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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. Have you ever worked in a job that required you to provide customer service? If yes, describe the skills you needed and tasks you performed on this job. If no, what skills and abilities would you highlight to a potential employer that was interviewing you for a position that included customer service in the job description?
 

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4. Think about the merchandise sold at Office Depot, Staples, and Office Max, and list three to four types of merchandise that fall into extended problem solving, limited problem solving and habitual decision making for college students. Explain how the categories of merchandise would change for each type of buying decision if the customer was the owner of a mediumsize business.
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5. Sean Struggles to Get Started
Sean is the customer-service supervisor at an office-supply business located in Indianapolis. His boss Peg, the director of sales and marketing, assigned him the task of preparing an indepth report as to why the firm has been steadily losing customers. When he first received the assignment, Sean replied, “Give me a break, Peg. We’re losing customers simply because many of our customers are shifting to e-commerce. They buy online directly from the manufacturers, or from the major supply companies such as Staples, Office Depot, and OfficeMax.” Peg retorted in a stern tone, “Sean, you are oversimplifying the problem. There are still office supply companies in every city. Most manufacturers do not want to deal with small orders, and companies like Staples have not created a monopoly. Please have that report to me in ten days.” “I’ve got a lot on my plate, but I will get to it,” said Sean. “I’ll do what I can to make your deadline.” Sean did not welcome preparing the report. He felt that he was already overloaded with work and that a report would not reveal much that he did not already know. He thought, “Maybe I’ll start the report late this Sunday afternoon, right after the Colts have finished playing. That should give me an hour and a half.” The Colts game went quickly, ending just a couple of minutes after 4 p.m. that Sunday. Sean reflected, “What kind of crazy workaholic am I? Why start collecting data on a report now, when I could take Lisa (his daughter) and Max (his Labrador) for a walk. It’s a beautiful fall day.” Sean then decided to begin the report Monday morning at 11, sharp. “I’ll be in a heavy work mode on Monday.”
 

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