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2023-11-30  69
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] 【M5】
选项
答案 accountant一accountability
解析 词汇错误。accountant意思为“会计”，放在此处，明显不合语意。accountability意思为“责任，义务”。根据上下文的意思，此处意指“责任”，全句的意思为：越来越多的高级执行官向销售经理问责：是否我们从销售人员那得到了所寻求的回报?”所以，此处改为accountability。
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