When a marketing manager reads publications like The Wall Street Journal and Business Week to try to determine changes in consumer behavior,this is a form of:
A)environmental scanning
B)model building
C)database marketing
D)data mining

Question

Quizplus · Accepted Answer

Environmental scanning is the process of gathering information about events and trends in the marketing environment to identify potential opportunities and threats. Reading publications like The Wall Street Journal and Business Week is a common practice for marketing managers to conduct environmental scanning and stay up-to-date with consumer behavior changes. Model building is the process of developing a mathematical equation to explain a phenomenon, while database marketing and data mining are more specific techniques for utilizing consumer data.

When a Marketing Manager Reads Publications Like the Wall Street