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Marketers constantly monitor crucial trends and developments in the business environment. Environmental scanning. Environmental scanningProcess of collecting information about the external marketing environment to identify and interpret potential trends. Environmental scanning Process of collecting information about the external marketing environment to identify and interpret potential trends. is the process of collecting information about the external marketing environment to identify and interpret potential trends. The goal of this process is to analyze the information and decide whether these trends represent significant opportunities or pose major threats to the company. The firm can then determine the best response to a particular environmental change.

In the United States, the Consumer Product Safety Commission (CPSC) is responsible for keeping unsafe products out of the marketplace. For example, it issued a recall of children’s books due to choking and laceration hazards. A small rod holding beads on the book’s cover can detach and release small parts that present a choking hazard to children. The CPSC also banned drop-side cribs after 150 babies died from injuries suffered when the cribs malfunctioned. The ban led to numerous recalls by crib manufacturers and retailers.