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Scenario 9-4 as Part of Your Duties as Marketing Manager for a for a Company

question 41

Multiple Choice

Scenario 9-4
As part of your duties as marketing manager for a company that manufactures exercise equipment for in-home use, you decide to champion your company's jump onto the Internet. The job is especially tough, since many of your bosses have no idea what it entails. In fact, you suspect that the only reason they are considering devoting money to the project is that your major competitor is building a Web presence, and your bosses don't want to be left behind. Your task is to educate your bosses so they will fund the effort.
-(Scenario 9-4) One member of the board of directors says she has run some numbers and has determined that the company can reach more than 6 million people on the Internet for less than $500. All the company has to do is post messages about its products in every newsgroup it can find. In her mind, that's a pretty efficient media buy. You tell her that this is called ____, and it runs the risk of turning the entire cybercommunity against the company.

Definitions:

Big Five

A model in psychology that identifies five primary dimensions of personality: openness, conscientiousness, extraversion, agreeableness, and neuroticism.

Personality Traits

Enduring characteristics that describe an individual's behavior.

Workplace

A location or setting where individuals are employed and perform tasks related to their jobs.

Acquiescence Response

A tendency in survey responses where participants agree with statements as presented to them regardless of the content.