Observers of the Supermarket Industry See No Letup in the Use

question 160

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.Al Edisto,Sav-More's frozen-food manager,decided the best way to determine what is causing the drop in orange juice sales was to conduct a survey among shoppers in the frozen-food section of Sav-More.What is the term for the data Edisto collected?.

• A)single source
• B)secondary
• C)representational
• D)primary

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Definitions:

Oral Mucus Membranes

The moist lining of the oral cavity, including the lips, cheeks, gums, and tongue, which can be susceptible to infections and diseases.

Hydrogen Peroxide

A chemical compound often used as a disinfectant or bleaching agent.

Ineffective Protection

A situation where an individual's mechanisms for defending against illness or injury are unable to function optimally.

Blood Clotting

The process by which blood cells and fibrin strands form a solid mass to stop bleeding after vascular injury.