Marketing Objectives (Introduction)

Marketing objectives set out what a business wants to achieve from its marketing activities. They need to be consistent with overall aims and objectives of the business. They also provide an important focus for the marketing team.

Business Benefits of Setting Marketing Objectives

Provided the marketing objectives are relevant and achievable, there are some important business benefits from setting them and monitoring progress against them. Effective marketing objectives:

• Ensure functional activities consistent with corporate objectives
• Provide a focus for marketing decision-making and effort
• Provide incentives for marketing team and a measure of success / failure
• Establish priorities for marketing resources and effort