____ create more counterarguments because consumers want to ...

[Cooldude101]

____ 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 2

What 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.

[cici]

Answer to Question 1

C

Answer to Question 2

c