Deck 18: Establishing and Maintaining a Retail Image

Question 1

A visual or graphical representation of the space for selling,merchandise,personnel,and customers,as well as for specific product categories,is referred to as ________.

A) a blueprint
B) rationalized retailing
C) a space allocation model
D) a planogram

Answer 1

D

Question 2

In a functional product grouping,goods are categorized by common ________.

A) end use
B) target market appeal
C) purchase motivation
D) price level

Answer 2

A

Question 3

Perishable items are categorized and displayed on the basis of ________ product groupings.

A) end use
B) target market appeal
C) purchase motivation
D) storability

Answer 3

D

Question 4

A sign that displays a store's name is a ________.

A) recessed storefront
B) prototype display
C) marquee
D) modular display

Question 5

In a straight (gridiron)traffic flow,________.

A) shoppers are encouraged to walk throughout the store
B) customer space is maximized
C) impulse goods are placed in high traffic locations
D) a rectangular or gridiron pattern is used

Question 6

A free-flowing pattern is used in ________.

A) a curving traffic flow
B) a straight traffic flow
C) customer space
D) selling space

Question 7

Dead areas are store locations ________.

A) where normal displays cannot be set up
B) where customer traffic is very low
C) set aside for specific intent shopping
D) usually set aside for leased department operators

Question 8

Positioning can best be defined as ________.

A) a retailer's projecting an image relative to its retail category and its competitors that elicits a positive consumer response
B) how a retailer is perceived by consumers and others
C) the way in which a retailer is defined in a shopper's mind
D) the mix of atmosphere, storefronts, store layouts, displays, and customer services as they relate to communicating with customers

Question 9

The area set aside for merchandise displays,interactions between sales personnel and customers,and demonstrations is ________ space.

A) customer
B) selling
C) merchandise
D) personnel

Question 10

A major advantage to a straight (gridiron)traffic flow is ________.

A) large open areas are developed
B) ease of self-service merchandising
C) multiple traffic patterns are developed
D) the feeling of openness within the store

Question 11

Which entrance type reduces pedestrian traffic congestion,makes a store inviting,and enables customers to see inside the store?

A) self-opening entrance
B) climate-controlled entrance
C) revolving door entrance
D) electronic gate entrance

Question 12

A straight (gridiron)traffic pattern is typically used by ________.

A) stores with large customer space
B) specialty stores
C) food retailers
D) nonfood retailers

Question 13

Lounge areas,dressing rooms,wide aisles,and a restaurant are components of ________ space.

A) personnel
B) merchandise
C) selling
D) customer

Question 14

An area where nondisplayed items are stocked is called ________ space.

A) selling
B) merchandise
C) personnel
D) customer

Question 15

A uniform storefront produced in a factory and delivered on-site is a ________.

A) modular structure
B) prefabricated structure
C) prototype store
D) prefabricated, prototype store

Question 16

The way in which a retailer is perceived by consumers and others is its ________.

A) store perception
B) aesthetics
C) image
D) atmosphere

Question 17

A curtain of warm or cold air is used in a(n)________.

A) self-opening entrance
B) climate-controlled entrance
C) revolving door entrance
D) electronic gate entrance

Question 18

In disguised building height,________.

A) climate-controlled entrances are used to increase interior visibility
B) part of the store is beneath ground level
C) all floors are at ground level or higher
D) a store has no display windows

Question 19

A store's physical characteristics that project an image and draw customers is its ________.

A) image
B) atmosphere
C) positioning
D) storefront

Question 20

A retailer seeking to determine an optimal location for impulse goods should utilize which product grouping?

A) end use
B) target market appeal
C) purchase motivation
D) price level

Question 21

Retailers often use ________ displays to portray a specific atmosphere or mood.

A) assortment
B) theme-setting
C) ensemble
D) rack

Question 22

With the sales-productivity ratio,a retailer determines space needs by ________.

A) dividing merchandise into impulse and specific intent categories
B) computing the amount of floor space necessary to display a given assortment of merchandise
C) increasing space for complementary goods and decreasing space for substitute goods
D) determining which products will maximize sales or profit per foot

Question 23

Under the model stock approach,a retailer determines selling space needs by ________.

A) dividing merchandise into impulse and specific intent categories
B) computing the amount of floor space necessary to display a given assortment of merchandise
C) increasing space for complementary goods and decreasing space for substitute goods
D) determining which products will maximize sales or profit per square foot

Question 24

While many retailers like the concept of multiple entrances for generating customer traffic,they are concerned that multiple entrances may ________.

A) increase the risk of pilferage
B) generate an additional flow of customer traffic
C) result in higher insurance costs
D) be detrimental in case of earthquakes or fires

Question 25

The aim of experiential shopping is to ________.

