ESRI's Tapestry^TM Segmentation Is a Standardized Service That Uses a Process

question 19

Multiple Choice

ESRI's Tapestry^TM Segmentation is a standardized service that uses a process to profile residential neighbourhoods. This information is purchased by clients desiring to better understand who their customers are, where they are located, how to find them, and how to reach them. Which of the following best illustrates how this service can be applied?

• A) ESRI segments were examined to determine which segments were likely to be gourmet coffee drinkers. Once the segments were identified, ESRI could provide direct mail lists that identified the names and addresses of gourmet coffee drinkers. This could allow Starbucks to send these "likely" customers a free coffee coupon to promote their patronage.
• B) The owner of a Nature's Beauty retail store has a loyalty club of 400 members who purchase regularly, and she wants to attract other prospective customers who match the club member demographic and lifestyle profile. By determining the distinguishing characteristics of the club members, the owner can identify the Tapestry segments which will allow the owner to locate and establish communications with potential new clients that match their target profile.
• C) ESRI has data stored in a common database that identifies postal code areas that offer the most potential in terms of sales for a gourmet coffee shop like Starbucks. Starbucks would subscribe to this information for a fee, and the information was used to help find new coffee shop locations.
• D) Present customers for a retailer called Nature's Beauty were determined. ESRI then, through its Community Tapestry syndicated data service, found census data which identified household addresses of the present customers. This information allowed Nature's Beauty to target customers with promotional offers.
• E) None of the above. There was no example illustrating how Community Tapestry was applied.

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Definitions:

Civil Liberties

Basic rights and freedoms guaranteed to individuals, usually protected by law or constitutional provisions, against government infringement.

Cold War

The period of geopolitical tension between the Soviet Union and the United States and their respective allies, from the end of World War II until the dissolution of the Soviet Union in 1991, characterized by mutual suspicion, propaganda, and proxy wars but not direct military conflict between the two superpowers.

Civil Liberties

Fundamental rights and freedoms protected by law against unwarranted governmental or other interference.

Fear Of Communism

The apprehension and suspicion towards communist ideology and its potential spread, especially prevalent during the Cold War era.