Deck 18: Establishing and Maintaining a Retail Image

Question 1

The physical characteristics of a retailer that are used to develop an image and draw customers represent _____.

A)goodwill
B)aesthetics
C)retail image
D)atmosphere

Answer 1

D

Question 2

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

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

Answer 2

D

Question 3

In a disguised building height,_____.

A)open-entry doorways make the store more inviting to customers
B)the entire store can be seen by pedestrians
C)part of the store is beneath ground level
D)display windows reduce perceived store size

Answer 3

C

Question 4

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

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

Question 5

In a straight traffic flow,_____.

A)displays and aisles are constructed in a rectangular or gridiron pattern
B)impulse goods are placed in the rear of a store
C)shoppers are encouraged to walk through the store in any direction they desire
D)floor space utilization is not maximized

Question 6

The way in which a retailer is perceived by customers and others is its _____.

A)aesthetics
B)retail image
C)goodwill
D)atmosphere

Question 7

A store's offerings can be classified into product groupings on the basis of function,purchase motivation,storability,and _____.

A)market segment
B)profitability
C)store location
D)customer service level

Question 8

An area where nondisplayed items are stocked is _____ space.

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

Question 9

Employee morale may be particularly affected by _____ space.

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

Question 10

In a purchase motivation product grouping,_____.

A)goods are categorized by end use
B)a market segment is attracted
C)impulse items are placed on the low floors in high-traffic locations
D)gift items are placed together

Question 11

Lounge areas,dressing facilities,and wide aisles are components of _____ space.

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

Question 12

Whereas image refers to how a retailer is perceived by customers,positioning refers to a retailer's image with regard to its _____.

A)atmosphere
B)target market
C)direct competitors
D)former customers

Question 13

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

A)a friendly atmosphere is developed
B)customers can shop quickly
C)self-service is simplified for consumers
D)it is most applicable to full-service stores

Question 14

A climate-controlled open entry _____.

A)is a revolving door
B)reduces congestion and enables customers to see inside the store
C)is set at a different temperature than in the mall
D)provides a moving walkway for pedestrians.

Question 15

The combination of marquees,entrances,windows,lighting,and construction materials comprises _____.

A)atmosphere
B)a prototype store
C)retail image
D)the storefront

Question 16

A store's merchandise is categorized and displayed by common end uses in a _____ product grouping.

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

Question 17

Dead areas are in-store locations where _____.

A)normal displays cannot be set up
B)pedestrian traffic is very low
C)impulse merchandise should not be sold
D)sales personnel gather

Question 18

A sign used to display a store's name is a _____.

A)marquee
B)modular structure
C)store logo display
D)prototype display

Question 19

In a curving traffic flow,_____.

A)self-service opportunities are maximized
B)all available floor space is utilized
C)a free-flowing pattern is used
D)distinct aisles are created

Question 20

A proactive,integrated approach to atmospherics by a retailer is referred to as _____.

A)aesthetics
B)visual merchandising
C)goodwill
D)retail image

Question 21

Which of the following is not an advantage of a Web retailer in comparison with a traditional store retailer?

A)The site can be modified more regularly.
B)Space to present assortments is almost unlimited.
C)The site can be tailored to the individual customer.
D)Consumers have more confidence in security and privacy in Web versus in-store transactions.

Question 22

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

A)dividing merchandise into impulse and specific intent categories
B)assigning space on the basis of sales or profit per foot
C)calculating the amount of floor space necessary to carry and display a proper assortment of merchandise
D)assigning goods into complementary and substitute categories

Question 23

A retailer seeks to expand the store experience to stimulate a customer's senses,as well as to entertain the shopper.This proactive approach to retail image is best described as _____.

A)visual merchandising
B)enhanced retail imaging
C)atmospherics
D)experiential merchandising

Question 24

A major problem associated with increasing the number of store entrances is the _____.

A)creation of dead areas
B)closeness to parking facilities
C)vehicular traffic control
D)pilferage control for employees,customers,and vendors

Question 25

Experiential merchandising,solutions selling,and retailer co-branding are tactics used by retailers to _____.

A)enhance customer satisfaction
B)reduce cognitive dissonance
C)persuade shoppers to spend more time shopping
D)increase scrambled merchandising opportunities

Question 26

The use of prototype stores,detailed operating procedures,and the inspection of store units by chain retailers and franchisors is used to _____.

A)develop and maintain a consistent image
B)reduce operating costs
C)reduce construction costs
D)reduce construction time and start-up costs

Question 27

Which of the following is a not a disadvantage of a Web site as compared to traditional store retailers?

A)The site can be slow in downloading complex graphics and video files for dialup shoppers.
B)It is likely to be exited without a purchase.
C)The site requires constant attention to keep it current.
D)There is uncertainty with regard to paper and postage costs.

Question 28

Merchandise is left in its original packing cartons in a(n)_____ display.

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

Question 29

A customer is encouraged to look at a variety of merchandise but not touch it or try it on in a(n)_____ display.

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

Question 30

The equivalent of a storefront for a Web retailer is _____.

A)a search engine
B)the Web browser
C)its home page
D)the checkout

Question 31

Customers are encouraged to feel and/or try on a number of products in a(n)_____ display.

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

Question 32

Under the model stock approach,the retailer determines space needs by _____.

A)calculating the amount of floor space necessary to carry and display a proper assortment of merchandise
B)assigning space on the basis of sales or profits per foot
C)dividing merchandise into impulse and specific intent categories
D)assigning goods into complementary and substitute categories

Question 33

Franchisors and chains that desire a uniform image should consider _____.

