1. Marketing Objectives and strategy

2. Objectives vs Strategies Read page 279-280. Define both objectives and strategies Explain the difference between the two

3. What makes a good marketing objective? It is often said that an effective marketing objective meets the SMART criteria:

4. Below is an example of how business objectives translate into marketing objectives and activities:

6. Questions 1. What are Sainsbury’s corporate and marketing objectives? 2. What internal & external factors do you think might hinder Sainsbury’s from achieving this? (Apply) 3. How can Sainsbury’s overcome these?

7. Niche vs Mass Marketing