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
2012-01-05
44
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.
Managers usually regard the costs of marketing as ______.
选项
A、something which increases the cost of goods
B、helpful but not essential to a company’s success
C、less important than investment in production
D、an unnecessary extra business cost
答案
A
解析
由“Many managers believe that the costs of marketing form an additional expense”可知许多经理认为营销成本是一项额外花费,即增加了商品的成本。后面又说“许多成功运营的企业视营销为重要的投资手段”,故可排除其余三个选项。
转载请注明原文地址:https://jikaoti.com/ti/4zwUFFFM
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
actofdisposition
ItusedtobesaidthatEnglishpeopletaketheirpleasuressadly.Nodoubtthiswouldstillbetrueiftheyhadanypleasurest
Therearemorerichpeoplethaneverbefore,includingsome7millionmillionaires,andover400billionaires.Fromsippingcham
GrowthEnterpriseMarket
zombiecompanies
美国南北战争期间,林肯总统在()发表了著名的演讲。他在纪念内战之惨烈、将士之牺牲的同时,表达了对“民有、民治、民享的政府”(“governmentofthepeople,bythepeople,forthepeople”)的信念。
Full-timefacultyandstaffontheUniversitypayroll,whenapplyingforanannualpermit,mayauthorizepaymentoftheirparkin
Itisnotcompatiblewiththeegalitarianidealthatthereshouldbesharpdifferencesinthescaleofmonetaryrewardforservi
随机试题
发热伴有眼结膜充血多见于
2001年10月16日,中国足球协会依据《中国足球协会章程》作出足纪字(2001)14号《关于对川阳、成五、长泰、江舜和浙城俱乐部足球队处理的决定》。根据该决定,长泰甲A升级资格被剥夺,该队最后一轮甲B联赛的上场队员被禁赛一年,主教练被禁止担任教练一年。针
对正义概念的理解正确的是()
设备监理单位应根据( )和招标单位(或业主)提供的项目和设备的有关资料,编写投标文件。
资产管理公司要有()年以上不良资产管理和处置经验。
主要会计政策、会计估计中披露:按《企业会计制度》的规定,本年度调整了坏账准备的计提方法,由应收款项余额百分比法改为账龄分析法属于会计估计变更,采用未来适用法进行会计处理。( )S公司于2005年12月销售一批y产品,按规定在当月确认收入1000万元。
以下关于中部六省的描述,不正确的是()。
(2009年)设函数f(u,v)具有二阶连续偏导数,z=f(x,xy),则=____________。
RabbiMichaelStrassfeldsaysthatoneshouldbegrateful______.
A、Hewantstohaveanothercupoftea.B、Hehashadenoughteaforthemoment.C、Hewantsthewomantobuytheteaforhim.D、He
最新回复
(
0
)