objectives of marketing essay

Marketing Objectives: How to Define, Measure, and Achieve them

mohamed Hassan / Pixabay.com

Main Takeaways:

• Marketing objectives are actionable goals that provide overall directions to a specific campaign.
• The mnemonic SMART goals can help remember how to set your marketing goals.
• Examples of marketing plans include sales growth, lead generation, grow brand awareness, website traffic, and conversion .
• Use key performance indicators to monitor your objectives.

According to a CoSchedule study, top marketers always set goals. In fact, goal-setting marketers are  376 percent  more likely to report success in their campaigns. Before exploring how to do that, let’s begin with a simple question.

What does Marketing Objectives Mean?

Marketing objectives are actionable goals that provide overall directions to a specific campaign. Think of your marketing plan as a target that your team is looking to reach within a particular timeframe. Also, it comes with a metric that serves as a symbolic finish line. For example, a marketing objective might entail increasing your social media post’s conversion rates by 30 percent. Objectives extend beyond picking an arbitrary number. You also have to specify how you intend to reach your goal and measure that endpoint.

This brings us to the next part of the post.

How to set Marketing Objectives for your Business

Marketing plans should be specific, measurable, attainable, relevant, and time-based. The acronym SMART goals can help remember these words.

Consider using specific metrics in your marketing objectives . For example, you can’t just say you want to increase sales. Instead, outline how much you want to increase using either percentage or dollars.

Clearly outlining your goals ensures that your team understands the objective and why it’s vital. Moreover, marketers with a documented strategy are 313 percent more likely to report success.

It’s not enough to simply outline a marketing strategy . You must also outline how you intend to measure your success.

Whether you’re looking to increase brand awareness or search traffic , your plan must include how to key performance indicators . That way, you’ll know if you are on track to achieve your objectives .

Your objective might be to increase organic traffic to your website by 200 percent. But, is this goal attainable?

When setting your marketing target , consider picking a benchmark that’s reasonable and achievable. As tempting as it may be to set the bar high, you could unintentionally set your team up for failure.

Consider setting goals that are relevant to your brand’s mission and the company’s overall plan. It should also account for current trends in your industry.

For example, you could reassess whether growing your site’s search traffic is feasible after a Google algorithm change. Considering such relevant factors allows you to set more realistic goals.

Consider attaching a reasonable timeframe for reaching specific benchmarks. Not only will this help you stay consistent, but it’ll also put pressure on your team to accomplish the goal.

Making your goals time-bound could also help avoid falling into the trap of procrastination.

Most brands set their marketing objectives based on a financial quarter or year. However, this timeframe may vary based on how much work is required to reach the benchmark.

Five Examples of Marketing Objectives

1. Sales Growth

The primary goal of every business is to increase revenue , and this only happens with rising sales. As a result, sales growth is a direct marketing objective for brands.

Your goal might be to increase online sales by 15 percent in the next three months. After identifying your target, the next step is to outline how you’ll get there. It could entail actions such as:

• Increasing lead generation
• Average customer orders
• Automating your email marketing

2. Lead Generation

The objective of lead generation is simple. It involves increasing the number of people who land in your sales pipeline. That way, you can work to convert these leads into sales.

In other words, lead generation increases the probability that your sales team will close more deals.

For example, your objective might be to increase the number of leads by 25 percent in the coming quarter. This usually involves launching new lead generation funnels.

3. Conversion Rates

Conversion rates refer to the number of people who perform the desired action when presented with an option. It could include an audience clicking on a link in an email or a website visitor signing up for a free trial.

Expectedly, boosting conversion rates on various mediums should be one of your marketing objectives . These include website opt-in, email links, free trial sign-ups, and other call-to-actions.

4. Grow Brand Awareness

Brand awareness refers to how well your target audience knows or recognizes your brand. Businesses with high brand awareness are often described as “trending” of “buzzworthy.”

Tracking brand awareness can be challenging without a well-defined goal. That’s why it’s essential to write out your objective .

You may aim to increase your brand awareness next quarter through different digital marketing channels .

5. Increase Website’s Organic Traffic

Organic traffic is responsible for  53 percent  of all site traffic and 40 percent of revenue. So, it makes sense that you would want to add it to your marketing plans.

The goal here is simple — it entails ranking your page at the search results’ top spots. This will likely lead to an exponential jump in traffic, and it’ll ultimately increase your revenue.

