CHAPTER 18 marketing iii

1. The visual element that projects an appropriate store image, distinguishes a store from its competitors,
and attracts potential customers is the storefront.
2. Visual merchandising is a form of personal selling because its artistic aspects focus on the customer’s
emotional buying motives.
3. Display lighting should be only slightly stronger than store lighting to avoid creating a glare on the
4. In department stores mannequins are examples of functional props.
5. Hot Stuff will be a new retail clothing store whose target market is girls, ages 14-21. The store owners
should use strong colors and bright lighting to attract their target customers.
1. According to the textbook, what is the one visual merchandising element that influences customer
behavior more directly than any other?
a. the style of the store’s merchandise
c. the strength of the store’s lighting
b. the width of the store’s aisles
d. the shape of the store’s displays
2. Score Sporting Goods store always has a display with mannequins engaged in season-appropriate
sports. The store uses many props to make customers feel as if they could almost join the fun going on
in the displays. How would you describe the settings for such displays?
a. abstract
c. institutional
b. semirealistic
d. realistic
3. A visual merchandising specialist is creating a display for a new walking shoe. The shoe store owner
wants to emphasize the comfort and freedom of movement the shoes give the wearer. To create this
effect, the visual merchandising specialist should create what type of lines?
a. curved
c. horizontal
b. diagonal
d. straight
4. Something’s Cooking sells a variety of cooking and serving utensils. Each November the promotion
staff creates an elaborate display of all the utensils and cooking pans a cook could possibly need to
cook a big Thanksgiving meal. What type of display would this be considered?
a. related merchandise display
c. variety display
b. line-of-goods display
d. one-item display
5. A music store’s display of compact discs by a popular country-western singer was unsuccessful. Huge
posters of the singer completely overshadowed the CDs. Once the display was removed, sales of the
CDs improved. What is the artistic element that most likely caused the display’s failure?
a. balance
c. shape
b. direction
d. proportion
1. ____________________ is an artistic display element that is very popular for holiday and children’s
merchandise displays, but which can become distracting if overdone.
2. The primary purpose of visual merchandising is to coordinate all of a business’s physical elements in
order to project a particular ____________________ of the business to its customers.
3. Dusting and cleaning are an essential part of display ____________________ because those activities
keep displays looking attractive to potential customers.
4. For a floral display, Ellen put two pots of daffodils on each side of a table. In the middle of the table,
she put a tall vase of sunflowers. Then she scattered rose petals over the remaining table space. The
type of balance achieved in Ellen’s display is called ____________________ balance.
5. A(n) ____________________ is a good geometric shape for a display because it creates a focal point
and keeps the customer’s eye moving up and center.
6. Colors that are next to each other in the color wheel such as green, yellow-green, and yellow are
known as ____________________ colors.
7. The two most important characteristics of entrances are their abilities to promote customer
convenience and to assist in store ____________________.
8. A(n) ____________________ setting does not imitate reality.
9. ____________________ space is store space that is devoted to restrooms, dressing rooms, phone
booths, and drinking fountains.
Match each item with the most appropriate statement.
a. interior display
g. display
b. proportion
h. storefront
c. adjacent colors
i. focal point
d. setting
j. fixture
e. shape
k. texture
f. complimentary colors
l. marquee
the physical outline of a display
a spot to which the eye is drawn
a display case, counter, or bench
the relationship between and among objects in an arrangement
an artistic arrangement that uses fixtures and props to showcase merchandise
a background arrangement
found on opposite sides of a color wheel, they create contrast
the combination of entranceways, window awnings, and other exterior building characteristics
the visual and artistic aspects of presenting a product
the sign stating a business’ name
1. Imagine you were designing a display for a new product of your choice. Name three of the artistic
elements of a display you would emphasize. Briefly explain how each element positively influences a
customer’s decision to purchase the product and how you would use each element to best effect.
2. Name three types of interior displays described in Marketing Essentials Chapter 18. Describe the type
of merchandise that should be shown in each display. Finally, explain how each display type attracts
the customer and promotes the store’s image.