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By J. R. Bureau (auth.)

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The planner will want to be convinced that the margins being given away on his product are no more and no less than are required to achieve the sales goals he feels are attainable. Gosts For most consumer-goods companies price is a critical factor in marketing planning because the effect of price on the volume of sales achieved is powerful: 'They priced themselves out of the market' is an epitaph all companies fear to have applied to any of their products. Against the powerful market-place pressure of consumer price-acceptance stand the counter-pressures of product costs and the profit requirements of the business organisation.

This factor is almost never simple, is difficult to measure and yet may often be overwhelmingly responsible for the success or failure of the product. The word 'packaging' is here used to include both the physical properties of the external appearance of the product - bottle, carton, logo, frame design and colour, product labelling, etc - and the emotional response such appearances stimulate through colour, design, brand and company names, appearance against competitive products and all the hundred and one criteria, conscious and unconscious, by which human beings respond to almost any product.

3. Plan Approval Inasmuch as it is reasonable to consider marketing as the last area of organisational responsibility willingly delegated by those charged with the management of the organisation, so the annual marketing plan will probably be needed to be argued in greater detail, and its recommendations supported more cogently and with greater logical justification, than the plans of any other function in the organisation. For this there are a number of reasons: (a) At the risk of being repetitious, the crucz"al importance of marketing to the health of the company.

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