A reactive stance to the marketing environment is best described as one where marketers ________.
A)do nothing and hope that change will not impact on operations or markets
B)treat the environment as an uncontrollable element to which they must respond or adapt
C)attempt to forecast changes and develop strategies for minimising the impact of change
D)view change as undesirable,threatening and potentially dangerous
E)view change as something that must be investigated occasionally

Question

Quizplus · Accepted Answer

A reactive stance means that marketers are responding to changes in the environment rather than proactively trying to anticipate and influence them. Marketers in a reactive stance view the environment as an uncontrollable element they must respond or adapt to. This is different from attempting to forecast changes and developing strategies to minimize their impact, which is a more proactive approach.

A Reactive Stance to the Marketing Environment Is Best Described