出自:国家开放大学管理英语3
Without good budget management, you are likely to overspend on marketing
accidentally.15 Here are three steps that help to make a good marketing budget.
Step 1:Organize financial information
The first step is to be clear of your current financial situation.You need to know how much money your company makes monthly and the changes that might arise in the future. Although income flows change throughout the year,you must organize the information based on reliable revenue - the minimum amount of money your company makes each
month.16
A realistic budget plan will always focus on the income that exceeds the expenses,17 not the total revenue that comes in. When you have determined the amount of disposable income
available for the company,you should determine where the money will go.
Step 2:Determine where you want to spend marketing funds
After you know the total amount available to spend on marketing,the next step is how you plan to spend that money. Three main factors decide how you spend marketing funds:
the budget amount,your past experiences,and where you can reach the right audience.
You will start organizing how to spend the funds based on the amount. Besides,you need to consider the strategies that have worked in the past. Also, you need consider which
marketing channels will allow you to reach the right audience.
Step 3:Assess data and make appropriate changes
The final step in building a good marketing budget is the analysis of the plan and any changes that may improve revenue. Ultimately,marketing is designed to bring in extra revenue.18 If the activity does not bring in any additional revenue over its cost,then it is
better to change strategy and try something else.
Assessing the data is a vital part of creating an effective marketing strategy. 19 Evaluation begins with comparing past performance to the performance after marketing the
product or services.
However,a good budget alone is not enough. You have to take action and remain committed to following through your plan. By keeping the budget in mind when you make decisions,you will have the opportunity to work out different strategies to find the best
solutions for your business goals and prevent overspending on marketing.
21.What should the budget plan be based on?
A. The company.s reliable expense.
B. The company.s reliable income.
C. The company.s reliable cost.
22. What does“disposable income”mean in paragraph 3?
A. Total income. B. Previous income.
C. Net income.
23.You have to be clear of when organizing financial information.
A. the income and expenses B. the marketing fund
C. the budget management
24.The three main factors that decide how you spend marketing funds are
A. the money you have earned, the actual expenses and the money you will expend
B. the budget amount,your past experiences and where you can reach the
right audience
C. the assets you have,the product and the income
25.Keeping the budget in mind when making marketing decisions will avoid
A. using less than you earn B. using money unnecessarily
C. using more than you earn
To minimize traffic jams in the city center and on major roads out of Sydney,the City.s
highway department will not agree to road closures scheduled for weekdays or Saturdays. On
minor roads outside the city center,weekdays and Saturdays may be considered. You must apply for approval to do roadwork and other road—related activities,tree cutting and use of very large construction machinery,ladders etc. Please note that approval is needed if you
plan to block the road or footpath.
Applications to have a road closed to traffic must be completed and sent to the
Department.s Traffic Calming Committee at least a month before the scheduled date.
Roads can be closed partially or fully,depending on your requirements. Partial road closures are only allowed in light traffic areas where there will be at least 1 lane for traffic with extra traffic control measures to make sure 2-way traffic can continue to run for the duration of the work. Any change of traffic flow will require the proposal to be treated as a full road closure. For further information about a partial road closure,please refer to
Contacts.
If you are organizing a parade,march or other type of street-based event,approval is also required and we recommend you choose one of our 4 preferred routes. Choosing an
existing route reduces the amount of planning you will need to do.
21. As a rule,Sydney.s highway department will agree to road closures in the city
center scheduled for
A. weekdays B. Saturdays
C. Sundays
22.If you want a road closed to traffic,you must complete your applications and send
them to the releyant committee at least before the scheduled date.
A. a week B. 30 days
C. two months
23.Partial of full road closures are decided by
A. the requirements from applicants B. the traffic flow
C. the road conditions
24. Which is NOT the condition for partial road closures according to the passage?
A. In light traffic areas.
B. On work days.
C. There will be at least 1 lane for traffic during the work.
25. Which is the best title of this passage?
A. Road Closure Procedures in Sydney.
B. Road Conditions in Sydney.
C. Road Management in Sydney.