The corporate objectives- the marketing objectives should aim to work towards the overall goal of the business.
Size and type of firm- new entrants to a market may have less ambitious objectives.
Financial position of business- depending on the funds available they may be able to do extensive research on what makes good marketing.
USP
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External influences on marketing objectives
Position in the market- may be able to break into new segments and build upon existing brand image.
Expected response of competitors- rivals may match your actions to achieve a particular objective.
State of the economy- if there is a slow or no growth, objectives may be more conservative, especially if you sell luxury items and not necessity items.
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