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 tru
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
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In every cultivated language there are two great classes of words which, taken together, comprises the whole vocabulary. First, there arc those words (26) which we become acquainted in daily conversation, which we (27) , that is to say, from the (28) of our own family and from our familiar associates, and (29) we should know and use (30) we could not read or write. They (31) the common things of life, and are the stock in trade of all who (32) the language. Such words may be called "popular", since they belong to the people (33) and are not exclusive (34) of a limited class.
On the other hand, our language (35) a multitude of words which are comparatively (36) used in ordinary conversation. Their meanings are known to every educated person, but there is little (37) to use them at home or in the market-place. Our first acquaintance with these words (38) A. border
B. link
C. degree
D. extent
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