What is wrong with the following mission statement?: Our mission is to make all people happy by providing them with entertaining products.
a. It is too broad (wide).
b. It focuses on customer happiness (satisfaction), which has no place in a mission statement.
c. It is too focused on entertainment.
d. It says nothing about competition.
e. It does not mention the firm's values.
Question 2Looking for evidence that the research was done properly is a way to gauge the accuracy of secondary data.
a. True
b. False
Indicate whether the statement is true or false
Question 3Source derogations are thoughts that
a. discount or attack the source of the message.
b. argue forcefully against the message.
c. argue forcefully against the media by which the message is delivered.
d. are processed peripherally.
e. are support arguments that are self-contradicting.
Question 4As illustrated in the text, the strategic planning process begins with:
a. developing business-unit strategy.
b. conducting a SWOT analysis.
c. developing the marketing plan.
d. an analysis of the firm's internal, customer, and external environments.
e. developing the organization's goals and objectives.
Question 5When using secondary data, the task of assessing accuracy is more difficult.
a. True
b. False
Indicate whether the statement is true or false
Question 6Thoughts such as This sounds great or I really need something like this are best thought of as examples of
a. agreeable affect.
b. central arguments.
c. peripheral arguments.
d. source derogations.
e. support arguments.
Question 7Which of the following has been cited as a major cause of declining brand loyalty in the United States?
a. Customer complaints and defections are at an all-time high.
b. Parity among competing products with respect to quality and value.
c. Customers are much more educated and cynical than in the past.
d. Customers are much more willing to file lawsuits against problem firms.
e. Customers see competing products in many industries as being virtually the same.
Quick Reply
