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Education Resources

Listening Activities for MBA MB0023 of SMU Business Communication

Tuesday, July 6, 2010

Now since the time supermarkets began, marketing consultants, like us, have been gathering information about customer’s shopping habits.

To date, various research methods have been used to help promote the sales of supermarket products. There is, for example, the simple and direct questionnaire which provides information from customers about their views on displays and products and then helps retailers make decisions about what to put where.

Another method to help managers understand just how shoppers go around their stores are the hidden television cameras that film us as we shop and monitor our physical movement around the supermarket aisles: where do we start, what do we buy last, what attracts us, etc.

More sophisticated techniques now include video surveillance and such devices as the eye movement recorder. This is a device which shoppers volunteer to wear taped into a headband, and which traces their eye movements as they walk round the shop recording the most eye-catching areas of shelves and aisles.

But with today’s technology, Space Management is now a highly sophisticated method of manipulating the way we shop to ensure maximum profit. Supermarkets are able to invest millions of pounds in powerful computers which tell them what sells best and where.

Now, an example of this is ‘Spaceman’ which is a computer programme that helps the retailer to decide which particular product sells best in which part of the store. Now Spaceman works by receiving information from the electronic checkouts on how well a product is selling in a particular position. Spaceman then suggests the most profitable combination of an article and its position in the store.

So, let’s have a look at what we know about supermarkets and the way people behave when they walk down the aisles and take the articles they think they need from the shelves.

After listening and barriers to effective listening, the chapter has also been taken from the SMU Business Communication for MBA MB0023.


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