This document discusses the goals and objectives of marketing and the roles of marketers. It identifies the four common goals of marketing as: 1) developing loyal customers, 2) promoting environmental conservation, 3) understanding customer behavior, and 4) supporting other business functions. Objectives should be specific, measurable, attainable, relevant and time-bound. The four roles of marketers are identified as initiator, innovator, integrator, and implementer. Marketers work to strategize, develop new products, integrate customer needs, and ensure effective implementation of marketing strategies.
This document discusses the goals and objectives of marketing and the roles of marketers. It identifies the four common goals of marketing as: 1) developing loyal customers, 2) promoting environmental conservation, 3) understanding customer behavior, and 4) supporting other business functions. Objectives should be specific, measurable, attainable, relevant and time-bound. The four roles of marketers are identified as initiator, innovator, integrator, and implementer. Marketers work to strategize, develop new products, integrate customer needs, and ensure effective implementation of marketing strategies.
This document discusses the goals and objectives of marketing and the roles of marketers. It identifies the four common goals of marketing as: 1) developing loyal customers, 2) promoting environmental conservation, 3) understanding customer behavior, and 4) supporting other business functions. Objectives should be specific, measurable, attainable, relevant and time-bound. The four roles of marketers are identified as initiator, innovator, integrator, and implementer. Marketers work to strategize, develop new products, integrate customer needs, and ensure effective implementation of marketing strategies.
This document discusses the goals and objectives of marketing and the roles of marketers. It identifies the four common goals of marketing as: 1) developing loyal customers, 2) promoting environmental conservation, 3) understanding customer behavior, and 4) supporting other business functions. Objectives should be specific, measurable, attainable, relevant and time-bound. The four roles of marketers are identified as initiator, innovator, integrator, and implementer. Marketers work to strategize, develop new products, integrate customer needs, and ensure effective implementation of marketing strategies.
キラーノート Objectives: At the end of the lesson, the students will be able to ❑Identify the four common goals of marketing ❑Formulate goals for a specific business of their choice ❑Identify the roles of marketer Keywords: Goal objective profitability green marketing consumer behavior business functional areas internal customers intisgator innovator integrator implementer Marketing Goals and Objectives
Goalsare aspirations that every company would like to
pursue or the general direction that it wants to take. Goals serve as the main purpose of the company are are usually attained in the long term. Although it is primarily braod, a goal should not be overly extensive that it becomes difficult to translate it into specific objectives. Objectives -are the specific goals that can be measured in the short term (one year or less) or the long term (more than one year). Thus, objectives should be SMART or specific, measurable, attainable, relevant and time-bound. 01 KILLER NOTE You can enter a subtitle here if you need it The following statements are examples of goals:
1. to become the market leader of_________(a particular business/ industry)
in Davao City
2. To build customer loyalty through_________(a particular marketing
program) 3. To expand our markets and identify new markets for our ____(name of product/s or service/s) 4. To provide a positive____(name of product/s or service/ s)experience to all our customers The following statements are examples of objectives:
1. To achieve 20% of sales through online marketing by the end of year five 2. To achieve 20% market share by the end of year 2027 3. To generate a 15% increase in sales every year 4. To increase the number of repeat customers by 5% every quarter COMMON MARKETING GOALS Marketing goals guide a company in achieving its objectives. With the correct strategies, these goals can give the company a competitive advantage in the market and enable it to sustain its functions and continuously serve its market and reward its investors.
The following are the common marketing goals:
1. To develop and maintain a profitable base of loyal customers. This goal is
critical to a success of the company. If the number of loyal customers is sufficient or large enough, the company is assured of long-term patronage which in turn translates into profitability. 2. To develop products and services which contribute to the quality of life and promote environmental conservation. At present, it is mandatory to practice sustainability in business operations through green marketing. This marketing method is usually done by developing green products or products that preserve the environment, consume less energy, and/ or improve the quality of life. This method is sometimes performed alongside social marketing, which involves advocating social causes through marketing campaigns, to enhance or improve the image of the company. 3. To understand customers’ behavior and communicate to them the marketing offerings. Consumers are specific customers who use the product for personal consumption. Thus, products are marketed based on different variables (product, price, place and promotion) to further attract consumer attention. 4. To support the other functional areas of business in achieving the company or corporate goals. These areas include accounting/ finance, human resource management, production, and research and development, among others. It includes support for the internal customers( staff from other departments) who need marketing assistance. Activity 2: Think of a type of business that you may want to pursue in the future. Then using the table below, list the goal and objectives that you want your dream company to achieve. Company Name
Type of Business
Product or Service Offered
Goals Objectives
1. 1.
2. 2. The Roles of the Marketer
One of the primary goals of a company is to
maintain a profitable base of loyal customers. As such, the primary focus of marketing is that all marketing activities are integrated and focused on the customer. The job of the marketer, therefore, is not just to find the right customers for the product, but also to find or develop the right product customers. Comstock, Gulati and Ligouri (2010) identified the four roles of a marketer in a company. 1. Intisgator - Marketers serve as strategist who analyze current market trends to guide the actions of the company. This requires them to “think outside the box” and come up with creative ways to change the status qou and gain an advantage over the competition. 2. Innovator – Marketers are tasked with researching the kind of product the customers need and ensure that the product developed not only meets customer’s expectations but also exceeds them. The marketer also ensures that their products have an edge over those developed by the competitors. 3. Integrator- the marketer mediates between the interest of the company and the needs of the consumers, ensuring that they are integrated into the development of the product. They communicate customer insights and opinions to the company and make sure that this information reaches the concerned departments, such as the sales department and R & D (research and development) department, in order to aid product development 4. Implementer- The fourth role is more general.. The marketer ensures that the marketing strategy for the developed product is in place and implemented effectively. The marketer makes sure that the strategy and production process are integrated and all customer insights are considered. Also, the marketer helps facilitate the production and selling processes and ensures that the members of the department perform their assigned roles. Apart from these major roles, the marketer also performs other specific roles functions for the company. Since the lifeblood of a company is profit, the marketer’s main responsibility is to maximize profitability. Nevertheless, a company has goals and objectives other than gaining income. This is why a marketer must exert all effort to achieve these. Thank you!
