Control Model Of Enterprise Marketing Expenses

The efficiency created by marketing expenditure influences greatly and deeply the degree and validity of the modem profit-oriented marketing strategy realizing. Proper measure system constructing should be the key to effective marketing expenditure controlling, property analyzing accurately to marketing expenditure should be the premise of measure' constructing. The distinction, of which long-term effectiveness marketing expenditure and short-term effectiveness expenditure that is in view of contribution of expenditure to revenue, is the first part of this paper. According to the distinctive characteristics in nature of the two expenditures above and the ratio between them, the whole marketing expenditure of an enterprise is classified into three control patterns: marketing expenditure pattern with capital-characteristic, marketing expenditure pattern with expense-characteristic as well as marketing expenditure pattern with multiple characteristic. Under each pattern, we discussed the scope applied, control measures choosing, detailed instance for measures operating as well as business case study.