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By Peter Ferdinand Drucker

This can be a basic advisor to ideas of fine mangement. the writer has written quite a few books together with "The perform of Management", "The way forward for business guy" and "Managing in Turbulent occasions"

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Department, and that the dismal appraisal for product Β is probably still too optimistic. He knows that the comptroller will challenge the high appraisal of the prospect for product D ; whereas sales may want to push the estimate even higher. The expectation 44 : Understanding the Business of continued sales for product I, even though on a very low level, is probably wishful thinking. The old-timers who made their careers designing, making and selling it still hope it will come back. But what the analysis tries to do - and why it should be made hardly needs explanation.

These are the truly fixed costs - rent and property taxes, insurance, maintenance, and above all the costs of servicing capital that has already been invested and has therefore to be paid for, whatever the volume of sales or of profits (the costs commonly called 'sunk costs' by accountants and economists).! When fixed costs are very high they require a separate cost allocation - an illustration is given on pages 35-6 where the cost burden of freight on a steamship is being analysed. We thus arrive at the following definitions: Net sales are simply sales of the company less purchased raw materials.

Yesterday's breadwinners; 7. Repair jobs; 8. Unnecessary specialties; 9. Unjustified specialties; 10. Investments in managerial ego ; 11. Cinderellas (or, sleepers). How products might fit into these categories is shown in Table V which continues the schematic presentation of the Business X-ray of Universal Products. There is, of course, no particular magic to the number eleven (and even less to the terms chosen). Some may prefer a few more categories or get by with fewer. ) But every analysis, I believe, has found that all result areas can be classified in this way and that the classification largely decides what to do with a product, a market, or a distributive channel.

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