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This quiz consists of 5 multiple choice and 5 short answer questions through Chapters 12-18.

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) Schedule.
(c) Product.
(d) Trust.

2. 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.

3. The new economy now includes a large number of permanent _________ and executives who earn large salaries and get stock options.
(a) Employees.
(b) Factory foreman.
(c) Managers.
(d) Workers.

4. Who, when faced with less money, allowed these companies to use their brands in order to gain more money for certain events?
(a) Government.
(b) Businesses.
(c) Factories.
(d) Schools.

5. __________ is an activity of branded chains to saturate a metropolitan area with a strategic placement of stores.
(a) Grouping.
(b) Clustering.
(c) Infiltrating.
(d) Bombing.

Short Answer Questions

1. Klein's parents thought of ___________ as a racket since once you get one, then you need all of the accessories to play with it.

2. With the help of ___________ advertising gurus, a product is no longer a product, but it is a way of life, an attitude, a set of values, a look, an idea.

3. Having production sent to third world countries meant a __________% markup on some product costs.

4. What is the main symbol of the Reclaim the Streets flag, as used in the UK to help take back culture?

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

(see the answer key)

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