The Failure to Understand the Difference Between Internal and External

Multiple Choice

The failure to understand the difference between internal and external issues is one of the major reasons for a poorly conducted SWOT analysis. This happens because managers:

A) see opportunities and threats as being the same thing.
B) confuse weaknesses with threats.
C) see strengths as the only meaningful issue in a SWOT analysis.
D) confuse strengths with opportunities.
E) list their marketing options or strategies as opportunities.