A marketing manager for United Way reads in a business journal that despite the Internet and television, North Americans are actively engaged in their communities. 54 percent have performed volunteer work and 78 percent have donated money to
Charities. She asks research and development personnel to identify possible new ad campaigns that will encourage this high levels of community-connectedness to
Continue. This ad campaign change is the result of the managerial activity:
A)environmental scanning.
B)macroeconomic analysis.
C)strategic planning.
D)ecological/technological forecasting.

Question

Quizplus · Accepted Answer

Environmental scanning involves the process of gathering information about events and their relationships within an organization's internal and external environments. The marketing manager's action of using information from a business journal to guide the development of new ad campaigns based on community engagement trends is an example of environmental scanning.

A Marketing Manager for United Way Reads in a Business