1. What type of communication structure-structured vs unstructured direct vs. indirect- seems most appropriate? Why? Is this questionnaire appropriate for that type of structure? Anne Marre was the president of the Dallas-based Plastics Company of America (PCA), a large manufacturer of plastic and plastic-based products. PCA was very diverse. producing everything from plastic bottles to furniture components. It had been a pro- duct innovator in both these markets by utilizing plastic production technologies in new and unique ways. But a slumping economy, coupled with poor strategic marketing planning, caused PCA's profits to plunge 36 percent-from $30.3 million in 1983 to $19.4 million in 1985. Marre was convinced that PCA could reverse this trend by ex- ploiting new product opportunities that were present in its existing markets. She thought that the automative sound deadener market would be well suited to PCA's entry.