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