For a better understanding and Bearing in mind that marketing has a wide variety of objectives, we will divide and organize the main objectives marketing into two groups: 1) primary or general objectives and 2) Specific objectives .
1) Primary or General Objectives:senior Within this target are those that benefit the company as a whole, as
- Identify marketing opportunities: is, " identify "situations where there is potential for the firm to earn a profit or benefit to satisfy one or more needs and / or desires.
- identify profitable markets in the raid of the company is feasible, then to identify marketing opportunities, marketing aims to identify markets for their characteristics (size, location, willingness to meet their needs and / or desires, property, number of competitors, etc ...) are likely to be high profitable for the company, but considering the raid and stay feasible, which depends on the financial, production, distribution, etc ...
- Achieving good market share: In other words, as they say in the jargon of marketers, get a good "slice of the pie", and where possible, to achieve "more slice large "or market leadership. Achieving this goal is very important because it helps also to achieve good sales volumes and market consolidation, to achieve a good reputation in the eyes of customers, suppliers, partners, investors, competitors , etc., because it conveys an image of that "something is being done well" to make much of the market is buying the product from the company instead of some of its competition.
- Achieving growth according to the reality of the market and product life cycle: One of the main objectives of marketing is to achieve sustained growth in sales (in units and values). In other words, get the company to sell more units and get more income in relation to a previous time period, for example, in 2007 over 2006 or the second quarter of 2007 compared to the second quarter of 2006, etc ... Course should be that the marketing objective is closely linked to market realities and the product life cycle (introduction, growth, maturity and decline) and it is advisable to compare the growth obtained or to be obtained with real growth of the market. Achieving
- gains or profits for the company: This is a crucial objective of marketing because all of the above objectives, while important, are not enough to forget that the company exists to make a profit or benefit. Therefore, marketers must be aware that all objectives can be achieved, are conditioned to the fact of getting utilities to the company, otherwise, there would be a real success, but a failure.
For marketing to achieve its primary objectives or general need to achieve a series of specific objectives, among which are:
- Get updates and reliable: Refers the act of acquiring updated knowledge and precise on what is happening in the market (eg, customers, competition, etc.), environment, etc., so that decisions can be made with less uncertainty. To this end, marketing must be done consistently a key activity is known as market research. Conceptualize
- products or services that meet needs and / or desires of clients: Today, marketing is aimed at making the products the company produces, distributes and put on sale, not fruit of chance or the whim of somebody, but they are designed and developed to meet needs and / or desires the target market.
- Achieving optimal distribution of product or service: is, that should make the product or service is in the quantities and conditions, and the precise times and places where customers will need or want.
- Set a price that customers are willing to pay and have the economic capacity to do so: This is a key goal because it will be recalled, the price is the only tool in the marketing mix that produces revenue. Therefore, this lens is its enormous complexity, especially when setting a price that is accepted by the target market and at the same time produce a certain profit or benefit to the company. Making
- promotional activities comply with its objective to inform, persuade and / or remember: After you have conceptualized a product or service at a price acceptable to the market and available in places and right times, it's time to focus on getting the target audience or target customers, are aware of their product, its features, advantages and benefits, where you can buy and why they should. To this end, the tools of promotion (advertising, personal selling, sales promotion and public relations) must meet at least three basic objectives: to inform, persuade and remind. Login Successful
- Markets: This means that marketing has an important objective to bring to market products or services that: 1) have been conceptualized according to the needs and / or desires of customers, 2) they set a price that customers are willing to pay and to do so, 3) has been made that are in the right amounts and at the place and time that customers need and / or want, and 4) the has promoted so that customers remember your brand, your main characteristics, advantages and / or benefits, and also feel the need and / or desire to purchase. Acquiring new
- Rating: means attracting new customers to act to ensure that those targeted customers who never bought a particular product or service do so at any given time. It should be noted that this goal is very important for a company to increase its sales volumes and profits.
- loyalty to existing customers: Refers to achieve the sympathy and preference for current customers to choose the brands of the company instead of other competition.
- Achieving customer satisfaction: is, ensure that customer expectations are met and even exceeded with the product or service.
- Making the Customer Service is excellent: One of the most important goals of marketing is to ensure that customers have a positive experience with the product or service, in order that they return to buy a near future and / or recommend it to family, friends and acquaintances. Therefore, it is the duty of the marketing department to plan, implement and monitor the various actions taken in the company to serve customers with excellence.
- deliver value to customers instead of products: This objective is closely related to the conceptualization of the product or service and pricing, because the "value" is related to all benefits to the customer with the product or service vs. price or all the costs of acquisition. Therefore, it is spreading very assertiveness that successful companies do not provide products for a profit, but rather, value in exchange for a utility [3], and this is a goal that corresponds to accomplish marketing.
Note: To access the full article, please click the following article: Marketing Objectives
Bibliography:
[1]: From the book: "Marketing", Third edition Laura Fischer and Jorge Espejo, Mc Graw Hill, 2004, p. 17.
[2]: From the book: "Essentials of Marketing ', 13th Edition, William Stanton, Michael Etzel and Bruce Walker, Mc Graw Hill, 2004, p. 668.
[3]: From the book: "Marketing Management" by Philip Kotler, 8th Edition, pp. 92, 36.
More> 
0 comments:
Post a Comment