MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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VI. EVALUATING ALTERNATIVES AND REACHING DECISIONS
This section is very straightforward. Here your job is to establish the criteria that you will utilize in reaching your decisions, and then apply those criteria to each alternative that you have described in the previous section. You should also think in terms of the importance of the criteria you choose and assign any type of criteria weighting scheme that you determine is appropriate. This section then provides the rationale for why you will be doing what you choose to do and why you aren't doing something else.