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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 introduction of ____________ helps to create synergy, but also drives out smaller stores who cannot compete.
(a) The Internet.
(b) Price cutting.
(c) Malls.
(d) Superstores.

2. Identifying the segments of society which would be the most ____________ was the next level of branding.
(a) Profitable.
(b) Interested.
(c) Annoyed.
(d) Engaged.

3. In response to the weakening opportunities for the everyday person to get ahead, a sense of anti-corporate ___________ emerges.
(a) Democracy.
(b) Militancy.
(c) Activism.
(d) Commercials.

4. ___________ was ready to attack the movement in advertising, but then began an advertisement for anti-advertising.
(a) MTV.
(b) CNN.
(c) ABC.
(d) Adbusters.

5. The ________ was a court case in 1994, which continued on for many years, discussing the right for Steel and Morris to create pamphlets against McDonald's.
(a) McLibel Trial.
(b) McTreason Case.
(c) McLies.
(d) McAttack.

Short Answer Questions

1. Those who work at a Starbucks or a Borders are working there until they can __________________.

2. ____________ is the name of the many cool hunting agencies which looked out for trends which would be successful.

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

4. _________-obsessed shoppers have adopted an almost fetishistic attitude and approach to consumption.

5. Who did the business leaders of the 1990s begin to realize was the next new consumer group they needed to target?

(see the answer key)

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