I. Answer the questions:

1. What is the difference between the sales approach and marketing approach to business?

2. What questions are to be answered to conduct a successful marketing program?

WORDS TO REMEMBER

marketing control	управление маркетингом
annual-plan control	контроль годового плана
profitability control	контроль рентабельности
efficiency control	контроль эффективности
strategic control	стратегический контроль
sales analysis	анализ возможностей сбыта
sales and profitability	объем продаж и рентабельность
plan performance	выполнение плана
to account for	1) объяснять; 2) нести ответственность; 3) отвечать; 4) отчитываться; 5) принимать во внимание
market-share analysis	анализ удельного веса компании в обороте рынка
expense-to-sales analysis	анализ соотношения затрат и объема продаж
to fluctuate	колебать(ся), быть неустойчивым
corporate perspective	виды на будущее у корпорации
profit margin	размер прибыли
asset turnover	оборот основных фондов
return on assets	доходы на активы
financial leverage	финансовый левередж, показатель использования заемных средств
return on net worth	прибыль на собственный капитал

TEXT D.

MARKETING CONTROL

There are four types of marketing control, each of which has a different purpose: annual-plan control, profitability control, efficiency control, and strategic control.

Annual-plan control

The basis of annual-plan control is managerial objectives-that is to say, specific goals, such as sales and profitability that are established on a monthly or quarterly basis. Organizations use five tools to monitor plan performance. The first is sales analysis, in which sales goals are compared with actual sales and discrepancies are explained or accounted for. A second tool is market-share analysis, which compares a company's sales with those of its competitors. Companies can express their market share in a number of ways, by comparing their own sales to total market sales, sales within the market segment, or sales of the segment's top competitors. Third, marketing expense-to-sales analysis shows how much a company spends to achieve its sales goals. The ratio of marketing expenses to sales is expected to fluctuate, and companies usually establish an acceptable range for this ratio.

In contrast, financial analysis estimates such expenses (along with others) from a corporate perspective. This includes a comparison of profits to sales (profit margin), sales to assets (asset turnover), profits to assets (return on assets), assets to net worth (financial leverage), and, fi­nally, profits to net worth (return on net worth).

Finally, companies measure customer satisfaction as a means of tracking goal achievement. Analyses of this kind are generally less quantitative than those described above and may include customer's complaints and suggestions systems, surveys of customer's needs satisfaction, and careful analysis of reasons why customers switch to a competitor's product.

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