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Ch. 16 Guidepost Questions - MKT 320

Terms in this set (10)

Regarding utilitarian and hedonic benefits, which of the following statements is not consistent with the information in your textbook?
By their very nature, retail websites are strictly utilitarian. Only a physical store can offer hedonic benefits.
A ________ layout has parallel aisles with merchandise on both sides of an aisle. Cash registers are typically located at the exit(s).
grid
The racetrack layout is also sometimes called the ________ layout.
loop
Arlo Marlowe owns an independent hardware and home-improvement store in a neighborhood shopping center.
If you were to visit Arlo's store several times throughout the year, you might notice an area (near the rear) where the type of merchandise changes a lot. There's a pattern.
From January through March, the area is stocked with items that you would use for organizing and storing things in your home and/or garage
In April, the organizing- and storage-related merchandise disappears and is replaced by lawn, garden, and patio merchandise
From October through December, the area is filled with Christmas-related merchandise
This special section of the store is called a(n) __________.
promotional area
If you are standing in an aisle at your favorite supermarket, you're most likely to see __________ shelves lining the aisle on either side of you. The __________ shelf from the bottom typically attracts the most attention, unless customers are of considerably less-than-average height.
four; third
Regarding space management, which of the following statements is not consistent with information that appears in your textbook?
The term strike zone refers to the first ten feet or so inside the store entrance.
An apparel display fixture that consists of a circular pipe mounted on a pedestal is called a _________. It sometimes doubles as a "tent" or "fort" where kids hide while a parent is shopping.
rounder; capacity fixture; bulk fixture
Which of the following is both a pricing technique and a merchandise presentation technique?
price lining
With __________, individual items are grouped to show customers how the items could be used or combined (think whole outfit on a mannequin or a whole-room furniture display).
idea-oriented presentation
Regarding atmospherics, which of the following statements is not consistent with what the authors of your textbook say?
The level of excitement needs to be consistent throughout the store. If it varies by department, it can only confuse shoppers and stress them out.
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