1. Marketing Objectives
Defined as: marketing ‘goals’ that the business must achieve in order to meet its wider business objectives

2. Marketing Objectives Main ones for most businesses tend to be:
Growth in market share
Clearer product differentiation
Long term brand value to customers
Creating and launching new products / services – ‘Innovation’

3. Objectives into marketing targets
Going from big picture into smaller pictures
Targets are ‘milestones’ on the road to achieving the objectives
Targets are usually short and medium term

4. Objectives and small firms
Small businesses don’t usually think about, or even write down targets and objectives
A criticism of the business manager/owner in a small business
Increase sales by 10% for example

5. Limitations on objectives
There are always barriers to achieving objectives
Some internal – e.g. available resources
Some external – e.g. changing market with competitor actions
These may prevent all or some of the objectives being achieved

6. Marketing model 1. Marketing objectives 5. Control And review
Business objectives
1. Marketing objectives
5. Control
And review
2. Gather data
3. Form hypothesis
4. Test the options
Taken from :Marcouse et al, Business Studies, ed 2, 2003

7. Analysis of marketing objectives
To create an effective marketing strategy you need to have clear objectives – it will probably fail without them!
Objectives are different to strategy, so look up the definition of marketing strategy now so you are clear about this!

8. Evaluation of marketing objectives
The success of using objectives within a marketing strategy is to be realistic about setting the objectives
It’s unlikely a new ‘sports shop’ in your nearest shopping centre will win a large market share from well established stores like JJB Sports is it?