_____ 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