Which of the following statements by a sales manager best reflects an understanding of the iceberg principle?
A. "Let's not dwell on sales data summaries-let's get below the surface and study the details."
B. "Cost problems always show up first-but controlling expenses doesn't mean that you won't run into revenue problems."
C. "Detailed cost analysis gets you focused on small parts of the problem, whereas general summaries make it easier to see the really big problems."
D. "Don't tell me that you're certain we're going to increase sales. They were certain that an iceberg couldn't sink the Titanic!"
E. "Most costs that look like they're fixed are actually changing all the time."
Answer: A
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