Sav-More Supermarkets Observers of the Supermarket Industry See No Letup in the in the Use

question 122

Multiple Choice

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 their 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 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.
-Refer to Sav-More Supermarkets.The creation of a large computerized file of customers' demographic and psychographic characteristics through the new Sav-More system is called:

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

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Definitions:

Share Information

The act of making data, knowledge, or insights available to others through various means of communication.

Configured

Set up or arranged with specified settings or parameters to perform a particular task or function.

Protocol

A set of rules or procedures for transmitting data between electronic devices, such as computers or phones, to ensure accurate and secure communication.

Information and Communications

The study or use of systems (especially computers and telecommunications) for storing, retrieving, and sending information.