Folgers Coffee relies on information from observation, secondary business and trade publication sources, and marketing research to determine consumer needs, changes in sociocultural factors which might influence coffee consumption as well as competitive threats such as the rise in coffee cafes and consumers' continued love of espresso and lattes. Thus, Folgers Coffee engages in _________ and takes a __________ approach to changes in the external environment.

Folgers Coffee relies on information from observation, secondary business and trade publication sources, and marketing research to determine consumer needs, changes in sociocultural factors which might influence coffee consumption as well as competitive threats such as the rise in coffee cafes and consumers' continued love of espresso and lattes. Thus, Folgers Coffee engages in _________ and takes a __________ approach to changes in the external environment.

Folgers Coffee relies on information from observation, secondary business and trade publication sources, and marketing research to determine consumer needs, changes in sociocultural factors which might influence coffee consumption as well as competitive threats such as the rise in coffee cafes and consumers' continued love of espresso and lattes. Thus, Folgers Coffee engages in _________ and takes a __________ approach to changes in the external environment.


a. environmental scanning; reactive

b. environmental analysis; reactive

c. environmental scanning; proactive

d. environmental analysis; proactive


Answer: a. environmental scanning; reactive


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