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This quiz consists of 5 multiple choice and 5 short answer questions through Chapters 9-11.

Multiple Choice Questions

1. The boardroom has become a place for brand enhancement and for ___________ creation so as to draw customers in.
(a) Mythology.
(b) Product.
(c) Schedule.
(d) Trust.

2. What is the name of one of the largest employers in the United States, at the time this book was written?
(a) Microsoft.
(b) Tru Benefits.
(c) Manpower.
(d) Allied Staffing.

3. What's interesting is that the brand owners do not actually own the _____________, as these are owned by third parties.
(a) Companies.
(b) Labor pool.
(c) Sweatshops.
(d) Slums.

4. Who was NOT one of the winners according to market research into the growing consumer group, as referenced in #33?
(a) IBM.
(b) Apple.
(c) The Gap.
(d) Microsoft.

5. ___________make up a large percentage of the workers for Microsoft and other software companies.
(a) Interns.
(b) Executives.
(c) Illegal workers.
(d) Freelancers.

Short Answer Questions

1. The fiercest battles are not between the products, but they are between the branded _________ that are constantly redrawing the borders.

2. __________ were twenty-something workers who were brought in to help corporations find out what was cool for the teens of the day.

3. Brand names became synonymous with the idea of corporate __________, and agencies began to focus on the brand rather than the product.

4. Microsoft's efforts to __________ software began to reduce the choices available to consumers.

5. Since they wanted to remain cool, many of the __________ also began to follow along with market brand trends.

(see the answer key)

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