The ideaTheory
Two ways to argue about a map
Two managers argue about where to put a shop. One says "the rent is lower on the ring road". The other says "but nobody walks past it".
Factor rating settles the second argument: score everything that matters, including the things with no price. Cost-profit-volume settles the first: at what sales volume does the cheap rent actually win?
The exam usually gives you one of them. Occasionally it gives you both and asks which you trust.