Principles 1B Unit 2 Quiz

Nike took a risk by featuring a controversial sports figure in its advertisement. What were the potential negative results of this choice?

• 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.

What conclusion can Nike draw from the success of the Colin Kaepernick campaign?

• 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.

Consumers who chose to buy Nike due to the company’s support of Colin Kaepernick would be an example of which of these?

• mass marketing

• geographic segmentation

• psychographic marketing

• demographic segmentation

Why did the stand that Colin Kaepernick took align with Nike’s branding?

• 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.

Which segment of the market is Nike most likely to lose due to the Colin Kaepernick marketing efforts?

• 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

How can Nike tie its increase in sales directly to the Kaepernick advertisements?

• 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.

Which indicates that the Kaepernick campaign was part of a mass marketing effort?

• 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.

Which of these best explains why basing a marketing effort on the spirit of popular culture is always a risk?

• 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.

A Japanese ramen house opens in a downtown area. Which is the best description of the market for this product?

• anyone who likes ramen

• those with a lot of education

• people with Japanese heritage

• individuals who are want healthy food

Which of these businesses is the best candidate for mass marketing?

• a local doctors office

• a local smoothie store

• a national craft supply store

• a national ice hockey equipment store