Marketing objectives

• Sales


  Sales must be pitched at a level of sales that will cover costs, both fixed and variable, result in a profit

  A cost-volume-profit analysis can determine the level of revenue sufficient for a business to cover its fixed and variable costs to break even, and predict the effect on profit of changes in the level of activity, prices or costs
• Sales mix


  Businesses should control this by maintaining a clear focus on the important customer base on which most of the revenue depends before diversifying or extending product ranges or ceasing production on particular lines

  Research should be carried out to identify the potential effects of sales-mix changes before decisions are made
• Pricing policy


  Pricing decisions should be closely monitored and controlled

  Overpricing could fail to attract buyers, while underpricing may bring higher sales but may still result in cash shortfalls and low profits