INFLUENCES ON MARKETING OBJECTIVES Flashcards
internal INFLUENCES ON MARKETING OBJECTIVES
Things that the organisation can control, to heighten the chances of achieving their objectives.
Corporate Objective: What is the company’s overall goal, what is required of the marketing department in order to achieve this goal.
Finance: It is important to set a clear marketing budget with sufficient finance allocated to enable the company to achieve their corporate objective.
Human Resources: Does the firm have the staff required to achieve the objectives? Do current staff need training?
Operation: Is there the capability to produce new products or to meet increased demand? Is it logistically possible to serve a new geographical market?
Current Market Standing: Is it realistic to achieve given its current brand image. Will Amazon be a good provider for groceries?
The Economy: The marketing objectives set during a recession will be different from those in a boom.
Technological Change: Huge impact on marketing in terms of data collection, personalised marketing and impact on the marketing mix.
Social Factors: For Example: Changes in attitudes towards healthy eating etc. - will the organisation have to change its brand image.
