Question 1

An alumni association at a university sends out announcements promoting the upcoming football game and an alumni association function.What two types of marketing is this example a combination of?

Accepted Answer

The announcements promote both an event (the football game) and the organization (the alumni association function), making it a combination of event and organization marketing.

Question 2

Who often benefits from an alliance between a not-for-profit organization and a for-profit organization?

Accepted Answer

Both parties often benefit from an alliance between a for-profit and not-for-profit organization. The for-profit organization may benefit from increased brand recognition, access to new markets, and a positive image boost from supporting a charitable cause. The not-for-profit organization may benefit from increased funding, access to resources, and a broader reach for their message or cause.

Question 3

Some Ontario drivers have licence plates that have the logo of their university on their plate.What type of marketing is this an example of?

Accepted Answer

This is an example of organization marketing as it promotes the university and its brand through the use of licence plates.

Question 4

A biotechnology company and a university medical school work to develop a new drug to treat arthritis.What is this an example of?

Accepted Answer

This is an example of a strategic alliance, where two entities (the biotechnology company and the university medical school) cooperate to achieve a common goal, i.e., developing a new drug to treat arthritis.

Question 5

Which of the following statements BEST applies when comparing not-for-profit organizations to for-profit organizations?

Accepted Answer

Not-for-profit organizations often depend on strategic alliances with for-profit organizations to help achieve their goals and secure funding. This is because they may not have access to the same financial resources as for-profit organizations, which can limit the amount of marketing they can do and the types of services they can offer. Additionally, not-for-profit organizations may be impacted by contributors' personal agendas, as their funding often comes from donors and grants, who may have specific interests or causes they are passionate about supporting. Not-for-profit organizations may still offer tangible goods, but their primary focus is often on providing services to their communities.

Question 6

What are companies able to do by converting indifferent customers into loyal ones through relationship marketing?

Accepted Answer

By converting indifferent customers into loyal ones, companies can generate repeat sales. This is because loyal customers are more likely to make repeat purchases and recommend the company to others, leading to increased revenue and growth. While minimizing lifetime value or avoiding the necessity of improving customer service may provide short-term benefits, they are not sustainable strategies for long-term success. And while contracts may be used in some industries, they are not a necessary outcome of relationship marketing.

Question 7

What type of marketing is an example of traditional marketing, as opposed to non-traditional marketing?

Accepted Answer

The answer of What type of marketing is an example...

Question 8

What is the MOST obvious distinction between not-for-profit and for-profit organizations?

Accepted Answer

The most obvious distinction between not-for-profit and for-profit organizations is that not-for-profits have a different view of what constitutes the bottom line. For-profit organizations primarily focus on making a profit for their shareholders or owners, while not-for-profits prioritize their mission and goals over making a profit. All other choices may be applicable to some degree, but they are not the most obvious distinction between the two types of organizations.

Question 9

A music star promotes her concerts, but also uses her concerts to promote a charitable cause.What two types of marketing is this example a combination of?

Accepted Answer

The example is a combination of cause marketing, since the music star uses her concerts to promote a charitable cause, and event marketing, since she promotes her concerts as well. It is not person marketing, as the focus is not solely on promoting the music star herself, and it is not organization marketing, as there is only one individual promoting the cause and concerts.

Question 10

How many not-for-profit organizations are there in Canada?

Accepted Answer

There are over 160,000 not-for-profit organizations in Canada.

Question 11

Mars Inc.'s M&M's division donates 50 cents of specially marked candy sales to the Special Olympics.What is this an example of?

Accepted Answer

This is an example of cause marketing, where a company aligns itself with a social or environmental cause, and donates a portion of sales or profits to that cause. In this case, Mars Inc.'s M&M's division is aligning itself with the cause of Special Olympics, and donating a portion of sales to support it.

Question 12

Schwann's Foods sells its products through both grocery stores and door-to-door sales.Selling, order taking, delivery, and limited customer service are all conducted by the drivers.What two marketing functions overlap as a result of the drivers' required responsibilities?

Accepted Answer

The drivers are responsible for both taking orders (exchange function) and delivering products (distribution function). Therefore, these two marketing functions overlap as a result of the drivers' required responsibilities.

Question 13

Melissa is managing the campaign of her friend for the presidency of the student council.What type of marketing is Melissa's effort an example of?

Accepted Answer

Melissa is promoting her friend as a person, specifically for the role of the student council president. This is an example of person marketing, which focuses on promoting a particular individual rather than a product or organization.

Question 14

What is the basic objective of place marketing?

Accepted Answer

The basic objective of place marketing is to attract visitors or new business to a particular area. This can be done by promoting the unique aspects and attractions of the place, such as its natural beauty, cultural offerings, and economic opportunities. Place marketing aims to create a positive image of the place in the minds of potential visitors, residents, and investors, and to encourage them to choose the area as their destination for tourism, relocation, or business.

Question 15

The application of relationship marketing requires attention to levels of customer loyalty.What is the highest level, as defined by this type of marketing?

Accepted Answer

The highest level of customer loyalty in relationship marketing is an advocate who not only buys the company's products but also recommends them to others. This level of loyalty indicates that the customer not only values the company's offering but is also willing to provide positive word-of-mouth marketing on its behalf.

Question 16

What statement would suggest that the firm has avoided marketing myopia?

Accepted Answer

Option B suggests that the firm focuses on fulfilling customers' dreams instead of just describing its products or services. This approach indicates that the firm has considered customer needs and wants rather than being myopic and narrowly focused on its products or services. Options A, C, and D are all more product or service-oriented and do not suggest a customer-focused approach.

Question 17

What type of marketing does the Coca-Cola Company engage in as an official sponsor of the Olympics?

Accepted Answer

The Coca-Cola Company engages in event marketing as an official sponsor of the Olympics, using the opportunity of the high-profile international event to promote their brand and products.

Question 18

You receive a flyer urging you to attend a rally for a local political candidate.You're asked to bring a can of food for the local food bank as the "price of admission." What two types of marketing is this a combination of?

Accepted Answer

This is a combination of cause marketing, as it involves supporting a social cause (donating to a food bank), and person marketing, as it promotes a political candidate.

Question 19

Many hotel chains offer free stays and other perks to repeat customers.What is this an example of?

Accepted Answer

This is an example of relationship marketing, which focuses on building long-term relationships with customers and providing them with personalized experiences and rewards in order to encourage repeat business.

Question 20

What type of marketing do federal and provincial departments of tourism typically engage in?

Accepted Answer

Federal and provincial departments of tourism typically engage in place marketing, which focuses on promoting the attractions and features of a particular location or destination. This includes advertising campaigns, social media promotion, and partnerships with travel agencies and tour operators.

Quiz 1: Marketing: The Art and Science of Satisfying Customers