Which of the following statements regarding environmental scanning is most accurate?
A)Environmental scanning changes the marketing environment.
B)Environmental scanning identifies and interprets potential trends.
C)Environmental scanning should be done at least every five years.
D)Environmental scanning focuses primarily on geographical factors.

Question

Quizplus · Accepted Answer

Environmental scanning is the process of gathering and interpreting information about the external environment that could potentially impact a company's marketing strategy. This includes identifying trends in the market, as well as changes in technology, politics, culture, and more. Therefore, option B is the most accurate statement as it highlights the importance of identifying and interpreting potential trends. The other options are incorrect as they either misconstrue the purpose of environmental scanning or provide inaccurate information.

Which of the Following Statements Regarding Environmental Scanning Is Most