Art Flashcards
(35 cards)
According to the article « The Art of Marketing », what is the pourcentage of shelf space for the line
50%
- What is the main debate discussed in the introduction of the text?
A) Whether marketing is more focused on traditional or digital strategies.
B) Whether marketing is an art or a science.
C) Whether marketing should prioritize emotions over data.
D) Whether marketing should target younger or older audiences.
B) Whether marketing is an art or a science.
- According to the text, why are modern retail stores compared to museums and theaters?
A) Because they focus solely on displaying products.
B) Because they offer a sensory and emotional experience to consumers.
C) Because they prioritize educational content.
D) Because they follow traditional marketing techniques.
B) Because they offer a sensory and emotional experience to consumers.
- Which sense is described as the main component of the “Art of Marketing”?
A) Taste
B) Hearing
C) Vision
D) Smell
C) Vision
- According to Mattila and Wirtz (2001), what is important when using scent and music in retail environments?
A) They should be used separately to avoid overwhelming customers.
B) They should have matching levels of arousal to enhance the shopping experience.
C) Scent should be stronger than music.
D) Music should be familiar to all customers.
B) They should have matching levels of arousal to enhance the shopping experience.
- Which of the following emotions should marketers aim to activate according to the text?
A) Anxiety and urgency
B) Curiosity and surprise
C) Well-being and control
D) Nostalgia and sadness
C) Well-being and control
Why might older consumers prefer white or brighter colors in retail environments?
A) Because white is associated with luxury brands.
B) Due to changes in vision as people age, making bright colors easier to see.
C) Because it reflects more light, making stores appear larger.
D) Because it creates a calming effect.
B) Due to changes in vision as people age, making bright colors easier to see.
- What is the role of ambient scent in retail according to the text?
A) To mask unpleasant odors.
B) To directly influence purchase decisions.
C) To create a positive emotional response even if unrelated to the product.
D) To highlight the natural scent of the products.
C) To create a positive emotional response even if unrelated to the product.
- Which of the following best describes the “art infusion theory” mentioned in the text?
A) Art in retail environments makes products seem more expensive.
B) Art influences consumer preferences positively, even for everyday items.
C) Art is only effective for high-end products.
D) Art has no measurable effect on consumer behavior.
B) Art influences consumer preferences positively, even for everyday items.
- According to the text, why is color important in attracting consumers’ attention?
A) It creates a calm environment for shoppers.
B) It activates thoughts, memories, and specific modes of perception.
C) It helps reduce the number of products on display.
D) It makes products appear larger.
B) It activates thoughts, memories, and specific modes of perception.
- What is the main purpose of using contrast in retail displays?
A) To make the store appear more spacious.
B) To reduce the need for sales assistants.
C) To draw the viewer’s eyes and emphasize certain products.
D) To create a uniform look across all products.
C) To draw the viewer’s eyes and emphasize certain products.
- Which of the following statements about context is true according to the text?
A) Context should always be congruent with the focal point.
B) A contrasting context can capture shoppers’ attention through surprise or humor.
C) Context has little impact on the overall brand message.
D) Contrasting context should only be used in window displays.
B) A contrasting context can capture shoppers’ attention through surprise or humor.
- The concept of Gestalt in retail design emphasizes that:
A) Individual elements should stand out independently.
B) The whole is greater than the sum of its parts.
C) Simplicity should always be prioritized in displays.
D) Colors should never contrast strongly.
B) A contrasting context can capture shoppers’ attention through surprise or humor.
- Why do retailers encourage customers to touch products, according to the text?
A) It prevents theft.
B) It satisfies a primal need and can lead to increased sales.
C) It helps organize products on shelves.
D) It reduces the need for advertising.
B) It satisfies a primal need and can lead to increased sales.
- What is a key strategy used by Apple stores to enhance customer experience?
A) Limiting access to products.
B) Offering discounts on bulk purchases.
C) Allowing customers to try out products freely.
D) Using dark lighting to create a relaxing atmosphere.
C) Allowing customers to try out products freely.
- According to the text, how can effective packaging influence consumer decisions?
A) By providing detailed product information.
B) By appealing to emotions and capturing attention quickly.
C) By being uniform across all product lines.
D) By focusing only on the functional aspects of the product.
B) By appealing to emotions and capturing attention quickly.
- Which of the following best describes the role of window displays in retail, based on the text?
A) To act solely as an art form.
B) To provide detailed product information.
C) To attract passersby and encourage them to enter the store.
D) To reduce inventory inside the store.
C) To attract passersby and encourage them to enter the store.
What is a major question debated in marketing philosophy?
A) Is marketing ethical or unethical?
B) Is marketing an art or a science?
C) Is marketing global or local?
D) Is marketing expensive or affordable?
B
According to the text, which perspective supports the idea of marketing as a science?
A) Emotional and cultural
B) Cognitive and analytic (Kotler’s perspective)
C) Irrational and joyful
D) Sensory and artistic
B
Why do stores need to be both “museums” and “theatres,” according to the text?
A) To display historical artifacts and host plays
B) To attract consumers and enhance the shopping experience
C) To reduce advertising costs
D) To follow government regulations
B
Which of the following senses is NOT discussed in the text as part of retail marketing?
A) Taste
B) Sight
C) Touch
D) Pain
D
How does music affect consumer behavior in stores, according to the text?
A) It makes them leave quickly.
B) It influences the speed and amount of their purchases.
C) It has no effect.
D) It only affects children.
B
Which of the following is described as having a calming effect in shopping environments?
A) Bright lighting
B) Flowing water, like fountains
C) Loud music
D) Flashing lights
B
Why is visual aesthetics important in marketing?
A) It reduces production costs.
B) It helps consumers quickly recognize and connect with products.
C) It prevents shoplifting.
D) It eliminates the need for advertising.
B
