The document discusses understanding marketing objectives. It begins by stating the objectives will describe the range of marketing objectives set by businesses and analyze their effectiveness. It then asks starter questions about company vision/aims, who sets objectives, what a corporate objective is, and what SMART stands for. Next, it asks starter questions about what a marketing objective is, listing key requirements, and the four main types. The document goes on to define marketing objectives and list key requirements. It discusses the four main types, and factors influencing marketing objectives both internally like corporate objectives and finance, and externally like competitors and technology.

1. Understanding Marketing
Objectives
June 2013

2. Objectives
• Describe the range of marketing
objectives set by businesses (C)
• Analyse the effectiveness of
marketing objectives (A*-B)

3. Starter for 10
• What is a company vision/aim?
• Who sets the company aims and
objectives?
• 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 of
marketing objective?

5. Marketing objectives
Marketing objectives are the marketing targets
that must be achieved in order for the company
to achieve its overall goals, such as ‘to boost
sales from £25 million to £40 million within
three years’

6. Key Requirements
Requirement Comment
1. Provides future
direction
Chrylser: ‘Our purpose is to produce cars and trucks that people
will want to buy, will enjoy driving, and will want to buy again’
2. Expresses a
consumer benefit
Pret a Manger: ‘Our mission is to sell handmade extremely fresh
food’
3. Realistic Innocent Drinks: ‘To be the most talent-rich company in Europe’??
4. Motivating Body Shop: ‘Tirelessly work to narrow the gap between principle
and practice, whilst making fun, passion and care part of our daily
lives.’
5. Fully
Communicated
Kwik Fit: ‘To get customers back on the road speedily, achieving
100% customer delight.’
6. Consistently
followed in
practice
Google: “Do no evil”???????

7. Types of marketing objective
Four main types:
1. Increasing product differentiation
2. Growth
3. Continuity
4. Innovation
How?

8. Marketing mess ups

9. Internal factors influencing marketing
objectives
Marketing
objectives
Corporate
objectives
Finance
Human
Resources
Operational
issues

10. External factors influencing marketing
objectives
Marketing
objectives
Competitors
Market
factors
Technological
change

11. Plenary
•Present your marketing
plan for Hoover, and
outline any possible
problems

12. Marketing objectives in action
Read the
information, and then
answer the questions