mercy to
either citizens or foreigners. This concept indicates which social marketing function?
A) The Accessibility Function
B) Product-Positioning Function
C) The De-marketing function D) All of the above
85. Charging customers Birr 32 for a rain barrel that cost the utility Birr 40 is ______ objective of pricing.
A) Recovering costs
B) Maximizing profits
C) Maximizing the number of target adopters
D) Social equity
86. Life vest manufacturer partnering on a drowning prevention campaign of offers discount coupons to
make pricing similar to less expensive vests that are not Coast Guard approved. This is _______
methods of price setting.
A) Cost - based pricing
B) Competitive – based pricing
C) Value – based pricing
87. Identify the wrong statement about social marketing?
A) Influences Behaviour
B) Utilize a systematic planning process that applies marketing principles
C) Focusing on priority target audience segments
D) Does not benefit target audience segments
88. Contemplation in the stages of change model represents _________.
A) People do not intend to take action in the foreseeable future
B) People are intending to start the healthy behaviour in the foreseeable future
C) People are ready to take action within the next 30 days
D) People intend to keep moving forward with that behaviour change
89. ____________ includes broad beliefs, values, and social norms that people hold, how persistent the
core values are overtime, how norms shift and the existence of sub-cultures.
A) Socio-Cultural Environment
B) Political-legal environment
C) Demographic-Economic Environment
D) Technological-Physical Environment
90. Which of the following is true about social marketing segmentation?
A) It uses personal characteristics as a segmentation criterion
B) Bases used to segment commercial market cannot be applied in social marketing
C) Behavioural segmentation is not used to segment social market
D) Social Marketers does not use benefit segmentation at all
91. _______ is a process of dividing people into more similar subgroups based upon defined criterion such
as product usage, demographics, psychographics, communication behaviours and media use. A) Social
Market Targeting
B) Social Market Segmentation
C) Social Product Branding
D) Social Product Positioning
92. All of the following are social prices except
A) Time
B) Effort
C) Lifestyle
D) None of the above
93. Which of the following is not included in developing audience segmentation process of social
marketing?
A) Personal characteristics
B) Attitude of individuals in a group
94. There are different barriers to segment social marketing product or service, one of the barriers is
the environment, and how does the environment is barrier to the segmentation?
A) Environment will give the marketer an opportunity to meet target audiences
B) Most of the social marketing products are subjected to political and policy demands
C) Most of social marketing activities are done using very High resources of an organization
D) Social marketing can’t be affected that much by external environments at all
95. __________________ are attributes or benefits consumers strongly associate with a brand and
believe they could not find with a competing brand.
A) Point of difference
B) Point of Parity
C) Point of Clarity
D) Branding
96. Which of the following can’t be included under distributing a social product?
A) Internet
B) Physical locations
C) Brochures
D) Phone
97. Which one more recommended in developing effective place strategy?
A) Make the Location Closer to your customer
B) Make the Location More formal and rigid
C) Be less accessible than the competition
D) Cutting off Existing Distribution Channels
98. What’s in it for me factor, perceived benefits become the focus of the positioning and is listed
out and communicated in __________________ positioning?
A) Behaviour Focused Positioning
B) Benefit Focused Positioning
C) Barriers Focused Positioning
D) Competition- Focused Positioning
99. In which of the behavioural change model stage is that you (as a seller) expected to create
awareness about the social marketing product or service that you provide?
A) Pre-contemplation
B) Contemplation
C) Preparation D) Action
100. Which of the following social marketing strategy is assumed as “fundamental strategy”?
A) Positioning of the Social product
B) Distributing a social product