Probablyforaslongastherehavebeensalesforces, managershavesoughtwaystodeterminewhethertheyareeffectiveornot. Inthepast, salespeoplewereestimatedonthebasisoftheirsales-thatis, didtheyreachtheirsalesquotas? (1)____ Withtheroleofthesalesforcechangedfrombeingpurelyconcernedwithsellingtobecomingmoreinvolvedinmarketingandtookmoreresponsibleformaintainingcustomerrelationships, managersrecognizedtheneedforexpandingevaluativecriteriabeyondjusttheachievementofsalesgoals. (2)____ (3)____ Theevaluationcriteriaoftodayarevastdifferentfromthoseinthepast.(4) ____ Sure, salesarestillimportant, butnowothermeasuresaregaininginimportanceaswell.
OneofthemoreoftendiscussedmeasuresisROI (returnoninvestment). Moreandmoretopexecutivesareaskingtheirsalesmanagersforaccountant-asin " Arewegettingthereturnsweseekfromthesalesforce?" (5)____ Theideaisthatbymeasuringtheimpactofprogramsdesigningtoaidthesellingprocessaswellasmeasuringsalesclosures, themarketingteamcanbemoreeffectiveandefficient. (6) ____ Fortunately, itisn'talwaysthateasy. (7) ____ Inasurveyconductedin 2002 ofcompanieswithamarketingbudgetof $1 millionormore, 56 percentindicatedtheyhadnosystemformeasuringtheROIontheirmarketinginvestments. AsnotedbyDavidReibsteinoftheUniversityofPennsylvania'sWhartonSchoolofBusiness, "Inmarketing, benefitsasadvertisingimpactaren'teasilyputintodollarreturns. (8)____ Ittakesaleapfaithtocomewithanumber." (9)____ Marketersknowthatitisoftendifficulttoseparateadvertising, promotions, andothercommunicationseffortsinthesellingeffort. (10)____
专八改错训练附讲解100篇:Passage 55
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2016年04月06日 17:34:00