By changing its recipe, a smoothie chain is reacting to a change in the environment. while it is important to be able to quickly adapt, it is also important to take a proactive approach to changes in the marketing environment. implementing a proactive approach requires constantly scanning and analyzing the environment so that changes do not come as a surprise. the statements below are findings from environmental scanning and analysis. select the marketing environment force that best describes each of the statements listed.

Question

Junior Lloyd

Business

22 May, 03:24

By changing its recipe, a smoothie chain is reacting to a change in the environment. while it is important to be able to quickly adapt, it is also important to take a proactive approach to changes in the marketing environment. implementing a proactive approach requires constantly scanning and analyzing the environment so that changes do not come as a surprise. the statements below are findings from environmental scanning and analysis. select the marketing environment force that best describes each of the statements listed.

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Carly Dunlap · Answer 1

Hi

Proactive companies explore the environment and act ahead of changes to better serve customers in markets, instead of letting outside forces guide their destiny, according to this, the effects of learning and experience gained over time, opportunities to meet the needs before competitors.

Proactivity is defined as the capacity to respond and the propensity to act in the face of new circumstances, with the flexibility that facilitates action and reaction to responses to change and innovation. The objective of proactivity is the generation of advantages that guarantees to be the first in the short term, or at least survive with the least possible damage in the middle of the crisis, and allow the control of the market environment in the long term.

Therefore, proactive marketing is the interpretation of the recession as an opportunity, and the development and execution of a response to seize the opportunity created by the change. Adaptation to environmental impacts, including a crisis or a recession, is a capacity that entrepreneurs have to learn to develop in order to survive. Both the strategy and the controlled performance of the company's resources and capabilities, the manager's perceptions of the threats they face, the opportunities available and the market, institutional and cultural contexts. In changing environments, companies need the capabilities that facilitate change, reconfigure resources and take advantage of new opportunities. In this way proactive marketing can also be seen as a manifestation of dynamic capacity, through which the company takes advantage of internal resources and capabilities.