为营销预算的制定归位（Setting up the marketing budget）.docVIP

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为营销预算的制定归位（Setting up the marketing budget）.doc

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为营销预算的制定归位（Setting up the marketing budget）

为营销预算的制定归位（Setting up the marketing budget） Is the marketing budget noisy? Please stop staring at the crying baby. The market environment is already quite different from the beginning of the year, and now more funds should be put into channel management and terminal interception! The sales director at the big voice. Do not pay attention to new product development and brand building, we are just thinking, should use 60% of the budget in this place.! Marketing Director tit for tat. This years profit margin is too low, and next year we must improve profitability, so the proportion of the marketing budget should be reduced to support the profit margin....... The chief financial officer shouted angrily. Although there are closed doors and windows, but the fierce quarrel or through the cover, word no leak to the corridor. After a while, with a bang, the sales director stormed out of the door with a rage. Li general sat on the chair, his face red with anger. Convention, follow or break? L is a private company founded in 1990s, mainly dairy products. Li is always one of the founders. These years, thanks to the rapid development of Chinas dairy industry, they can basically guarantee more than 50% growth rate each year. Because of the market trend, the growth rate is high, but also because of the private system, so that the annual budget is done very simple, basically in accordance with the target of 10% of sales from the cost of marketing, marketing department, sales department and delivery department according to a certain proportion can be decomposed. When do, easy to make money in the market, the enterprise is everywhere peacefulness of the scene. By 2005, however, sales began to decline sharply and even a crisis of survival. At this time, the red debate broke the old harmony. So, what is the central cause of their argument? 1., the profitability of enterprises declined The profit margins of L have plummeted after nearly two years of rising raw material prices and brutal