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This test consists of 5 short answer questions, 10 short essay questions, and 1 (of 3) essay topics.

Short Answer Questions

1. The fiercest battles are not between the products, but they are between the branded _________ that are constantly redrawing the borders.

2. Corporations have even begun to sponsor entire _______________ like MTV in order to continue marketing all day and night.

3. As the media begins to focus more on global markets, stations try to avoid __________ other governments with critical coverage.

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

5. Wal-Mart has the power to veto certain CDs or books since that one book or CD is not going to impact its ______________.

Short Essay Questions

1. What is the reason why most corporations for most of the Twentieth century were growing in size?

2. What does the idea of synergy in brand-run corporations mean to the consumer and to the brand?

3. In the end, global marketing begins to limit news coverage. Why does global marketing limit critical news coverage?

4. How was brand expansion fostered further by governments at all levels?

5. What are some of the examples of brand extension possibilities which businesses began to explore in the 1990s?

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

7. Why don't consumers fail to realize the consolidation of the various business industries in their lives?

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

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

10. Give an example of what co-branding might look like for a corporation or a business.

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

Companies want to create a customer experience, not just a singular shopping experience.

Part 1: What happens when a customer has an experience, rather than just shopping to get what they need?

Part 2: Do you think the customer experience is important to you?

Part 3: Why do you think companies want to turn their products into a lifestyle instead of just items?

Essay Topic 2

The concept of the branded loop is one in which customers can find themselves feeling trapped.

Part 1: Explain what the concept of the branded loop is, what it means, and how it impacts shopping.

Part 2: Do you think it's fair for companies to have so many opportunities to sell the same items again and again?

Part 3: Why do you think companies always look for ways to resell to customers? Is this necessary?

Essay Topic 3

Companies began to realize that consumers were relating more to the reputation than to the item itself.

Part 1: Why do you think consumers relate more to the brand than to the item itself?

Part 2: Do you agree that most consumers are more interested in the brand than in the product?

Part 3: How do you think consumer habits would change if people focused only on the quality of the product or on the price?

(see the answer keys)

This section contains 694 words (approx. 3 pages at 300 words per page) View a FREE sample