When monitoring and analysing the marketing environment, what are the two key decisions to be made?
A)What to scan and how to organize the activity
B)How to find information and how to analyze it
C)What to research and what information to ignore
D)All of the above

Question

Quizplus · Accepted Answer

The two key decisions when monitoring and analyzing the marketing environment are what to scan (i.e. what information to look for) and how to organize the activity. While finding information and analyzing it are also important considerations, they fall under the broader decision of how to organize the monitoring and analysis process. Researching what information to look for and what information to ignore is also important, but it is subsumed within the decision of what to scan. Therefore, A is the best choice.

When Monitoring and Analysing the Marketing Environment, What Are the Two