Observers of the Supermarket Industry See No Letup in the Use

question 32

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.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 are the data Edisto collected?

• A) single-source
• B) secondary
• C) dichotomous
• D) primary

Identify various types of secondary research sources and their uses.

Evaluate the relevancy and value of sources for industry-specific information.

Distinguish between tools for secondary research and primary research methods.

Understand what the Myers-Briggs Type Indicator (MBTI) is and its theoretical basis.

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Definitions:

National Boundaries

The defined geographical limits of a nation, separating it from neighboring countries and marking the extent of its jurisdiction and sovereignty.

Ethical Standards

The principles that guide behavior and decision-making based on notions of right and wrong.

Risk Compartmentalization

The division of risks into different categories or compartments in an organization, which can lead to disjointed risk management and a failure to recognize the aggregate extent of risks.

Profit Centers

Individual units or divisions within a company that are responsible for generating their own revenue and profit.