_____ IS DEFINED AS THE COLLECTION AND INTERPRETATION OF INFORMATI...
61. _____ is defined as the collection and interpretation of information about forces, events, and
relationships in the external environment that may affect the future of the organization or the
implementation of the marketing plan.
a. Market sampling
b. An internal audit
c. Opportunity analysis
d. Environmental scanning
e. Stakeholder analysis
ANS: D
Environmental scanning helps identify market opportunities and threats and provides guidelines for the
design of marketing strategy.
PTS: 1
REF: 33
OBJ: 02-5
TOP: AACSB Reflective Thinking
KEY: CB&E Model Research
MSC: BLOOMS Level I Knowledge