单选题 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, fixture, color, and sound. These are developed to convey a mood or feeling that separates the store from others that sell similar merchandise. The 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 colorful plastic racks and wails. Another will be in seeming disarray, with loud rock music and strobe lights (闪光灯). A third will have a wood décor, 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 ambiance 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 Chicago-based retailer. "Department stores have always had an advantage of merchandise that you can get at any store. How then does a retail 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 to 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. The layout also should have the high-margin merchandise in the high-traffic 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"s layout. Displays communicate at still another level to attract attention to the product, enhance product appeal, and increase the shopper"s propensity to purchase. While the tasks might lead the display design in one direction, the display also needs to be consistent with the store"s atmosphere.

单选题 All of the following are media that the author suggests to help a store send messages to the shoppers EXCEPT ______.

单选题 Why do shop owners try to make their shops different from other shops?

单选题 The author implies that ______ is one of the reasons why a shop owner has to create a unique atmosphere in his shop.

单选题 The word "perimeter" in Paragraph 5 means ______.

单选题 ______ tells consumers how to go through the store.