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:

Business Flexibility

The ability of a company to adapt quickly and efficiently to changes in its external environment, including market demands, technology, and regulatory shifts.

Taylorism

A theory of management that analyzes and synthesizes workflows, aiming to improve economic efficiency, especially labor productivity, also known as scientific management.

Cross-Training

The practice of training employees to perform multiple roles or to undertake tasks outside their traditional responsibilities.

Workforce Flexibility

The ability of a workforce to adapt to changes, including adjusting to new work conditions, job requirements, or schedules.