Again, it’s crucial to measure your objectives . That way, you’ll know when you’ve achieved the goal.

How to Measure your Marketing Objectives

KPI for Sales Growth

Your revenue is the primary key performance indicator for sales growth. It refers to the amount of income that your business is generating or the number of units sold.

Here are other KPI examples for monitoring your sales growth:

• Year-to-date sales growth: The amount of profit realized since the first day of the current calendar year.
• Churn rate: The percentage of customers that leave your service within a specific period.
• Customer retention : The ability to engage existing customers to continue buying products or services.
• Gross profits: The profit made after deducting the costs of the products.

Consider monitoring these metrics over a specific timeframe, interval, or through the campaign duration.

KPI for Lead Generation

Choosing the key performance indicator to measure lead generation can be confusing, depending on your marketing objective . Besides the percentage increase in leads, any of these metrics will do the trick.

• Conversion rates: The percentage of visitors to your website that completes the desired goal.
• Marketing-qualified leads (MGL): Leads that are more likely to make a purchase.
• Sales-qualified leads (SQL): Leads that are further along in the buyer journey and are sales-ready.
• Cost per lead: It measures how cost-effective your campaigns at generating new leads.

Since your KPI for lead generation will come from various sources, the data could get scattered quickly.

Luckily, the right software could help simplify the process. Examples of such include  Dashthis  and  Scoreboard .

KPI for Conversion Rates

The key performance indicator depends primarily on your company’s industry, campaign, and growth stage. However, here are a few things to consider when focusing on conversion rates.

• The open rate for email marketing: The percentage of subscribers who opened an email campaign.
• Bounce rate: The percentage of visitors that leave a web page without taking an action such as clicking a link.
• Cost per conversion : It refers to the cost of obtaining a real customer.
• Time spent on page : It records the amount of time a visitor spent on the page.

A website’s unique and returning visitor can also serve as a KPI. This is especially true when you’re just starting.

KPI for Brand Awareness

As with other marketing goals , you must define what you intend to achieve by building brand awareness . Ranging from increasing brand mention to direct web traffic, here are a few ways to measure brand awareness:

• Social listening: It involves monitoring social media platforms for mentions of brand name or product.
• Google alerts: Use Google alert to track mentions across the web.
• Brand awareness survey: Compile a list of questions to measure how much your audience recognizes your brand.
• Brand mention: It measures online references to your brand, company, or product.

Before measuring, you may want first to create content that can boost awareness. These usually include guest articles, videos, podcasts, infographics, e-books, to name a few.

KPI for Website Traffic

With digital marketing being a part of the brand’s strategy, it’s essential now more than ever to keep an eye on web analytics . Several online KPIs can tell you how well your site is performing. These include:

• Pageviews per visit: It measures how many pieces of content a particular user views on a website.
• Average visit duration: It refers to the average amount of time visitors spend on a website within a session.
• The number of unique visitors: It refers to the number of distinct individuals visiting a page or multiple pages on your website.

Along with providing insight into your website, these metrics are also useful for assessing your competitors’ performance.

Some tools for monitoring website traffic include   Alexa’s Site Overview Tool ,  Ahrefs ,  and SEMRush .

Final Word: Use a Marketing Objectives Checklist to Plan and Execute

Effective marketing always begins with a clear, measurable objective relevant to your brand’s short-term goals. But, memorizing details of the plan can be challenging — unless you have an eidetic memory.

That’s where a checklist comes in.

A marketing plan checklist can help inform your team on your goals and the tactics required to achieve them. It also allows you to set milestones and essential success components to accomplish along the way.

Read More: 10 Tips for Creating a Successful Video Marketing Strategy

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Sumbo Bello

Sumbo Bello is a creative writer who enjoys creating data-driven content for news sites. In his spare time, he plays basketball and listens to Coldplay.

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How To Write A Marketing Essay

Isabella Goode Freelance Writer

Writing a standout marketing essay requires strategic preparation and execution.

As a marketing expert, I’ll share my step-by-step approach to crafting an insightful, actionable paper that earns top marks.

7 Easy Steps To Write A Good Marketing Essay

1. deconstruct the assignment.

Before putting pen to paper (or fingers to keyboard), thoroughly analyze and understand the essay prompt and requirements. What specific question or topic are you expected to address? Is it a case study analysis, campaign proposal, theoretical evaluation, or something else entirely? Carefully read all instructions from your professor so you know exactly what the end product should look like. Clarifying the objectives early is crucial.

