Scenario 16.1 Use the Following to Answer the Questions

question 55

Multiple Choice

Scenario 16.1
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 16.1.The lush tropical plants and aquarium represent the ____ of the Rain Forest Cafe,while the opportunity to Build-a-Dino is an example of ____.

• A)atmospherics;product lines
• B)retail positioning;customer segmentation
• C)scrambled merchandising;retail positioning
• D)atmospherics;scrambled merchandising
• E)store image;retail positioning

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Definitions:

Self-Concept

Self-concept is an individual's perception of their own strengths, weaknesses, and unique qualities, constituting their sense of who they are.

Conditional Positive Regard

Positive regard that is given only when the person is doing what the providers of positive regard wish.

Carl Rogers

An influential American psychologist who founded the humanistic approach to psychology.

Humanistic Theories

A psychological perspective that emphasizes the study of the whole person and the uniqueness of each individual, particularly focusing on self-actualization and personal growth.