ARTICLE - THE OLD PILLARS OF NEW RETAILING, LEONARD L. BERRY

QUESTIONS

1. In 2000, 72 percent of consumers shopped in department stores, relays "The Old Pillars of New Retailing," as compared to 1996
when the percentage was:

a. 54 percent.
b. 63 percent.
c. 85 percent.
d. 95 percent.

2. Factors that turn customers off includes, writes "The Old Pillars of New Retailing," all of the following _except:_

a. confusing prices.
b. announcing in-store specials to existing customers.
c. lack of signage.
d. cluttered, poorly organized stores.

3. True/False- Zane's Cycles of Branford, Connecticut, has learned, as given in "The Old Pillars of New Retailing," that including life-time service on its bicycles is a great marketing tool.

4. As reported in "The Old Pillars of New Retailing," Journeys, a Nashville-based chain of shoe stores, became extremely
successful when it:

a. created the right atmosphere for its young audience, with music, video and color.
b. offered "two-fer" specials every 45 minutes.
c. gave discount coupons in the local schools.
d. provided ample space for kids to mingle and hang out.

5. Some retailers are lured into all of the following short-term "fixes" to boost sales, as maintained in "The Old Pillars of New Retailing," _except:_

a. markdowns on over-inflated prices.
b. constant sales.
c. fair pricing.
d. certain forms of pressure pricing.

6. True/False- Great retailers, as emphasized in "The Old Pillars of New Retailing," reach beyond the model of the rational consumer
And strive to establish feelings of closeness, affection, and trust.

7. What do today's shoppers crave, according to "The Old Pillars of New Retailing," in the buying experience?

8. For management, what is the key element to providing customers with a satisfying experience, as portrayed in "The Old Pillars
of New Retailing?"

9. Article Summary.