Consider How Marketing Researchers and Managers Use Information Technology to Turn

question 223

Multiple Choice

Consider how marketing researchers and managers use information technology to turn information into marketing actions. Marketing managers must use the combination of data, technology, and analytics to convert the data into useful information that will answer marketing questions and lead to effective marketing actions. Organizations that accomplish this successfully are often referred to as

• A)an external data source specialist.
• B)a results-oriented enterprise.
• C)an intelligent enterprise.
• D)an internal data source user.
• E)an information entrepreneur.

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Definitions:

Bad Apples Effect

Refers to the impact that individuals who exhibit undesirable behaviors can have on their peers or the overall environment, often resulting in a negative group dynamic or culture.

Diversity

The existence of variations of different characteristics in a group of people, including race, ethnicity, gender, sexual orientation, age, and socioeconomic status.

Illusion of Invulnerability

A cognitive bias that leads individuals or groups to underestimate the likelihood of experiencing negative events.

Illusion of Unanimity

A phenomenon occurring in group decision-making processes where a false agreement is perceived, due to members withholding their dissenting views.