Environmental Scanning (15) Flashcards
Environmental scanning is the process of….
gathering and interpreting data in the immediate and external environments.
Environmental scanning is the process of ______ and _______ data in the immediate and external environments
gathering, interpreting
What is the purpose to environmental scanning?
to identify possible opportunities and threats and to develop strategic plans from them.
the purpose to environmental scanning is to identify possible _________ and ______ and to develop strategic plans from them.
opportunities, threats
Why is doing the same thing over and over, even though the marketing environment is shifting dangerous?
It can lead to a company falling behind-the-times and quickly becoming irrelevant.
Some companies look at what happens around them and strategically _____.
react
Strategically reactionary companies make decisions and ______ according to the _______ they see around them.
pivot, changes.
Those companies who wish to succeed in the long run will not only _____ to their surrounding but _____ scan and look for the changes that will happen in the future.
reacting, proactively
what are the three types of environmental scanning strategies/condition?
unreactive, reactive, proactive
Being proactive in the environmental scanning process means…
looking for the changes that will happen in the future
One framework a marketer can use as a tool when environmental scanning is called…
the SWOT analysis.
The key to using a SWOT analysis is to first look at the internal part of the framework — the ______ and ______. As the famous ancient Greek quotation says, “know thyself.”
strengths, weaknesses
what is the difference between a trend and a driver?
A trend is a pattern, while a driver is a factor that is causing change or behavior
