Marketing
Marketing objectives
:Marketing targets that must be achieved in order for the company to achieve its overall goals
(corporate objectives)
1. Increasing Product differentiation
• Extent to which how unique your product is
• Entering new markets/segments, new products - market positioning
2. Growth
• Sales and market share targets
3. Innovation
• Get it right and in first
4. Security/survival
5. Brand loyalty/goodwill
• Brand image/identity
• Major success is long term
NB: Other departments are internal factors that influence setting of these objectives
E.g. Finance will allocate budget and make decision based on their figures and help structure the
marketing objectives and decide if they’re even possible
External factors:
• Competitive market
• Technological changes
• Economic factors: exchange rate
• Supplies
• political/legal
Market Orientation Product Orientation Asset-led Marketing
- focuses on needs of consumers - focuses on high quality products - aims to use the core-
- Highly responsive then try selling them competence to develop rather
- Focus on market research - Even if no market research, than the consumer needs
- Customer service is paramount expert in field will know about - Assets can be human, physical
what consumers may like or intangible
- If innovative is sufficient quality, - E.g. brand name, image, non-
it will be sold current assets, Tesla battery
Societal Marketing:
- Marketing is a means of satisfying consumer needs profitably but with minimum damage and costs
to society
- Considers long term welfare needs of society
- Gives businesses a edge over competitors
- Can charge higher prices as people will be willing to buy USP
SxTeri Page 1
Marketing objectives
:Marketing targets that must be achieved in order for the company to achieve its overall goals
(corporate objectives)
1. Increasing Product differentiation
• Extent to which how unique your product is
• Entering new markets/segments, new products - market positioning
2. Growth
• Sales and market share targets
3. Innovation
• Get it right and in first
4. Security/survival
5. Brand loyalty/goodwill
• Brand image/identity
• Major success is long term
NB: Other departments are internal factors that influence setting of these objectives
E.g. Finance will allocate budget and make decision based on their figures and help structure the
marketing objectives and decide if they’re even possible
External factors:
• Competitive market
• Technological changes
• Economic factors: exchange rate
• Supplies
• political/legal
Market Orientation Product Orientation Asset-led Marketing
- focuses on needs of consumers - focuses on high quality products - aims to use the core-
- Highly responsive then try selling them competence to develop rather
- Focus on market research - Even if no market research, than the consumer needs
- Customer service is paramount expert in field will know about - Assets can be human, physical
what consumers may like or intangible
- If innovative is sufficient quality, - E.g. brand name, image, non-
it will be sold current assets, Tesla battery
Societal Marketing:
- Marketing is a means of satisfying consumer needs profitably but with minimum damage and costs
to society
- Considers long term welfare needs of society
- Gives businesses a edge over competitors
- Can charge higher prices as people will be willing to buy USP
SxTeri Page 1
