Consumer Research Indicates That the Public Is Very Concerned About

question 178

Multiple Choice

Consumer research indicates that the public is very concerned about underage drinking. In response, Texas Brewing Company has created a website providing parents with information to help avoid underage drinking in their families. The firm also provides materials to retailers to help train their employees to avoid sales to minors. Publicizing these efforts:

• A) will likely backfire, since few people will believe a beer company would seriously support a program that would reduce their sales.
• B) represents a key step in a good public relations program.
• C) illustrates a push strategy applied to public relations.
• D) would distract the firm from its primary mission of selling beer to adults.

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Definitions:

External Adaptation

The process through which organizations or individuals adjust to changes in their external environment to survive and thrive.

Subculture

A cultural group within a larger culture, often having beliefs or interests that differ from those of the larger culture.

Internal Integration

Internal integration deals with the creation of a collective identity and with ways of working and living together.

Specific Targets

Clearly defined goals or objectives that are intended to be achieved within a set timeframe.