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Marketers have long tracked changing consumer and competitive characteristics and behaviors to anticipate the potential impacts on their sales and image equities. But what about the potential impact of other external changes—of public relations, distribution, technical, political, or governmental developments? Early on, before such developments become well established, marketers want to identify which ones require their serious attention and which can be safely ignored. Below are examples of pressing questions raised by recent occurrences in the constantly fluctuating business environment.