LESSON 2

GOALS OF MARKETING
 THE NATURE OR MARKETING GOALS
Marketing goals are statements of what
results the company wants to achieve with its
marketing efforts. Just like any other goal,
marketing goals should be clear. Goals must be
credible and realistic as well.
 Goals are different from objectives. They
should not be used interchangeably because it
will create confusion.
1. Marketing goals – top-level braod goals to
show how the business can benefit from channels.
So, goals are the broad aims used to shape
strategy. They describe how marketing will
contribute to the business in key areas of
growing sales, communicating with audience and
saving money
2. Marketing objectives – specific SMART
objectives to give clear direction and commercial
targets. Objectives are the SMART mnemonic
helps as a test or filter which the firm can use to
assess the quality of pressures SMART is.
a. Specific – the detail in the information
sufficient to pinpoint problems or opportunities;
the objective sufficiently detailed to measure real-
world problems and opportunities.
 b. Measurable – the information be used to
the specific problem faced by the marketer.
c. Actionable – the information be applied to
the specific problem faced by the marketers.
d. Relevant – the information be applied to
the specific problem faced by the marketer.
e. Time-bound – objectives to be set for
different time periods as targets to review
against.
3. Marketing KPIs – Key performance indicators
(KPIs) are used to check that the marketing
activities of a company are on track. KPIs are
specific metrics which are used to track
performance to make sure the firm is on track
to meet specific objectives. They are sometimes
known as performance drives or critical success
factors for this reason.
 VISION

GOALS
OBJECTIVES
CSFs AND KPIs
METRIC AND MEASURES
HIERARCHY OF GOAL, OBJECTIVE AND KPIs
 DEVELOPING MARKETING GOALS

• Goals are expressed in broad terms and do not

have specific information about where the
organization currently stands or where it wishes
to be in the future.
• Goals are important because they indicate the
direction in which the company attempts to
move and the set of priorities it will utilize in
evaluating options for making decisions.
Goals in developing marketing
1. Attainability – goals must be realistic so that
important parties who will be reaching must
see each goal as reasonable.
2. Consistency – Besides being realistic,
management should exert to set goals that
are consistent with one another.
3. Comprehensiveness – The process of goal-
setting must be comprehensive.
4. Intangibility – Goals should be intangible.
Planners confuse with strategies, objectives
and tactics
 GOALS OF MARKETING
COMPANIES MAY ADD OTHER GOALS, BUT
THEY MUST BE THOUGHT OF CAREFULLY. HERE
ARE SOME EXAMPLES OF NOTEWORTHY GOALS:
1. Identifying target market – Target market is the
segmaent of the market most likely to purchase
the firm’s products or services. The marketing
goal can be use to market research to pinpoint
specific demographic characteristics, such as age,
gender, income and educational level that help
identify the ideal customer.
2. Increasing sales and profits – One major goal
of any company’s marketing strategy is
increasing sales and profits. Most firms want to
maximize their financial return from investments
as high as possible.
3. Increasing brand awareness – Another goal of
marketing strategies awareness of the company
or brand. Consumer products companies often run
far-reaching advertising campaigns to build
brand awareness or consumers’ awareness of
the names of their products.
4. Increasing market share – Companies also
create various marketing strategies to increase
market share, which is the percentage of unit and
peso sales a company handles in their industry.
5. Countering competitive strategies – There are
times when marketing goal will be countered a
competitive strategy. For example, a plumbing
competitor may be aggressively adding lots of
new lavatories and vessels to its product line to
gain more exposure in kitchen and bath
showrooms.
6. Reputation – Companies should strive for a
good reputational goals should be fourfold which
are to be:
a. The supplier of choice to customers
b. The employer of choice to employees
c. The partner of choice to distributors, and
d. The company of choice to investors

Its reputational capital will contribute to its

primary goal, earning a higher return than the
cost of capital.
7. Increasing distribution channels – Distributions
are the methods used to get the company’s
products into the hands of consumers, such as
selling them through retail outlets or making
them available online. The more distribution
channels available, the more ways customers
have to make a purchase and the greater
chances are of making a sale. An example of a
distribution marketing goal would be added new
channels each month for an entire year.