Lesson 2: Goals of Marketing

Principles of Marketing

キラーノート
Objectives:
At the end of the lesson, the students will be
able to
❑Identify the four common goals of
marketing
❑Formulate goals for a specific business of
their choice
❑Identify the roles of marketer
Keywords:
Goal
objective
profitability
green marketing
consumer behavior
business functional areas
internal customers
intisgator
innovator
integrator
implementer
 Marketing Goals and Objectives

Goalsare aspirations that every company would like to

pursue or the general direction that it wants to take. Goals
serve as the main purpose of the company are are usually
attained in the long term. Although it is primarily braod, a
goal should not be overly extensive that it becomes
difficult to translate it into specific objectives.
 Objectives
-are the specific goals that can be measured in
the short term (one year or less) or the long
term (more than one year). Thus, objectives
should be SMART or specific, measurable,
attainable, relevant and time-bound.
01
KILLER NOTE
You can enter a subtitle here if you need it
 The following statements are examples of goals:

1. to become the market leader of_________(a particular business/ industry)

in Davao City

2. To build customer loyalty through_________(a particular marketing

program)
3. To expand our markets and identify new markets for our ____(name of
product/s or service/s)
4. To provide a positive____(name of product/s or service/ s)experience to all
our customers
 The following statements are examples of objectives:

1. To achieve 20% of sales through online marketing by the end of year five
2. To achieve 20% market share by the end of year 2027
3. To generate a 15% increase in sales every year
4. To increase the number of repeat customers by 5% every quarter
 COMMON MARKETING GOALS
Marketing goals guide a company in achieving its objectives. With the
correct strategies, these goals can give the company a competitive advantage in
the market and enable it to sustain its functions and continuously serve its market
and reward its investors.

The following are the common marketing goals:

1. To develop and maintain a profitable base of loyal customers. This goal is

critical to a success of the company. If the number of loyal customers is
sufficient or large enough, the company is assured of long-term patronage
which in turn translates into profitability.
2. To develop products and services which contribute to the
quality of life and promote environmental conservation. At
present, it is mandatory to practice sustainability in business
operations through green marketing. This marketing method
is usually done by developing green products or products that
preserve the environment, consume less energy, and/ or
improve the quality of life. This method is sometimes
performed alongside social marketing, which involves
advocating social causes through marketing campaigns, to
enhance or improve the image of the company.
3. To understand customers’ behavior and
communicate to them the marketing
offerings. Consumers are specific customers
who use the product for personal
consumption. Thus, products are marketed
based on different variables (product, price,
place and promotion) to further attract
consumer attention.
4. To support the other functional areas of
business in achieving the company or
corporate goals. These areas include
accounting/ finance, human resource
management, production, and research and
development, among others. It includes
support for the internal customers( staff from
other departments) who need marketing
assistance.
Activity 2:
Think of a type of business that you may want to pursue in the future.
Then using the table below, list the goal and objectives that you want
your dream company to achieve.
Company Name

Type of Business

Product or Service Offered

Goals Objectives

1. 1.

2. 2.
 The Roles of the Marketer

One of the primary goals of a company is to

maintain a profitable base of loyal customers. As such, the
primary focus of marketing is that all marketing activities
are integrated and focused on the customer. The job of the
marketer, therefore, is not just to find the right customers
for the product, but also to find or develop the right
product customers. Comstock, Gulati and Ligouri (2010)
identified the four roles of a marketer in a company.
1. Intisgator - Marketers serve as strategist who
analyze current market trends to guide the actions
of the company. This requires them to “think
outside the box” and come up with creative ways to
change the status qou and gain an advantage over
the competition.
2. Innovator – Marketers are tasked with
researching the kind of product the customers
need and ensure that the product developed not
only meets customer’s expectations but also exceeds
them. The marketer also ensures that their
products have an edge over those developed by the
competitors.
3. Integrator- the marketer mediates between the
interest of the company and the needs of the
consumers, ensuring that they are integrated into
the development of the product. They
communicate customer insights and opinions to the
company and make sure that this information
reaches the concerned departments, such as the
sales department and R & D (research and
development) department, in order to aid product
development
4. Implementer- The fourth role is more general..
The marketer ensures that the marketing strategy
for the developed product is in place and
implemented effectively. The marketer makes sure
that the strategy and production process are
integrated and all customer insights are
considered. Also, the marketer helps facilitate the
production and selling processes and ensures that
the members of the department perform their
assigned roles.
Apart from these major roles, the marketer also
performs other specific roles functions for the
company. Since the lifeblood of a company is
profit, the marketer’s main responsibility is to
maximize profitability. Nevertheless, a company
has goals and objectives other than gaining
income. This is why a marketer must exert all
effort to achieve these.
Thank you!

Ma’am Meigh