Question 1

The Home Depot has selected orange as its corporate color.It's a good choice.At the gut level,orange connotes happiness and warmth.A recent article in one of the company's advertising brochures spoke about choosing colors for home decorating.It referred to this color as "joyful orange." The color orange is part of the _____ at The Home Depot stores.

Accepted Answer

Color is a main ingredient of a retail atmosphere.

Question 2

One of the new developments in retailing is m-commerce.The m- in m-commerce stands for:

Accepted Answer

M-commerce (mobile e-commerce)enables consumers using wireless mobile devices to connect to the Internet and shop.

Question 3

A common practice among most retailers that seeks to broaden customers' original purchases with related items is called:

Accepted Answer

Suggestion selling is common in helping customers recognize true needs.

Question 4

All of the following are factors in creating a store's atmosphere EXCEPT:

Accepted Answer

Influential factors in creating a store's atmosphere include employee types and density,merchandise type and density,fixture type and density,sound,odors,and visual factors.

Question 5

Many technologically advanced retailers are using a technique called _____ to analyze the huge amounts of data collected through their point-of-purchase scanning equipment that will enable them to better meet the needs of customers.

Accepted Answer

The analysis looks for products that are commonly purchased together to help retailers merchandise their stores to place products in the right places.

Question 6

Pop-Up shops are:

Accepted Answer

Pop-up shops are temporary shops that allow a flexible location without a long-term commitment.

Question 7

Diaz
John Diaz immigrated to Tallahassee from Cuba in the 1980s.He set up a coffee shop called Diaz in a small upper-middle-class neighborhood.It rapidly became popular because of the wonderful coffee it brewed.Soon Diaz was selling the finest coffees from around the world,plus coffee-making necessities such as grinders and brewers.Within ten years,Diaz was operating a lucrative mail-order business in addition to his coffee shop.
Upon entering the shop,the first thing the customer sees is a countertop crowded with all of the machinery needed for making a perfect cup of coffee.Marble-topped tables are set in cozy nooks with overstuffed chairs.Bookshelves on one wall hold books about coffee for patrons to read while they sip.The smell is intoxicating to a real coffee lover.Coffee drinkers can take home a pound when they leave.The store carries all types of coffee from $300 per pound Kopi Luwak from Sumatra to Brazilian Cerrado for $8 a pound.
-Refer to Diaz.The type of merchandise carried by Diaz is deep but with a narrow assortment.The store would most likely be classified as a:

Accepted Answer

A specialty store specializes in a given type of merchandise with a deep but narrow assortment.

Question 8

Diaz
John Diaz immigrated to Tallahassee from Cuba in the 1980s.He set up a coffee shop called Diaz in a small upper-middle-class neighborhood.It rapidly became popular because of the wonderful coffee it brewed.Soon Diaz was selling the finest coffees from around the world,plus coffee-making necessities such as grinders and brewers.Within ten years,Diaz was operating a lucrative mail-order business in addition to his coffee shop.
Upon entering the shop,the first thing the customer sees is a countertop crowded with all of the machinery needed for making a perfect cup of coffee.Marble-topped tables are set in cozy nooks with overstuffed chairs.Bookshelves on one wall hold books about coffee for patrons to read while they sip.The smell is intoxicating to a real coffee lover.Coffee drinkers can take home a pound when they leave.The store carries all types of coffee from $300 per pound Kopi Luwak from Sumatra to Brazilian Cerrado for $8 a pound.
-Refer to Diaz.If Diaz wanted to grow his business and granted another owner the rights to use his format and approach to doing business,he would be involved in:

Accepted Answer

Business format franchising is a business relationship in which the franchisor (Diaz)"sells" a franchisee the rights to use the franchisor's format or approach to doing business.

Question 9

Persuading customers to buy a higher-priced item than they originally intended to buy is referred to as:

Accepted Answer

To avoid selling customers something they do not need or want,however,salespeople should take care when practicing trading-up techniques.

Question 10

Whenever a customer opens an account at First Southern National Bank,a teller or account representative asks the customer whether she needs a CD,online banking or other services.In other words,the account representative engages in:

Accepted Answer

Suggestion selling seeks to broaden customers' original purchase with related items.

