Rather than trying to compete head to head with the dominant players on the Web with greater access to resources, entrepreneurs should consider focusing on ________

Reacting to negative events caused by a company error, consumer grievances, or exaggerated negative press is called:

A) affirmative social responsibility B) acclaiming C) entitling D) damage control

Which of the following is the mental step in the consumer-adoption process where the customer starts considering whether to try an innovation?

A) adoption B) trial C) awareness D) evaluation E) interest