When a marketing manager reads publications like The Wall Street Journal and BloombergBusinessweek 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 and analyzing information about external factors that can affect a company's performance, such as changes in consumer behavior, competition, technology, etc. Reading publications like The Wall Street Journal and BloombergBusinessweek can provide valuable insights into the marketplace and help marketing managers make informed decisions. Model building, database marketing, and data mining are different techniques or tools used in marketing research and analysis.

When a Marketing Manager Reads Publications Like the Wall Street