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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

1. Production is farmed out to cheaper workers who can meet ___________ as cheaply as possible.
(a) Invoices.
(b) Shipping costs.
(c) Sales goals.
(d) Deadlines.

2. Which sorts of laws were largely dismantled by the Reagan administration, which led to much of the branding activities?
(a) Anti-trust.
(b) Drug.
(c) Capital funding.
(d) Sponsorship.

3. Cultural trends tend to begin in ___________ neighborhoods and then move out to the suburbs.
(a) Poor.
(b) Middle class.
(c) Rural.
(d) Upper class.

4. The world of __________ looked dingy by comparison, according to the author when she went to Disneyland as a child.
(a) Books.
(b) Disney.
(c) TV.
(d) Reality.

5. 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) Travels.
(b) Floats.
(c) Sings.
(d) Sinks.

Short Answer Questions

1. ___________ is a retailer which has engaged in price wars, offering prices so low that no competitor can ever compete.

2. Nike and _________ were the first to conceive of the idea of co-branding, with much success for both companies.

3. The brand had to infiltrate every corner of life, despite predictions that the brand would _______ as a result.

4. What's interesting about the Disney branded town in Florida is that it offers a celebration of _________________.

5. When a company was sold, if the brand name was known and popular, a huge ___________ could be expected as a result.

Short Essay Questions

1. What are some of the ways in which entire buildings can be used to help with branding campaigns?

2. What are some political ramifications of sponsorships in the eye of the public?

3. How does Barnes and Noble create the concept of a branded store for consumers?

4. In order to market brands to teens, what did businesses realize they would need to do with their products and promotions?

5. What became commonplace in the public school systems as a result of the appeal of branding concepts?

6. What had to happen in businesses when they realized that traditional advertising was not enough?

7. What is helping to cause more people to speak up about the growing takeover of business by larger corporations?

8. What are the factors which serve to restrict the choice of consumers in the market?

9. How does the company of Viacom benefit from its ownership of Blockbuster and Paramount Pictures?

10. Who does Klein consider to be some of the winners in terms of marketing to teens in the 1990s?

(see the answer keys)

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