SELLING AND ADMINISTRATIVE EXPENSE ANALYSIS AS A BASIS FOR SALES CONTROL AND COST REDUCTION.
Abstract The article presents views of the author on the article "Selling and Administration Expense Analysis As a Basis for Cost Reduction." I think that the title should probably have seemed more logical and orthodox than the one adopted. It is quite true that expense analysis has generally had as its object the reduction of costs, it is also quite apparent that cost reduction should object of such analysis. Why then inject this type of analysis as a basis for sales control? Just what do we mean by cost reduction? Is it merely a reduction in size as compared with previous dimensions, or should it be measured in a different way? Is it something that can be considered alone, or must it be studied as a relative thing? Should we think of costs as money and service outlay or as standards of measurement? And if we view them as standards of measurement what do they measure? I know of no cost that is not a measure of performance. In fact, a performance without cost, in business, is quite unthinkable. Performances and costs run along parallel lines. The performance creates the cost, but parallel lines may or may not be of the proper relative lengths. Even in a profitable business, viewed as a whole, where the performance line is naturally longer than the cost line, we have no assurances that either line is of the right length.