Observers of the Supermarket Industry See No Letup in the Use

question 28

Multiple Choice

Observers of the supermarket industry see no letup in the use of checkout-counter-based target marketing.Sav-More supermarkets have installed an electronic marketing system in their stores.The system allows the stores to do more direct mail promotions by combining the current Sav-More's cheque-cashing cards with the new Sav-More's Bonus Club frequent-shopper cards.The new system uses bar-code scanners and magnetic cards issued to shoppers to track all purchases.As with most customer databases,demographic information is gathered for subsequent offers to frequent-shopper club members,and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases.Generally,marketing to these consumers achieves better results than free-standing insert (FSI) coupons and flyers.
-Refer to Sav-More Supermarkets.Sav-More management is continually provided with information to make better marketing decisions.These data are easily accessed and manipulated.What is the term for this type of system?

• A)marketing decision support
• B)competitive intelligence
• C)single-source
• D)marketing information.

---

Definitions:

Sample Mean Difference

The difference in average values between two samples, used in hypothesis testing to compare group means.

Independent Samples

Samples that are collected from populations such that the selection of a sample does not influence the selection of the other.

Population Means

The average of a set of values in a population, representing the central tendency of the population data.

Sample Mean Difference

The difference between the mean values of two samples, used in statistical testing to compare two groups.