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Question
NARRBEGIN: Sav-More SupermarketsSav-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.
NARREND
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
Answer
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