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Marketing Aims

The general goals of the marketing function within an organisation

Marketing objective

Specific, focused targets of the marketing function within a business

Marketing strategies

Long term or medium term plans, devised at senior management to achieve the firms marketing objectives

Marketing tactics
Short-term marketing measures adopted to meet the needs of a short term threat or oportunity

Marketing structure

Corporate objectives
\/
Marketing objectives
\/
Marketing strategies
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Marketing tactics

Types of marketing objective

Size

Market positioning

Innovation/increase in product range

Creation of brand loyalty/goodwill

Security/survival

Reasons for setting marketing objectives

To act as a focus for decision making and effort

Provide a yardstick against which success and failure can be measured

To improve co-ordination, by giving teams and departments a common purpose

To improve efficiency, by examining the reasons for success and failure in different areas

Internal influences on marketing objectives

Corporate objectives

Finance

Human resources

Operational issues

Resources available

The nature of the product

External influences on marketing objectives

Market factors

Competitors' actions and performance

Technological change

Economic factors
-Growth in the economy
-The exchange rate

Suppliers