1. Starter What is marketing? Marketing
Task: In pairs, mind map what you think marketing involves.
Marketing ?

2. Objectives To understand the concept of Marketing
To understand and identify marketing objectives
To apply marketing objectives to a given businesses

3. Marketing
Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability.
Chartered Institute of Marketing (CIM) definition
It is about more than just advertising
Marketing involves a range of activities including:
Market research
Setting prices
Designing and using promotion methods, including advertising
Designing the product and packaging
Deciding where to sell the goods/services
Managing distribution channels
Customer service and communicating with customers
The method of selling the good/service

4. Purposes of marketing
As described in the definition, marketing has three main purposes:
Anticipating consumers’ wants
Satisfying customers’ wants
Meeting the needs of the business

5. The value of setting marketing objectives
Businesses must set marketing objectives to determine what they must do in their marketing strategy to help achieve their overall company objectives.
Marketing objectives: The specific goals/targets of the marketing department. They must be in line with the firm’s overall corporate objectives.
Discuss potential examples of marketing objectives a firm may set.
Increase sales volume and sales value
Brand image and awareness
Market and sales growth
Increase market share
Build brand loyalty

6. What are the similarities and differences between these 2 markets?
What do you think are the marketing objectives of these two businesses?

7. Marketing Objectives Sales volume and value Market size
Marketing objectives are likely to be informed by research and potentially constrained by budgets
They will be used to select the marketing strategy and develop a marketing plan
Marketing objectives may focus on:
Sales volume and value
Market size
Market and sales growth
Market share
Brand loyalty

8. Marketing objectives Sales volume and sales value
Would it be possible for a business to set an objective to increase sales value whilst reducing sales volume?
Sales volume and sales value
Sales volume is the amount of sales expressed as a number of units sold
e.g. 20 tonnes of wool
Sales value is the amount of sales expressed as the total sum of money spent by consumers
e.g. £3 million expenditure on clothing
Supermarket price wars prompt first fall in value of food sales
With reference to the supermarket and retail industries explain what is meant by the terms sales volume and sales value.

9. Marketing objectives
Market size is the total sales value or sales volume in a given market
Market size can be calculated as:
Number of units sold x price
e.g. If there are 2 million cars sold at an average price of £ then the market size is (2 million x £15 000) £30 billion

10. Marketing objectives
Market and sales growth is the percentage increase in the size of the market by value or volume over a period of time
Growth can be calculated as:
Change in size of market/original size x100
e.g. If the fashion market grows from £30 billion to £33 billion it has grown by (£3 billion /£30 billion) x 100) 10%
What is the growth in the automotive industry forecast to be between 2012 and 2017?

11. Marketing objectives
Market share is the proportion of total market sales that a firm has
Market share can be calculated as:
Business A sales/market sales x 100
Facebook Continues To Dominate Social Logins, Expands Lead To 61% Market Share
Analyse the benefits to a firm such as Facebook of increasing market share.
Why might any business set an objective of maintaining or increasing market share?

12. Marketing objectives
Brand loyalty exists when customers keep returning to buy a recognised brand
Branding is a promotional method that involves the creation of an identity for a business that distinguishes it and its products from competitors

13. In pairs Prepare a short presentation about the confectionery market
Mondelez wins with share bags but Mars suffers after downsizing
Prepare a short presentation about the confectionery market
Show your understanding of all the terminology covered under marketing objectives
Mondelez wins with share bags but Mars suffers after downsizing

14. Activity
EasyGym is run in the same way as EasyJet. Customers are offered a very basic, low-cost service at a very low price. EasyGym is an example of how much an organisation’s corporate aims can limit its scope for marketing strategies. Its philosophy is based on minimising costs through eliminating unnecessary expenditure. This allows the firm to charge low prices to customers. Marketing costs must also be minimised. Ryanair and Primark are companies that operate on a similar philosophy.
Select two marketing objectives that you believe would be unsuitable for budget companies such as Easy jet/Ryanair. Explain why you believe this.
Select three marketing objectives that you believe would be suitable for budget companies such as Easy jet/Ryanair. Explain why you believe this.
Insert EasyGym pictures

15. Internal Influences on Marketing objectives
Finance
Marketing budget
Cash flow targets
Timing and quantity of sales
Return on investment targets
Revenue is generated through marketing activities HR
Will marketing activities lead to more customers?
Are staff trained to respond to marketing activities?
Keeping staff informed
Why would a business want to plot marketing expenditure against sales?
What would you expect the correlation to be?

16. Internal Influences on Marketing objectives
Why is it important for the marketing function to understand capacity utilisation?
Operational issues
Ability to meet demand
Little point in generating increased demand if stocks are not available
Implementation of marketing decisions
Ability to physically produce a new or changed product
Logistics of a new market
Distribution and stock issues
Corporate objectives
Always the driving force behind other functional objectives

17. External Influences on Marketing objectives
Competitors’ actions
Marketing budget
Promotional activities
Pricing policies
Product development
Aggressive marketing
Market factors
Degree and relative power of competitors
Social factors
Legislation
Demographics

18. External Influences on Marketing objectives
Technological change
E commerce
Digital marketing
Social media
Global markets
Production capabilities
Ethical and environmental influences
Consumers’ expectations
Pressure groups
How have ethical and environmental influences impacted on the marketing objectives of Nestle?

19. Marketing objectives: Group activity
In pairs you must decide on a new company. Some ideas could include, a T-shirt or clothes brand, mobile phone and tablet or PC firm, drinks company, etc.
Group tasks:
Decide on a brand name and company type.
Who would your main rivals be?
Decide who the target audience would be and why
What would your marketing objectives be? Set at least 5.
What marketing methods would you use to reach and appeal to your target audience and establish brand loyalty?
Research task: Research online the cost of retaining customers compared with attracting new customers.
Insert pictures of products in middle space for example. T-shirt, drink bottle for example. WKD blue, tablet PC