Accounting MRK108 Chapter Notes - Chapter 3.3.4: Market Environment

• School: Seneca College
• Department: Accounting
• Course: Accounting MRK108
• Professor: Ruggero

Document Summary

Describe the criteria for stating good marketing objectives. Objectives: measuring success of marketing plan activities. Marketing objectives: statement of what is to be accomplished through marketing activities. Objectives should meet several criteria: 1 realistic. (cid:862)(cid:271)est (cid:373)arketer of (cid:272)at food(cid:863) -> (cid:862)(cid:271)est(cid:863) = do(cid:373)i(cid:374)a(cid:374)t (cid:373)arket share: 2 priorities of organization. Objectives -> business mission statement to the rest of the marketing plan. Communicate marketing management philosophies and provide direction for lower level marketing managers so that marketing efforts are integrated (combined) and pointed in a constant direction. Objectives -> motivators creating goals for employees to strive towards. Attainable and challenging, motivate those in charge with achieving the objectives. Also -> specific objectives forces executives to clarify their thinking. Well stated objectives (copied: out objective is to spend 12 percent of sales revenue between. Marketers must understand the current and potential environment that the product or service will be marketed in: s. w. o. t.