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

Multiple Choice

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.