WHAT IS ENVIRONMENTAL SCANNING

8. What is environmental scanning? Name four environmental forces that affect marketing

decision-making.

ANS:

Environmental scanning is the collection and interpretation of information about external forces,

events, and relationships that may affect the future of the organization. It helps identify market

opportunities and threats and provides guidelines for the design of marketing strategy.

Important forces include:



social forces



demographic forces



economic forces



technological forces



political and legal forces



competitive forces

PTS: 1

REF: 33

OBJ: 02-5

TOP: AACSB Communication

KEY: CB&E Model Research

MSC: BLOOMS Level V Synthesis