A) increase impulse sales
B) convert shopping from a passive activity to a more interactive activity
C) simplify the purchase process
D) increase the percent of Web-based consumers who complete the transaction on a checkout counter

Question 26

The largest percentage of most retail facilities is comprised of ________ space.

A) personnel
B) customer
C) selling
D) merchandise

Question 27

A retailer determines its space needs in a model stock approach on the basis of ________.

A) maintaining a proper assortment of merchandise
B) inventory turnover
C) supplier use of electronic data interchange (EDI)
D) fit of merchandise to modular displays

Question 28

The poorest retail display position is a(n)________ position.

A) end-aisle
B) ankle-level
C) eye-level
D) checkout counter

Question 29

Which type of storefronts are most likely to be uniform within a chain or franchise?

A) modular
B) recessed
C) prefabricated
D) prototype

Question 30

Related-item selling is represented in a(n)________ display.

A) assortment
B) theme-setting
C) rack
D) ensemble

Question 31

Customers are encouraged to look at a variety of merchandise but not to touch or try these items on in a(n)________ display.

A) cut case
B) ensemble
C) closed assortment
D) open assortment

Question 32

Common storefronts and similar customer service strategies are used by franchisors and retail chains to ________.

A) reduce start-up costs
B) maintain a consistent image across all units
C) increase bargaining power with vendors
D) enable centralized advertising

Question 33

The equivalent of a storefront for a Web-based retailer is a(n)________.

A) E-mail address
B) search engine
C) checkout counter
D) home page

Question 34

The equivalent of "width of aisles" for a Web site is the ________.

A) degree of clutter
B) depth of merchandise carried
C) width of merchandise carried
D) consistency of merchandise carried

Question 35

The best retail locations are generally given to ________ goods.

A) profitable
B) convenience
C) complementary
D) specialty

Question 36

A ready-to-heat meal offered for sale by a supermarket is an example of ________.

A) experiential shopping
B) impulse sales
C) cross-merchandising
D) solutions selling

Question 37

A Starbucks coffee shop in a Barnes & Noble store best illustrates ________.

A) impulse sales
B) co-branding
C) experiential shopping
D) an ensemble display

Question 38

The least expensive display is a(n)________ display.

A) cut case
B) assortment
C) ensemble
D) rack

Question 39

Assortment,theme-setting,and cut case displays are all ________ displays.

A) ankle-level
B) end-aisle
C) eye-level
D) point-of-purchase

Question 40

What type of space is most appropriate for a centralized returns department?

A) dead area
B) selling space
C) merchandise space
D) customer space

Question 41

Which of these is not a disadvantage of using audio on a Web site?

A) The downloading time may be long.
B) Consumers may not have the appropriate plug-in.
C) Consumers may view the music as inappropriate.
D) The site may appear to be cluttered.

Question 42

A bookstore determines space needs for each department on the basis of assortment guidelines.For example,the computer department requires ample selling space for classic programs,new programs,novices,and computer nerds.The bookstore determines space needs by ________.

A) the sales-productivity ratio
B) the model stock approach
C) market segment product groupings
D) functional product groupings

Question 43

What type of retailer has no selling space?

A) direct marketer
B) supermarket
C) department store
D) self-service

Question 44

A major disadvantage of the model stock approach is that ________.

A) an inadequate selection of merchandise may be encouraged
B) storability may not be considered
C) space may not be assigned on the basis of sales or profit potential
D) too little space may be assigned for merchandise space

Question 45

An example of customer space in a regional shopping center is a ________.

A) department store
B) community meeting room
C) storage room
D) car wash

Question 46

Department stores commonly classify female clothing into juniors,misses,and ladies.This represents a ________ grouping.

A) functional
B) purchase motivation
C) market segment
D) storability

Question 47

Customer space has the lowest proportion of total space for which type of retailer?

A) full-service
B) discount
C) department store
D) specialty store

Question 48

A membership chain drugstore places camera batteries,battery chargers,memory cards,and camera cases next to each other.This represents which product grouping?

A) storability
B) market segment
C) purchase motivation
D) functional

Question 49

Cross-selling opportunities are increased through the use of which product grouping?

A) storability
B) market segment
C) purchase motivation
D) functional

Question 50

A major advantage of the model stock approach is that it ________.

A) tries to maximize total sales
B) insures a balanced assortment of goods
C) strives to maximize total store profits
D) seeks to maximize sales per square foot

Question 51

A major advantage of a curving traffic pattern is ________.

A) ease of locating merchandise product groupings
B) all available floor space is used
C) security is simplified
D) multiple traffic patterns are developed

Question 52

The ratio of selling space to total space is highest for which type of retailer?

