WHAT IS A MARKETING OBJECTIVE

11. What is a marketing objective? Name three criteria for good marketing objectives. Use the criteria to

write an objective for a business with which you are familiar.

ANS:

A marketing objective is a statement of what is to be accomplished through marketing activities.

For marketing objectives to be realized, they must meet several criteria. They must be:



realistic - managers should develop objectives that have a chance of being met



measurable - managers need to be able to quantitatively measure whether or not an objective

has been met



time-specific - by what time should the objective be met?



compared to a benchmark - it is important to know the baseline against which the objective will

be measured

The example objective should fulfill the above criteria and be stated in terms of actions expected by

the target consumers.

PTS: 1

REF: 37

OBJ: 02-7

TOP: AACSB Communication

KEY: CB&E Model Strategy

MSC: BLOOMS Level V Synthesis