When using screening criteria to evaluate opportunities,
A)marketers must try to match opportunities to the firm's resources and objectives.
B)quantitative but not qualitative criteria should be considered.
C)opportunities that are not expected to be profitable after one year of implementation should always be dropped.
D)the firm's weaknesses should be ignored.
E)All these answers are correct.

Question

Quizplus · Accepted Answer

When evaluating product-market opportunities,marketers must analyze the firm's resources and the objectives of top management.

When Using Screening Criteria to Evaluate Opportunities