A) full-service
B) retail catalog showroom
C) self-service
D) specialty

Question 53

A supermarket assigns shelf space on the basis of sales volume.For example,a brand with twice the sales volume will be assigned twice the shelf facings of the slower-selling brand.This retailer determines space needs by ________.

A) the sales-productivity ratio
B) the model stock approach
C) market segment product groupings
D) the law of diminishing returns

Question 54

The straight traffic pattern is most widely used by ________.

A) discount stores
B) department stores
C) gasoline stations
D) specialty stores

Question 55

The retailer with the largest percentage of customer space to selling space is a ________.

A) full-service specialty store
B) buying club
C) supermarket
D) factory outlet

Question 56

A retailer places impulse goods on the first floor near the main entrance.This retailer utilizes a ________ product grouping.

A) functional
B) purchase motivation
C) market segment
D) storability

Question 57

Ensemble displays are commonly used in a ________ product grouping.

A) storability
B) market segment
C) purchase motivation
D) functional

Question 58

A department store leases space to travel agents and beauty parlors in areas with low customer traffic.This illustrates a ________ product grouping.

A) storability
B) market segment
C) purchase motivation
D) functional

Question 59

A curving traffic pattern is most widely used by ________.

A) hardware stores
B) supermarkets
C) discount stores
D) boutiques

Question 60

The lowest cost assembled display is a(n)________ display.

A) assortment
B) cut case
C) ensemble
D) dump bin

Question 61

A men's clothing store arranges sports jackets by price level.This illustrates a functional product grouping.

Question 62

A store attempting to increase sales of impulse goods should utilize a purchase motivation product grouping.

Question 63

A camera shop develops kits for amateurs that include a point-and-shoot camera,memory card,case,and a separate battery charger.The kit is sold at a discounted price from the price of the separate components.This concept is an example of ________.

A) a model stock approach
B) scrambled merchandising
C) solutions selling
D) experiential merchandising

Question 64

An appropriate use of dead areas is for personnel space.

Question 65

The sales-productivity ratio approach determines space needs based on assortment considerations.

Question 66

Prototype store exteriors are commonly used by independents.

Question 67

A straight traffic-flow pattern is most appropriate for self-service retailing.

Question 68

Atmosphere is based on a store's functional and psychological attributes.

Question 69

Most retailers devote the largest proportion of their total space to merchandise space.

Question 70

Which of the following is an example of experiential merchandising?

A) self-service retailing
B) impulse buying by consumers
C) an interactive video kiosk
D) a centralized returns department

Question 71

Chain retailers and franchisors are concerned with developing and maintaining a consistent image across all units.

Question 72

Browsing throughout a store in an unstructured manner is encouraged in a curving traffic-flow pattern.

Question 73

A co-branding program,such as a Starbucks in a Barnes & Noble store,most closely resembles ________.

A) an administered marketing arrangement
B) vertical integration
C) a leased department
D) a franchise arrangement

Question 74

A Web site for an espresso machine retailer contains the history of espresso,tips on how to make an optimal cup of coffee,and recipes featuring espresso coffee.This is an example of ________.

A) ensemble displays
B) co-branding
C) experiential merchandising
D) cross selling

Question 75

A high degree of online consumers enter the checkout counter and exit without purchasing goods.This can be due to ________.

A) concern over high shipping and handling costs
B) the difficulty in completing the order format
C) fear of credit card security
D) all of the above factors

Question 76

Which of these is an example of solutions selling by a supermarket?

A) placing a weekly menu in a newspaper insert and then stocking all of the required ingredients in a single location in the store
B) selling seasonal merchandise such as outdoor grills at low prices
C) having in-store sampling of its private brands
D) opening longer hours during pre-holiday time periods

Question 77

A bridal registry is an example of ________.

A) co-branding
B) a wish list program
C) an ensemble display
D) experiential merchandising

Question 78

A kitchen renovation retailer assembles packages of plumbing fixtures,tiles,and window types that go together to create a given look.The packages are priced on a combined level that includes labor and materials.This illustrates ________.

A) solutions selling
B) co-branding
C) an enhanced shopping experience
D) impulse buying

Question 79

A small appliance retailer has in-store cooking demonstrations,offers free samples,and lets consumers try out selected new appliances in an environment that resembles a small kitchen.This retailer ________.

A) has a theme-setting display
B) practices experiential merchandising
C) utilizes the model stock approach
D) employs functional product groupings

Question 80

An interactive search engine within a retailer's site ________.

A) enables consumers to shop for a product from any Web page
B) directs a consumer to a manufacturer's site for additional product information
C) directs a consumer to related sites
D) directs a consumer to product testing sites