SCENARIOS Sav-More Supermarkets

question 146

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.Al Edisto,Sav-More's frozen food manager,noticed that sales of orange juice have fallen,and he wanted to set up a marketing research project to determine possible reasons for the decline.He first studied the data from the database system discussed above.These data are called _____ data.

• A) primary
• B) single-source
• C) secondary
• D) conventional
• E) representational

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Definitions:

Basic Unit

The fundamental, smallest, or simplest quantity or component in a system or set of measurements often used as a standard of measurement.

Metric System

A measurement system that uses the meter for length, liter for volume, and gram for weight or mass, all based on decimal calculations.

Ml

Milliliter, a unit of volume in the metric system equal to one thousandth of a liter.

Ounces

A unit of weight in the avoirdupois system, equivalent to 1/16th of a pound or approximately 28.35 grams.