MKTG 3500
Retail Management

Field Journal Assignments
Real-World Applications of Retailing Theory

I have developed a number of assignments for this course that will require that you do some basic field research or reflect upon your experiences as a consumer.  You will be required to write twenty short (150 word) essays and compile them in a word processing file. Postings longer than 150 words each are fine.  

You may find it useful to print each set of questions so that you can refer to them as you compose your answer. For each posting, include the number of the assignment and its title as listed below.

1
Ah, Those Were the Days

Think back to your high school days. Think of three retail stores or consumption activities that mark your memories of those days. (Ex: certain songs, specific restaurants, stores, hangouts, cars, movies, clothing styles, foods, etc.)

For each, why is it memorable? What feelings does each elicit? How might marketers use nostalgic themes incorporating such experiences to influence your behavior?

2
The Changing Face of Retailing: Organic Foods

Across the nation, we now see a number of organic food stores catering to customers who want "natural, wholesome, unadulterated" food that has been grown without the use of chemical fertilizers and pesticides.  These places often have free-trade coffee and lots of herbal teas, and perhaps some natural remedies on the shelf.  Select one of these organic food stores to visit and compare it with a mainstream food retailer.  What is different in terms of store atmospherics? How about prices?  Displays? Layout? Assortment of products?

I look forward to reading your essay.

3
The Changing Face of Retailing: Ethnic Foods

Please do not try to fake this or any other assignment.  Doing so constitutes cheating and will result in a failing grade and other university sanctions as stipulated in the WSU Student Code.

The authors of our textbook define atmospherics as the "reflection of a store's physical characteristics that are used to develop an image and draw customers."  For this assignment, consider such elements as lighting, furniture, fixtures, flooring, ceilings, wall treatments, music, scents, and overall "look and feel" of the place. 

In many of our communities, we now see a number of ethnic food stores catering to Asians and Hispanics.  No doubt, some are in your area. Select one of these ethnic food stores to visit and compare it with a mainstream food retailer.  What is different in terms of store atmospherics? How about prices?  Displays? Layout? Assortment of products?

I look forward to reading your essay.

4
Retailer Image and Identity: Store Atmospherics

For the next few assignments, I would like to have you visit and compare a "high-end" retailer such as Nordstrom's and a "low-end" retailer such as Wal-Mart.  Bear in mind that customers may shop in both stores, depending on what they are buying (a suit versus gym socks), occasion (anniversary gift versus everyday items), etc. 

In the following exercises, we will consider ways in which different retailers add value.  It makes sense as a consumer to ask yourself: What kind of customer experience am I getting at a Wal-Mart? What kind of customer experience am I getting at a place like Nordstrom's?  How does the customer experience at these two stores relate to the price I am paying?  Is it a good value, all things considered?

In this exercise, I would like to have you compare and contrast the atmospherics of the two stores you visit. Consider such elements as lighting, furniture, fixtures, flooring, ceilings, wall treatments, music, scents, and overall "look and feel" of the place. 

5
Retailer Image and Identity: Customer Appearance

For this assignment, I would like to have you visit and compare a "high-end" retailer such as Nordstrom's and a "low-end" retailer such as Wal-Mart.  Again, bear in mind that people like me can shop in both stores. 

In this exercise, I would like to have you compare and contrast the two stores in terms of the type of shoppers you see there.  How are they dressed?  Do there seem to be differences in status or social class?  How can you tell? 

Are customers shopping individually, in couples, in groups, or in family units?  What is the age composition of the customers you see in the two stores?  How do they interact with one another?

I look forward to reading your essay. 

6
Retailer Image and Identity: Customer Assistance

For this assignment, I would once again like to have you visit and compare a "high-end" retailer such as Nordstrom's and a "low-end" retailer such as Wal-Mart.

How does the customer-floor staff interaction differ between the two stores?  Are you greeted in the same way?  Do you receive personalized assistance from the staff at both stores?  Spend some time in the shoe department at both stores.  Does salesperson offer to measure the customer's feet?  Do the salespeople at the "high-end" store assist the customer in finding the right size?   How does this compare with the Wal-Mart experience?

I look forward to reading your essay.