Question 11

Interactivity is one of the new developments in retailing.In retailing,interactivity refers to:

Accepted Answer

Interactivity is more than just entertaining customers,it is an attempt to get them involved.

Question 12

Diaz
John Diaz immigrated to Tallahassee from Cuba in the 1980s.He set up a coffee shop called Diaz in a small upper-middle-class neighborhood.It rapidly became popular because of the wonderful coffee it brewed.Soon Diaz was selling the finest coffees from around the world,plus coffee-making necessities such as grinders and brewers.Within ten years,Diaz was operating a lucrative mail-order business in addition to his coffee shop.
Upon entering the shop,the first thing the customer sees is a countertop crowded with all of the machinery needed for making a perfect cup of coffee.Marble-topped tables are set in cozy nooks with overstuffed chairs.Bookshelves on one wall hold books about coffee for patrons to read while they sip.The smell is intoxicating to a real coffee lover.Coffee drinkers can take home a pound when they leave.The store carries all types of coffee from $300 per pound Kopi Luwak from Sumatra to Brazilian Cerrado for $8 a pound.
-Refer to Diaz.In terms of ownership,Diaz's coffee shop would be classified as a(n):

Accepted Answer

It is owned by a single person.

Question 13

At the American Girl store in Chicago,dolls can be purchased and girls can then go to the American Girl café or American Girl Theatre,and even have birthday parties.This is an example of using _____.

Accepted Answer

Interactivity is used to differentiate one store from another.Interactivity gets customers involved in the retailing experience.

Question 14

When you walk into an Apple store you are immediately greeted by a clerk.The store is simply designed with layouts where you can experience every product from iMacs,iPhones,a variety of iPods,cameras,printers,and other accessories.If you have questions about the products you can visit the Genius Bar.There is a place where kids can play and experience Mac to by sitting on big round cushy chairs.This description is of the store's _____.

Accepted Answer

The main element of a store's presentation is its atmosphere,how the store's physical layout,decor,and surroundings convey an overall impression.

Question 15

The overall impression conveyed by a store's physical layout,decor,and surroundings is referred to as the store's:

Accepted Answer

The main element of a store's presentation is its atmosphere,which is the overall impression conveyed by a store's physical layout,decor,and surroundings.

Question 16

One of the new developments in retailing is m-commerce.M-commerce refers to the ability to:

Accepted Answer

M-commerce goes beyond text message advertisements to allow consumers to purchase goods and services by using wireless mobile devices.

Question 17

Diaz
John Diaz immigrated to Tallahassee from Cuba in the 1980s.He set up a coffee shop called Diaz in a small upper-middle-class neighborhood.It rapidly became popular because of the wonderful coffee it brewed.Soon Diaz was selling the finest coffees from around the world,plus coffee-making necessities such as grinders and brewers.Within ten years,Diaz was operating a lucrative mail-order business in addition to his coffee shop.
Upon entering the shop,the first thing the customer sees is a countertop crowded with all of the machinery needed for making a perfect cup of coffee.Marble-topped tables are set in cozy nooks with overstuffed chairs.Bookshelves on one wall hold books about coffee for patrons to read while they sip.The smell is intoxicating to a real coffee lover.Coffee drinkers can take home a pound when they leave.The store carries all types of coffee from $300 per pound Kopi Luwak from Sumatra to Brazilian Cerrado for $8 a pound.
-Refer to Diaz.Customers of Diaz's coffee shop can purchase coffee,coffee makers,mugs,chocolate,music CDs,and all sorts of unique gift items.Diaz is practicing:

Accepted Answer

Scrambled merchandising is the tendency to offer a wide variety of nontraditional goods and services under one roof.

Question 18

Build a Bear is a retailer where children can design and assemble a stuffed animal from walls of parts.Each child starts by deciding what animal they want.Then,the child moves to a place where the stuffing is added.Finally,the child moves to the area where the last accessories are added.Build-A-Bear is part of a recent trend in retailing referred to as::

Accepted Answer