Please read Chapter 4 in the textbook with lecture slide and read Dr. Qiu’s paper (“EJM_Qiu_2008.pdf”).

Please apply class concepts in Chapter 4 to explain why it is important for marketing managers to scan the environment to guide their strategic marketing decisions.

TextbookMKTG, 12th, by Lamb, Hair, and McDaniel, ISBN-13: 9781337407595; ISBN-10: 1337407593