A)prefabricated structures
B)prototype stores
C)recessed storefronts
D)modular structures

Question 34

A snack bar located in a discount department store best illustrates _____.

A)solutions selling
B)co-branding
C)scrambled merchandising
D)micromerchandising

Question 35

The store layout for a Web retailer has two components: the layout of each individual page and the _____.

A)links that move from one page to another
B)links that connect to manufacturers' sites
C)graphics intensity
D)degree of clutter on the site

Question 36

Rationalized retailing is often used in conjunction with _____.

A)modular structures
B)prototype stores
C)recessed storefronts
D)unique building designs

Question 37

Solutions selling is an extension of _____.

A)micromarketing
B)micromerchandising
C)cross-merchandising
D)scrambled merchandising

Question 38

In a model stock approach,a retailer determines its floor space needs on the basis of _____.

A)perishability and storage needs
B)maintaining a proper assortment
C)profitability
D)opportunities to maximize sales

Question 39

The wish list program is an updated version of _____.

A)cross selling
B)cross-merchandising
C)the bridal registry
D)scrambled merchandising

Question 40

Displays that contain piles of sale clothing and marked-down goods are called _____.

A)assortment displays
B)cut cases
C)dump bins
D)rack displays

Question 41

A disadvantage to a curving traffic-flow pattern is that _____.

A)shoppers feel rushed
B)an austere,efficient atmosphere is created
C)there is wasted floor space
D)few impulse purchases are made

Question 42

A store which groups female clothing into juniors',misses',and ladies' has classified those departments by _____ product groupings.

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

Question 43

Gross profit per square foot is utilized by a supermarket owner to assign space among merchandise assortments within a department.Larger amounts of space go to the product categories and brands with the highest profitability per square foot.This retailer determines space needs by _____.

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

Question 44

Selling space is the largest proportion of total store space for which type of retailer?

A)restaurant
B)specialty store
C)department store
D)self-service retailer

Question 45

A college store determines space needs for each department on the basis of assortment guidelines for texts,stationery,computer supplies,dormitory needs,and school signature clothing.It determines space needs by _____.

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

Question 46

Which retailer has the smallest amount of merchandise space?

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

Question 47

A curving traffic pattern is most widely used by _____.

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

Question 48

Selling space is the largest proportion of total store space for which retailer?

A)specialty store
B)supermarket
C)electronic repair shop
D)restaurant

Question 49

A disadvantage associated with the model stock approach to the determination of space needs is that _____.

A)distinctive items with low sales or profit levels may not be stocked
B)seasonal items may be placed in improper locations
C)impulse goods may not be stocked in adequate quantities
D)product placement may not follow normal shopper patterns

Question 50

Which display position is the most desirable in a supermarket?

A)eye level
B)waist level
C)knee level
D)ankle level

Question 51

Impulse items are placed on the first floor while specific-intent items are located on the fourth floor.This retailer utilizes _____ product groupings.

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

Question 52

The location of impulse items in high customer traffic areas illustrates a _____ product grouping.

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

Question 53

A purchase motivation product grouping is designed to _____.

A)place related goods together
B)increase impulse sales
C)effectively cross-merchandise items
D)increase opportunities for cross-selling

Question 54

A display window can be best categorized as _____ space.

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

Question 55

An example of customer space is _____.

A)an inventory storeroom
B)dressing facilities
C)a product display
D)a demonstration area

Question 56

Under the purchase-motivation product grouping,impulse items would be assigned to which display position?

A)knee level
B)floor level
C)ankle level
D)eye level

Question 57

The straight traffic pattern is most widely used by _____.

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

Question 58

Placing sportswear and sporting goods together in one department illustrates which product grouping?

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

Question 59

The major problem with the sales-productivity ratio method of assigning space is that _____.

A)storability may not be considered
B)too much space may be assigned for merchandise space
C)too little space may be assigned for merchandise space
D)an inadequate selection of merchandise may be stocked

Question 60

Which type of retailer has a high proportion of merchandise space to selling space?

A)full-service specialty store
B)supermarket
C)warehouse store
D)gas station

Question 61

The primary advantage of a climate-controlled entry is that store temperatures are efficiently maintained.

Question 62

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

Question 63

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

Question 64

In a curving traffic-flow pattern,inventory control and security are simplified.

Question 65

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 66

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

Question 67

A mannequin dressed in a matched outfit illustrates which display?

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

Question 68

Retail image perceptions are partially based on a retailer's functional qualities and partially by a consumer's psychological attributes.

Question 69

A camera shop develops kits for amateurs that include a camera,lens,film,case,and a separate electronic flash.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 70

A manufacturer wants its brands to be placed at eye-level,end-aisle locations.A retailer may reserve some of these locations for its private brands.This illustrates _____.

A)channel conflict
B)a functional product grouping
C)channel cooperation
D)a storability product grouping

Question 71

A store attempting to increase sales of impulse goods should utilize storability product groupings.

Question 72

What type of display is generally associated with functional product groupings?

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

Question 73

A retailer can minimize display costs by using _____ displays.

A)theme-setting
B)ensemble
C)cut case
D)assortment

Question 74

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 75

The model stock approach determines space needs for each department based on assortment considerations.

Question 76

A retailer must allocate total floor space among selling,merchandise,personnel,and customer areas.

Question 77

The sales-productivity ratio assigns floor space on the basis of sales or profit per foot.

Question 78

Dead areas are awkward spaces where normal displays cannot be set up.

Question 79

Maximum floor space is utilized in a curving traffic flow.

Question 80

Marquees,entrances,windows,and lighting are all elements of store visibility.