The stage of the new-product development process in which marketers evaluate the firm's strengths, weaknesses, and objectives is:
A) idea generation.
B) screening.
C) idea evaluation.
D) development.
E) commercialization.

Question

Quizplus · Accepted Answer

Screening is the stage in the new-product development process where ideas are evaluated against the company's objectives and criteria, including assessing the firm's strengths and weaknesses to determine if the idea fits within the company's capabilities and goals.

The Stage of the New-Product Development Process in Which Marketers