All your life you've wanted to be an entrepreneur and to own your own business. Now you're ready to graduate from college, and you've decided to open a combination coffee shop and bookstore in a location near your college. You know that to attract both the college-student market and other customers from the local community, it will be necessary to carefully design the store image.

Develop a detailed plan that specifies how you will use atmospherics to create the image you desire. 

In your job with a marketing consulting firm, you often are asked to make recommendations for store location. Your current client is a local caterer that is planning to open a new retail outlet for selling take-out gourmet dinners.

You are examining the possible types of locations: the central business district, a shopping center, a freestanding entity, or some nontraditional location.

Outline the advantages and disadvantages of each type of location for a catering business. In a role-playing exercise, present your recommendations to your client.