In response to giant retailers and category killers, entrepreneurial retailers are building entertainment into stores with coffee bars, lectures, demonstrations, and performances. They are marketing a(n) ________ rather than a product assortment.
Correct answer: A. Customer value
- A. Customer value
- B. Customer delight
- C. total service solution
- D. intangible benefit(s)
Explanation
By adding entertainment and activities, retailers create customer value beyond the basic product assortment. The attraction becomes the total value of the shopping experience, not merely the goods on the shelves.
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