Question 1

The Christmas Is For Children annual toy collection drive requires distribution channels that are:

Accepted Answer

The Christmas Is For Children annual toy collection drive requires distribution channels that are efficient for both collecting donations as well as distributing the proceeds of the campaign. This suggests that a distribution strategy that is not only focused on toy collection but also on efficient distribution is required. Option C best fits this requirement. Option A, exclusive distribution, is not necessary for a toy collection drive. Option B suggests that the distribution channels need to be longer than most profit-oriented firms, which is not a requirement for a toy collection drive. Option D suggests that many levels of intermediaries and facilitating agents are needed, which may not be efficient for a toy collection drive. Option E focuses only on the collection of toys and not on efficient distribution, which is not suitable for a toy collection drive.

Question 2

The major difference between the marketing orientation of Ford Motor Company and of the Smithsonian Institute is that:

Accepted Answer

The major difference between the marketing orientation of Ford Motor Company and of the Smithsonian Institute is that the rewards of the Smithsonian are long-term social benefits, while Ford has a target market and relies on quantitative methods of market research to advertise and promote its products. Additionally, Ford has a tangible product to market, while the Smithsonian's offerings are largely intangible, such as education and cultural enrichment.

Question 3

The Fountaindale Adult Literacy Education Program needs to understand and target all of the following potential markets EXCEPT:

Accepted Answer

The administrative board of the organization is not a potential market for the literacy program; they are part of the organization itself. The program should focus on reaching out to illiterate adults, state agencies for support, potential teachers, and community members who can support the initiative.

Question 4

Which of the following statements about the marketing activities of a nonprofit organization is true?

Accepted Answer

Nonprofit organizations often use undifferentiated segmentation strategies to reach a broad audience with their message or cause, as they may not have the resources to target specific segments.

Question 5

Most governmental organizations are prohibited from:

Accepted Answer

Most governmental organizations are prohibited from advertising, as they are not supposed to engage in commercial activity or promote specific products or services. While they may use public service announcements or other forms of communication to distribute information or educate the public, advertising is not typically permitted.

Question 6

Habitat for Humanity,a(n)_____,renovates vacant houses and sells them at no-interest mortgage rates to low-income home buyers.The organization relies on volunteer to provide the labor and funding for its renovations.

Accepted Answer

Habitat for Humanity is a nonprofit organization because it is dedicated to a social cause and does not aim to make a profit from its activities. The organization relies on volunteers and donations to achieve its mission of providing affordable housing to low-income families.

Question 7

If a benefit is indirect to the customer,the marketer may find a challenge in promoting a product with little:

Accepted Answer

When a benefit is indirect to the customer, it may be challenging for the marketer to promote the product with little benefit strength. Benefit strength refers to the degree to which a benefit satisfies a customer's needs or desires. Without strong and direct benefits, customers may not see the value in the product and may be less likely to purchase it. Therefore, the marketer's challenge is to find a way to emphasize and communicate the indirect benefits in a way that resonates with the customer and highlights the value that the product can provide.

Question 8

Sierra Club and the Girl Scouts of America 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 Girl Scouts of America have:

Accepted Answer

Both Sierra Club and the Girl Scouts of America want to develop marketing strategies to bring about mutually satisfying exchanges with their target markets. This indicates that they have a marketing orientation, where they focus on understanding and meeting the needs and wants of their customers (in this case, donors, members, and supporters) to achieve their organizational goals of protecting the environment.

Question 9

Which of the following statements describes how a nonprofit organization should design its product offering?

Accepted Answer

Nonprofit organizations need to be customer-focused and satisfy the needs of their target market in order to be successful. This includes designing a product offering that meets the needs and desires of their audience. It is important to note that nonprofit products do not have to be tangible - they can be services, experiences, or even intangible benefits.

Question 10

A target market for a nonprofit organization:

Accepted Answer

Nonprofit organizations often have to engage with individuals or groups who may be indifferent or even opposed to their cause, as they aim to raise awareness and support for their mission.

