With the development of market economy and the intensification of market competition, the optimization and control of marketing cost has become one of the important ways for enterprises to improve their economic development level and competitiveness. This paper mainly talks about the connotation of marketing cost and the main methods to realize the optimization and control of marketing cost, in order to provide reference for enterprise management.

With the continuous development of domestic market economy and the improvement of internationalization level, how to improve the operation efficiency of enterprises to cope with market competition and provide financial and technical support for industrial technology upgrading of enterprises has become an important concern for the survival and development of enterprises. The optimization and control of marketing cost can reduce the cost in marketing, improve the utilization rate of funds, strengthen internal financial management and cost control, and ensure the healthy development of enterprises.

First, marketing costs.

(A) the meaning of marketing costs

The connotation of marketing cost, according to Philip? Kotler's definition: Marketing is a social and management process in which individuals and groups meet their own needs and desires by creating and exchanging products and values with others. The content of this social and management process is very extensive, which is different from the cost in sales that people understand. Sales cost is an integral part of marketing cost.

Marketing cost has many components, including fixed cost and variable cost. Fixed costs, including office expenses and salaries of marketing agencies, are relatively fixed, easy to master and manage, and can be included in financial management. The changing costs are more complicated, including market research costs, product promotion channel costs, customer maintenance and expansion costs, personnel costs, advertising costs, warehousing and transportation costs.

(B) marketing cost optimization and control considerations

Enterprises should formulate marketing cost control system. Enterprises should formulate marketing cost control system according to their own actual situation, including product production, their own competitive advantages, customer groups, marketing team characteristics and so on. , clarify the responsibilities of each department, ensure that marketing cost control and implementation can be carried out effectively, and curb cost expenditure.

Enterprises should make clear the goal of marketing cost control. Enterprises should make it clear that the goal of marketing cost control is to reduce marketing costs without affecting the profits of enterprises, and not to restrict the promotion of sales because of controlling marketing costs. Clear cost control objectives include the overall marketing cost objectives of the enterprise and the specific implementation objectives of each department, so as to make cost control more efficient and orderly.

Cost control requires the joint efforts of all staff. Marketing cost control requires the full participation of marketing personnel. Everyone should demand their own progress work with the standard of cost control and optimization, establish the concept of cost saving, and strive to obtain higher sales and profits with lower marketing costs. a(" conten ")； ***2 pages: Previous page 1 2 Next page