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
42
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.
How should a manager begin writing a marketing plan?
选项
A、By doing market research outside the company.
B、By looking at information produced by other companies.
C、By analyzing procedures already used by the company.
D、By finding information from many different sources.
答案
D
解析
从第三段“The first step...government departments, institutions and the press.”可知准备营销计划的的第一步就是从公司内部、政府部门、机构和新闻界搜集需要的信息。选项A、B和C均只是其中的一方面,不够全面,只有选项D正确。
转载请注明原文地址:https://kaotiyun.com/show/ctua777K
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
Jointandseveralliability
transposition
Therearemorerichpeoplethaneverbefore,includingsome7millionmillionaires,andover400billionaires.Fromsippingcham
《左脑右物:领导者如何做出致胜决策》(LeftBrainRightStuff:HowLeadersMakeWinningDecisions)的作者是()。作者详细区分了人类的几种倾向:过度精准;过高估计;过高定位。
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。
PopstarstodayenjoyastyleoflivingwhichwasoncetheprerogativeonlyofRoyalty.Wherevertheygo,peopleturnoutinthe
AsacandidatefortheMaster’sDegreeprogramintranslation,whatdoyouthinkaprofessionaltranslatorshouldbeequippedwi
Scienceisadominantthemeinourculture.Sinceittouchesalmosteveryfacetofourlife,educatedpeopleneedatleastsome
Scienceisadominantthemeinourculture.Sinceittouchesalmosteveryfacetofourlife,educatedpeopleneedatleastsome
BacteriaAlivedinthesoilplayBavitalroleinCrecyclingthecarbonandnitrogenDneededbyplants.
随机试题
菊花按药材产地和加工方法不同,分为“毫菊”“滁菊”“贡菊”“杭菊”“怀菊”。主产于安徽、浙江、江苏、河南等地。多栽培。呈碟形或扁球形,常数个相连成片的菊花品种是
首先应进行下列哪项检查颞下颌关节上腔造影侧位体层闭口位片的正常影像应当是
对细胞内结核菌无效的杀菌剂是
项目建设周期的(),意味着个人及组织之间的关系一般总是新建立的,并具有暂时性。
决策树分析方法是一种常用的决策分析方法,它适用于:()
资料一1994年,电表行业的巨头升达公司决定进军空调行业。由于当时国内空调产品还属于少数人的奢侈品,升达公司与业内其他公司一样,产品定位于比较高档的空调。但因为升达空调没有品牌优势,产品价格与竞争对手不相上下,所以,升达空调在规模上一直没有多大突
()不属于生产物流的基本特征。
求下列不定积分:
在面向对象方法中,类的实例称为______。
A、Inthecornerneartheband.B、Inthecornerbythewindow.C、Atthetablenearthebank.D、Inadarkroom.BWhereweretheys
最新回复
(
0
)