A company engaged in environmental scanning is:
A)maintaining a time constant horizon in its strategic planning process.
B)continually acquiring information on events occurring outside the organization to identify and interpret potential trends.
C)maintaining retail customer databases.
D)taking into account the effect its marketing activities can have on plants and animals in our environment.

Question

Quizplus · Accepted Answer

Environmental scanning involves gathering information about external events and interpreting potential trends. It is focused on identifying changes in the external environment that may have an impact on the organization. Maintaining a time constant horizon in strategic planning (A) is not related to environmental scanning. Maintaining retail customer databases (C) is a different aspect of marketing and not related to environmental scanning. While taking into account the impact of marketing activities on the environment (D) is important, it is not the same as actively scanning the environment for potential trends and changes.

A Company Engaged in Environmental Scanning Is