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Marketing objectives

Goals or targets that must be achieved by the marketing function (department) within a business to ensure the business’s corporate objectives are achieved. They provide a focus for decision making and for setting and agreeing marketing strategies and plans. They can also aid the motivation and control of staff involved in the marketing function. The former because they provide a common goal for individuals within the marketing department to focus on achieving. The latter because they provide a means of measuring performance. Common marketing objectives include targets relating to: Product or brand awareness / recognition; Sales, customer base, repeat business or brand / customer loyalty; Market standing / position (image), market share or leadership.

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