When using screening criteria to evaluate opportunities:
A) Marketers must try to match opportunities to the firm's resources and objectives.
B) Quantitative and qualitative criteria should be considered.
C) Opportunities that are not expected to be profitable after one year of implementation should always be dropped.
D) All of the above.
E) A and B only.

Question

Quizplus · Accepted Answer

When using screening criteria to evaluate opportunities, marketers must try to match opportunities to the firm's resources and objectives. Quantitative and qualitative criteria should be considered. However, opportunities that are not expected to be profitable after one year of implementation should not always be dropped. Therefore, the best choice is A and B only, which is option E.

When Using Screening Criteria to Evaluate Opportunities