Question 1

In a commercial transaction, a occurs when you give something up (money) in exchange for a reward that you receive, whether an education, a concert, or medical care.
A) competitive advantage
B) promotion
C) segmentation
D) benefit exchange

Accepted Answer

Benefit exchange specifically refers to the exchange of something (money) for a reward or benefit, as described in the scenario. Competitive advantage refers to a company's ability to outperform its competitors, promotion refers to advertising or marketing efforts to increase sales, and segmentation refers to dividing a market into smaller groups with similar needs or characteristics for targeted marketing.

Question 2

The need to keep promotion cost-effective requires focusing communication on segments of the public most likely to respond-that is, on:
A) the target market.
B) consumers 18 years old and younger.
C) educators.
D) persons with a high school degree or less.

Accepted Answer

Focusing communication on the target market is the most cost-effective approach as it involves identifying and targeting the specific segments of the public most likely to respond to the promotion. This approach allows the business to allocate its resources effectively and maximize the return on investment. Focusing on other segments like consumers 18 years old and younger, educators, or persons with a high school degree or less may not be as effective, as they may not be the target market for the business' products or services.

Question 3

The findings of several studies suggest that nonprofit organizations that hold a market ori?entation, perhaps better defined as a "social orientation," do attain than those that do not.
A) better brand recognition
B) a better competitive advantage
C) more coveted market niches
D) greater financial support and client satisfaction

Accepted Answer

The sentence suggests that nonprofit organizations with a "social orientation" that operates with a market orientation achieve greater financial support and client satisfaction than those that do not. There is no direct mention of better brand recognition, a better competitive advantage, or more coveted market niches in the sentence.

Question 4

This approach to pricing, in which the price charged to the customer or client is set to cover what it costs the organization to produce or provide it, is called:
A) cost-oriented pricing.
B) value-based pricing.
C) competition-oriented pricing.
D) price discrimination.

Accepted Answer

The approach described is cost-oriented pricing, as it focuses on covering the organization's costs rather than considering the value to the customer or competition in the market.

Question 5

Various combinations of the variables known as the 4 Ps of marketing are called:
A) the market niche.
B) demographic variables.
C) the marketing mix.
D) psychographics.

Accepted Answer

The combination of the 4 Ps (product, price, place, promotion) is known as the marketing mix. The other options are not descriptions of this concept.

Question 6

These objective measures include age, gender, race, income, and geography.
A) Personal attributes
B) Demographic variables
C) Behavioral measures
D) Target audiences

Accepted Answer

Demographic variables are objective and measurable characteristics of a population or sample, including age, gender, race, income, and geography. These variables can be used to segment and target audiences for marketing and advertising efforts. Personal attributes, behavioral measures, and target audiences may also be used in marketing, but they are not synonymous with demographic variables.

Question 7

According to the principles of , the organization develops its product to be responsive to what the customer needs and wants.
A) product mind-set
B) target-audience mind-set
C) volunteer mind-set
D) American-style consumerism

Accepted Answer

The target-audience mind-set focuses on understanding and responding to the specific needs and wants of the customer, ensuring that the product is tailored to meet those demands.

Question 8

Nonprofits may compete directly with other organizations, nonprofit or for-profit, but also face from all alternative uses for individuals' time and money.
A) competition-oriented pricing
B) demographic variables
C) generic competition
D) promotions

Accepted Answer

Generic competition refers to competition from alternative uses of a consumer's time and money. Nonprofits may compete with other organizations, but they also face competition from other activities or causes that may divert potential donors or volunteers away from their cause. Therefore, the most appropriate choice is generic competition. The other options - competition-oriented pricing, demographic variables, and promotions - are not directly related to the concept of competition from alternative uses of time and money.

Question 9

Building a positive and consistent brand image requires that an organization integrate its marketing and communication efforts so that all communication from that organization represents the organization as a whole. This is known as:
A) competitive advantage.
B) integrated marketing communication.
C) differentiation.
D) strategic communications.

Accepted Answer

Integrated marketing communication is the process of coordinating all communication and marketing efforts to create a consistent brand image. This involves using various communication channels, such as advertising, public relations, social media, and sales promotions, in a strategic and cohesive manner. By doing so, organizations can better align their messaging and ensure that all communication efforts collectively represent their brand identity.

Question 10

A(n) describes the expectations that you have about what you will receive when you buy a specific product or service.
A) brand attribute
B) emotional brand response
C) brand promise
D) brand equity

Accepted Answer

A brand promise is a description of what a customer can expect to receive when they purchase a particular product or service. It represents an important part of a company's brand and is often used to differentiate the company from competitors. The brand promise sets the expectation of a customer, and it is up to the company to deliver on that promise to build loyalty and trust.

Question 11

These patterns of past behavior can divide people into identifiable groups.
A) Segmentation
B) Behavior discrimination
C) Demographic variables
D) Behavioral measures

Accepted Answer

The answer of These patterns of past behavior can divide...

Question 12

This method of establishing pricing involves charging people different prices based on the market segment to which they belong, determined by objective variables.
A) Value-based pricing
B) Price discrimination
C) Cost-oriented pricing
D) Competition-oriented pricing

Accepted Answer

Price discrimination involves charging different prices to different buyers based on objective variables such as age, income, location, etc. This method aims to optimize revenue by charging each group what they are willing and able to pay, ultimately increasing profits.