7
Retailer Image and Identity: Store Layout and Merchandise Presentation

For this assignment, I would once again like to have you visit and compare a "high-end" retailer such as Nordstrom's and a "low-end" retailer such as Wal-Mart.   These questions relate to topics found in Chapter 18.

What is the layout of the two stores? Straight gridiron? Free-flowing? Are there multiple cashier stations throughout the store, or centralized stations at the front?  Why do you think  the store was laid out that way?

How about the merchandise displays?  Are there open assortments? Theme displays? Ensemble displays? Rack displays? Case displays? Dump bins?  Does the choice of merchandise displays seem to help or hinder the customer in any particular ways?

I look forward to reading your essay.

8
Retailer Image and Identity: Online Presence

For this assignment, I would like to have you visit and compare the websites for a "high-end" retailer such as Nordstrom's http://www.nordstrom.com and a "low-end" retailer such as Wal-Mart http://www.walmart.com

What are your initial impressions of the two websites?  What differences do you see between them?  How about layout? Organization of information? Menus? Graphic design?

Compare the two sites for a common product category such as baby shoes.  Given that you are sitting somewhere shopping at both stores on the same computer, what value is added by shopping at a high-end retailer in this case? 

I recently saw baby sneakers at Walmart.com for $7.00 and at Nordstrom.com for $41.95 - will my toddler know the difference?  Can you think of a situation in which you might be willing to buy such shoes from Nordstrom's rather than Wal-Mart?

I look forward to reading your essay.

9
Retail Experiences: Small Stores versus Big Box Retailers

Big box retailers like Lowe's and Home Depot have their advantages and disadvantages.  For this exercise, I would like to have you visit an Ace Hardware store and a big box home improvement store such as Lowe's.  (Ace Store Locator)

Describe your impressions of the two stores.  What about size, layout, breadth of assortment, and depth of assortment?  How about customer assistance?  Try shopping for a specific item at both stores, something like a towel bar for the bathroom.  How much work did it take you to find the item in the two stores? What about the assortment of towel bars in the two stores?  In what ways does each store provide value for their customers?

I look forward to reading your essay. 

10
Retail Celebrity Endorsements

Identify a celebrity endorser of a line of retail goods (fashion, athletic shoes, beverage, etc.) who you think is particularly effective.  Why do you think they are effective? (Consider such things as attractiveness, expertise, and product match.)

Next, identify a celebrity endorser who you think is not particularly effective.  Why do you think they are ineffective? (Again, consider such things as attractiveness, expertise, and product match.)

What are some of the dangers of using living persons as celebrity endorsers for retail product lines? 

I look forward to reading your essay.

 11
Retail Shopping Patterns in Your Family of Orientation

Think back on your childhood. If you had two parents in your home, what were their respective duties, functions or roles in the household? How did your parents divide up the household responsibilities? Who did most of the shopping for groceries? apparel?  household items?  furniture?  appliances? Did your parents tend to shop alone, as a couple, or with others members of the family?

For what product decisions was your mother primarily responsible? How about your father? What decisions were made jointly? On what decisions were you were consulted as a child? How did these consumption decision roles change over time?

(If you grew up in a single parent family, modify the questions above to fit your situation. For example, if you spent time in two households (one from each parent), you might find it interesting to compare and contrast roles and decision-making in the two households.)

I look forward to reading your essay.

12
Office Supply Retailing

There are a variety of places to shop for office supplies and office furniture.  Among the leading retailers in this area are Office Max, Staples, and Office Depot.

Select two of the retailers listed above and visit their "brick and mortar" retail outlets.  In what ways are they similar?  In what ways are they different?   Consider such areas as product assortment, layout, displays, depth of assortment, customer assistance, and store atmospherics.  Which would you prefer to shop in, and why?

I look forward to reading your essay.

13
Second-Hand Stores

There are a number of  "second-hand" stores that sell used consumer goods, such as clothing, small appliances, shoes, books, sports equipment, etc.  Some of these are operated for a profit, while others are run as non-profit operations in order to raise funds for charity or to provide jobs for  "differently-abled" employees.  Some of the larger of the latter stores include Deseret Industries and the Salvation Army.

