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

Multiple Choice Questions

1. Identifying the segments of society which would be the most ____________ was the next level of branding.
(a) Annoyed.
(b) Engaged.
(c) Profitable.
(d) Interested.

2. Buyouts and __________ cause many companies to be coupled together with one entity acting under several different names.
(a) Changes.
(b) Layoffs.
(c) Mergers.
(d) Bankruptcies.

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

4. In 1974, the U.S. government began to implement anti-trust laws in order to prevent three major U.S. _________ from producing entertainment shows for their own purposes.
(a) Book publishers.
(b) Newspapers.
(c) Radio stations.
(d) Television stations.

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

Short Answer Questions

1. The marketplace is no longer __________ when the corporations control all of the media and the retail industries.

2. Selection vs. __________ is a strategy in which consumers believe they have choices because of the large selection available.

3. People begin to realize that the corporate ideas of 'cool' were dictated by the capitalists who were driven by ________.

4. The goal of branded stores is to offer an experience with ever more _________ to help entice people to come back.

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

(see the answer key)

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