Scenario 14

question 146

Multiple Choice

Scenario 14.1 Use the following to answer the questions.
Landry Restaurants, Inc. owns a number of different franchised restaurants, including the Rain Forest Cafe and their recent addition, the T-Rex Cafe. Both the Rain Forest and T-Rex restaurants differentiate themselves from their competitors by offering a unique dining experience. At the Rain Forest Cafe you can dine under a ceiling of lush tropical forest plants while you are viewing the enormous aquarium with exotic fish. Periodically, the rain forest explodes with the sound of waterfalls and birds. Giant stuffed monkeys, parrots, and other jungle creatures are planted within the landscape. The Rain Forest Cafe also contains a gift shop, where customers can purchase t-shirts, hats, and other items emblazoned with the Rain Forest logo. The newer T-Rex Cafe has a similar approach to the uniqueness of the dining experience. The T-Rex Cafe offers guests a hands-on prehistoric experience, including educational, interactive computer screens. Customers can also pan for precious gems and fossils in Discovery Creek or feast on food from the Kitchen of Fire. The T-Rex Cafe also has a gift shop, where customers can purchase items with the T-Rex logo or build their very own stuffed dinosaur, through "Build-a-Dino" by the "Build-a-Bear" franchise.
Refer to Scenario 14.1. The lush tropical plants and aquarium represent the ____ of the Rain Forest Cafe.

• A) product lines
• B) retail positioning
• C) scrambled merchandising
• D) atmospherics
• E) category management

---

Definitions:

Leader's Objectives

The goals or targets set by a leader or manager that guide the direction and actions of a team or organization.

Situational Variables

These are factors that influence behaviors and outcomes in certain situations, highlighting the impact of the external environment on decision-making.

Mediating Variables

Factors that intervene or serve as a link in the causal relationship between independent and dependent variables, offering insight into how external influences affect outcomes.

Indirect Influence

The ability to affect the behavior or attitudes of others in a non-direct way, often through subtlety or persuasion.