Leadership audit is a major component of the service audit.
Indicate whether the statement is true or false
Question 2Many firms have the position of CIO on their organization charts. The primary role of the person filling this position
is to:
a. Assist the Vice President of Marketing
b. Concentrate on the technical aspects of programming within the DSS.
c. Gather relevant data for the DSS data base.
d. Serve as the liaison between the marketing department and other departments such as finance, production andaccounting
e. Run the company's information and computer systems like a business
Question 3Sam identifies himself as a Detroit Tigers fan and as such he has positive attitudes about brands that are endorsed by Detroit players. This is an example of
a. direct experience influencing attitudes.
b. reasoning by analogy influencing attitudes.
c. value-driven attitudes.
d. social-identity based attitude influence.
e. cognitive responses to sports.
Question 4The Services Triangle framework visually depicts 3 key relationships that comprise the market-focused management approach.
Indicate whether the statement is true or false
Question 5While reviewing the customer database, the manager of Arthur's Auto Center has a preconceived idea of how the
database works and is able to see the interesting and worthwhile applications of the data. Such an idea is called a(n):
a. Hypothesis
b. Model
c. Manipulation
d. Procedure
e. System
Question 6Mousetrap Ltd. found that their target market really cared and had strong opinions and emotions about their market offering. In this case, management could influence attitudes either cognitively or
a. motivationally.
b. through peripheral routes.
c. by memory.
d. through involvement.
e. affectively.
Question 7Human resources logic stresses recruiting quality personnel and developing training programs that enhance the performance of existing personnel.
Indicate whether the statement is true or false
Question 8Data should only be added to a Decision Support System (DSS) database if they:
a. Do not violate privacy protection.
b. Are relevant marketing data.
c. Can be put into a truly accessible form.
d. All of the above are reasons to add data to a DSS database.
e. Only B and C are reasons to add data to a DSS database.
Question 9Under peripheral-route processing, consumers' attitudes are based on
a. secondary sources.
b. high consumer effort and thus are not encoded directly from the message.
c. images that are taken not from direct sight but from our peripheral vision.
d. superficial cues within the message.
e. our senses of smell and taste, not sight.
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