Jordan had been working diligently to gather as much information as possible about the stores where his firm might put their new line of sports apparel. He was trying to assemble all the criteria he could think of to test each of the stores, but he was feeling more confused than he had been at the beginning. When he was explaining his frustration to Sam over coffee, Sam said, "You're going at the this the wrong way. There's only one question you need to answer." What is that one question? a. Which store's margins are the most attractive?
b. Which store is not already carrying the competitor's products?
c. Which store will carry the merchandise without having to pay an allowance?
d. Does the brand belong in a particular retail store?