Question 1

Compare and contrast the ideal customer at the Toy Warehouse and Diamond Toys. How did the targeted customer affect their marketing strategies?

Accepted Answer

The Toy Warehouse's ideal customer was a middle-class White mother. They sought to create a fun atmosphere and all advertising was directed at middle-class families. The "child" imagined by the Toy Warehouse's corporate office was thus middle-class and college-bound, from a traditional family where the mother did not work for pay but did all the shopping. Children were expected to have their own ideas about what they want. The ideal customer at Diamond toys was a member of the bourgeoisie in need of professional consultation on his or her purchases. Children were much less central to the marketing agenda. Although they were the intended consumers of most of the merchandise, they were treated more as pampered and coddled pets than as willing and engaged buyers.

Question 2

Discuss how White women developed a sense of entitlement at both toy stores.

Accepted Answer

White women displayed a sense of entitlement because in most instances they got what they wanted. Some threw fits when they were not accommodated. They had a reputation for being overly demanding and abusive. Members of other groups who wanted to return used merchandise, or who needed special consideration, rarely were accommodated.

Question 3

Who was the ultimate toy expert at Diamond Toys?

Accepted Answer

A)  the parent 
B)  the child 
C)  the pediatrician 
D)  Diamond Toys D

Question 4

How was the author treated differently based on her skin color?

Accepted Answer

The answer of How was the author treated differently based...

Question 5

The informal rules that employees devise and follow to ensure order and preserve their self-respect in their interactions with customers are known as the ______.

Accepted Answer

A)  ropes 
B)  order 
C)  rules 
D)  scripts

Question 6

What did the male customers do to assert their masculinity while shopping?

Accepted Answer

A)  They threw things at the author. 
B)  They held beer in their hands. 
C)  They only purchased sports-related toys. 
D)  They sexually harassed workers.

Question 7

Initial employee training at the Toy Warehouse typically consisted of ______.

Accepted Answer

A)  participating in role play exercises 
B)  playing with children in the store 
C)  entertaining customers 
D)  watching videotapes

Question 8

Who were the most demanding customers at Toy Warehouse?

Accepted Answer

A)  African American males 
B)  mothers with infants 
C)  middle-class White women 
D)  wealthy tourists

Question 9

Which toy store in the author's research employed mostly African Americans?

Accepted Answer

A)  Diamond Toys 
B)  House of Toys 
C)  Toy Warehouse 
D)  Toy Haven

Question 10

Identify the "Five Is of Customer Service" at Diamond Toys.

Accepted Answer

The answer of Identify the "Five Is of Customer Service"...

Question 11

According to the author, what is necessary in order for ritualized scripts to become meaningful?

Accepted Answer

A)  symbolic interactionism 
B)  second-tier leadership 
C)  doing gender 
D)  solid identities

Question 12

Who had the most institutionalized power and authority at the Toy Warehouse stores?

Accepted Answer

A)  preschool children 
B)  Latina mothers 
C)  sales associates 
D)  White men

Question 13

The dress code at Diamond Toys is best compared to a ______.

Accepted Answer

A)  school uniform 
B)  recital costume 
C)  satisfied customer 
D)  medieval feast

Question 14

What is the $19,800 rule?

Accepted Answer

The answer of What is the $19,800 rule?...

Question 15

A White, middle-class mother would be the ideal customer at ______.

Accepted Answer