marketing objectives

• Marketing objectives - goal relating to marketing activities and performance
• Marketing objectives

  • sales volume
  • sales value
  • sales growth
  • market share
  • brand loyalty
• benefits of setting marketing objectives

  • provides focus
  • a way of measuring marketing activity performance
• problems with marketing objectives

  • changing external environment
  • Conflict between objectives
  • Easy to be too ambitious/not realistic
• Internal influences

  • F - finance
  • HR - human resource
  • CO - corporate objectives
• external influences

  • EE - economic environment
  • C - competitors
  • MSGS - market size/growth & segmentation
  • SPC - social & political change