首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
考研
Every market activity is an investment in time, energy and money. Few companies would spend a large sum of money on, say, a purc
Every market activity is an investment in time, energy and money. Few companies would spend a large sum of money on, say, a purc
admin
2015-04-26
29
问题
Every market activity is an investment in time, energy and money. Few companies would spend a large sum of money on, say, a purchase of capital equipment without a full investigation into why it is needed, the choices available, and the expected return on what has been spent. Yet every year the vast majority of companies invest a large amount of money in marketing actions without knowing what their financial worth to the company or likely return will be. By introducing the disciplines arising from market planning, a company should be able to ensure that the costs of marketing planning show a reasonable return and are calculated in the same way as all other business investments.
Many managers believe that the costs of marketing form an additional expense that has to be accepted in order to sell their goods. Whilst it is true that many companies use certain tools of marketing for this purpose, it is also true that the most successful companies accept marketing as an essential part of the company’ s total commercial operation, for it is an essential cost in the same way as production or finance.
Companies often avoid planning marketing procedures in detail because of the effort needed to express their forward policy in a written form. Managers commonly consider that their time is too valuable to spend on anything other than urgent operational problems. In fact, the manager who spends his time on dealing with current administrative detail is almost certain to have ignored proper planning in the past. For, if properly prepared, the marketing plan will contain sufficient details of the company’ s policy and operational strategy for the work to be done by an assistant. As the many alternative courses of action are programmed, the assistant takes any actions or decisions which are appropriate. Only unusual situations need be dealt with by the manager.
The first step in preparing a marketing plan is that of producing the information necessary for decision making. Usually, a company will have within its own administration and control system the raw material necessary for the plan’ s foundations. In addition, there is plenty of published information which is made available by government departments, institutions and the press.
Marketing research is yet to be fully exploited by the majority of companies. It has so far only been used by companies that have recognized that their existing information sources are inadequate. Because of the scale of operations that now confronts the typical businessman, it is essential that investment decisions are based upon relevant information, so reducing the business risk.
For a marketing-oriented activity to produce lasting results the entire operation has to be systematically planned. By producing basic information in written form and establishing aims for the future, the company is creating standards against which actual performance can be measureD. Documentation of detailed policy actions then provides the basis for controlling the company’ s operation. Future trends may be predicted through the investigation of all factors likely to influence company results.
Good marketing procedures allow a manager______.
选项
A、to take different courses of action
B、to do less work than others
C、to avoid unforeseen problems
D、to give more responsibility to others
答案
B
解析
根据第三段最后三句“if propedy prepared…need be dealt with by the manager.”可知如果准备充分,常规工作都可交由助手做,经理只需处理特殊情况,即经理做的工作就比其他人少了。故选B。
转载请注明原文地址:https://jikaoti.com/ti/hVwUFFFM
本试题收录于:
翻译硕士(翻译硕士英语)题库专业硕士分类
0
翻译硕士(翻译硕士英语)
专业硕士
相关试题推荐
ItisextremelyrareforBritaintotakeaforeign-policystanceatoddswiththatofitsclosestandmostimportantally,Ameri
populistsentiments
When______,manyracistscannotgivealogicalreasonfortheirattitudestowardsotherracialgroups.
Psychologyhasslowlyevolvedintoan______scientificdisciplinethatnowfunctionautonomouslywiththesameprivilegesandr
Becauseittakesaninterestinanythingthat______onthehealthoftravelers,thisemergingmedicalspeculumsinvariablycuts
Georgehadstolensomemoney,butthepolicehadcaughthimandhehadbeenputinprison.Nowhistrialwasabouttobegin,and
Althoughadolescentmaturationalanddevelopmentalstatesoccurinanorderlysequence,theirtiming______withregardtoonset
Hopeiswhatkeepslifegoing.Parentsalwayshopetheirchildrenwilldowell.Hopemakesusdream.Hopebuildsinpatience.Li
HadPaulreceivedsixmorevotesinthelastelection,he______ourchairmannow.
随机试题
女性,30岁,婚后5年,因事业发展考虑,半年后计划妊娠。曾手术流产1次,药物流产2次,近次流产1月前。前来咨询避孕的方法。该女性在放置IUD后2年,停经53天再次妊娠,B超显示宫腔内妊娠囊2.9cm,未见IUD影像,盆腔X线片显示IUD位于左骶髂关节前
以医院为基础的病例对照研究,最常见的偏倚是
插置双气囊三腔管适用于哪种疾病出血
特种设备发生的重大安全事故,应向()报告。
热力管网中需要添加补偿器的原因不包括()。
一般而言,企业存货需要量与企业生产及销售的规模成正比,与存货周转一次所需天数成反比。( )
导游员在导游活动中应遵循因人而异、因地制宜、因时而变这三大导游讲解的基本原则。()
“节食族”是指那些早餐吃水果、午餐吃蔬菜,几乎不吃高热量食物的人。在这个物品丰盛的时代,过度节食,就像把一个5岁的孩子带进糖果店,却告诉他只能吃一个果冻。营养专家指出,这种做法既不科学也不合乎情理。如果以下哪项陈述为真,能给专家的观点以最有力的支
1960年~1970年间,非洲国家津巴布韦境内的狩猎者猎捕了6500多头大象以获取象牙,这一时期津巴布韦大象总数从35000头下降到30000头以下。1970年津巴布韦采取了保护大象的措施,1970年~1980年间逮捕并驱逐了800多名狩猎人。但是,到19
设n元线性方程组Ax=0和Bx=0_则,r(A)=r(B)是两线性方程组同解的().
最新回复
(
0
)