Marketing objectives

Objectives are what we attempt, or wish, to achieve. As should always be the case, the marketing objectives of a business should relate to the hierarchy of objectives that the enterprise has. The hierarchy of objectives is:

· mission statement;

· long-term objectives;

· short-term objectives;

· departmental objectives;

· set strategy;

· set tactics.

The marketing objectives should come under the heading of departmental objectives and they should reflect the aims of the whole organization and attempt to aid the achievement of the objectives above them in the hierarchy. The marketing objectives are the outcomes that an organization is trying to attain through its marketing.

The long- and short-term objectives of the business will have an influence on the marketing objectives. For example, if a firm is attempting to maximize profits, then the emphasis of the marketing strategy will reflect this. In the same way, if a firm is attempting to enter a market and gain a sizeable market share, then its marketing objectives will be different from the previous example.

It is fair to say that whatever the greater aims of an organization, its marketing objectives will normally be achieved through an appropriate blending of marketing variables. These make up the marketing mix. Marketing objectives would normally involve six aspects and we can look at each of these in turn.

Дата добавления: 2015-08-03