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1、研究方法设计1.1 销售费用与销售费用率作为反映市场营销努力大小的指标企业的销售费用是指企业用于营销产品所发生的人员推销、广告促销等费用的总和。销售费用的大小直接反映了企业营销努力的程度(注:这种推断的成立是基于企业有基本合适的产品和基本合适的营销工作质量的假设。)对销售费用及其规律性的研究有助于我们从一个侧面了解中国企业市场营销工作的总体状况,并在实际上指导企业的市场营销决策。但仅从销售费用本身的大小是无法判断一个企业的营销努力水平的,而销售费用与销售收入的比率,本文称为销售费用率,则是简单易懂的衡量企业营销努力的相对指标,能够用于在不同企业之间进行比较分析。
1. Research Method Design 1.1 Sales Expenses and Sales Expenses as Indicators Representing the Size of Marketing Efforts Business sales costs refer to the sum of expenses incurred by companies for the marketing of products, such as promotion of people and advertising. The size of the sales charge directly reflects the degree of corporate marketing efforts (Note: This inference is based on the assumption that the company has a basically appropriate product and the quality of the basic marketing work.) The study of sales costs and their regularity will help From one aspect we understand the overall status of Chinese corporate marketing, and in fact guide corporate marketing decisions. But only from the size of sales expenses can not determine the level of a company’s marketing efforts, and the ratio of sales costs and sales revenue, this article is called sales expense rate, it is easy to understand the relative indicators of corporate marketing efforts, can Used for comparative analysis between different companies.