What is the purpose of developing screening criteria to select choices for a marketing strategy?

Question

Multiple choice question.

They expand the number of strategies that the firm can consider implementing.

They summarize in one place what the firm wants to accomplish.

They remove the qualitative components from the decision-making process.

They justify the manager's intuition or gut feeling concerning the strategy to follow.

Answer 1

The purpose of developing screening criteria to select choices for a marketing strategy is:

They summarize in one place what the firm wants to accomplish.

This option accurately reflects how screening criteria help clarify the goals and objectives of the marketing strategy, making it easier to evaluate different options against these established criteria.