Marketing and environmental scanning
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Environmental scanning generally produces large amounts of data. What are some questions to ask to aid you in screening that data to determine its usefulness? What is the importance of continuously validating an environmental scan?
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1. The questions can be varied, depending on the company and the market you are addressing. For most environmental scans you would ask the following:
Is the information up to date.
Does the information relate to my target markets? Directly? Indirectly?
Is this information about competition or alternatives/substitutions?
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