Environmental Scanning (15) Flashcards Preview

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Flashcards in Environmental Scanning (15) Deck (13)
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1

Environmental scanning is the process of....

gathering and interpreting data in the immediate and external environments.

2

Environmental scanning is the process of ______ and _______ data in the immediate and external environments

gathering, interpreting

3

What is the purpose to environmental scanning?

to identify possible opportunities and threats and to develop strategic plans from them.

4

the purpose to environmental scanning is to identify possible _________ and ______ and to develop strategic plans from them.

opportunities, threats

5

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.

6

Some companies look at what happens around them and strategically _____.

react

7

Strategically reactionary companies make decisions and ______ according to the _______ they see around them.

pivot, changes.

8

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

9

what are the three types of environmental scanning strategies/condition?

unreactive, reactive, proactive

10

Being proactive in the environmental scanning process means...

looking for the changes that will happen in the future

11

One framework a marketer can use as a tool when environmental scanning is called...

the SWOT analysis.

12

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 

13

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