A university offers alumni a special Visa card with the university's logo printed on the front. Each time the cardholder uses the card, the university receives a small percentage of the amount charged. This is an example of ______.
A) co-branding
B) co-marketing
C) a frequency marketing program
D) an affinity program

Question

Quizplus · Accepted Answer

This is an example of an affinity program, which is a type of marketing strategy that targets a specific group of customers who are connected by a shared interest or affiliation with a particular organization. In this case, the alumni are connected to the university, and the card with the university logo helps to reinforce that affiliation while also providing a benefit to both the alumni and the university. Co-branding and co-marketing are also similar strategies, but typically involve partnering with another organization to offer a joint product or service, rather than targeting a specific group of customers. A frequency marketing program is focused on encouraging repeat purchases, often through loyalty programs or incentives.

A University Offers Alumni a Special Visa Card with the University's