A marketing manager for Foster Parent's Plan of Canada reads in Macleans that despite the Internet and television,Canadians are actively engaged in their communities.Over fifty percent have performed volunteer work and almost 80 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:

Question

Quizplus · Accepted Answer

The managerial activity in this scenario is environmental scanning, which involves gathering and interpreting information about the external environment to identify opportunities and threats that may affect the organization. In this case, the marketing manager is scanning the environment by reading Macleans and seeking information about Canadians' engagement in their communities. Based on this information, the manager is seeking to develop new ad campaigns that encourage community-connectedness to continue.

A Marketing Manager for Foster Parent's Plan of Canada Reads