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Прочитайте предложенный текст: price, along with product, place, and promotion, are the variables that the marketing manager controls. pricing is extremely important since it so directly affects an organization`s sales and profits. naturally, profit objectives will guide pricing decisions. the marketing manager has to decide whether to maximize profits or establish a target return. a particular target might be a certain percentage return on sales or a certain percentage return on investment or, for a small family operation, the return might be a fixed dollar amount of profit to cover overhead and living expenses. with any objective, the time factor is crucial. what is an appropriate objective for the short-term may not be for the long-term and vice-versa. marketers are concerned with all the factors affecting price, in order to keep their products from faring poorly in a widely variable atmosphere. even in service areas such as passenger fares and freight rates, where detailed prices are printed and distributed, influences may cause fluctuation. the marketing manager knows that the costs of the separate elements of the marketing mix can be recovered by proper pricing. the cost of the product itself—the promotion and selling associated with it, the distribution expenses, and profit — are all directly related to price. thus price knits together the elements of the marketing mix and pays for their respective contributions. the marketing manager must analyze and reconcile the various elements of those variables which influence price, and must then decide on an optimal price policy. the most fundamental part of any marketing analysis is the recognition of the competitive structure of the industry. where there are many competitors offering the same type of product, price competition will be active. when there are great numbers of similar offerings, products tend to lose their individuality. then differentia¬tion becomes difficult, and marketers have little discretionary power to influence prices. it is in this circumstance that marketers and mer¬chants alike look to sales techniques. disposing of goods at reduced prices draws attention to the specific brand, in the hope that customers will continue to buy when prices return to "normal." выберите единственно правильный ответ на вопрос: a target return is …

Почитайте предложенный текст и выберите единственно правильный ответ banks are among the most important financial institutions. the way in which a bank is organized and operates is determined by its objectives. the first and the most important function of a central bank is to accept responsibility for advising the government on the making of the country`s financial policy, and then to see that it is carried out. the aim of commercial banks is to earn profit. over the years banks have developed organizational forms, or structures, designed to perform these various roles and to supply the services their customers demand. a commercial bank which provides the` same range of services year after year is less likely to be successful. successful competing in the constantly changing global business environment requires market-driven strategies that are responsive to customers` needs and wants. executives who do not recognize the change`s occurring in the vast array of markets for products and services will not be able to cope with the unprecedented competitive pressure in the market place. to improve competitive advantages they are drastically altering their business and marketing strategies which may include downsizing, repositioning, market segmentation, altering the business portfolio, pricing, promotion and strategic alliances between companies. with the global increase in the number of competitors banks face in their major markets, more and more banking firms have become market-driven and more alert to the changing service demands of their customers and also to the challenges posed by bank and nonbank competitors. this trend forced bank managers to become more concerned with service marketing activities and with profitability and growth. banks are usually organized to follow their functions and supply the services as efficiently as possible. moreover, as larger banks generally offer more services, a bank`s size is also a significant factor in determining how banks are organized. bank organization is determined by …

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