In Response to Giant Retailers and Category Killers, Entrepreneurial Retailers

Multiple Choice

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.

A) customer delight
B) intangible benefit(s)
C) total service solution
D) customer value
E) experience