If an organization is conducting marketing activities other than for the goals of profit, market share, or return on investment (ROI), these marketing activities are referred to as
A. a waste of time
B. nonbusiness marketing
C. strategic marketing
D. promotional marketing
E. nonmarketing activities
Answer: (B) Marketing activities undertaken by groups without an objective of profit, ROI, or market share are called nonbusiness marketing activities. An example of such an activity may be a beer manufacturer running an ad campaign to reduce teenage drinking. (A) is incorrect because they are not, or should not, be a waste of time. They may be providing useful information to the listener or viewer. (C) is incorrect; although they may be strategic in nature, the purpose is nonbusiness. Promotional marketing activities (D) refer to activities and processes undertaken as a part of the promotional mix (i.e., advertising, public relations, sales promotion, selling) and is incorrect. Nonmarketing activities (E) is incorrect, because these are marketing functions and activities.