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:

Relationship Network

A web of personal and professional contacts that can provide support, information, and opportunities for individuals or businesses.

Sales Technology

The transformation of manual sales activities to electronic processes through the use of various combinations of hardware and software applications.

Emotional Intelligence

The ability to recognize, understand, manage, and reason with emotions in oneself and others, facilitating interpersonal communication and decision-making.

Sales Industry

The sector of the economy focused on the activity of selling goods or services.