Steven, a marketing manager, wants to budget the advertising for a new product launch.He is trying to determine the amount of money that the company can afford to spend on advertising.Which criterion of decision making is he focusing on?

Question

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Managers must decide whether the alternatives are economically feasible-that is, whether they can be accomplished given the organization's performance goals.Typically managers perform a cost-benefit analysis of the various alternatives to determine which one will have the best net financial payoff.

Steven, a Marketing Manager, Wants to Budget the Advertising for a New