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Why set marketing objectives?
Marketing decisions should complement decisions taken in other functional areas
and help the business to achieve its overall objectives. A business’ marketing
objectives will have a major influence on its marketing activities. A firm that is
trying to increase its sales may lower its prices, while one that aims to make
more consumers aware of its brand may increase advertising.
Marketing objectives to establish a business
These will vary according to the type of business. A large pharmaceutical
company such as GlaxoSmithKline may wish to develop new products and win
sales at the expense of rivals, whereas the marketing objectives of a small new
company may be more concerned with establishing the business.
Understanding customer needs
A well-managed business finds out what customers want and attempts to supply
goods and services that meet these needs. It’s also important for a business to
be able to anticipate trends and developments which could influence customers’
buying habits in the future. For example, many companies now promote its
‘healthy’ image. This is because more and more people are looking for a more
healthier life style. For example, Innocent Smoothies promote the goodness of
its products with no additives.
Businesses can’t afford to be complacent and a good objective for a new
business would be to monitor the markets continually. This is where market
research is vital.
Developing new products
All new businesses need to develop products in order to gain a hold in the
market. Some new businesses will just copy existing ideas whilst others will be
more innovative and come up with new ideas.
Established businesses also develop new products to meet the changing needs of
the marketplace or to reflect advances in technology. For example,
supermarkets like Sainsbury’s have come up with whole ranges of healthy option
foods to suit the health-conscious customer. However, new product
development needs substantial investment on research and development.
Increasing brand awareness
A new business needs to reach potential customers. An important marketing
objective would be to raise comsumers’ awareness of the business and its
products. This could be done through advertising, by giving away free samples
and by trying to get newspaper or TV coverage of the new business.
Unit 3 Investigating marketing
Dec 09
Well established companies may also seek to raise the profile of their business
and their existing products. Some businesses use the strength of their existing
brand names to develop and market new products. Virgin uses does this.
Richard Branson set up Virgin in 1970 as a mail order record company. Since
then it’s expanded into other areas including air travel, mobile phones and
financial services using its strong brand name to enter new markets. By
operating in several different markets, the company isn’t reliant on generating
sales from a single market sector.
Sales and revenue targets
Most businesses set sales and revenue targets. A new business might set
targets for its first year of trading, and then set annual targets. A revenue
target sets out the income a firm expects to receive over a period of time. A
sales target states the number of items a business hopes to sell or the number
of customers it hopes to attract, over some period, often a month, quarter or
Unit 3 Investigating marketing
Dec 09