2. Select a focused, compelling topic

With the assignment parameters firmly in mind, choose a specific, interesting topic angle to explore in-depth. Overly broad, generic topics like “social media marketing strategies” make it extremely difficult to comprehensively research, structure, and provide unique value in the essay.

For students feeling overwhelmed or struggling to narrow down a fitting topic, services like Domypaper.com can help by saying “ Write paper for me .” Domypaper is an online essay writing service that pairs students with expert academic writers for guidance on any writing assignment, including selecting an appropriate topic that meets the requirements.

Their qualified writing staff provides coaching to develop a compelling thesis and focus that lays the groundwork for an insightful, high-quality marketing essay.

Instead, aim for a more focused perspective, such as “How Wendy’s Edgy, Humorous Voice on Twitter Resonates with Millennials.” A narrowed, compelling topic makes the entire writing process more manageable while allowing you to craft an authoritative, nuanced analysis.

3. Conduct exhaustive research

Credible, extensive research separates excellent marketing essays from mediocre ones. Simply Googling and reviewing a few articles won’t suffice. Utilize academic databases to access peer-reviewed journal articles, in-depth case studies, and other scholarly sources unavailable on the open web.

Review reports and publications from respected marketing analytics firms like Gartner, Forrester, and Nielsen. Analyze statistics, survey data, and expert insights from these industry authorities.

For essays examining specific companies, campaigns, or theories, go straight to the source material when possible. Explore case studies from the brands themselves, read executives’ interviews and presentations, and study entire marketing plans and reports. This level of comprehensive primary research will set your essay apart with an authoritative, nuanced analysis.

For students struggling with marketing essays or seeking assistance to qualify for valuable academic scholarships, consulting one of the top assignment writing services in Australia can provide expert guidance. Skilled academic writers from these services have proficiency in marketing topics and can help craft a compelling, well-researched essay that maximizes your chances of earning top marks or securing a scholarship.

Taking meticulous notes while conducting research is essential. I recommend using a free tool like ZoteroBib to correctly format citations in the required style (APA, MLA, Chicago, etc.) as you go – this minor prep work saves major headaches later when building the bibliography and referring back to sources.

4. Map out a logical structure

With adequate research compiled, it’s time to organize the content into a logical, progressive structure using an outline. While every essay will vary, many effective marketing essays follow a format similar to this:

• Introduction – Capture the reader’s attention with a relevant fact, statistic, quote, or anecdote that underscores the importance of your topic. End the opening section with a clear thesis statement.
• Background/Overview – Provide foundational context on the core topic, concepts, or businesses being analyzed so readers have a baseline understanding.
• In-Depth Analysis/Evaluation – This comprises the heart of the essay. Use specific data, examples, and evidence from your research to analyze or evaluate your chosen subject from multiple angles.
• Solutions/Recommendations – For certain essays, this section offers data-driven strategies or proposals for solving stated problems or optimizing areas of opportunity.
• Conclusion – Recap the key points, findings, and takeaways in a succinct closing section. Leave readers with an insightful, thought-provoking perspective.

Use detailed section headings and transition sentences to signpost the logical flow of ideas for readers. Each component should directly build upon and support the central thesis in a progressive, cohesive manner.

5. Create the first draft

With your outline constructed, you’re ready to start actually writing the first draft. I recommend beginning with the body paragraphs (sections 2-4), as the outline acts as a comprehensive roadmap to follow.

Let the research guide the narrative – reinforce every key point and assertion with facts, statistics, relevant examples, expert quotes, and other authoritative evidence compiled from credible sources. A solid central analysis backed by quality data forms the backbone of an influential marketing essay.

To produce truly polished, professional writing: Keep paragraphs reasonably short and digestible (3-5 sentences). Utilize clear section headings as signposts. Maintain an academic yet accessible tone. Carefully edit for spelling, grammar, word choice and clarity as you progress through the draft.

6. Inject insightful perspective

Once you have a fairly complete first draft, review the content objectively with a marketer’s critical eye. Does your analysis provide unique, valuable insights that real marketing professionals would genuinely appreciate? Have you raised fascinating implications, opportunities, or questions for future consideration? Or did the essay become too surfaced-level, simply rehashing basic concepts without substantive depth?

