SCENARIOS Sav-More Supermarkets

question 139

Multiple Choice

SCENARIOS
Sav-More Supermarkets
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 its stores.The system allows the stores to do more direct mail promotions by combining the current Sav-More's check 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.The Sav-More management is continually provided with information to make better marketing decisions.This data is easily accessed and manipulated.This type of system is called a:

• A) marketing decision support system
• B) competitive intelligence system
• C) single-source system
• D) marketing information system
• E) marketing research system

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Definitions:

Across Cultures

Refers to the existence or applicability of concepts, practices, or phenomena in multiple cultural contexts.

Communication Competency

The ability to effectively exchange information with others, involving skills such as listening, speaking, reading, and writing.

Liaison Skill

The ability to connect, mediate, and coordinate actions between different individuals or groups effectively.

Monitoring Skill

The ability to oversee, track, and evaluate the progress and quality of work, particularly in the context of job performance.