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This quiz consists of 5 multiple choice and 5 short answer questions through Chapters 1-5.

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) Microsoft.
(b) Apple.
(c) The Gap.
(d) IBM.

2. Sponsorships and strategically placed __________ helped to create a customer brand experience which could continue to promote the brand.
(a) Shops.
(b) Free samples.
(c) Advertisements.
(d) Products.

3. As multiple ___________ began to produce the same products, however, the idea of brand names came into being.
(a) Invoices.
(b) Machines.
(c) Books.
(d) Companies.

4. Co-branding is seen as a win-win situation since the product and the _________ are both promoted at the same time.
(a) Message.
(b) Activism.
(c) Melody.
(d) Celebrity.

5. __________ allowed companies to become more connected to the events which they were affiliated with, no matter what the event.
(a) Sponsorship.
(b) Logos.
(c) Commercials.
(d) Fundraising.

Short Answer Questions

1. What did kids buy when the real version of a product was too expensive or too out of reach?

2. During the 1990s, the consumer became more _________ conscious than brand conscious due to the recession taking place.

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

4. Cool _________ are stalkers of youth culture who trail teens, hang out with them, learn their language, and then recommend products.

5. Klein believes that it is a myth that _____________ are growing in today's day and times, according to her book.

(see the answer key)

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