Sav-More SupermarketsObservers 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 Sav-More management is continually provided with information to make better marketing decisions. These data are 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
Answer: A
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