If he is to control the ONLINE MARKETING operations of his company effectively, the ONLINE MARKETING Manager should have the means of knowing the cost of every aspect of the selling and distribution processes relating to his products. Unfortunately, it is not always an easy task to control Sales and Distribution costs. There is less uniformity to the ONLINE MARKETING as distinct from the manufacturing aspects of business. The Works Manager is generally in a better position to exercise control over his plant, materials and labour force than the ONLINE MARKETING Manager is to exercise control over his distributors and consumers. It is implicit in the adoption of a consumer-orientated ONLINE MARKETING policy that, within economic reason, the needs of the consumer shall be served.

There is, of course, the prevalent danger that 'the interests of the consumer', rather like 'the interests of national security' in wartime, can become a cloak to hide possible wastefulness and inefficiency. ONLINE MARKETING must be on its guard lest the whims and fancies of customers dictate demands which it is outside the bounds of economic reason for the company to satisfy.

This is why a proper understanding of the nature of costings and cost control plays such an important part in the management of marketing. Means must be found to satisfy the consumer and to achieve the maximum profitable employment of the company's resources. By the intelligent use of cost accounting procedures it should be possible to reconcile these potentially opposing factors.

Next Step: Other Lines

Please Note

The Trade is, of course, a major source of product ideas. All manufacturers examine, with avid interest, the new products of their competitors.

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