GOALS OF MARKETING Nowadays, it is mandatory to practice sustainability in

business operations through…

Defining the Marketing Direction
GREEN MARKETING
VISION or Vision Statement - Done by developing green products (products
- Defines the long-term direction of business that protect the environment, consume less
- Addresses the aspiration or the overall future energy, or improve quality of life)
goal
- Performed alongside social marketing
(involves advocating social causes to improve
MISSION or Mission Statement
the image of the company)
- Describes what the business is currently doing
to achieve the vision 3. To understand customer’s behavior and
- Conveys the business’ nature or communicate to them the marketing offerings
characteristics and why it exists
Products are marketed based on different variables to
ex: attract consumer attention:
● Product
Businesses Vision Mission
● Price
Microsoft To help people and To empower ● Place
businesses every power and ● Promotion
throughout the every
4. To support the other functional areas of business
world realize their organization on
in achieving the company or corporate goals
full potential the planet to
achieve more
Areas include:
● Accounting/finance
GOALS ● Human resource management
Serve as the main purpose of the company ● Production
● Research and development
● Actions to be taken to meet the vision and
mission Includes support for the internal customers (staff from
● Aspirations or general direction the company other departments) who need marketing assistance.
would like to pursue
● Attained in the long term
Process of Setting Marketing Goals
● Broad in terms of scope but should not be overly
extensive that it becomes difficult to translate
Marketing goals must be…
into specific objectives
● simple,
● detailed,
OBJECTIVES
● and reduced to writing.
Concrete and specific actions within a short and definite
time frame
Marketing goal-setting involves the ff:
● should be SMART
- Specific, Measurable, Attainable, 1. Revisit the company’s vision-mission statement
Relevant, and Time-bound 2. Scan the external environment
3. Conduct needs, wants, and demand analysis
COMMON MARKETING GOALS
4. Evaluate the business capabilities
Marketing goals guide a company in achieving its
objectives. With the correct strategies, these goals can 5. Identify goals
give the company a competitive advantage. 6. Communicate the goals to everyone
1. To develop and maintain a profitable base of
loyal customers
- Critical to the success of the company 1. Revisit the Company’s Vision-Mission
Statement
If the number of loyal customers is large enough, the
company is assured of long-term patronage.
Vision-mission statement is usually formulated by the
*Long term patronage = profitability higher-level management (e.g., president,
vice-presidents, & chief operating officers) in close
2. To develop products and services which coordination with some members of the board of
contribute to the quality of life and promote directors and other stakeholders.
environmental conservation
2. Scan the External Environment customers to create a customer-value-driven
relationship
The ever-changing external factors surrounding the
business (e.g. economic, political, legal, sociocultural, b. Internal - intended to improve the growth and
technological) must be objectively analyzed and operating performance of the business
evaluated in the crafting of marketing goals.
- By-product of the external marketing
- External elements outline the opportunities goal
and threats.

Executive marketing leadership, qualities, and Principles in Setting Marketing Goals

intellectual capabilities have a significant bearing on
the degree of environmental analysis.
1. PRODUCT PRODUCTIVITY
External environmental scanning contributes ❖ Considered most important - it contributes
significantly to the quality of output. largely to the financial aspect of a business

3. Conduct Needs, Wants, and Demand ❖ The productivity of a product reflects the extent
Analysis of how it satisfies the needs and wants of the
- Present the general picture of the marketing customers.
competition

“Without customers’ needs and wants, marketing will ❖ Products/services valued by customers gain a
not exist” considerable share of the entire market.

Before any marketing goal is defined, the needs and 2. CUSTOMER CENTRICITY
wants of customers must have been correctly ❖ Centerpiece of all marketing activities
identified.
❖ Customers are broadly classified as final
This means: customers and intermediary customers.
● Constantly conducting marketing research to
gather valid and verifiable empirical data ❖ Final customers/end users
about customer requirements. The business should design and produce goods
- With this, marketing personnel can that satisfy their requirements.
project the expected market share of
the product or service.
❖ Intermediary customers (wholesalers &
4. Evaluate the Business Capabilities retailers) - The business should find ways to
make it easier for them to conduct business with
After gaining the correct marketing environmental the company.
perspective, the business should evaluate its capability
in exploiting the given market. 3. OPERATIONAL EFFICIENCY
❖ Marketing goals that are grounded on this
Internal constraints and limitations should be given the
same weight and importance as the external elements. concept have the advantage over competing
rivals
Internal constraints:
● Financial resources ❖ Not limited only during production stage of the
● Skills and abilities of the manpower product; it includes all activities (from the
● Marketing leadership style acquisition of raw materials until the final
● Business culture and practices
delivery of the product to the customers)
The business cannot set a goal beyond its capability;
otherwise, the goals and objectives would become ❖ Prevalent principle in all stages: the concept of
unrealistic. incurring lesser costs

5. Identify the Goals

Marketing goals can be classified into:

a. External - intended to establish a marketing

relationship between the business and the
customers.

Philosophy: delivering goods and services

that will satisfy the needs and wants of the
Roles of the Marketer
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 customer for the product, but also to find or
develop the right products for customers.

Comstock, Gulati, & Liguori (2010) identified 4 roles

of a marketer in a company:

1. Instigator
Marketers serve as strategists (analyze current market
trends to guide the company)

● To “think outside the box” - come up with

creative ways to gain advantage over the
competition

2. Innovator
Marketers are tasked with researching the kind of
product the customers need

● They make sure not only does the product meet

the customer’s expectations but also exceeds
them.
● Ensures that products have an edge over those of
the competitors.

3. Integrator
Marketers mediate between the interests of the company
and the needs of the consumers

● Ensures both sides are integrated into the

development of the product
● Communicate customer insights and opinions to
the company and make sure they reach the
concerned departments

4. Implementer
Marketers ensure that the marketing strategy for the
developed product is in place and implemented
effectively.

● Makes sure that the strategy and production

process are integrated, and all customer insights
are considered
● Helps facilitate the production and selling
processes

Since the lifeblood of a company is profit, Marketers’

main responsibility is to maximize profitability.