Risk is a phenomenon that should not be neglected in the decision-making process. It is a fact because there is uncertainty and the impossibility of predicting the exact time of its occurrence in otherwords, even if there is a particular risk likely to occur or occurs.

Within forecasts based on single estimations the risk due to uncertainty is not considered. Yet they continue to be widely used in practice in different areas of marketing such as the return on investments, discounted flow of benefits of a project, the average annual benefit of an investment a.s.o.