The CIO serves as liaison between the firm's top management and its information systems department.
a. True
b. False
Indicate whether the statement is true or false
Question 2A message supporting handgun control will generate a lot of counterarguments among National Rifle Association (NRA) members. This is an example of a ____ that creates counterarguments.
a. source derogation
b. support argument
c. belief discrepancy
d. peripheral argument
e. central argument
Question 3Marketing ethics can be defined as:
a. a broad concept that relates to a firm's obligation to maximize its positive impact on society.
b. activities involving extra steps to increase the firm's overall positive impact on society, the local community, and the environment.
c. principles and standards that define acceptable marketing conduct.
d. the economic responsibility of making a profit.
e. that part of a corporate culture that relates to a firm's expectations about appropriate conduct.
Question 4Knowledge management is an effort to randomly collect organizational knowledge and make it accessible to others.
a. True
b. False
Indicate whether the statement is true or false
Question 5____ create more counterarguments because consumers want to maintain their existing belief structures and do so by arguing against the message.
a. Source derogations
b. Support arguments
c. Belief discrepancies
d. Peripheral arguments
e. Central arguments
Question 6What is the primary theme of the Balanced Performance Scorecard approach to strategic planning?
a. Competitive information should drive the marketing plan.
b. Real-time customer satisfaction metrics are needed to achieve marketing goals and objectives.
c. Financial performance is only one of four key dimensions that should drive marketing planning.
d. Internal performance metrics are more important than financial performance.
e. Organizational learning and growth are the keys to strategic planning.
Question 7One of the easiest tasks when designing and implementing a Marketing Information System (MIS) is to identify in
advance the data that managers will need so you can get it into the system.
a. True
b. False
Indicate whether the statement is true or false
Question 8When a message presents weak arguments, consumers generate more ____ and fewer ____.
a. central arguments / source derogations
b. central arguments / central functionalities
c. counter arguments / support arguments
d. support arguments / source derogations
e. belief discrepancy / source derogations
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