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
32
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
corporatedebtmarket
Returnoninvestment
Thinkingaboutgoingoffthebeatenpathforyournextvacation?Ifso,youmightbeoneofthemanypeoplewhoareenjoyingar
Inthesetimeswhenmarketforcesappearincreasinglycomplicatedandmorevolatile,itisallthemoreimportanttounderstand
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。
Althoughshegivesbadly______titlestohermusicalcompositions,they______unusualcombinationsofmaterialsincludingclas
Theworldisgoingthroughthebiggestwaveofmergersandacquisitionseverwitnessed.TheprocesssweepsfromhyperactiveAmer
Theworldisgoingthroughthebiggestwaveofmergersandacquisitionseverwitnessed.TheprocesssweepsfromhyperactiveAmer
Itisnotcompatiblewiththeegalitarianidealthatthereshouldbesharpdifferencesinthescaleofmonetaryrewardforservi
Thecommitteehasanticipatedtheproblemsthat______intheroadconstructionproject.
随机试题
Whatrecommendationsdoesthetutormakeaboutthereferencebooks?AAllBResearchmethodCMainBodyDConclusionE
下列哪项不属于生物敷料范畴
A.胸骨左缘第3~4肋间Ⅲ一Ⅳ级粗糙的收缩期杂音B.胸骨左缘第2~3肋间Ⅱ~Ⅲ级喷射性收缩期杂音C.胸骨左缘第2肋问粗糙响亮的连续性机器样杂音D.胸骨左缘第2—4肋间Ⅱ一Ⅲ级喷射性收缩期杂音E.胸骨左缘第2肋间Ⅱ~V级喷射性收缩期杂音动脉导管未
妊高征主要临床表现为高血压、蛋白尿、水肿,严重时可出现抽搐、昏迷。()
承包人在进行柱基础填埋前48小时电话通知工程师准备验收,临近验收时,工程师因有事无法参加验收,便派人通知承包人延期验收。第4天,承包人为了不影响施工进度,自行对柱基础进行了验收,并作了记录。此后承包人开始继续施工,并向发包人提出工程延期2天、承担停工费用损
某企业年初未分配利润为160万元,本年度实现净利润300万元,以资本公积转增资本50万元,按10%提取盈余公积,向投资者分配现金股利20万元,股票股利10万元。假设不考虑其他因素,该企业年末未分配利润为()万元。
个体倾向于利用自己身体或内部参照作为信息加工依据的学习风格是()
感受肌肉长度变化的感受装置是()。
按照布鲁纳的观点,学习学科的基本结构的必要性有哪些?
Whichdistancedidtheytalkabout?
最新回复
(
0
)