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:

Cloned DNA

Copies of DNA sequences that have been created through laboratory techniques for study or manipulation.

Transformed Cells

Cells that have undergone a change from a normal state to a malignant (or cancerous) state, often through genetic mutation or infection by a virus.

Vector

(1) Any carrier or means of transfer. (2) Agent (e.g., a plasmid or virus) that transfers genetic information. (3) Agent that transfers a parasite from one host to another.

Reverse Transcriptase

An enzyme used by retroviruses to synthesize DNA from an RNA template, essential for the replication of retroviruses.