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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 McDonald's trial was never about winning in court, it was about using the _______ to win over the public.

2. The shutdown of U.S. ___________ has continued over the years, causing towns to lose their economy and their tax base.

3. Cultural homogenization provides a basis for meaningful global ___________, even in the midst of claustrophobia.

4. Long term jobs are now being replaced with _________workers who are supplied by staffing agencies.

5. What's interesting is that the brand owners do not actually own the _____________, as these are owned by third parties.

Short Essay Questions

1. What are the two fronts on which the retailers are winning in terms of paying production and retail workers?

2. What was the primary goal of the RTF, or Reclaim the Streets, movement which began in England?

3. What was the technique used by reporters to help expose the atrocities of factory conditions?

4. Who were some of the violent dictatorships which were also highlighted as sweatshops were brought into the public eye?

5. What are some of the results of the mass shutdowns of American factories and production lines?

6. Why do businesses say that promoting a brand is an expensive business, according to Klein in her book?

7. In order to come up with the financial resources to pay for advertising, what do businesses have to do to cut costs?

8. What happens when the factory jobs are reduced to part time or temporary workers, or they are outsourced?

9. How does the health care industry begin to incorporate the idea of impermanent workers?

10. What does Klein say is the new corporate philosophy since the introduction of branding?

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

It's surprising to some that corporations as a whole are not actually growing as much as they might seem to be. Since they are merging and downsizing, they are simply becoming larger and tighter versions of themselves.

Part 1: How do you feel about the idea of corporate merging?

Part 2: Why do you think companies are interested less in expanding and more in creating larger shares of the market through merges?

Part 3: How do you think the world would change if mergers were not allowed to occur?

Essay Topic 2

The introduction of logos began to create a further connection to the idea of brands and brand names.

Part 1: Why do you think that logos have become so effective in terms of relating to customers?

Part 2: Do you purchase items based on the brand's logo?

Part 3: What happens when a person wears a number of logos or carries around items which have logos on them?

Essay Topic 3

The idea of globalization is a concept which has been used in the process of branding as well, with the introduction of more cultures into the advertising.

Part 1: What is the appeal of making a brand appear to be more diverse than other brands?

Part 2: Do you think that a diverse brand would be more appealing to you than a less diverse branding concept?

Part 3: How do you think the global teen identity has changed over the years? Is it as important now as it was in the 1990s?

(see the answer keys)

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