If the draft feels lacking in some areas, conduct additional research and update the relevant sections with more nuanced perspectives, data, and key takeaways. Academic marketing essays should provide thoughtful observations that go beyond introductory concepts.

Don’t be afraid to share personal anecdotes, experiences, or viewpoints that enrich the content’s practicality – as long as claims are backed with proper evidence. An essay filled with only dry, unoriginal summaries falls flat. Aim to demonstrate an authentic passion and sophisticated understanding of the subject matter.

7. Polish and peer review

With a solid draft containing original insights and perspectives, take a step back and review the essay’s structural elements:

• Does the introduction efficiently set up the topic and grab the reader’s interest?
• Do all body sections logically flow and connect from one to the next?
• Are there any areas that require reorganizing paragraphs or transitional sentences for smoother continuity?
• Does the conclusion concisely summarize key findings and leave a lasting impression?

Finally, have an objective second set of eyes review the marketing essay from start to finish. Enlist a friend, classmate, or writing tutor to provide constructive feedback on areas requiring clarification, additional examples, or opportunities for tighter writing. Fresh eyes can identify gaps the author may have missed.

Carefully incorporating feedback and making any final revisions should yield a polished, insightful, actionable marketing essay that exceeds expectations. Follow these steps, and stellar grades are well within reach.

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10 Marketing Objective Examples To Guide and Focus Your Strategy

9 marketing objectives examples

• Increase lead quality
• Shorten the sales cycle
• Reduce percentage of lost deals/sales
• Increase customer lifetime value
• Improve awareness and demand around new products/services
• Increase positive reviews
• Launch product or service in a new market
• Increase profitability
• Increase brand authority
• Develop an engaged audience

As marketers, there will never be a shortage of things to work on — strategy, content, video, social media, sales alignment. The list is long and growing. 

Prioritizing work that will actually make an impact on the business is key. That’s why having objectives is important. 

The problem is, marketing objectives too often are siloed, disconnected from the greater goals of the organization — sales, revenue, and growth. 

Most successful small businesses we work with have marketing objectives that tie directly back to revenue and sales (thanks to the development of a revenue team ). 

Revenue is the lifeblood of every business, and when sales and marketing work together to drive it, the results can be incredible.

When your marketing objectives are closely aligned with the organization’s monetary goals, it helps you achieve results in the leanest way possible.  

After working with hundreds of companies over the past 10 years, we’ve found the following to be some of the best marketing objectives examples that align digital strategy with the rest of the organization’s goals.

In this article, we will share:

• The difference between marketing objectives and key performance indicators (KPIs)
• 10 examples of marketing objectives
• KPIs that can be used to track those objectives

You can use this list to determine how to measure your success with the right objectives and KPIs.

Marketing objectives vs. KPIs

Some say objectives and key performance indicators (KPIs) are the same things. Others disagree. 

We're the latter at IMPACT. 

Here is how we define objectives and KPIs:

• Objective: The thing you’re trying to achieve. Objectives should be SMART (specific, measurable, achievable, relevant, time-bound) goals that are clearly defined.
• KPI: A measurable metric used to determine if you are on track to achieve your objective. (Often multiple KPIs contribute to one objective.)

In other words, objectives are what you're trying to achieve, a KPI is a number you track to measure your progress. 

From company and sales objectives to marketing objectives

We coach our clients to begin by aligning their sales and marketing teams, especially when it comes to defining marketing objectives and KPIs. 

The best way to do this is by forming what we call a revenue team.

A revenue team is made up of the key players in your sales and marketing units.

Even though different members might focus on specific parts of the process, the team will come together and plan to work toward a common goal: driving revenue.

If sales and marketing are not aligned and working toward the same goals, a number of problems ensue, including:

• Marketing campaigns that fall flat with your audience
• Siloed data and metrics
• An inconsistent buying experience for customers 
• Tension and miscommunication between the teams

And that's just the tip of the iceberg.

Whether you’re a large or small business, here are 10 marketing objective examples that can bring your teams together and unite your efforts 

Examples of marketing objectives

1. increase lead quality.

This objective is about increasing the probability that the sales team closes a higher percentage of deals. The higher quality leads you can attract as a marketing team, the happier your sales team will be. 

Your KPIs for this objective should be focused on initiatives that define what a “quality lead” is or indicators of whether your efforts are working along the way. 

Examples of related KPIs:

• Number of good fit leads 
• Number of booked initial sales conversations.
• Number of closed deals associated with marketing.

