Marketing Objectives
Marketing objectives describe the intended outcome of an organization's marketing efforts and provide direction on how to achieve this intention. Formulating these types of objectives identifies where a company's priorities/focus points are in terms of marketing.
It also sets a reference point through which the results of the marketing effort can be measured. The latter emphasizes the importance of formulating marketing objectives according to the SMART principle. Marketing objectives can be formulated based on a SWOT analysis and can be divided into behavioral objectives (aimed at the final objective), attitude objectives (aimed at achieving the final objective) and informational objectives. In addition, with regard to marketing objectives, a subdivision can be made between primary, secondary and tertiary objectives.
Primary marketing objectives are linked to organizational goals and therefore directly relate to the organization's sales and profits. Secondary marketing objectives relate to the activities that make a demonstrable contribution to the realization of the primary ambitions. Tertiary marketing objectives relate to the expectations/hypotheses related to the previously mentioned hard objectives.
