When evaluating the potential of possible opportunities (product-market strategies), a marketing manager should:
A) evaluate each opportunity over the life of the project, since short-term losses may hide long-term profitability.
B) avoid using quantitative criteria because they tend to oversimplify the problem.
C) look at each opportunity on its own, since there is no good way to compare different plans.
D) look only at internal resources, since they are controllable.
E) All of the above are true.

Question

Quizplus · Accepted Answer

Evaluating each opportunity over the life of the project is important to determine its long-term profitability, which may not be apparent in the short-term. Avoiding quantitative criteria would overlook important data, and evaluating each opportunity in isolation would make it difficult to compare and prioritize different plans. Lastly, considering only internal resources may limit potential opportunities that require external resources or partnerships. Therefore, the most appropriate option is to evaluate each opportunity over time, using both quantitative and qualitative criteria, and considering both internal and external resources.

When Evaluating the Potential of Possible Opportunities (Product-Market Strategies), a Marketing