MRKTG L2

20問 • 2年前

問題一覧

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.

Marketing Goals

Top-level broad 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.

Marketing Goals

Specific SMART objectives to give clear direction and commercial targets. Objectives are the SMART targets for marketing which can be used to track performance against target. The SMART mnemonic helps as a test or filter which the firm can use to assess the quality of measures.

Marketing Objectives

The detail in the information sufficient to pinpoint problems or opportunities; the objective sufficiently detailed to measure real world problems and opportunities

Specific

A quantitative attribute to be applied to create a metric

Measurable

The information be used to improve performance.

Actionable

The information be applied to the specific problem faced by the marketer.

Relevant

Objectives be set for different time periods as targets to review against

Time-bound

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 drivers or critical success factors for this reason.

Marketing KPIs

Goals must be realistic so that important parties who will be reaching must see each goal as reasonable. Assessment of the internal and external environment is essential in order to determine if a goal is realistic.

Attainability

Besides being realistic, management should exert to ser goals that are consistent with one another. Increasing market share and extending effort to have the highest profit margins in the industry are equally reasonable goals by themselves but together they are inconsistent Goals to enhance both sales and market share would be consistent just like goals to improved customer service and customer satisfaction.

Consistency

Simply it mean's that each functional area must be able to formulate its own goals that relate to the organization's goals.

Comprehensiveness

Planners often confuse goals with strategies, objectives and even tactics. A goal is not an action the firm can take. It is an outcome the organization wishes to realize. Actions like hiring 200 new salespeople or making double the advertising budget are not goals.

Intangibility

Target market is the segment of the market most likely to purchase the firm's products or services. The marketing goal can be to use market research to pinpoint specific demographic characteristics, such as age, gender, income and educational level that help identify the ideal customer.

Identifying Target Market

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. The first step in increasing sales and profits is to set a target and time frame for increasing them.

Increasing Sales and Profit

Consumer products companies often run far-reaching advertising campaigns to build brand awareness or consumers' awareness of the names of their products. There are two types of brand awareness which are aided and unaided.

Increasing Brand Awareness

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. One way to build market share is by using a lower pricing strategy, especially when introducing new products.

Increasing Market Share

There are times when marketing goal will be to counter 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.

Countering Competitive Strategies

Companies should strive for a good reputation. A company's main 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.

Reputation

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.

Increasing Distribution Channels

Industrial Revolution

Danny Wee · 16問 · 2年前

Industrial Revolution