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:

Discrimination

The unjust or prejudicial treatment of different categories of people, especially on the grounds of race, age, or sex.

Fixed-Interval Schedule

A schedule in which a fixed amount of time must elapse between the previous and subsequent times that reinforcement is available.

Variable-Interval Schedule

A schedule in which a variable amount of time must elapse between the previous and subsequent times that reinforcement is available.

Fixed Number

A concept often used in experiments or statistical analyses that refers to a constant quantity or value that does not change.