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1. One of the fastest-growing sectors of the population is the over-60 age group. Customers in this group may have limitations in their vision, hearing, and movement. How can retailers develop store designs with this population’s needs in mind?
 
2. Assume you have been hired as a consultant to assess a local discount store’s floor plan and space productivity. Look back at Chapter 6 and decide which analytical tools and ratios you would use to assess the situation.
 
3. on The Container Store. What are the positive and negative aspects of employee turnover? How is this retailer reducing the turnover of its sales associates? How can other retail firms learn from this example?
 

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4. To motivate employees, several major department stores are experimenting with incentive compensation plans, although compensation plans with a lot of incentives often don’t promote good customer service. How can retailers motivate employees to sell merchandise energetically and, at the same time, not jeopardize customer service?
 
5. How do brands benefit consumers? Retailers?
1. How can brand strategy, advertising, personal selling, public relations, direct marketing, and sales promotion complement one another in an integrated marketing communication program? How can a retailer’s customer relationship management program support these activities?
2. What are the positive and negative aspects of direct marketing from the customer’s perspective?
 

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