Question 1

Some Canadian drivers have decals of their college or university on their car windows. What type of marketing is this an example of?

Accepted Answer

This is an example of organization marketing, where the focus is on promoting the organization itself, in this case, a college or university, through branding efforts like decals on car windows.

Question 2

Which of the following would be an example of interactive marketing?

Accepted Answer

Interactive marketing involves direct communication between the buyer and seller, often facilitated by digital platforms like the Internet or virtual reality, allowing for real-time interaction and engagement.

Question 3

What is the basic objective of place marketing?

Accepted Answer

The basic objective of place marketing is to attract visitors or new businesses to a particular area, focusing on enhancing the appeal of a location to tourists, investors, or new residents.

Question 4

What does interactive marketing refer to?

Accepted Answer

Interactive marketing refers to the process where communication is bidirectional, allowing customers to control the kind and amount of information they receive from marketers. This approach emphasizes the importance of listening to customer needs and preferences, making the marketing efforts more personalized and effective.

Question 5

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

Cause marketing is a type of marketing that combines a for-profit business with a non-profit organization to promote a social cause. In this example, the music star is using her concerts to promote a charitable cause, which is a form of cause marketing.

Question 6

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. This involves promoting a location to attract visitors, residents, or businesses, focusing on highlighting the unique attributes and benefits of the area.

Question 7

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 when a customer not only buys the products but also recommends them to others, acting as an advocate for the company. This level indicates a deep trust and satisfaction with the company's offerings, leading the customer to actively promote the brand to potential new customers.

Question 8

Which of the following is a combination of person, cause, and organization marketing?

Accepted Answer

Angelina Jolie's role as a UN Goodwill Ambassador for refugees combines person marketing (Angelina Jolie), cause marketing (support for refugees), and organization marketing (the United Nations).

Question 9

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

Accepted Answer

Coca-Cola engages in event marketing as an official sponsor of the Olympics, promoting its brand through association with this major international sporting event.

Question 10

Sally Myers, head of marketing at Sally's Salon, serviced six new customers over the past two weeks. Through a feedback form, Sally learned that all of them had acted upon the opinions of their friends and family members. What did Sally encounter?

Accepted Answer

Sally encountered buzz marketing, which occurs when individuals share their positive experiences with a product or service, influencing friends and family to try it. This word-of-mouth promotion is a powerful and organic form of marketing.

Question 11

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

Accepted Answer

Relationship marketing focuses on long-term customer engagement, which naturally leads to repeat sales as customers develop loyalty and continue choosing the company's products or services over competitors.

Question 12

What do we refer to when we discuss the revenues and intangible benefits accrued to the firm, minus the investment to attract and keep a customer?

Accepted Answer

The lifetime value of the customer refers to the total revenues and intangible benefits a firm gains from a customer over the entire period of their relationship, minus the costs involved in attracting and retaining that customer.

Question 13

Why does relationship marketing focus more attention on existing customers?

Accepted Answer

Relationship marketing focuses more attention on existing customers because acquiring new customers is generally more expensive due to the costs associated with marketing, sales efforts, and the establishment of trust and loyalty.

Question 14

What does mobile marketing refer to?

Accepted Answer

Mobile marketing specifically refers to marketing activities conducted through wireless technology, which primarily includes marketing messages and advertisements delivered to mobile devices such as smartphones and tablets.

Question 15

Wild Escape advertises jungle safaris, chimpanzee tracking, and gorilla tracking tours. What is this type of advertising an example of?

Accepted Answer

Wild Escape's advertising of jungle safaris, chimpanzee tracking, and gorilla tracking tours is an example of place marketing. This is because it promotes a specific location or experience associated with a particular place, aiming to attract visitors or tourists to that destination.

Question 16

In the practice of relationship marketing, the definition of a customer is taken to another level. Which scenario best illustrates how a company practising relationship marketing is different from a traditional transaction-based marketer?

Accepted Answer

In relationship marketing, the focus is on building long-term relationships with customers and other stakeholders, rather than just focusing on individual transactions. Inviting suppliers to an annual golf outing (C) is an example of building and maintaining a relationship beyond the immediate transaction, which is a key aspect of relationship marketing.

Question 17

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 supports a social cause and benefits from the increased sales or visibility, while also contributing to the cause. In this case, Mars Inc.'s M&M's division is supporting the Special Olympics by donating a portion of their sales.

Question 18

A university sells customized sweat shirts, pull overs, and jerseys to its students and staff. What type of marketing is this an example of?

Accepted Answer

This is an example of organization marketing, where the university is promoting and selling products (sweatshirts, pullovers, and jerseys) branded with its identity to its members (students and staff).

Question 19

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

This example combines event marketing, as it promotes the upcoming football game (an event), and organization marketing, as it promotes an alumni association function, thereby aiming to enhance the association's image and encourage participation.

Question 20

Which statement best describes relationship marketing?

Accepted Answer

Relationship marketing focuses on long-term engagement and bonds with customers, which includes not only individual consumers but also extends to distributors, suppliers, and other forms of corporate partnerships. It emphasizes mutual benefit and cooperation across various types of relationships beyond just the consumer level.

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