1. Understand types of marketing objectives
Learning objective
Understand types of marketing objectives

2. Marketing objectives
Corporate objectives Marketing objectives Marketing strategies Marketing tactics

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

4. 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

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

6. External influences
Economy
Competitors

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

8. PESTLE
Political
Economic
Social
Technological
Legal
Environmental