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What is the goal of gathering environmental data?
ATo set the selling price of every product in the line
BTo decide how many staff each department will need
CTo measure how loyal the existing customers already are
DTo identify current and future opportunities and threats
Answer & Solution
Correct answer: D. To identify current and future opportunities and threats
1. Marketers cannot create products in isolation from the outside world.
2. They gather environmental data so they can build programs that work in current and future markets.
3. The stated goal is to identify current and future market opportunities and threats.
4. Pricing, staffing and loyalty measurement are downstream decisions rather than the goal of scanning.
_Source: OpenStax Introduction to Business (CC BY 4.0), Ch 11 "Creating Products and Pricing Strategies to Meet Customers' Needs", section 11.2 Creating a Marketing Strategy_
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