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    Topic 4. Goals of Marketing

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    Francez Anne Guanzon
    Marketing goals are broad aims that shape a company's strategy and define the results it wants to achieve through marketing efforts. They should be attainable, consistent, comprehensive, and intangible. Marketing objectives are SMART targets that can track performance against goals. Common marketing goals include identifying target markets, increasing sales/profits, brand awareness, market share, and distribution channels.

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    Topic 4. Goals of Marketing

    Uploaded by

    Francez Anne Guanzon
    167 views30 pages
    Marketing goals are broad aims that shape a company's strategy and define the results it wants to achieve through marketing efforts. They should be attainable, consistent, comprehensive, and intangible. Marketing objectives are SMART targets that can track performance against goals. Common marketing goals include identifying target markets, increasing sales/profits, brand awareness, market share, and distribution channels.

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    principles of marketing

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    Marketing goals are broad aims that shape a company's strategy and define the results it wants to achieve through marketing efforts. They should be attainable, consistent, comprehensive, and intangible. Marketing objectives are SMART targets that can track performance against goals. Common marketing goals include identifying target markets, increasing sales/profits, brand awareness, market share, and distribution channels.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    167 views30 pages

    Topic 4. Goals of Marketing

    Uploaded by

    Francez Anne Guanzon
    Marketing goals are broad aims that shape a company's strategy and define the results it wants to achieve through marketing efforts. They should be attainable, consistent, comprehensive, and intangible. Marketing objectives are SMART targets that can track performance against goals. Common marketing goals include identifying target markets, increasing sales/profits, brand awareness, market share, and distribution channels.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 30

    GOALS OF

    MARKETING
    DEFINITION
    DEVELOPING MKTG GOALS
    MARKETING GOALS
    -are statements of what
    results the company
    wants to achieve with its
    marketing efforts
    NATUREOF
    MARKETING
    GOALS
    Setting realistic
    marketing goals
    contributes to
    marketing success
    The biggest reality
    test is whether the
    goals are credible
    The company’s
    marketing goals
    should be
    recorded
    MARKETING GOALS
    VS. MARKETING
    OBJECTIVES
    MARKETING GOALS

    -broad aims
    used to shape
    strategy
    MARKETING OBJECTIVES
    -SMART targets for
    marketing which can be
    used to track
    performance against
    target
    MARKETING OBJECTIVES

    Why
    SMART?
    MARKETING OBJECTIVES
    S M A R T
    Measurable Time-
    Attainable bound
    Specific Relevant
    MARKETING KPIs
    -are used to check that
    the marketing activities
    of a company are on
    track
    GOALS OBJECTIVES

    Increased Decrease
    profit cost by
    margin 30%
    DEVELOPING
    MARKETING
    GOALS
    GOALS MUST BE….
    1. ATTAINABLE
    2. CONSISTENT
    3. COMPREHENSIVE
    4. INTANGIBLE
    ATTAINABILITY
    -goals must be realistic so
    that important parties who
    will be reaching must see
    each goal as responsible
    CONSISTENCY
    -management should
    exert to set goals that
    are consistent with one
    another
    COMPREHENSIVENESS
    -process of goal
    setting must be
    comprehensive
    COMPREHENSIVENESS
    -each functional area
    must be able to formulate
    its own goals that relate to
    the organization’s goals
    INTANGIBILITY
    -goal is not an action the
    firm can take. It is an
    outcome the firm wanted
    to realize
    EXAMPLES OF
    MARKETING
    GOALS
    IDENTIFYING TARGET MARKET
    -target market is the
    segment of the market
    most likely to purchase
    the firm’s products or
    services
    IDENTIFYING TARGET MARKET
    -target market is the
    segment of the market
    most likely to purchase
    the firm’s products or
    services
    INCREASING SALES AND PROFIT

    -most firms want to


    maximize their financial
    return from investments a
    high as possible
    INCREASING BRAND AWARENESS

    -either aided brand


    awareness or unaided
    brand awareness
    INCREASING BRAND AWARENESS
    -aided brand awareness
    means consumer
    recognize a brand name
    when someone mentions
    it.
    INCREASING BRAND AWARENESS
    -unaided brand
    awareness is when
    consumers think of a
    particular brand when
    they need a product.
    INCREASING MARKET SHARE
    -MARKET SHARE is the
    percentage of unit and
    peso sales a company
    handles in their industry.
    COUNTERING COMPETETIVE STRATEGIES

    -there are times when


    marketing goal will be to
    counter a competitive
    strategy.
    INCREASING DISTRIBUTION CHANNEL

    -distributions are the


    methods used to get the
    company’s products into
    the hands of consumers

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