Environmental scanning refers to
a. assessing any possible negative impact a firm's activities might have on the local ecology.
b. requiring all employees to spend time outside the office to avoid the "ivory tower" syndrome.
c. continually acquiring information on events occurring outside the organization to identify and interpret potential trends.
d. initiating an internal talent search to identify employees who can think "outside the box" to generate solutions to marketing problems caused by changes in the marketing environment.
e. setting up a regular schedule to assess the performance of different divisions within a firm.
Answer: c. continually acquiring information on events occurring outside the organization to identify and interpret potential trends.
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Marketing
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