A Reactive Stance to the Marketing Environment Is Best Described

question 45

Multiple Choice

A reactive stance to the marketing environment is best described as one where marketers ________.

• A)do nothing and hope that change will not impact on operations or markets
• B)treat the environment as an uncontrollable element to which they must respond or adapt
• C)attempt to forecast changes and develop strategies for minimising the impact of change
• D)view change as undesirable,threatening and potentially dangerous
• E)view change as something that must be investigated occasionally

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Definitions:

Sales Force Composite Forecast

A forecasting technique that aggregates sales predictions made by members of a company's sales team, based on their direct interaction with customers and understanding of market demand.

Lexus Dealers

Automotive dealerships that specialize in the sale and service of Lexus vehicles, a luxury vehicle division of the Japanese automaker Toyota.

Forecasting Time Horizon

The future time period for which a forecast is prepared, which can be short-term, medium-term, or long-term, based on the nature of the decisions to be made.

Life Cycle

The series of stages a product, system, or project goes through from initial conception to its end or disposal.