A company's required rate of return is called the:

Differentiate between the other terms: The 'coupon rate' refers to the annual interest rate paid on a bond's face value, the 'market rate' is the current interest rate in the market, and 'dividend yield' is the ratio of a company's annual dividend compared to its share price.

Recognize why 'hurdle rate' is the correct answer: The hurdle rate is directly tied to the company's required rate of return, making it the appropriate term in this context.