Answer the following statements true (T) or false (F)
1. Demassification refers to customers becoming part of mass markets that reflect mass behavior and mass values.
2. Reactive change involves making carefully thought-out changes in anticipation of possible or expected problems or opportunities.
3. Walt Disney Company's investment of $1 billion into a wearable technology that it hopes will revolutionize the way visitors spend money at Walt Disney World, featuring a website ("My Disney Experience") and data-collecting wristbands ("MagicBands") that interact with scanners throughout the 40-square-mile theme park, is an example of proactive change.
4. B corporations are ones whose stocks are not listed on NASDAQ or as part of the Dow Jones Industrial Average.
1. FALSE
In the recent past, managers could think in terms of mass markets: mass communication, mass behavior, and mass values. Now we have "demassification," with customer groups becoming segmented into smaller and more specialized groups responding to more narrowly targeted commercial messages. The marketplace is becoming more segmented and moving toward more niche products.
2. FALSE
In contrast to reactive change, proactive change or planned change involves making carefully thought-out changes in anticipation of possible or expected problems or opportunities.
3. TRUE
Proactive change, or planned change, involves making carefully thought-out changes in anticipation of possible or expected problems or opportunities. Walt Disney Company's investing $1 billion into a wearable technology that it hopes will revolutionize the way visitors spend money at Walt Disney World, such as the MyMagic+ vacation-planning system, which features a website ("My Disney Experience") and data-collecting wristbands ("MagicBands") that interact with scanners throughout the 40-square-mile theme park, is an example of proactive change. The electronic band can digitally carry everything a guest at Disney World might need—park tickets, photos, coupons, and even money.
4. FALSE
A B corporation, or benefit corporation, is one that is legally required to adhere to socially beneficial practices, such as helping consumers, employees, or the environment.
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