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This quiz consists of 5 multiple choice and 5 short answer questions through Chapters 9-11.

Multiple Choice Questions

1. Markets that respond to the tyranny of size have always had a tendency toward __________.
(a) Buyouts.
(b) Illegal activities.
(c) Monopoly.
(d) Low prices.

2. Who did the business leaders of the 1990s begin to realize was the next new consumer group they needed to target?
(a) Baby boomers.
(b) Young adults.
(c) Older folks.
(d) Teenagers.

3. America is experiencing unprecedented growth in the young ____________ in companies as a result of advertising to the younger market.
(a) Customers.
(b) Production workers.
(c) Line workers.
(d) CEOs.

4. What did kids buy when the real version of a product was too expensive or too out of reach?
(a) Generics.
(b) Knock offs.
(c) Hot products.
(d) Handmade products.

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

Short Answer Questions

1. The new economy now includes a large number of permanent _________ and executives who earn large salaries and get stock options.

2. Freelancing, according to Klein, requires _________, motivation, and strong internal work ethic in order to be profitable.

3. Large corporations give money to movie makers in order to get their products prominently featured in __________.

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

5. __________ bonuses are paid when the new executive comes on board, then the house cleaning of other workers begins to pay for this new management member.

(see the answer key)

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