Your SlideShare is downloading. ×
Understanding marketing objectives
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Understanding marketing objectives

688
views

Published on

Published in: Business, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
688
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
24
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Understanding MarketingObjectivesJune 2013
  • 2. Objectives• Describe the range of marketingobjectives set by businesses (C)• Analyse the effectiveness ofmarketing objectives (A*-B)
  • 3. Starter for 10• What is a company vision/aim?• Who sets the company aims andobjectives?• What is a corporate objective?Give examples!• What does S.M.A.R.T stand for?
  • 4. Starter for 10• What is a marketing objective?• List 3 of the Key requirements• What are the four main types ofmarketing objective?
  • 5. Marketing objectivesMarketing objectives are the marketing targetsthat must be achieved in order for the companyto achieve its overall goals, such as ‘to boostsales from £25 million to £40 million withinthree years’
  • 6. Key RequirementsRequirement Comment1. Provides futuredirectionChrylser: ‘Our purpose is to produce cars and trucks that peoplewill want to buy, will enjoy driving, and will want to buy again’2. Expresses aconsumer benefitPret a Manger: ‘Our mission is to sell handmade extremely freshfood’3. Realistic Innocent Drinks: ‘To be the most talent-rich company in Europe’??4. Motivating Body Shop: ‘Tirelessly work to narrow the gap between principleand practice, whilst making fun, passion and care part of our dailylives.’5. FullyCommunicatedKwik Fit: ‘To get customers back on the road speedily, achieving100% customer delight.’6. Consistentlyfollowed inpracticeGoogle: “Do no evil”???????
  • 7. Types of marketing objectiveFour main types:1. Increasing product differentiation2. Growth3. Continuity4. InnovationHow?
  • 8. Marketing mess ups
  • 9. Internal factors influencing marketingobjectivesMarketingobjectivesCorporateobjectivesFinanceHumanResourcesOperationalissues
  • 10. External factors influencing marketingobjectivesMarketingobjectivesCompetitorsMarketfactorsTechnologicalchange
  • 11. Plenary•Present your marketingplan for Hoover, andoutline any possibleproblems
  • 12. Marketing objectives in actionRead theinformation, and thenanswer the questions