Scenario 10-6
Jostens manufactures products for high schools and colleges that serve as memories for students and their loved ones. These products include yearbooks, class rings, graduation announcements, and several other related items. Traditionally, these products have been sold by Jostens sales representatives into individual schools. Recently, the company has decided to develop a marketing database of the names of students and parents in key school districts and at certain colleges and universities. The databases begin with basic demographic information, including names of younger siblings, that is sold to Jostens by school district offices and college admissions offices. With this information, Jostens hopes to begin a direct marketing effort whereby students and their parents receive marketing materials at their homes direct from the company.
-(Scenario 10-6) Jostens has determined that there is a relationship between profiles of neighborhoods in school districts and the type of class ring purchasing behavior. Enhancing Jostens marketing database by adding neighborhood data means the firm is adding ____ data to the database.

Question

Quizplus · Accepted Answer

Geodemographic data combines geographic (neighborhood) information with demographic (age, income, etc.) information to create a profile of a particular area. By adding this type of data to their marketing database, Jostens can better understand the purchasing behavior of their target audience and tailor their marketing efforts accordingly.

Scenario 10-6 Jostens Manufactures Products for High Schools and Colleges That Serve