How environmental scanning helps an organization formulate a strategy that includes both microenvironmental and macroenvironmental factors.ENVIRONMENTAL SCANNINGDefinition:• “Aguilar (1967). Aguilar defines environmental scanning as the acquisition of information about events and relationships in a company's external environment, knowledge of which would assist top management in its task of charting the company's future course of action” ( Marketing Principles Kotler 14th edition)• Also defined as the process of collecting, examining, and allocating data for tactical and strategic purposes. Purpose: Provide strategic intellect by evaluating potentially substantial environmental changes Conveys both the current environmental situation and how movements are changing. Alarms organizers about drifts that are merging, deviating, relating, hurrying, or slowing down.  Perfect end goal: allows for adaptive preparation before these drifts manifest or fully mature. Explanation and Factors The marketing environment involves forces external to marketing that influence marketing management's ability to develop and maintain successful associations with its target customers. The very sharp and intelligent marketing manager approaches the marketing environment if he is proactive rather than reactive and understands the external impacts so as to be able to develop an effective reaction to adjust and secure the company's position in the future. The factors and forces can generally be divided into two major componentsA. Microenvironmental forces: • The company itself. • Suppliers. • The competitors. • Intermediaries who are marketing channel companies. • Customer markets. • The public....... middle of paper ...... or marketing People's thoughts for others. Viewers have noticed the change from an “I society” to a “We society”. Consumers spend more on products and services that will improve their lives than their image. People's thoughts on organizations. People are eager to work for large organizations, but assume that they gradually develop public responsibilities. People's thoughts for society. This positioning influences the forms of consumption. “Buying in your own country” versus buying abroad is an issue that will remain in the next era. People's thinking for nature. There is a growing trend towards people's sensitivity towards mastery over nature from one end to the other of technology and the belief that nature is generous. People's thoughts for the universe. Advertising campaigns about early human education, religion, and frustrating thoughts are on the upswing.