Marketing Final Exam

Marketing Final Exam

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Unformatted text preview: ce. Alternatives A, B, and C are as likely to be targeted by for-profits as nonprofits. PTS: 1 Thinking REF: 197 OBJ: 12-8 TOP: AACSB Reflective KEY: CB&E Model Customer MSC: BLOOMS Comprehension 89. Many nonprofit organizations are pressured or required to serve the maximum number of people by targeting the average user, which pressures them to adopt which type of targeting strategy? a. Niche b. Undifferentiated c. Multisegmented d. Uniform e. Unidimensional ANS: B Undifferentiated targeting strategies focus on average users. PTS: 1 REF: 197 Thinking KEY: CB&E Model Strategy OBJ: 12-8 TOP: AACSB Reflective MSC: BLOOMS Comprehension 90. If a benefit is indirect to the customer, the marketer may find a challenge in promoting a product with little: a. benefit complexity b. feature charisma c. benefit strength d. personalization e. benefit exchange ANS: C The benefit strength of many nonprofit offerings is quite weak or indirect. PTS: 1 REF: 197-198 Thinking KEY: CB&E Model Product OBJ: 12-8 TOP: AACSB Reflective MSC: BLOOMS Comprehension 91. Gifts in Kind International is a nonprofit organization that gathers new and used merchandise and distributes it to charities nationwide. Traditional promotional tools may be inadequate to motivate its target markets because of: a. nonprofit product volunteer policies b. the absence of consumer involvement c. lack of prices for the products d. direct distribution e. infrequent use of target markets ANS: B Involvement may range from extremely high (join the military, stop smoking) to low (prevent forest fires, don’t litter), which is a much wider range than consumer products usually experience. PTS: 1 REF: 198 Thinking KEY: CB&E Model Product OBJ: 12-8 TOP: AACSB Reflective MSC: BLOOMS Application 92. Throughout the United States, dancers are joining hands, arms, and legs to present a Virtual Kickline Performance as a sign of their unified support for National Dance Week (NDW) and its mission statement. The purpose of NDW is to educate the American public on the cultural contributions of dance to our society and raise public awareness to the benefits of dance in our culture. This Virtual Kickline Performance is an example of a _____ strategy. a. target market b. distribution c. product d. promotion e. direct marketing ANS: D It is using volunteers to promote its message. PTS: 1 REF: 198 Thinking KEY: CB&E Model Promotion OBJ: 12-8 TOP: AACSB Reflective MSC: BLOOMS Application 93. _____ is an announcement in mass media for which no charge is made and which promotes programs, activities, or services of federal, state, or local governments or the programs, activities, or services of nonprofit organizations. a. Nonsponsored advertising b. Public service advertising c. Societal marketing d. Cause-related marketing e. Social advertising ANS: B Unlike a commercial advertiser, the sponsor of the public service advertisement does not pay for the time or space. PTS: 1 REF: 198 Thinking KEY: CB&E...
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This document was uploaded on 09/29/2013.

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