Understanding Marketing Objectives

Planning Process & Possible Marketing Objectives

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Planning Process

Planning within the marketing function should follow these stages:

1.       Corporate Objectives - these show the main priorities of the organisation, e.g. improve profitability by 10% over the next 2 years.

2.       Marketing objectives - the marketing department or relevant managers must ensure that the marketing objectives support the achivement of the corporate objectives, e.g. to increase the market share of brand x by 20% over the next 2 years.

3.       Marketing strategies - these strategies must assist the targets, e.g. to increase advertising expenditure on brand x by 15%.

4.       Marketing tactics - detailed market department decisions will aslo be affected, e.g. the advertisements must be designed to appeal to the market segments that the firm is targeting. 

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Internal & External factors influencing the settin


  • Corporate Objectives
  • Finance
  • Human Resources
  • Operational Issues
  • Resources Available
  • The Nature of the Project


  • Market Factors
  • Competitors' Actions & Performance
  • Technological Change
  • Economic Factors
  • Suppliers
  • Political Factors
  • Legal Factors
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