Question 13

Burnett defines this as "a name, term, sign, symbol, design, or a combination of these that is intended to identify the goods and services of one seller or group of sellers and differentiate them from those of competitors."
A) Brand
B) Logo
C) Swoosh
D) Marketing strategy

Accepted Answer

The definition given clearly matches the characteristics of a brand. A logo and swoosh are components of a brand, but do not fully encompass the overall concept. Marketing strategy is a broader term that encompasses various tactics used to promote a brand or product.

Question 14

In the simplest of definitions, is the transmission or exchange of information.
A) communication
B) marketing
C) production
D) telephony

Accepted Answer

Communication refers to the transmission or exchange of information through various channels, such as speaking, writing, or nonverbal cues. Marketing refers to the promotion and distribution of products or services. Production refers to the creation or manufacturing of goods. Telephony refers specifically to the technology related to telephone communication.

Question 15

Organizations can adjust the marketing mix to differentiate themselves from others and position themselves in a unique , gaining an advantage over other organizations or alternative activities with which they may compete.
A) brand
B) marketing niche
C) price position
D) market slot

Accepted Answer

The term "marketing niche" refers to a specific area or segment of the market that an organization focuses on serving. By differentiating themselves and positioning themselves uniquely within their chosen niche, they can gain an advantage over competitors who are competing for the same customers. Options A, C, and D are not incorrect, but they are not as closely related to the concept of market differentiation through the marketing mix as option B.

Question 16

In the mid-20th century, an increasingly competitive economic environment led to a new approach to marketing in the business world, one reflecting a:
A) product mind-set.
B) volunteer mind-set.
C) competitive mind-set.
D) sales mind-set.

Accepted Answer

The answer of In the mid-20th century, an increasingly competitive...

Question 17

The most credible medium of communication is:
A) printed documents.
B) word-of-mouth.
C) broadcast information.
D) the Internet.

Accepted Answer

The answer of The most credible medium of communication is:
A)...

Question 18

For many people, marketing is still synonymous with , and they may see it as something possibly inconsistent with the values and the culture of the nonprofit sector.
A) the financial sector
B) dishonesty
C) sales
D) New York executives

Accepted Answer

The sentence implies that some people may view marketing as "sales," which can be seen as inconsistent with the values of the nonprofit sector. The other choices, such as the financial sector or New York executives, are not directly related to the negative perception of marketing in the nonprofit sector. The choice of dishonesty may also be related, but it is not as specific as the choice of sales.

Question 19

combine demographic data with knowledge about individuals' lifestyles, defined by their activities, interests, and opinions.
A) Lifestyle indicators
B) Demographic variables
C) Psychographic measures
D) Behavioral measures

Accepted Answer

Psychographic measures combine demographic data with knowledge about individuals' lifestyles, defined by their activities, interests, and opinions. They are used to segment markets based on personality traits, values, beliefs, and attitudes, and are considered more sophisticated than simple demographic variables or behavioral measures.

Question 20

Communicating a message requires tailoring it to both one-way communication and two-way communication, and is essential.
A) brevity
B) detail
C) colorful language
D) an appeal to the audience's emotions

Accepted Answer

Brevity is essential for effective communication, as it ensures that the message is clear and concise, and can be easily understood by the audience.

Quiz 10: Marketing and Communications

In a commercial transaction, a occurs when you give something up (money) in exchange for a reward that you receive, whether an education, a concert, or medical care.

The need to keep promotion cost-effective requires focusing communication on segments of the public most likely to respond-that is, on:

The findings of several studies suggest that nonprofit organizations that hold a market ori?entation, perhaps better defined as a "social orientation," do attain than those that do not.

This approach to pricing, in which the price charged to the customer or client is set to cover what it costs the organization to produce or provide it, is called:

Various combinations of the variables known as the 4 Ps of marketing are called:

These objective measures include age, gender, race, income, and geography.

According to the principles of , the organization develops its product to be responsive to what the customer needs and wants.

Nonprofits may compete directly with other organizations, nonprofit or for-profit, but also face from all alternative uses for individuals' time and money.

Building a positive and consistent brand image requires that an organization integrate its marketing and communication efforts so that all communication from that organization represents the organization as a whole. This is known as:

A(n) describes the expectations that you have about what you will receive when you buy a specific product or service.

These patterns of past behavior can divide people into identifiable groups.

This method of establishing pricing involves charging people different prices based on the market segment to which they belong, determined by objective variables.

Burnett defines this as "a name, term, sign, symbol, design, or a combination of these that is intended to identify the goods and services of one seller or group of sellers and differentiate them from those of competitors."

In the simplest of definitions, is the transmission or exchange of information.

Organizations can adjust the marketing mix to differentiate themselves from others and position themselves in a unique , gaining an advantage over other organizations or alternative activities with which they may compete.

In the mid-20th century, an increasingly competitive economic environment led to a new approach to marketing in the business world, one reflecting a:

The most credible medium of communication is:

For many people, marketing is still synonymous with , and they may see it as something possibly inconsistent with the values and the culture of the nonprofit sector.

combine demographic data with knowledge about individuals' lifestyles, defined by their activities, interests, and opinions.

Communicating a message requires tailoring it to both one-way communication and two-way communication, and is essential.