SCENARIOS Sav-More Supermarkets

question 186

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 Digital Divide.During the _____ of the marketing research process,Forrester Research would have discovered that the digital divided is largely due to income and educational inequities.

• A) problem identification
• B) data collection
• C) data analysis
• D) report presentation
• E) sampling procedure specifications

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Definitions:

Apprenticeship

A system of training a new generation of practitioners of a trade or profession with on-the-job training and often some accompanying study.

External Recruiting

The process of seeking new employees from outside the organization through advertisements, job fairs, or other public postings.

Ripple Effect

The continuing and spreading results of an event or action, affecting areas or people not directly involved in the initial event.

Stagnation

A period or state of inactivity or lack of growth and development.