Alison Had Developed a Dozen Segments for Her Firm's New

Multiple Choice

Alison had developed a dozen segments for her firm's new product, but she felt she needed to check the company's code of ethics before targeting one of the segments. Alison's action was

A) inconsistent with good marketing practice in identifying segments with strong potential.
B) consistent with good marketing practice that suggests all actions must be reviewed to ensure they are consistent with the firm's code of ethics.
C) inappropriate as she was reflecting her own biases.
D) appropriate as some firms may want to exclude some segments on moral or ethical grounds.