2. Shorten the sales cycle

It’s not just up to the sales team to be more efficient or effective with their conversations. Marketing can help shorten the sales cycle too.

Because modern prospects get so much information before talking with sales, it’s marketing’s job to deliver consistent messaging, branding, and relevant materials to help them progress toward making a purchase. 

KPIs for this objective can be focused on sales enablement materials.

• Pieces of sales enablement content created
• New product pages launched
• Case studies produced

( Note: Our The They Ask, You Answer framework is a great starting point for creating sales enablement materials that empower the sales team and shorten the sales cycle by wielding the power of assignment selling .)

3. Reduce the percentage of lost deals/sales

Though sales has the most impact on this objective, marketing can have a significant influence as well.

Marketing sets the tone for prospects entering the sales process. And if marketing is not qualifying leads properly or setting the right expectations, it will be nearly impossible for a salesperson to change course and still close the deal.

For e-commerce companies, KPIs may be metrics or initiatives around reducing cart abandonment rates. For non-e-commerce, on the other hand, marketing can assist by updating website content or other materials that prospects see before talking with sales. 

• Decreased shopping cart abandonment percentage
• Sales enablement materials launched

4. Increase customer lifetime value

Focusing on increasing the average amount that each customer spends with you can be an easy way to impact revenue with less effort because the relationship is already built. 

KPIs for this objective can be based on the activities you’ll need to accomplish to re-engage customers with new products or new deals. 

• Percentage increase on average client spend
• Number of return or upsold clients

5. Improve awareness and demand around new products or services

If your organization is ready to launch a new product or service, promotion and demand generation will be essential. 

KPIs could pertain to social media or the number of requests or opportunities that sales have in the pipeline related to new products. 

• Social media engagement related to new products
• Content produced that answers questions about new products
• Traffic to website pages for new products
• Number of inquiries about new products

6. Increase positive reviews

Any brand, whether you’re B2B or B2C, can benefit from product or service reviews.

Depending on your industry, you may have a particular platform where reviews have special importance, but no matter what, they’re important. 

This objective will certainly direct more business — the more positive reviews, the more likely others will find you through review sites. 

• Number of reviews in X directory
• Number of past clients likely to recommend you (based on NPS score or other metric)

7. Launch product or service in a new market

Beyond “make more money for the company,” you can get more specific with your objectives when it comes to launching a product in a new market. 

• Number of products/services sold in a new market by X date
• Engagement in product trials

8. Increase profitability

Marketing can play a huge role in increasing the profitability of the company. 

After defining what products or services are most profitable, marketing can put more effort into promoting those items, effectively driving more leads to the profit center.

• Number of new sales opportunities
• Recurring revenue rate (often monthly)
• Improved sales velocity

9. Increase brand authority 

With increased brand authority comes additional opportunities to engage audiences, and this, in turn, makes it easier to compete against other companies.

Of course, your product or services can make your brand the best of its kind in the space, but what beyond that can you do to delight customers? Marketing plays a huge role in educating prospects, and this is your opportunity to put your stake in the ground. 

• Number of media interviews
• Number of backlinks to your website
• Number of placements in outside publications
• Number of bookings on podcasts, events, or industry group meetings

10. Develop an engaged audience

Now, this is an objective many smaller organizations think they can get away with ignoring, but for your long-term company health, it is essential. You want to grow the size of your engaged audience.

Even if they are not ready to buy from you now, they are the ones who will be most likely to turn to you when they are ready to buy or even to recommend you.

If y ou’re doing objectives 1-9 exceptionally well, tracking this objective is even easier. 

Related KPIs should look at email metrics or social engagement to know if you’re on track to nurturing an engaged audience. Using these metrics allows you to measure without paying for market research.

• Number of newsletter subscribers
• Email open/click rates
• Social media impressions, interactions, and comments
• Website traffic

Thinking beyond traffic

Now that we’ve gone through these objectives, you’re probably thinking — what about traffic.

Traffic is certainly something you should be tracking, but it is something that is more useful to marketing than the company as a whole.

Traffic should be monitored as an indicator of the objective’s success. 

For example, traffic can be an indicator of increased brand awareness, which leads to other successes. Traffic alone will not mean a lot to upper management or a board of directors. 

If the focus of the conversation is not on revenue or revenue-driven objectives, then you’re not putting your energy into the right focus area.

