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¡¡¡¡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.¢ÙThe more similar the product offerings of competitors,the more important it is to create a unique environment.

¡¡¡¡By 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 linedª²up 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 Chicagoª²based retailer.¢Ú¡°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 of 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 store longer.Studies show that the longer the customer is in the store,the more money is spent.¢ÛThe layout also should have the highª²margin merchandise in the highª²traffic 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¡äs layout.Displays communicate at still another level to attract attention to the product,enhance product appeal,and increase the shopper¡äs propensity to purchase.While these tasks might lead the display design in one direction,the display also needs to be consistent with the store¡äs atmosphere.

1.Which of the following is NOT mentioned as factors to attract the attention of shoppers?
Aª±Store atmosphere.
Bª±A preponderance of merchandise.
Cª±Store layout.
Dª±Merchandise display.

2.In the second paragraph,three types of store atmosphere are described to show that .
Aª±the store lit with neatly linedª²up pastel plastic racks and pastel walls will be more attractive
Bª±music will make shoppers feel more comfortable
Cª±different atmosphere is designed for different target markets
Dª±stores that sell the same type of products should creat different shopping atmosphere

3.The ¡°highª²margin merchandise¡± in Paragraph 5 probably means.
Aª±products of poor quality
Bª±products of small sizes
Cª±rare products
Dª±less demanding products

4.The merchandise display.
Aª±is the arrangement of goods
Bª±aims to enhance the product¡äs price
Cª±can increase the shopper¡äs propensity to purchase

Dª±have no relation with the store atmosphere
5.The text is mainly about.
Aª±the three levels of messages that the store communicates
Bª±which type of store atmosphere is more attractive
Cª±the importance of an effective layout
Dª±how to design merchandise display

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