This document discusses marketing objectives and the factors that influence them. It defines marketing objectives as the goals of a company's marketing function that are designed to help achieve corporate objectives. Marketing objectives are influenced by both internal factors like corporate objectives, operational issues, finance, and human resources, as well as external factors like competitor actions, technological changes, and market conditions. The document provides examples of marketing objectives and quizzes the reader to reinforce their understanding of how internal and external influences shape a company's marketing goals.