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Objectives of Marketing
By: Jayadatta S
Faculty Lecturer in Commerce
G.F.G.C Honnavar

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 Marketing Management is concerned with all those activities
which are essential to determine and satisfy the needs of
customers so as to achieve the objectives of business. Thus,
the prime objective of marketing management is to achieve the
objectives of the business. Thus the prime objective of
marketing management is to achieve the objectives of the
business. A business predominantly aims at earning reasonable
long-term profits by satisfying the needs of customers.

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 The major objectives of marketing are as follows:
1. To satisfy the customers: The marketing manager must
scientifically study the demands of customers before offering
them any goods or services. Selling the goods or services is
not that important, as the satisfaction of the customer’s
needs. Modern marketing thus always begins and ends with
the needs of customers.
2. To increase profits for the growth of the business: The
marketing department is the only department which
generates revenue for the business. Sufficient profits must be
earned as a result of sale of want-satisfying products. If the
firm is not earning profits, it will not be able to survive in the
market. Moreover, profits are also needed for the growth and
diversification of the firm.

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3. To generate customer base for the business: The Marketing
manager must attract more and more customers to buy the
firm’s products and services. This will also result into
increased sales.
4. To determine marketing-mix that will satisfy the needs of the
customers. Product, pricing, promotion and physical
distribution should be so planned as to meet the requirements
of different kinds of customers.
5. To increase the quality of life of people: Marketing
Management attempts to increase the quality of life of the
people by providing them better products at reasonable prices.
It facilitates production and distribution of a wide variety of
goods and services for use by the customer.

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6. To create good image: To build up the public image of firm
over a period is another objective of marketing. The marketing
department provides quality products to customers at
reasonable prices and thus creates its impact on the customers.
The marketing manager attempts to increase the goodwill of
its business by initiating image building activities. If a firm
enjoys goodwill in a market, it will increase the morale of its
sales-force. They will show greater loyalty and will develop a
sense of service to the customers. This will further enhance the
reputation of the business.