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.

Question

Quizplus · Accepted Answer

Evaluating each opportunity over the life of the project is important because short-term losses may be incurred initially but they can lead to long-term profitability. It is important to have a long-term outlook when evaluating potential opportunities.

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