Observers of the Supermarket Industry See No Letup in the Use

question 136

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.What is the name for the creation of a large computerized file of customers' demographic and psychographic characteristics through the new Sav-More system?

• A)survey research
• B)situation analysis
• C)database marketing
• D)observation research

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Definitions:

Scenario Analysis

This method involves evaluating potential future scenarios to understand how varying conditions can influence business operations or investment outcomes.

Best-case Scenario

The optimal or most favorable outcome that can be expected under certain conditions.

Worst-case Scenario

The most severe potential outcome for a situation, often used in risk management and planning.

Forecast Risk

The risk associated with the likelihood that the forecasted figures will not align with the actual results, also known as projection risk.