Marketing Knowledge Assessment

Please complete the following exam questions based on the provided materials. Answer all questions carefully.
1. Basic Information:
Name:
Student ID:
Department:
True / False (20 questions)
2. Coca-Cola sells “happiness,” not just sugar water.
3. Nike’s “Just Do It” is primarily about shoe technology.
4. Repetition in ads helps with consumer memory and learning.
5. “Limited edition” sneakers create FOMO (fear of missing out).
6. The Savannah Bananas use traditional TV commercials to get millions of views.
7. Anta sponsors the NBA to build trust (“If pros wear it, it’s good”).
8. McDonald’s “¥1 burger” is an example of “Design Attraction.”
9. According to the slides, marketing should only happen on one platform.
10. Adidas’ three stripes are an example of instant recognition through perception.
11. TikTok videos can make you “accidentally” want things.
12. Sponsorships work mainly because of low cost, not trust.
13. The slides ask whether Chinese fans prefer the Chinese Super League or European leagues.
14. One Nike debrief question asks if the video would make you want to buy Nike products.
15. Music, athletes, and story are mentioned as memorable parts of Nike videos.
16. Nike used female athletes in one ad to appeal to a specific target audience.
17. Li-Ning and Anta are mentioned as Chinese competitors to Western brands.
18. “Be Everywhere” means putting ads on TV, social media, and getting friend recommendations.
19. The Savannah Bananas are a baseball team that uses viral videos instead of traditional ads.
20. Understanding what people dream about is part of “Understand People.”
21. According to the slides, sport marketing never uses psychology.
Multiple Choice (15 questions)
22. What is the core goal of marketing according to the slides?
23. Which brand sells “happiness” instead of just a drink?
24. What does FOMO stand for?
25. Which Chinese brand is mentioned as sponsoring the NBA?
26. Which tactic uses colors, words, and prices as psychology tools?
27. What is one memorable element in Nike videos mentioned in the debrief?
28. Which platform is suggested for showing Nike ads to reach young Chinese people?
29. According to the slides, what do “limited edition” sneakers create?
30. The Savannah Bananas are an example of:
31. Why do brands pay athletes or events according to the slides?
32. Adidas’ three stripes are an example of:
33. Which comparison question asks about trust: celebrity endorsements or _______?
34. What is one thing Nike tries to tell viewers in its video according to the debrief?
35. Why did Nike use female athletes in one ad?
36. What is the meta question of the course?
Short Answer (10 questions)
37. According to the slides, what are the three ways marketing works? (Name and briefly explain each)
38. Why does Coca-Cola sell “happiness” instead of just sugar water? How does this relate to sport marketing?
39. What is FOMO and how do sport brands use it? Give an example from the slides.
40. Why did Nike use female athletes in one of its ads? What marketing concept does this relate to?
41. What makes the Savannah Bananas different from traditional sport marketing?
42. Why does Anta sponsor the NBA? What does this tell consumers?
43. Name two memorable elements in Nike videos mentioned in the debrief questions. Why do they matter?
44. If Nike made a similar video for Chinese young people, what should they change? (Use the term “localization.”)
45. Compare Chinese brands (Li-Ning, Anta) and Western brands (Nike, Adidas) based on the slides. What might fans prefer?
46. The slides ask: “Short viral sports clips or full-game broadcasts – what keeps you engaged?” How would a sport marketer use this answer?
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