This document discusses marketing objectives and related concepts. It begins by defining objectives and marketing. Good marketing creates value for customers through good customer experience and relationships while aligning with target markets. Marketing objectives include sales growth, market share, and brand loyalty. Sales growth measures the percentage change in sales value or volume over time. Market share is a company's sales as a percentage of the total market. Brand loyalty retains customers through repeat purchases, which can lower costs. Both internal factors like resources and external factors like regulations influence marketing objectives. The document provides tasks to answer questions about how brand loyalty benefits retailers, how regulations might influence tobacco marketing, and how internal resources could affect park visitor targets.

1. MARKETING OBJECTIVES

2. WHAT IS AN OBJECTIVE?
 Informed by the companies mission
statement
 SMART
 Something you need to achieve to meet your
overall aim

3. WHAT IS MARKETING?
Marketing

4. GOOD MARKETING CRATES
 Good Value
 Good customer experience
 Builds customer relationships
 Informs customer of company values
 Aligns the business with target market values
Is marketing the responsibility of sales or sales
the responsibility of marketing?

5. MOVE BEYOND THE 4 P’S MARKETING IS A
PROCESS

6. CONSIDER THE ETHICS OF WHAT YOU ARE
DOING?

7. TASKS
1. Complete Amazon Customer centric
questions
2. Complete Market Share Maths Questions
3. Complete Market Growth Maths Questions
4. Produce a letter persuading Stoke City FC
to drop Bet365 and take up a charity
sponsor such as Unicef (Barcelona did it)

8. MARKETING OBJECTIVES

9. SALES GROWTH
 Sales growth is the percentage change in sales
volume or value over a given period.
 Sales can be measured in terms of:
• Sales value – the value of sales is measured in
terms of how much is spent on a product, for
example sales of £30,000.
• Sales volume – the volume of sales is measured in
terms of the number of units sold, for example
sales of 200,000 kg or 5 million cans.

10. MARKET SHARE
 The market share of a product measures the amount
it sells as a percentage of the total sales of the
market.
 It is given by the equation:
(sales of this product / total market sales) × 100
 For example, if your product has sales of £400,000
and the total market sales are £4,000,000 then the
market share is
(£400,000 / £4,000,000) × 100 = 10%

11. BRAND LOYALTY
 Retaining customers (repeat purchase)
 Cost effective- it is often cheaper to keep a
customer happy than to attract new
customers.
 A strategy for market leading companies as it
often does not lead to an increase in sales,
sometimes.

12. INTERNAL INFLUENCES

13. EXTERNAL INFLUENCES

14. TASKS
 Answer the below questions:
 Explain one way in which brand loyalty might benefit a clothes
retailer. (5 marks)
 Explain one external factor that might influence the marketing
objectives set by a tobacco business.
(5 marks)
 Explain one internal factor that might influence the target
number of visitors at an entertainment park.
(5 marks)
 Complete Worksheets
Case Study Friday the questions and the case study are on
the VLE.(stmca.gnomio.com)