Marketing Objectives and Goals

Cite this article as:"Marketing Objectives and Goals," in The Business Professor, updated July 18, 2014, last accessed May 30, 2020, https://thebusinessprofessor.com/lesson/marketing-objectives-and-goals/.
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Marketing Goal and Objectives
This video explains the Marketing Goal and Objectives sections of the Marketing Plan.

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Marketing Objectives and Goals

Under the objectives and goals portion, you should be as specific as possible about your short-term and long-term goals.  Here are some of the goals for which you should establish realistic, quantifiable metrics:

  • Where do we want to go? (E.g., Markets, geography, etc.)
  • Market share (E.g., increase market share by 1% over the next year.)
  • Profits
  • Sales (by territory or region)
  • Market penetration
  • Number of distributors
  • Awareness level
  • New product launching
  • Pricing policy
  • Sales promotion
  • Advertising support

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