Influences on marketing objectives

Question 1

What are some internal influences on marketing obejctives?

Answer 1

Corporate objectives - they should not clash

Human resources- a good quality workforce can deliver good customer service and help give an advantage

Question 2

What are some external influences on marketing objectives?

Answer 2

Technological change- rapid change means a shorter product life cycle and more need for innovation

Competitor actions- every objective must take into account competitor response, if you want to increase market share you are expecting competitors to have a weak repsonse