Question

Question
1
Question
2
A)
Nike took a risk by featuring a controversial sports figure in its advertisement. What were the potentialnegative results of this choice?
(1 point)
Nike might have seen an increase in its stock.
Nike might have alienated much of its target market.
Nike might have lost support for its non-sports product.
Nike might have been banned from featuring sports figures.
A)
What conclusion can Nike draw from the success of the Colin Kaepernick campaign?
(1 point)
Featuring any celebrity will boost sales.
Professional athletes should not speak out.
Consumers care about social justice issues.
The customers they lost will probably be back.
Question
3
Question
4
A)
Consumers who chose to buy Nike due to the company’s support of Colin Kaepernick would be anexample of which of these?
(1 point)
mass marketing
geographic segmentation
psychographic marketing
demographic segmentation
A)
Why did the stand that Colin Kaepernick took align with Nike’s branding?
(1 point)
Nike’s brand encourages pushing limits.
All professional athletes align with Nike’s brand.
Nike usually chooses controversial athletes to market its products.
Kaepernick was famous for representing Nike before this campaign.
Question
5
Question
6
A)
Which segment of the market is Nike most likely to lose due to the Colin Kaepernick marketing efforts?
(1 point)
all professional athletes
police officers who wear athletic gear
athletes who are concerned about social justice
those who purchased Nike in support of the campaign
A)
How can Nike tie its increase in sales directly to the Kaepernick advertisements?
(1 point)
Other similar celebrity campaigns produced similar results.
The sales increased suddenly and dramatically days afterwards.
The fact that many burned Nike gear meant that they had to replace it.
The marketing budget had been increased, so it must be more effective.
Question
7
Question
8
A)
Which indicates that the Kaepernick campaign was part of a mass marketing effort?
(1 point)
It was played exclusively at football games.
It was an internet campaign designed to reach millennials.
It was featured on a billboard in New York’s Times Square.
It was introduced during public protests of police violence.
A)
Which of these best explains why basing a marketing effort on the spirit of popular culture is always arisk?
(1 point)
The spirit can change quickly and suddenly.
There is generally only one idea of what is popular.
What is important in one era is rarely important in another.
It is almost impossible to tell how the public feels about an issue.
Question
9
Question
10
A)
A Japanese ramen house opens in a downtown area. Which is the best description of the market forthis product?
(1 point)
anyone who likes ramen
those with a lot of education
people with Japanese heritage
individuals who are want healthy food
A)
Which of these businesses is the best candidate for mass marketing?
(1 point)
a local doctors office
a local smoothie store
a national craft supply store
a national ice hockey equipment store
Question
11
Question
12
A)
What is the point of messaging?
(1 point)
emphasizing how the product is made
communicating ideas about a product
determining which customers will buy the product
warning customers about any risks associated with the product
A)
A smoothie company has hired a marketing firm to come up with a slogan. The company only uses thehighest quality ingredients and makes every smoothie to order so each one is custom made to thecustomer’s tastes. Which would be the best slogan?
(1 point)
We sell smoothies!
Our fruit smoothies are the best.
Our competitors use frozen fruit.
Fresh smoothies, made your way.
Question
13
Question
14
A)
A smoothie company has hired a marketing firm to come up with a marketing plan. The company onlyuses the highest quality ingredients and makes every smoothie to order so each one is custom made tothe customer’s tastes. What would be the target market?
(1 point)
children under the age of 10
business men with long lunch breaks
senior citizens with limited mobility
health-conscious people interested in quality ingredients
A)
What is the difference between a slogan and a tagline?
(1 point)
A tagline provides details about the product.
A slogan is a very specific description of one product.
A tagline is usually shorter and applies to several products.
A slogan is used for business and a tagline is used for marketing.
Question
15
A)
An online garden supply store wants to increase sales. Which of these is the best tactic?
(1 point)
making increasing sales the company’s goal
cutting costs in the supply chain
keeping detailed records of online customers’ information
sending a discount code for the next purchase after each purchase

Answer 1

1) Nike might have alienated much of its target market.

2) Consumers care about social justice issues.

3) Psychographic marketing.

4) Nike’s brand encourages pushing limits.

5) Police officers who wear athletic gear.

6) The sales increased suddenly and dramatically days afterwards.

7) It was featured on a billboard in New York’s Times Square.

8) The spirit can change quickly and suddenly.

9) Anyone who likes ramen.

10) A national craft supply store.

11) Communicating ideas about a product.

12) Fresh smoothies, made your way.

13) Health-conscious people interested in quality ingredients.

14) A tagline is usually shorter and applies to several products.

15) Sending a discount code for the next purchase after each purchase.