I would like to have you visit a second-hand store and consider the ways in which it is different from a standard store that sells similar goods.  For example, used book stores typically offer a buy-back program that allows customers to bring the book back after reading it and receive credit toward their next purchase.

Compare the second-hand store to the standard store selling similar goods.  In what ways are they similar?  In what ways are they different?   Consider such areas as product assortment, layout, displays, depth of assortment, customer assistance, and store atmospherics.  Is there a stigma attached to second-hand stores?  If so, for what types of items?

I look forward to reading your essay.

14
Service Retailing

My father, who cut my hair all the way through high school, used to tell me that the only difference between a good haircut and a bad haircut was "about a week." Many of us would disagree with this statement.

Where do you go to have your hair cut and styled? (If you are bald or cut your own hair, interview someone else.) Do you go to a national chain like Great Clips, or do you visit an independent barber or stylist? Do you have the same person cut and style your hair each time, or do you just take whoever is available? What factors went into your decision on where to get your hair cut and styled? How important was Price versus Location versus Barber/Stylist? How much effort did you put into choosing where to go or who to see?

I look forward to reading your essay.

15
Merchandise Displays and Impulse Purchases

In many stores, numerous "impulse items" are stocked at the front of the store so they are visible as you enter the check-out lanes.  On your next visit to a supermarket like Smith's or discounter like Wal-Mart, look at the assortment of products that the retailer has chosen to place in these locations.  What types of items do you see?  What product categories are represented?  Does the placement of these products make sense in terms of stimulating impulse purchases?  Are there any items that seem out of place there or that surprised you? 

I look forward to reading your essay.

16
Merchandise Display: Whose Eye Level?

Most retailers know the importance of product placement on their shelves and the value of space at the shopper's eye level.  On your next visit to a supermarket like Smith's or discounter like Wal-Mart, browse through the breakfast cereal aisle and take a look at the brands positioned at adult eye level.  What do you see there? 

Next, take a look at the cereal selections displayed at a child's eye level.  What do you see at that level?  Is there a difference in the kinds of cereals displayed at adult versus children's eye levels?  Why do you think the retailer chose to set up the shelf display in that manner?

I look forward to reading your essay.

17
National Brands versus Retail Brands

On your next visit to a supermarket like Smith's or discounter like Wal-Mart, find a product for which both store brands and national brands are displayed.  Examples might include soft drinks, cough medicines, pain relievers, canned goods, breakfast cereals, etc. 

How much shelf space is devoted to national brands versus store brands?  What is the relative price between the national brands and the store brand?  What brands are on sale?  For which products would you choose the store brand?  Why?

For which products would you choose the national brand?  Why?

I look forward to reading your essay.

18
Online Office Supply Retailing

There are a variety of places to shop online for office supplies and office furniture.  Among the leading retailers in this area are Office Max, Staples, and Office Depot.

Select two of the retailers listed above and visit their online retail outlets.  In what ways are they similar?  In what ways are they different?   Which do you prefer? Which online store would you prefer to shop in, and why?

I look forward to reading your essay.

19
Restaurant Atmospherics

When consumers choose to dine out at an upscale restaurant, they are often looking for more than just a good meal.  They are typically looking at at the total dining experience, including atmospherics (reflection of a restaurant's physical characteristics that are used to develop an image and draw customers).

Can you think of a restaurant that you have visited that delivered a great overall dining experience?  What were the atmospherics like?  Consider such elements as theme, decor, table service, staff attire, menu selection, music, tableware, seating, etc.  How much did atmospherics add to the total dining experience?

If you can't think of a good example from your own experience, consider a visit to the Mayan Restaurant or Rainforest Cafe in Sandy or a chain restaurant such as  Chili's or Appleby's.  Many Asian restaurants also strive to provide appropriate cultural atmospherics, especially Thai and Japanese restaurants.

I look forward to reading your essay.

20
Outshopping

How far are you willing to go to find just the right product or restaurant?  Think of an example of a product or restaurant that you were willing to travel a relatively long distance to visit.  Describe your experience.  What factors influenced you to go so far out of your way to purchase the product or visit the restaurant?  Do you think you were relatively unique in your decision to travel so far to find the right place?

I look forward to reading your essay.