Marketing

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Recommended: + elaborate on the role of marketing research

Marketing

Marketing is about understanding the customer needs and making sure

that the products fit the customer’s needs as well as finding ways to

influence the customer’s behaviour.

Aims and objectives

An aim is a statement of purpose that outlines what the business wants

to achieve, it is a general goal e.g. to gain profit.

An objective is a statement of how the business will achieve their

aims it contains specific numbers and dates, they are SMART. For

example achieve 4% profit by the end of 2006

Businesses need to have aims and objectives in order to have a

direction to follow and gain the best they can out of their business.

Objectives of a business need to be SMART, this means:

* Specific…They need to relate to the issues and the market in which

the organisation is involved is involved.

* Measurable… They need to see if they have been successful in

achieving the objectives

* Achievable…They must be realistic for the business to be able to

achieve, where they’re not too difficult so there’s a lot of

pressure on the business and not too easy.

* Realistic… The objectives must relate to the business and its

activities and must not be too far-fetched.

* Timely… they must plan how and when they need to be achieved.

The marketing aims and objectives are a part of the marketing plan.

The marketing objectives and are also SMART and like all the other

departments within the business they need to build towards the aims

and objectives of the business as a whole. Marketing objectives must

involve understanding the needs of the customers; they also need to

stay ahead of their competition. The market research the department

carries out helps to determine what their objectives ar...

... middle of paper ...

...blend of the marketing mix

will persuade a customer to buy the product and stay loyal to the

business. It is also important that the business has a specific blend

just for them because of their aims and objectives as a business, for

example a supermarket needs to keep a different blend to a fast food

chain as their targeted customers have different needs.

Overall the marketing in a business plays a very important role in how

successful a product and therefore a business will be, as a good

marketing strategy will attract more customers and gain more profit

for the business. The marketing department mainly relies on help from

other departments and the marketing mix (it is important to have the

right blend). If the business uses the right strategies to fit the

product/service they provide then they will be successful in achieving

their aims and objectives.

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