GOALS OF MARKETING

What are your

goals in life?
1. Understand the
market and its
consumers, and
satisfy their
changing needs and
wants.
Examples:
Ordinary phone – smart phones
Change in hygiene/emergency kits
Change in tastes and preferences
-foods
-clothing
-movies
2. Introduce and
innovate products
and services that
improve human
condition and the
quality of life.
Introduce-first mover
Innovate-second mover

Examples:
Air purifier
Ultraviolet lights
Smartphones with bigger ram and better
camera quality
3. Design and
implement
effective
customer-driven
marketing
strategies.
 A customer-driven marketing strategy refers
to meeting customer’s needs in a more
personalized way and helps businesses
optimize marketing return on investment. By
identifying and targeting customers with
higher lifetime value, businesses can
strengthen relationship by crafting solutions
to fit their wants.
4. Develop
marketing
programs that
deliver superior
value to
consumers.
Marketing Program is the plan with
respect to the various marketing
activities taken by a company to
increase sales. A marketing program is
a coordinated and well-designed set of
activities to achieve marketing
objectives.
5. Build and
maintain mutually
beneficial and
profitable
customer
relationships.
 Positive customer relations help you connect
with your customers on a much more
personal level. When you connect with the
target audience deeply, you are much more
likely to understand their requirements,
resolve their problems, and create a sense of
mutual understanding with them.
6. Capture
customer value
to create
profits.
 Value is captured from customers via current
and future sales, market share, and profit.
 Superior customer value leads to highly

satisfied loyal customers who buy more.

 Key outcomes of customer value include

customer loyalty and retention, share of

market, share of customer, and customer
equity.
7. Promote value
transactions with
full regard to the
well-being of
societies.
 Marketing drives a consumer economy,
promoting goods and services and targeting
consumers most likely to become buyers.
Higher sales for a business that employs
successful marketing strategies translate into
expansion, job creation, higher tax revenue for
governments and, eventually, overall economic
growth. In addition, the marketing industry
itself creates jobs and wealth as businesses
seek new and innovative ways to promote
themselves and their products. Consumer
demand for marketing in new venues, such as
cellphones, creates new branches of the
marketing industry and furthers growth.
Why set marketing goals?
 Setting goal is the first step in turning the
invisible to visible. Marketing goals, properly
planned and executed, are the stepping
stones to financial achievement. It keeps you
stay on track.
If you were to put up a business, what are your
goals? Plot your marketing goals.
Marketing Goals and Mind map
Think about your future business. Make goals
related to sales, brand awareness, or market
expansion. In long bond paper, create a mind
map placing the primary goal at the center and
branching out with sub-goals and associated
strategies. The use of colors, symbols, and
keywords to enhance visualization is
encouraged. At the back of bond paper,
summarize the key takeaways in plotting
marketing goals. Note that goals should be
SMART.
Activity:
The new beverage project

Design a new beverage for the consumer

market. It can be anything, cola, tea, juice or
alcoholic but the most important element that
you would want to focus on is its ability to
address the needs that particular consumers
may have. Present you product proposal and
explain what needs you seek to address.
 Presentation time: 5 minutes
CRITERIA
 Creativity (how innovative is the product
proposal?) 30
 Likeability (how marketable is the proposed

product?) 30
 Needs addressed (How relevant are the needs

that the product seeks to satisfy?) 40

Total_____________100