A marketing manager for Foster Parent's Plan of Canada reads in Macleans that despite the Internet and television, Canadians are actively engaged in their communities. Over fifty percent have performed volunteer work and almost 80 percent have donated money to charities. She asks research and development personnel to identify possible new ad campaigns that will encourage this high levels of community-connectedness to continue. This ad campaign change is the result of the managerial activity:

Question

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Environmental scanning involves the process of gathering, analyzing, and dispensing information for tactical or strategic purposes. The marketing manager is responding to information about societal trends (Canadians' engagement in their communities) to inform strategic decisions about ad campaigns, which is a classic example of environmental scanning.

A Marketing Manager for Foster Parent's Plan of Canada Reads