Question: 1 2 - 1 7 . Why does a company need to consider its current mar - keting situation, including competitive trends, when setting objectives

12-17. Why does a company need to consider its current mar-
keting situation, including competitive trends, when
setting objectives for market share?
12-18. Why do companies segment markets?
12-19. Could a company effectively apply any aspect of mar-
keting analytics if it can't track the customer journey?
Why or why not?
12-20. Ethical Considerations. Is it ethical to observe
shoppers for the purposes of marketing research with-
out their knowledge and permission? Why or why not?
Questions for Application
12-17. Why does a company need to consider its current mar-

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