Source Evaluation

Process of analyzing the long-term profitability of each source of business, taking into account all revenue generated and various elements of expense, depending upon the method of source evaluation being used. Source evaluation enables marketers to concentrate their resources on the sources that best suit their long-term strategies, which may include growth, maintenance of present sales levels, or reduction in sales levels. See also depletion method; maintenance method; steady-growth method.

Process of analyzing the long-term profitability of each Source of business, taking into account all revenue generated and various elements of expense, depending upon the method of source evaluation being used. Source evaluation enables marketers to concentrate their resources on the sources that best suit their long-term strategies, which may include growth, maintenance of present sales levels, or reduction in sales levels. See also Maintenance Method; Steady-Growth Method.