10. Setting The Objectives Of The Marekting Strategy

Question 1

Objectives should cover 4 key areas, what are they?

Answer 1

What type of marketing strategy does the company want to pursue?
What are the aims of the marketing strategy?
How will the success of the strategy be measured?
Within the time period should the objectives be achieved?

Question 2

What are the three broad options to the type of marketing strategy?

Answer 2

Undifferentiated or mass
Niche
Multiple

Question 3

What are some examples of aims of a marketing strategy?

Answer 3

Launch a new product 
Communicate improvements to existing product
Increasing sales
Increase market share
Improve brand awareness
Improve brand identity 
Attract new customers

Question 4

What is another key element to think of?

Answer 4

Budget!