MARKETING PLAN EXPLORER

Copyright 2002, Professor Jerome M. Katrichis

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VI. EVALUATING ALTERNATIVES AND REACHING DECISIONS

A. Criteria For Decision Making

The purpose of this section is to begin the selection process for evaluating the alternatives proposed in section V.  Here you will establish the criteria that you will use to evaluate the alternatives and decide the importance of each criteria.

Some common criteria utilized in many instances include things such as long and short term profitability, consistency with the organization's culture, and sufficiency of resources among others.

This section ultimately drives the decision process.

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