Observers of the Supermarket Industry See No Letup in the Use

question 80

Multiple Choice

Observers of the supermarket industry see no letup in the use of checkout-counter-based target marketing.Sav-More Supermarkets has installed an electronic marketing system in its 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 barcode 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.
-Refer to Sav-More Supermarkets.Sav-More management is continually provided with information to make better marketing decisions.This data is easily accessed and manipulated.What is this type of system called?

• A) a marketing research system
• B) a marketing information system
• C) a competitive intelligence system
• D) a marketing decision support system

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Definitions:

Body Of Research

A comprehensive collection of studies, experiments, and scholarly work focused on a particular topic or area of interest.

Conventional Medicine

The use of drugs, surgery, and other traditional medical practices in the diagnosis and treatment of disease.

Qi Blocked

In traditional Chinese medicine, a condition where the vital life force or energy flow is obstructed.

Health Impairment

A condition that disrupts a person's body function or structure, leading to decreased effectiveness in daily activities.