MARKETING OBJECTIVES
by NHKC Capital Resources™
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Marketing Objectives
Use this topic to set specific marketing objectives. Think about sales, market share, market positioning, image, awareness, and related objectives. Remember to make your objectives concrete and measurable. Develop your plan to be implemented, not just read. Objectives that can't be measured can't be tracked and followed up, so they are less likely to lead to implementation. The capability of plan-vs.-actual analysis is essential. Sales are easy to track and measure. Market share is harder, because it depends on market research. There are other marketing goals that are less tangible, harder to measure, such as positioning or image and awareness. Remember though, as you develop the objectives, that it is much better to include the measurement system within the objective itself. This is especially true when they aren't obvious. Financial objectives are very different from marketing objectives. A financial objective might be to increase 2006 profits by 10%. The associated marketing objective to attain the profit goal might be to increase market share by 3%. To continue click here: Financial Objectives.
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