In response to giant retailers and category killers, entrepreneurial retailers are building entertainment into stores with coffee bars, lectures, demonstrations, and performances. They are marketing a(n) ________ rather than a product assortment.

Question

Quizplus · Accepted Answer

The scenario describes the incorporation of entertainment elements into the retail experience, which suggests that the entrepreneurial retailers are marketing an experience rather than just a product assortment. Therefore, choice E - experience - is the best answer.

In Response to Giant Retailers and Category Killers, Entrepreneurial Retailers