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.
Why are marketing plans not written down by many managers?
选项
A、They do not have time to do it.
B、They know it would be difficult to do.
C、They never follow any particular marketing plan.
D、They do not think it is really necessary
答案
D
解析
第三段谈到Managers commonly consider that their time is too valuable to spend on anything other than urgent operational problems.“经理们普遍认为他们的时间宝贵,与其把时间花在这些紧急的操作问题上,还不如花在任何其他事情上有意义。”他们并非没有时间,因此选项A错误,他们认为没必要写营销计划才是根本原因,故选项D正确。
转载请注明原文地址:https://kaotiyun.com/show/vtua777K
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
investmentportfolio
EnergyCrisisTheU.S.CensusBureauhasestimatedthatthepopulationoftheUnitedStatescouldapproach300millionin2
GrowthEnterpriseMarket
Writeacompositionoflessthan400wordsonthegiventopicbelow.China’sEnvironmentChallengedbyRapidEconomicGrowth
PopstarstodayenjoyastyleoflivingwhichwasoncetheprerogativeonlyofRoyalty.Wherevertheygo,peopleturnoutinthe
______thefactthatheisanadultnow,weshouldgivehimmorefreedom.
Itisnotcompatiblewiththeegalitarianidealthatthereshouldbesharpdifferencesinthescaleofmonetaryrewardforservi
400wordsarerequiredtowriteacompositiononthefollowingtopic:Discussthepossibilityorimpossibilityofthetransfero
Thephenomenonofstresshasbeenwidelydiscussedandreferredtoasoneofthecentralproblemsofourage.Globalizationand
随机试题
患者,男性,71岁。糖尿病多年,尿糖控制不佳,最终患“慢性肾衰竭”,自诉疲乏、纳差、胸闷。体检:心率为94次/分,心律不齐,血压170/102mmHg,测血清钾为7.7mmoL/L,血肌酐为660μmoL/L。此时最有可能危及患者生命的情况是发生
Wearedelightedatthenews________ourdaughterisexpectingababy.
库欣反应引起枕骨大孔疝临床表现出
A.阿司匹林B.布洛芬C.吲哚美辛D.双氯芬酸钠E.对乙酰氨基酚结构中含有异丁基的药物是
A.自身免疫性溶血B.急性淋巴细胞白血病C.慢性粒细胞白血病D.多发性骨髓瘤E.MDS
A.吗啡B.泻药C.止泻药D.祛痰药E.肾上腺皮质激素
企业根据职工提供服务的收益对象进行职工薪酬分配时,可能涉及的会计科目有()。
下列关于理财法律关系的说法正确的是( )。Ⅰ.金融理财师应以自己的名义实施理财行为Ⅱ.法定委托需要具有明确的、合法的托付事项,并通过法定形式进行Ⅲ.代理关系强调委托人和受托人之间的关系Ⅳ.代理即指代理人在代理权限范围内,以被代理人的名义或自己的名
建立一个学生表ST,它由学号XH、姓名XM、所在系SD这3个属性组成,其中学号属性不能为空。在下列语句中,能实现该功能的正确语句是______。
__________.(同中国加强合作)isintheinterestsoftheUnitedStates.
最新回复
(
0
)