As the Marketing Manager at Gerlach Publishing, a company that exclusively publishes textbooks for Colorado public schools, you are responsible for researching and monitoring the company’s macroenvironment and proposing necessary changes in its marketing strategy. Your key responsibilities include identifying which changes in the macroenvironment will affect Gerlach's business the most, estimating what the likely effects of the macroenvironmental changes will be, and suggesting how Gerlach should respond to these changes?