MKT 174 STUDY GUIDE
CHAPTER 18 – Establishing & Maintaining a Retail Image”
Profile: Target Stores (www.target.com) – a fashion-forward full-line discount store
chain; demographics of its customers = (“cheap chic”) typically a suburban,
professional, well-educated female with a family and an average household income of
$45,000+ per year (significantly higher than those of Wal-Mart or Kmart).
Image, p. 541 – “…refers to how a retailer is perceived by customers and others.
Positioning, p. 541 – “…refers to how a firm devises its strategy so as to project an
image relative to its retail category and its competitors – and to elicit a positive
consumer response.”
“The Elements of a Retail Image” – see Figure 18-2, p. 542.
“A shopper should be able to determine the following about a store in three seconds:
its name, its line of trade, its claim to fame, its price position, and its personality” – an
industry expert (p. 542).
Atmosphere (atmospherics) for a store-based retailer, p. 544 – “…refers to the
store’s physical characteristics that project an image and draw customers.” For a
non-store based retailer, p. 544 – “…refers to the physical characteristics of
catalogs, vending machines, Web sites, and so forth.”
oThe (Four) Elements of Atmosphere – see Figure 18-5, p. 545: exterior, general
interior, store layout, and interior displays,
I. Store-Based Retailing Perspective:
A. Exterior, pp. 545 548:
oStorefront, p. 545 – “…the total physical exterior of the store itself…includes the
marquee, entrances, windows, lighting, and construction materials.”
Modular structure, p. 545 – a one-piece rectangle or square that may attach
several stores.
Prefabricated structure, p. 545 – a frame built in a factory and assembled at
the site.
Prototype store, p. 545 – used by franchisors & chains to foster a consistent
atmosphere.
Recessed structure, p. 546 – lure people by being recessed from the level of
other stores; customers must walk in a number of feet to examine the
storefront.
oMarquee, p. 546 – “…a sign that displays the store’s name”; e.g. the world’s best
known marquee is McDonald’s golden arch (authors, p. 546).
B. General interior, pp. 548 – 551:
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