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

Multiple Choice Questions

1. Over time, however, the people who were being used to promote brands realized that the cultural _______ was being usurped by larger corporations.
(a) Truth.
(b) Identity.
(c) Tradition.
(d) Space.

2. Creating a ________ is the key buzz phrase for a corporation which wants to create a superstore.
(a) Profit.
(b) Destination.
(c) Reality.
(d) Store.

3. ______________ is a bookstore which began with the idea of offering a library like experience, with coffee from Starbucks.
(a) Teachers.
(b) Borders.
(c) Barnes and Noble.
(d) Walden.

4. Who did the business leaders of the 1990s begin to realize was the next new consumer group they needed to target?
(a) Older folks.
(b) Teenagers.
(c) Young adults.
(d) Baby boomers.

5. The fiercest battles are not between the products, but they are between the branded _________ that are constantly redrawing the borders.
(a) Words.
(b) Camps.
(c) Movies.
(d) Mergers.

Short Answer Questions

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

2. Klein compares the experience within a superstore as something that is a one- to two-hour __________.

3. Co-branding is seen as a win-win situation since the product and the _________ are both promoted at the same time.

4. Large corporations give money to movie makers in order to get their products prominently featured in __________.

5. Production is farmed out to cheaper workers who can meet ___________ as cheaply as possible.

(see the answer key)

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