2 Contrast the hierarchies of effects the chapter outlines. How should marketers' strategic decisions related to the marketing mix change depending on which hierarchy its target consumers use? More than 500 universities have signed up commer- cial companies to run campus Web sites and e-mail services. These agreements provide Web services to colleges at little or no cost. But these actions have aroused controversy because major companies pay to place advertising on the sites. That gives marketers the opportunity to influence the attitudes of thousands of students who are involuntarily exposed to product messages. One professor complained, "We're throwing our freshmen to the wolves. The University has become a shill for the corporate community." But university administrators argue that they could not provide the services by themselves-students expect to be able to fill out financial aid forms and register for classes online. Colleges that do not offer such services may lose their ability to attract students. How do you feel about this situation? Do you agree that you're being "thrown to the wolves"? Should companies be able to buy access to your eyeballs from the school you pay to attend?