Observers of the Supermarket Industry See No Letup in the Use

question 180

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.What is the creation of a large computerized file of customers' demographic and psychographic characteristics through the new Sav-More system called?

• A) survey research
• B) database marketing
• C) secondary data
• D) situation analysis

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Definitions:

White Spruce

A species of spruce native to the northern temperate and boreal forests in North America, known for its use in construction and as Christmas trees.

Tamarack Trees

Deciduous conifers known for their ability to grow in cold, swampy conditions, distinct for shedding their needles in the winter.

Tropical Rain Forests

Densely forested regions located near the equator, characterized by high biodiversity, significant rainfall, and a warm climate year-round.

Annual Harvest

The process or period of gathering crops or yields from plants each year, often relating to agriculture.