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)ecological/technological forecasting.
B)environmental scanning.
C)macroeconomic analysis.
D)strategic planning.

Question

Quizplus · Accepted Answer

The marketing manager's activity of seeking out new ad campaigns based on a trend she observed in a business journal is an example of environmental scanning, which involves monitoring and analyzing the external environment for changes that may impact a company's operations or strategy.

A Marketing Manager for United Way Reads in a Business