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:

Quality of Mind

The ability to use critical and reflexive thinking to understand situations from multiple perspectives.

The Strange

The concept of "the strange" refers to an individual or group that is considered unfamiliar, different, or unknown, often invoking feelings of curiosity, fear, or unease in others.

The General

Refers to a high-ranking military officer or a film titled "The General," depending on context; it can denote leadership and strategic expertise in military operations.

Mental Illness

A broad range of medical conditions (such as major depression, schizophrenia, obsessive-compulsive disorder) that affect a person's thinking, feeling, mood, ability to relate to others, and daily functioning.