Discuss how companies can be proactive rather than reactive when responding to environmental trends.

Expert Solution

Companies should take an environmental management perspective. Rather than simply watching and reacting, these firms take aggressive action to affect the publics and forces in their marketing environment. In addition, companies should also use an environmental scanning plan to be proactive. Furthermore, companies should acquire reliable and timely information for their decision making. For example:

• Companies or associations hire lobbyists to influence legislation.

• Companies run advertorials (ads expressing editorial points of view) to shape public opinion.

Junaid answered 9 months ago

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