The Process of Continually Acquiring Information on Events Occurring Outside

question 251

Multiple Choice

The process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends is referred to as

• A)significant trend analysis.
• B)organizational scanning.
• C)environmental scanning.
• D)a SWOT analysis.
• E)marketing intelligence.

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Definitions:

Positioning

The strategic process of establishing a product or brand's identity and value proposition in the minds of consumers, relative to competitors.

Perceptual Map

A visual tool used in marketing to map consumer perceptions of brands or products on various dimensions.

Product

A good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers’ needs and is received in exchange for money or something else of value.

Four Steps

A general process or procedure that involves four distinct stages or phases, often used in a variety of contexts such as problem-solving or project management.