Once inside the retail location, the shopper receives continuous messages at three levels. Store atmosphere is the overall setting of the store, its design, lighting, fixtures, color, and sound. These are developed to convey a mood or feeling that separates the store from others that sell similar merchandise. The more similar the product offerings of competitors, the more important it is to create a unique environmentBy going into any large shopping mall and walking from one clothing store to another, a shopper can easily experience atmosphere differences. One store will be brightly lit with neatly lined-up pastel plastic racks and pastel walls. Another will be in seeming disarray, with loud rock music and strobe lights. A third will have a wood decor, soft lights, and soft music. Each type of atmosphere is aimed at a particular target market, and each serves as a screen to tell shoppers whether or not they will feel comfortable in the store and what type of merchandise they might expect.“Establishing a mood of shopping ambience has never been more important than it is now,” says Lois Patrich, vice president of sales promotion and advertising with Carson Pirie Scott & Co., a Chicago-based retailer. “Department stores have always had a preponderance of merchandise that you can get at any store. How then does a retailer get a customer to buy at his store? By creating a shopping atmosphere that will motivate him to buy and one that he wants to come back to.Store layout is the arrangement of merchandise to facilitate shopping. The layout tells consumers how to proceed through the store and what pace is expected. An open layout invites shoppers to browse. A cluttered layout sends a signal of business and rushing.An effective layout maximizes customer exposure to merchandise and keeps the customer in the stare longer. Studies show that the longer the customer is in the store, the more money is spent. The layout also should have the high-margin merchandise in the high-traffic areas and the most desired merchandise in the back so that consumers must walk past many other goods. In a supermarket, for example, the meats, dairy products, and produce have the greatest constant demand and are placed at the perimeters so shoppers will need to pass other products to get to them.Merchandise display refers to the organization of goods at a specific place in the store’s layout. Displays communicate at still another level to attract attention to the product, enhance product appeal, and increase the shopper’s propensity to purchase. While these tasks might lead the display design in one direction, the display also needs to be consistent with the store’s atmosphere.1.The subject in this passage is( ).2.All of the following are factors the writer says helping create communication between shoppers and individual stores EXCEPT( ).3.In Paragraph 3, the word “ambience” means “( )”.4.In Paragraph 5, the word “perimeters” means( ).5.What does the sentence beginning in Paragraph 2 (“Each type of atmosphere...”) do in relation to the sentences beginning with “One store...Another will...”, and “A third...”?
A.store atmosphere B.store layout C.merchandise display D.ways in which stores communicate
问题2:
A.merchandise display B.advertising store C.store layout D.atmosphere
问题3:
A.appearance B.smell C.sound D.atmosphere
问题4:
A.the outer areas B.the coldest areas C.the least traveled areas D.the smallest areas
问题5:
A.It contradicts the three earlier sentences B.It gives a specific example of what is stated in the three earlier sentences C.It alters the meaning of what is said in the three earlier sentences D.it sums up the three earlier sentences