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.The Sav-More management is continually provided with information to make better marketing decisions.This data is easily accessed and manipulated.This type of system is called a:

Question

Quizplus · Accepted Answer

A marketing decision support system (MDSS) is a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action. The system described allows Sav-More to access and manipulate data for better marketing decisions, fitting the description of an MDSS.

SCENARIOS Sav-More Supermarkets