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

Multiple Choice 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.
(a) Computers.
(b) Barbie.
(c) Board games.
(d) Army guys.

2. The marketplace is no longer __________ when the corporations control all of the media and the retail industries.
(a) Porfitable.
(b) Competitive.
(c) Clear.
(d) Truthful.

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

4. _________-obsessed shoppers have adopted an almost fetishistic attitude and approach to consumption.
(a) Status.
(b) Money.
(c) Brand.
(d) Shopping.

5. Retailers who want to maintain a __________ venue might need to reject certain types of music, movies, etc.
(a) Trendy.
(b) Effective.
(c) Family.
(d) Profitable.

Short Answer Questions

1. By _________, Redstone means branded entertainment products that he pats and molds to fit his various media holdings.

2. Creating a ________ is the key buzz phrase for a corporation which wants to create a superstore.

3. Klein points out that Cathedral Grove isn't a forest at all, but a _________ museum as it is not accessible to all.

4. Identifying the segments of society which would be the most ____________ was the next level of branding.

5. When was the first Disney store created in order to begin the idea of a brand experience?

(see the answer key)

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