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

Multiple Choice Questions

1. Synergy's efficiency is not measured by the success of any one product, but on how well any one of the products _______ through the channels.
(a) Sings.
(b) Floats.
(c) Sinks.
(d) Travels.

2. Newsworthy stories and important stories may be ___________ when a corporation does not agree with the piece.
(a) Hidden.
(b) Shown.
(c) Killed.
(d) Ignored.

3. Klein points out that Cathedral Grove isn't a forest at all, but a _________ museum as it is not accessible to all.
(a) Forest.
(b) Tree.
(c) Nature.
(d) Money.

4. The goal of branding was to establish a/an _____________ connection between the customer and the product.
(a) Emotional.
(b) Electric.
(c) Money.
(d) Loyal.

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

Short Answer Questions

1. A larger company will help a school out so long as their __________ and products are prominently displayed in the school.

2. As a result of branding, _________ is not a shoe or a piece of clothing, but a lifestyle of sports and fitness according to the company.

3. The world of __________ looked dingy by comparison, according to the author when she went to Disneyland as a child.

4. __________ is an activity of branded chains to saturate a metropolitan area with a strategic placement of stores.

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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