Marketing objectives
Download
1 / 8

Marketing Objectives - PowerPoint PPT Presentation


  • 97 Views
  • Uploaded on

Marketing Objectives. Defined as: marketing ‘goals’ that the business must achieve in order to meet its wider business objectives. Marketing Objectives. Main ones for most businesses tend to be: Growth in market share Clearer product differentiation Long term brand value to customers

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Marketing Objectives' - march


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Marketing objectives

Marketing Objectives

Defined as: marketing ‘goals’ that the business must achieve in order to meet its wider business objectives


Marketing objectives1
Marketing Objectives

Main ones for most businesses tend to be:

  • Growth in market share

  • Clearer product differentiation

  • Long term brand value to customers

  • Creating and launching new products / services – ‘Innovation’


Objectives into marketing targets
Objectives into marketing targets

  • Going from big picture into smaller pictures

  • Targets are ‘milestones’ on the road to achieving the objectives

  • Targets are usually short and medium term


Objectives and small firms
Objectives and small firms

  • Small businesses don’t usually think about, or even write down targets and objectives

  • A criticism of the business manager/owner in a small business

Increase sales by 10% for example


Limitations on objectives
Limitations on objectives

  • There are always barriers to achieving objectives

  • Some internal – e.g. available resources

  • Some external – e.g. changing market with competitor actions

  • These may prevent all or some of the objectives being achieved


Marketing model
Marketing model

Business objectives

1. Marketing objectives

5. Control

And review

2. Gather data

3. Form hypothesis

4. Test the options

Taken from :Marcouse et al, Business Studies, ed 2, 2003


Analysis of marketing objectives
Analysis of marketing objectives

  • To create an effective marketing strategy you need to have clear objectives – it will probably fail without them!

  • Objectives are different to strategy, so look up the definition of marketing strategy now so you are clear about this!


Evaluation of marketing objectives
Evaluation of marketing objectives

  • The success of using objectives within a marketing strategy is to be realistic about setting the objectives

  • It’s unlikely a new ‘sports shop’ in your nearest shopping centre will win a large market share from well established stores like JJB Sports is it?


ad