2. 职称英语
  3. Probably for as long as there have been sales forces, managers have sought

Probably for as long as there have been sales forces, managers have sought

游客2024-11-23  23
问题     Probably for as long as there have been sales forces,
managers have sought ways to determine whether they are
effective or not. In the past, salespeople were estimated on the【M1】______
basis of their sales—that is, did they reach their sales quotas? With【M2】______
the role of the sales force changed from being purely concerned
with selling to becoming more involved in marketing and took【M3】______
more responsible for maintaining customer relationships, managers
recognized the need for expanding evaluative criteria beyond just
the achievement of sales goals. The evaluation criteria of today are
vast different from those in the past. Sure, sales are still important,【M4】______
but now other measures are gaining in importance as well.
    One of the more often discussed measures is ROI(return on
investment). More and more top executives are asking their sales
managers for accountant—as in "Are we getting the returns we【M5】______
seek from the sales force?" The idea is that by measuring the
impact of programs designing to aid the selling process as well as【M6】______
measuring sales closures, the marketing team can be more
effective and efficient. Fortunately, it isn’t always that easy. In a【M7】______
survey conducted in 2002 of companies with a marketing budget
of $1 million or more, 56 percent indicated they had no system for
measuring the ROI on their marketing investments. As noted by
David Reibstein of the University of Pennsylvania’ s Wharton
School of Business, "In marketing, benefits as advertising impact【M8】______
aren’t easily put into dollar returns. It takes a leap faith to come【M9】______
with a number." Marketers know that it is often difficult to
separate advertising, promotions, and other communications efforts in【M10】______
the selling effort. [br] 【M2】
选项
答案 With一As
解析 语法错误。with是介词，后通常接名词、代词或独立主格结构。此处后面为完整的句子，故应改为连词，根据上下文语境，改为跟with一样有“伴随”意义的连词as。此句的意思为“随着营销人员的角色改变，由原来单纯的销售转变为更多涉及市场营销和维持顾客关系。经理们意识到他们必须扩大对营销人员的评价标准，而不能仅仅只是看完成的销售任务。”
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