As a consultant with Accenture, you frequently engage in environmental scanning on behalf of your clients. Which of the following statements about environmental scanning best describes what actually happens?
A)Environmental scanning is an annual event.
B)Environmental scanning changes the marketing environment.
C)Environmental scanning focuses primarily on geographical and meteorological factors.
D)Environmental scanning identifies and explains potential trends.

Question

Quizplus · Accepted Answer

Environmental scanning involves the systematic collection and analysis of information about external factors such as social, economic, technological, political, and legal trends that may impact an organization's current and future operations. The purpose of environmental scanning is to identify potential opportunities and threats that could affect an organization's strategic plans and to develop strategies to address them. It is an ongoing process rather than a one-time event, and it does not change the marketing environment or focus solely on geographic and meteorological factors.

As a Consultant with Accenture, You Frequently Engage in Environmental