A firm is concerned about how to respond to changes in its marketing environment. What advice would you give the firm?
A. Watch what happens, and then respond.
B. If its current strategy is working, there is no need to change it.
C. Whenever possible, take a proactive approach to the environment.
D. Don't do anything until you see what your competitors are going to do.
E. Things always change. There is not much that can be done about that.
Answer: C. Whenever possible, take a proactive approach to the environment.