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This chapter focuses on how to do marketing in an oeganized,programmatic manner. As a makter,you face so many key decisions,so many minute details,so many separate budget items——and too many of these are beyond the direct control of the marketing department in most organizations. The result of all this fragmentation is that marketing efforts spring up with every good idea or customer demand,rather like rabbits. In most organizations,hundreds of marketing rabbits are running around，each one in a slightly different direction from any other. As a result, I am afarid the reality is that marketing is the least efficient and effective of all the major business functions.

Part of marketing‘s difficulty lies in the little-recognized fact that most other bussiness funictions are, in a sense, part of marketing. that's because everything that touches the customer is marketing.The obvious point of customer contact——like products and advertisments ——are eaiser for marketing to control. But less obvious point of contact——like bills,warranties,service,even the appearance of employees and the ease with which packaging can be opened and discarded——also make up part of the complex marketing picture. These hidden marketing functions make the marketing job even tougher.

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这个章节着重于怎么样以有条理地、有计划的方式作销售。作为一个销售人员，你面对着许多关键决定，许多微小的细节，许多独立的预算项目——它们数目繁多，已经超越了大多数组织的市场部门的控制范围。这些琐碎的事务导致的结果是，销售所做的努力在每一个好点之间，或者客户的需求之间，不断跳来跳去，就像一只兔子一样。在大多数的企业中，数百只销售兔子在蹦跶来蹦跶去，每一只的方向都与其他的略有不同。因此，我所担心的现实是，销售是所有主要商业运转中效率最低、效用最差的工作。