At the end of the day, if you grew traffic but sales plummeted, no one would be celebrating marketing. 

If marketing’s primary role is to assist the sales team, then make sure your marketing objectives align with your sales objectives, and with those of the organization.

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10 marketing objective examples to help you achieve your business goals

Bethany Fagan Head of Content Marketing at PandaDoc

• Copy Link Link copied

Over 70% of marketers rely on marketing goals to stay the course and measure their marketing campaign’s success. 

If you’re one of these marketers, you know defining achievable and actionable objectives to achieve long-term marketing goals is mission-critical, and if you’re trying to become like one of these marketers, this guide is here to help.

In this article, we discuss marketing objectives and share a few examples to help you come up with marketing objectives for your own company.

What are marketing objectives?

Marketing objectives are clearly defined goals defined as part of a marketing strategy.

They serve as a blueprint for the marketing team to achieve desired business outcomes and allow the marketing team to measure their overall marketing performance.

Suppose your marketing goal is to improve your company’s social media presence.

You can break this into bite-sized, measurable objectives — like achieving 1,000 new followers per week on Twitter, Instagram, and LinkedIn for the next six months through innovative posts.

Quick tip: It’s necessary to write a SMART marketing plan to propel you to success .

Why should marketing objectives be SMART?

On average, companies across industries set aside nearly 9.5% of their revenue to fund marketing initiatives.

Since there’s big money at stake, you need SMART goals. Here’s a quick overview of what SMART stands for:

10 Examples of marketing objectives

Listed below are examples of marketing objectives you can draw inspiration from:

1. Boost brand awareness

Marketing objective : Increase brand recognition from 20% to 25% by the end of the quarter via social media.

When running campaigns to increase brand recognition, think about the way your customers perceive your brand and how.

Do they think about you because of your excellent product (e.g., Nutella), do they recognize you because of your values (e.g., Ben & Jerry’s), or do they remember you because of your logo (e.g., H&M)?

If your marketing objective is to increase brand recognition, first drill down what you want to increase it for — after all, certain brands are famous for being infamous.

Once that’s done, consider:

• Partnering with influencers and/or sponsoring events that have the same values as you or promote the same things you do.
• Being consistent with your customer interactions —- repetition is key when trying to boost brand awareness, especially if you want to be on the top of your customer’s minds.
• Using all marketing channels (e.g., social media, physical ads, website content, etc.) to your advantage to double down on the same objective.

2. Increase sales

Marketing objective : Increase sales for product X by 5% in the next two months by running paid ads on Google Ads.

Boosting sales is a short-term marketing objective that contributes to achieving your long-term revenue target.

There are various ways to get those sales rolling in.

For example, marketing can help your sales team with educational content that introduces your product or service to your target audience.

Sure, you can acquire consumers from multiple sales channels .

But upselling and cross-selling are great low-cost strategies to increase the average billing amount per transaction.

Amazon upsells Prime by showing its customers how upgrading comes with great benefits.

Amazon also cross-sells by displaying product recommendations based on things you’ve added to your cart or purchased.

3. Expand lead generation sources

Marketing objective : Explore lead generation sources and select two viable ones by the end of the current year.

Not being overly dependent on just one channel will allow you to expand your lead generation sources and explore new markets.

It’ll also help you reach diversified consumers and educate them about your product.

Capitalize on the four L’s of lead generation — lead magnets, landing pages, lead capture, and lead scoring — to curate a comprehensive plan.

At the end of the deadline, determine the marketing channels that are gaining the most traction and if you should continue with the current strategy or shake things up.

Coca-Cola is a good example of a brand following the lead diversification marketing objective.

Its unique lead-generation strategies have allowed it to capture a 14% volume share of the beverage consumption market in developed countries.

4. Improve website traffic

Marketing objective : Improve website traffic by 10% through consistent on-page and off-page efforts.

Website visitors are essential to generating qualified leads and achieving the benchmarked top-of-the-funnel sales figures.

It gives you a better chance of converting them into paying customers .

But for that to happen, you need to focus on search engine optimization (SEO) to improve your search engine rankings and enhance brand visibility.

Undertake link building, optimize existing content, target focus keywords, and effectively blend content marketing with SEO .

Once you’ve potential customers landing on your page, engage with them immediately.

Help them understand your product and services better and add actionable CTAs through the page to encourage them to take the desired action.

