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.

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Definitions:

Vertical Analysis

A method of financial statement analysis where each entry for each of the three major categories of accounts (assets, liabilities, and equity) in a balance sheet is represented as a proportion of the total account.

Percentage Analysis

A method of financial statement analysis in which all items are displayed as a percentage of a certain base figure, facilitating comparison between periods or companies.

Financial Statement

A record that outlines the financial activities and current financial condition of a business, entity, or individual, including the balance sheet, income statement, and cash flow statement.

Solvency

The ability of an entity to meet its long-term financial liabilities and obligations.