Question 11

Nonprofit organizations face a unique challenge because the target market of the nonprofit organization is often the:

Accepted Answer

The answer of Nonprofit organizations face a unique challenge because...

Question 12

Traditional promotional tools may be inadequate to motivate product adoption of many nonprofit organizational products because of:

Accepted Answer

Nonprofit products often require a high level of consumer involvement, which traditional promotional tools may not effectively address.

Question 13

Like for-profit organizations,the first step in developing a marketing program for a nonprofit organization is to:

Accepted Answer

Just like for-profit organizations, a nonprofit organization should begin their marketing program by defining organizational objectives. This will guide the rest of the marketing strategy and ensure that all efforts are aligned with the mission and goals of the organization.

Question 14

A Brazilian restaurant named Fogo de Chão hosted a special dinner to benefit the Atlanta Community Food Bank.This benefit meal is an example of a _____ strategy.

Accepted Answer

This benefit meal is an example of a promotion strategy, as Fogo de Chão is promoting their restaurant and its food while also attracting customers by supporting a good cause.

Question 15

Save-the-Redwoods League is a nonprofit group committing to preserving ancient forests in the U.S.Its _____ is environmentalists,loggers,hunters,national park visitors,and lumber-producing companies.

Accepted Answer

The blank in the sentence is referring to a group of individuals that the nonprofit organization is targeting, which is their target market. The sentence describes this target market as including individuals with a range of backgrounds and interests, such as environmentalists, loggers, hunters, national park visitors, and lumber-producing companies.

Question 16

A local church formed a special committee to provide aid to the homeless in its county.The church applied to the city and county governments for funding but was denied when it could not adequately state what services it would offer.In this case,the special committee failed because it had not defined its:

Accepted Answer

The committee failed because it did not define its product offerings or the services it would provide to the homeless population. Without a clear understanding of what services they would offer, the committee could not effectively communicate their plan to the city and county governments and secure funding.

Question 17

Save-the-Redwoods League is a nonprofit group committing to preserving ancient forests in the U.S.The organization has relatively weak _____ because most people are not directly affected by what the organization does.

Accepted Answer

Benefit strength refers to the perceived value or importance of an organization's mission or cause. In this case, Save-the-Redwoods League's mission of preserving ancient forests may not directly affect most people, resulting in a relatively weak benefit strength.

Question 18

The distribution channel of services for nonprofit organizations:

Accepted Answer

Nonprofit organizations typically have a direct distribution channel from producer (the nonprofit organization) to consumer (the recipient of the services or benefits provided by the nonprofit organization). This is because the nonprofit organization is the primary source of the service and there are typically no middlemen involved in the delivery of the service. While nonprofit organizations may have partnerships or collaborations with other organizations to help deliver their services, this does not usually involve a complex or indirect distribution channel. Additionally, while fundraising and soliciting funds is an important aspect of nonprofit work, it is not directly related to the distribution channel of services.

Question 19

An acceptable goal of the Metropolitan Area Transit Authority,a nonprofit organization,for its new bus and rail service would be to:

Accepted Answer

As a nonprofit organization, the goal of the Metropolitan Area Transit Authority (MATA) should focus on serving the community and meeting the needs of its target market. Increasing awareness of its new bus and rail service to 75 percent is a reasonable and attainable goal that will help ensure that MATA is meeting the transportation needs of the community it serves. The other options, such as setting ridership volumes based on ROI or gaining a larger market share than a for-profit company, prioritize financial gain over meeting community needs, and are therefore less appropriate goals for a nonprofit organization like MATA.

Question 20

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

Accepted Answer

The success of a nonprofit organization like the American Red Cross is typically measured by its impact and effectiveness in fulfilling its mission, rather than financial profitability.

Quiz 11: Services and Nonprofit Organization Marketing