2-4: Attainment of objectives, Feedback, and Adaptation success objectives depends on how well it directs its controllable factors and the impact of uncontrollable factors Feedback is gained by measuring consumer satisfaction, looking at environment changes After evaluating feedback a company when necessary-needs to engage in adaptation2-4: Attainment of Objectives, Feedback, and Adaptation ◼ success objectives depends on how well it directs its controllable factors and the impact of uncontrollable factors. ◼ Feedback is gained by measuring consumer satisfaction, looking at environment changes ◼ After evaluating feedback, a company– when necessary–needs to engage in adaptation