Employ conversion tracking metrics like conversion rate, cost per lead, and campaign ROI to track the progress.

5. Launch new product

Marketing objective : Finalize the new product’s marketing angle by the end of the week.

A product launch is the ideal opportunity for companies to:

• remain relevant,
• entice customers with a better version,
• get new customers,
• keep up with the advancements in technology, and
• diversify revenue channels.

Setting marketing objectives before a product launch will ensure you complete all the tasks promptly.

Be clear about your objectives, whether it’s to put a price tag, establish the messaging, prepare a product launch marketing plan template , gather early product reviews, build awareness, or monitor adoption.

Gillette’s Planet KIND product line focused on how the range reduces plastic waste and is environment-friendly rather than its efficacy.

This lets the brand appeal to environment-conscious consumers and get them to advocate the products.

6. Venture into new markets

Marketing objective : Research the businesses dominating the target market and develop the right marketing strategy by the end of November.

Venturing into new markets — nationally or internationally — is a challenging task.

However, thorough market research and careful positioning will help you understand the market and tweak your messaging accordingly.

Innovative marketing campaigns will let your product stand apart, gain more eyeballs, and foster genuine customer relationships.

Netflix started as a video-on-demand company in California but market research and clever campaigns have allowed it to garner over 247 million paid memberships and expand to more than 190 countries.

7. Enhance customer lifetime value (CLV)

Marketing objective : Enhance CLV for Consumer Segment A from $13,650 per quarter to $15,000 by the end of the second quarter.

New customers aren’t enough to sustain a business.

Give your customers what they want to reduce customer churn and ensure they become loyal brand ambassadors.

To re-evaluate your marketing strategies for varied customer segments, measure its CLV to understand how much they’ll spend on your products and services.

You can use the following formula to calculate the CLV:

CLV = Average Purchase Value * Average Customer Lifespan * Average Consumer Lifespan

A deep dive into any of the three KPIs will help you understand the segment better and tweak the milestones accordingly.

Nike’s Hong Kong team improved its CLV by incorporating local sports movements and roping in national athletes in its digital marketing strategy.

8. Define brand positioning

Marketing objective : Define brand positioning by the end of the month to stand out from the competition.

Brand positioning impacts how customers view your brand and engage with it. It’s part of your identity and helps convey your value prop.

For example, Tesla positions itself as an innovative and sustainable electric automaker.

This clear positioning has helped it become the top choice for electric automobile buyers and be crowned as one of “ America’s Hottest Brands .”

9. Better product quality

Marketing objective : Launch the upgraded version of the mobile app with zero lags.

Consistent improvements have a compounding effect. Focus on improving your product or service a little every week, month, and year.

As you work on improving product quality, you’ll also improve customer experience, boost sales, and build trust.

10. Increase revenue and profit

Marketing objective : Market product C and improve its quality to raise the prices next year and boost revenue and profit.

Increasing revenue and maximizing profit is a business’s ultimate goal.

It can do so by identifying the products and services it can sell more, cutting down unnecessary costs, and building demand among consumers. 

You can also take advantage of new opportunities and promote a better brand image by keeping an eye on marketing trends and insights .

Apple generated a revenue of $89.5 billion in the fourth quarter of 2023 by capitalizing on selling iPhones.

To increase its revenue in the upcoming years, it plans to become carbon neutral by 2030.

Achieve your marketing goals with SMART objectives

Setting SMART goals is an excellent starting point.

But to achieve your goals, you’ll need to manage a team, communicate effectively, and report to stakeholders.

Things can become overwhelming rather quickly.

But PandaDoc can make things a little easier by minimizing the stress of managing documents.

If you’re looking for a solution to automate your documents and save time, give PandaDoc a try — it’s free to try.

PandDoc is not a law firm, or a substitute for an attorney or law firm. This page is not intended to and does not provide legal advice. Should you have legal questions on the validity of e-signatures or digital signatures and the enforceability thereof, please consult with an attorney or law firm. Use of PandaDocs services are governed by our Terms of Use and Privacy Policy.

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Marketing Communication Objectives

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Delve into the world of Marketing Communication Objectives with our comprehensive guide, enriched with practical examples. This guide is designed to help you understand the pivotal role of strategic communication in building brand awareness, attracting new customers, and enhancing overall market presence. Learn how to effectively use Marketing Communication Examples to achieve objectives like customer retention, lead generation, and improved brand perception. With each objective aligned to real-world scenarios, this guide is an invaluable resource for anyone looking to elevate their marketing strategy.

