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 of these are correct.

Question

Quizplus · Accepted Answer

Screening criteria should be used to match opportunities with the firm's resources and objectives. This means considering both quantitative and qualitative factors, such as potential profitability, competitive factors, and fit with company culture. It's important to evaluate opportunities with a long-term perspective, rather than focusing only on short-term profitability. The firm's weaknesses should also be taken into account during the screening process.

When Using Screening Criteria to Evaluate Opportunities