When a marketing manager reads publications like The Wall Street Journal and Business Week to try to determine changes in consumer behavior,the manager is best described as engaging in ____.
A)environmental scanning
B)model building
C)database marketing
D)data mining

Question

Quizplus · Accepted Answer

The process of reading publications to identify changes in consumer behavior is a type of environmental scanning. This involves monitoring the external environment for trends, opportunities, and threats that could impact a company's marketing strategies. Model building, database marketing, and data mining all involve more specific analytical techniques and applications within marketing.

When a Marketing Manager Reads Publications Like the Wall Street