A national pet health care provider recently took advantage of a rival's naïveté. The rival had "preannounced" a new pet coverage product in the pet wellness component of a tiny community newspaper six months prior to launching it. The national pet health care provider's marketing manager was notified immediately through a news monitoring service. The firm quickly added the same benefits to its own products, and got the offering to the market before its rival. The marketing manager relied on __________ to keep abreast of competitors' activities.

Question

Quizplus · Accepted Answer

The marketing manager relied on legitimate environmental scanning, which refers to the process of collecting and analyzing information about competitors, to keep abreast of the rival's activities. They used a news monitoring service, which is a common tool for conducting environmental scanning, to identify and respond to the rival's preannouncement. Economic espionage, kickbacks, and corporate piracy are unethical and illegal practices that involve stealing or exploiting competitors' information or resources. Primary market research involves collecting data directly from customers, rather than competitors, and may not have been relevant or effective in this scenario.

A National Pet Health Care Provider Recently Took Advantage of a Rival's