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This quiz consists of 5 multiple choice and 5 short answer questions through Chapters 6-8.

Multiple Choice Questions

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

2. Corporations want to make brands less of a connection to a retailer and more of a __________ choice.
(a) Shopping.
(b) Lifestyle.
(c) Family.
(d) Automatic.

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

4. Illegal _________ were combinations of companies that secretly agreed to fix prices while pretending to be competitive.
(a) Corporations.
(b) Trusts.
(c) Factories.
(d) Sweatshops.

5. Selection vs. __________ is a strategy in which consumers believe they have choices because of the large selection available.
(a) Name.
(b) Choice.
(c) Brand.
(d) Price.

Short Answer Questions

1. In 1998, ________ tried to air a show on the safety issues at theme parks, but Disney, its parent company, killed it.

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

3. A key element in keeping the costs at Wal-Mart low is the stores are build within a short distance of ___________ centers.

4. ________ culture began in the ghettos, but then incorporated Nike and Hilfiger into the social climate over time.

5. __________ bought block stocks in Hasbro and Galoob before he sold the toy companies the licensing rights to the new Star Wars films.

(see the answer key)

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