Question 1

As with for-profit organizations,the first step in developing a marketing program for a nonprofit organization is to do which of the following?

Accepted Answer

Defining organizational objectives will lead to selection of target markets and then to the marketing mix.

Question 2

Special events are a great way to reach many targets while partnering with both profit and nonprofit companies.The Princess Margaret Weekend to End Breast Cancer is a great example.Thousands of women take part in this weekend walk each year.Which of the following would be an acceptable goal for the Weekend to End Breast Cancer?

Accepted Answer

The only appropriate goal for a nonprofit firm would be a service goal such as awareness,not a financial or market share goal.

Question 3

Global competition in the services arena is intense.Which country is the world's largest exporter of services?

Accepted Answer

The United States is currently the world's largest exporter of services, with exports totaling $826 billion in 2019. Japan, China, and Canada are all major exporters of services but do not surpass the United States in terms of export volume.

Question 4

Habitat for Humanity renovates vacant houses and sells them at no-interest mortgage rates to low-income home buyers.The organization relies on volunteers to provide the labour and funding for its renovations.How would Habitat for Humanity be classified?

Accepted Answer

Habitat for Humanity is classified as a nonprofit organization since its primary goal is to serve the community by providing affordable housing to low-income families, and it relies on donations from volunteers and philanthropic organizations to fund its activities.

Question 5

Relationship marketing programs that have the strongest potential for sustaining long-term relationships with customers are based on which type of bonds?

Accepted Answer

Level-three marketing programs with all three components are the strongest relationship marketing programs.

Question 6

When a business builds into the delivery system value-added services that are not readily available from other firms,its relationship marketing is based on the creation of which of the following?

Accepted Answer

Structural bonds are created when a business builds into the delivery system value-added services that are not readily available from other firms. This can give a competitive advantage and help to build strong, long-lasting relationships with customers. Financial bonds are based on economic factors like pricing and payment terms, while social and personal communication channels are forms of communication, but not necessarily tied to value-added services.

Question 7

What is the predominant form of nonprofit organization in Canada?

Accepted Answer

The answer of What is the predominant form of nonprofit...

Question 8

Save-the-Redwoods League is a nonprofit group committed to preserving ancient forests in North America.
-Refer to Save-the-Redwoods League.Because most people are not directly affected by what the organization does,what is weak?

Accepted Answer

Benefit strength refers to the fact that this nonprofit cannot offer customers direct,personal benefits in an exchange relationship.

Question 9

What is one of the consequences of the Canadian Red Cross's nonprofit orientation?

Accepted Answer

Success in a nonprofit organization is measured by how well service goals are met and how well it serves the community.

Question 10

The Container Store's CEO believes the company has a moral obligation to ensure employees are provided with an exciting and secure atmosphere to work in on a daily basis.What is he concerned about?

Accepted Answer

Treating employees as customers and developing systems and benefits that satisfy their needs is known as internal marketing.

Question 11

Which of the following is NOT an example of a nonprofit organization?

Accepted Answer

Royal Sun Alliance is a for-profit business.

Question 12

Which of the following statements best describes the marketing activities of a nonprofit organization?

Accepted Answer

Nonprofit organizations often refer to their target markets as clients,patients,or members.Nonprofit organizations charge fees,donations,tuition,etc.-all examples of prices.The major difference between nonprofits and for-profits is the lack of a profit objective.

Question 13

Which of the following includes marketing activities conducted by individuals and organizations to achieve some goal other than normal business goals,such as profit,market share,or return on investment?

Accepted Answer

Nonprofit organization marketing is specifically focused on achieving goals related to social or environmental causes, rather than traditional business goals like profit. Cause-related and social sponsorship may be included in nonprofit marketing efforts, but they are not exclusive to nonprofit organizations. Service marketing refers to marketing efforts related to services rather than physical products.

Question 14

Save-the-Redwoods League is a nonprofit group committed to preserving ancient forests in North America.
-Refer to Save-the-Redwoods League.What would the organization consider environmentalists,loggers,hunters,national park visitors,and lumber-producing companies?

Accepted Answer

The goal of the organization is to convince those groups and others of the importance of its work.

Question 15

Which of the following refers to the efforts of public and private nonprofit firms to bring about mutually satisfying exchanges with their target markets?

Accepted Answer

The term nonprofit organization marketing refers to the efforts of public and private nonprofit firms to bring about mutually satisfying exchanges with their target markets. Autonomous marketing is not a valid term, public affairs marketing refers to the organization's efforts to build and maintain relationships with government and other publics, and social marketing refers to the use of marketing principles to encourage positive social behaviors.

Question 16

Emmy award-winning actress Kirstie Alley became the spokesperson for Narconon International in 1990.Narconon International's goal is to provide treatment and rehabilitation to young people before they become hardened criminals.What would Narconon International be classified as?

Accepted Answer

A nonprofit organization seeks to achieve some goal other than the usual business goals of profit,market share,or return on investment.

Question 17

Which type of marketing involves treating employees as customers and developing systems and benefits that satisfy their needs such as training,stressing teamwork,and employee empowerment?

Accepted Answer

Internal marketing involves treating employees as internal customers and creating a customer-oriented culture within the organization. This can be achieved by providing training, stressing teamwork, and empowering employees to make decisions. The focus is on ensuring that employees are satisfied with their job and motivated to perform well, which in turn leads to better customer satisfaction and overall business success.

Question 18

Which of the following seeks to achieve some goal other than the usual business goals of profit,market share,or return on investment?

Accepted Answer

Nonprofit organizations are established with the aim of achieving some social, cultural, or environmental objective, rather than generating profits for shareholders or owners. These organizations may have charitable, educational, or humanitarian missions, and they rely on donations, grants, and other forms of funding in order to operate.

Question 19

Sierra Club and the Boy Scouts are nonprofit organizations that want to develop marketing strategies to bring about mutually satisfying exchanges with their target markets as they work to protect our environment.Thus,both Sierra Club and the Boy Scouts have which of the following?

Accepted Answer

A nonprofit organization exists to achieve some goals other than profit,but like their corporate counterparts,nonprofit managers develop marketing strategies to bring about mutually satisfying exchanges with target markets.

Question 20

Hyatt Regency's Platinum Card Program allows members to bypass any line at the check-in desk and get immediate check-in service.In this example,what are developed by offering value-added services that are not readily available from other hotel chains?

Accepted Answer

This example is similar to the Hertz example in your text.

Quiz 11: Services and Nonprofit Organization Marketing