Understand types of marketing objectives Learning objective Understand types of marketing objectives

Marketing objectives Corporate objectives Marketing objectives Marketing strategies Marketing tactics

Types of marketing objective Size Market positioning Innovation Creation of brand loyalty Security/survival

Why set marketing objectives? Focus for decision making Yardstick against which success/failure may be measured Improve coordination through common purpose Improve efficiency – examine reasons for success/failure in different areas

Internal influences Corporate objectives Finance HR Operational issues Resources available Nature of the product/service

External influences Economy Competitors

External influences Market factors Competitors’ actions Technological change Economic factors Economic growth Interest rates Exchange rates Suppliers

PESTLE Political Economic Social Technological Legal Environmental