Marketing Chapter 18

Visual merchandising is a form of personal selling because its artistic aspects focus on the customer's emotional buying motives.

• true

• false

The storefront projects a brand identity and distinguishes a store from its competitors.

• true

• false

Mannequins are considered valuable tools for enhancing the shopping experience.

• true

• false

Lighting should be only slightly stronger than store lighting to avoid creating a glare on the merchandise.

• true

• false

A new retail clothing store whose target market is girls, ages 14-21 should use strong colors and bright lighting to attract customers.

• true

• false

A display of CDs by a popular Alternative band was not attracting much attention in a music store. The CDs were overshadowed by a large flat-screen monitor playing the band's music video. What did the display lack?

• balance

• direction

• shape

• focal point

A shoe store owner wants to create a display that emphasizes the comfort and freedom of movement of certain shoes. To create this effect, a visual merchandiser should integrate what type of lines into the display?

• curved

• diagonal

• horizontal

• straight

An elaborate display of utensils and various pans needed for cooking a Thanksgiving meal would be what type of display?

• related-merchandise display

• line-of-goods display

• variety display

• one-item display

Score Sporting Goods always has a display with mannequins engaged in actual season-appropriate sports. How would you describe the settings for such displays?

• abstract

• semirealistic

• institutional

• realistic

What part of the store layout includes the aisles?

• the customer space

• the selling space

• the storage space

• the shape of the store's displays