Firms that take aggressive actions to affect the publics and forces in their marketing environment by engaging in such activities as: hiring lobbyists to influence legislation affecting their industries; staging media events to gain favourable press coverage and running advertorials to shape public opinion. Such companies are said to be:
A) change agents.
B) market leaders.
C) industry leaders.
D) opinion leaders.
E) proactive companies.

Question

Quizplus · Accepted Answer

The term "proactive companies" best describes firms that take aggressive actions to affect the public and forces in their marketing environment by using strategies such as hiring lobbyists, staging media events, and running advertorials to shape public opinion.

Firms That Take Aggressive Actions to Affect the Publics and Forces