Brand Quest      (May 20, 2004)

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I.

1. This expression, which later became a popular economic phrase, courtesy a Nobel Prize winner, appeared in Robert A. Heinlein's 1966 science- fiction novel The Moon is a Harsh Mistress. And though the Oxford Dictionary of Quotations mentions the authorship as anonymous, the idea behind the phrase is said to have originated from the deceptive tactic that some 19th Century American bars used in order to draw customers. What's the phrase?
   
   
   

2. E3, which is an expo with a tag 'Where Business Gets Fun', is said to be the world's largest trade event dedicated to this industry. Which is this industry?
   
   
   

3. In 2001, MIT's Technology Review magazine named what it considered to be the seven hottest academic start-ups. Cybon, Sphere Software, Cellular Genomics, Impinj, Oewaves and Plastic Logic were among those. Which organisation completed the elite group?
   
   
   

4. Shoppers in Takaanobaba in Tokyo have been able to buy their groceries with notes bearing the features of Astro Boy, the country's most popular animation hero. The new currency, named after Astro Boy's unit of strength, has been created with an aim to encourage the residents to shop in local stores and boost the neighbourhood economy. Can you name the currency?
   
   
   

5. Since 1999, it's been part of Sanford Corporation, which in turn belongs to the Newell Rubbermaid group. In India, GM Pens International represents the company. Which is the brand?
   
   
   

6. Workable! When Wendell Smith in 1956 described this concept, for the first time, as "viewing a heterogeneous market as a number of smaller homogeneous markets," what was he talking about?
   
   
   

7. Simple! BEL and ECIL are the exclusive suppliers of what?