25 Marketing Communication Objectives

• Building Awareness : Increase brand recognition among potential customers. Example : Launching a multi-channel ad campaign featuring your brand’s unique selling points.
• Customer Retention Rate : Improve the rate at which existing customers remain engaged with the brand. Example : Implementing a loyalty program that rewards repeat purchases.
• Attract New Customers : Expand your customer base by targeting new market segments. Example : Using targeted social media ads to reach a younger demographic.
• Generate New Leads : Create interest among potential customers to convert them into leads. Example : Offering a free ebook download in exchange for email sign-ups.
• Improved Brand Perception : Enhance public perception of your brand. Example : Running a public relations campaign that highlights your brand’s community involvement.
• Increase Market Share : Gain a larger portion of the market in your industry. Example : Introducing competitive pricing strategies to attract customers from competitors.
• Generating Demand : Create a need for your product or service in the market. Example : Showcasing the unique benefits of your product through influencer partnerships.
• Helps You Reach Your Target Market : Precisely target the demographics most likely to purchase. Example : Utilizing data analytics to tailor your marketing messages to specific audience segments.
• Improve ROI : Achieve a higher return on investment for marketing efforts. Example : Focusing on high-performing channels and discontinuing underperforming campaigns.
• Increase Sales : Boost the number of sales transactions. Example : Launching a limited-time promotion to create urgency.
• Influence Buying Decisions : Shape how consumers perceive and choose your products. Example : Creating compelling content that addresses customer pain points.
• Marketing Qualified Leads : Generate leads that are more likely to become customers. Example : Using lead scoring models to prioritize follow-up with high-potential leads.
• When to Set Communication Objectives : Identify the right time to set and revise objectives. Example : Re-evaluating objectives post-product launch to align with customer feedback.
• Optimizing Brand Messaging : Refine your brand’s message for clarity and impact. Example : Redesigning your website and marketing materials to reflect a more modern brand image.
• Creating Customer Advocacy : Turn customers into brand advocates. Example : Encouraging satisfied customers to share their experiences online.
• Enhancing Online Presence : Strengthen your brand’s online visibility. Example : Investing in SEO and content marketing to improve your website’s search engine ranking.
• Developing Thought Leadership : Establish your brand as a thought leader in your industry. Example : Publishing insightful articles and whitepapers on industry trends.
• Maximizing Social Media Engagement : Increase engagement on social media platforms. Example : Running interactive social media campaigns with quizzes and polls.
• Strengthening Customer Relationships : Build stronger connections with your customer base. Example : Sending personalized email newsletters to customers based on their interests.
• Increasing Brand Loyalty : Cultivate a loyal customer base. Example : Offering exclusive benefits to repeat customers.
• Improving Internal Communication : Enhance communication within the company. Example : Implementing an internal communications platform for better employee alignment with brand goals.
• Leveraging User-Generated Content : Use content created by customers for marketing. Example : Featuring customer photos and reviews in your marketing campaigns.
• Streamlining the Marketing Process : Make your marketing efforts more efficient. Example : Automating repetitive tasks like email marketing and social media posts.
• Enhancing Cross-Channel Coordination : Ensure consistency across different marketing channels. Example : Synchronizing messaging across social media, email, and print advertising.
• Measuring Marketing Effectiveness : Regularly assess the success of your marketing strategies. Example : Using analytics tools to track campaign performance and adjust strategies accordingly.

What are Communication Objectives in Marketing?

Communication objectives in marketing are specific goals that an organization aims to achieve through its marketing communication strategies. These objectives guide the creation and execution of marketing messages. Here are ten key communication objectives:

• Brand Awareness : Increasing the visibility and recognition of the brand among the target audience. Example : A startup launching a social media campaign to introduce its brand to potential customers.
• Product Knowledge : Educating the audience about the product’s features and benefits. Example : A tech company using explainer videos to demonstrate the use of its latest gadget.
• Brand Preference : Positioning the brand as a preferred choice over competitors. Example : A beverage company highlighting its unique selling proposition in ad campaigns.
• Lead Generation : Generating interest and inquiries from potential customers. Example : An online retailer offering a free ebook in exchange for email sign-ups.
• Sales Conversion : Encouraging the audience to make a purchase. Example : An e-commerce platform sending personalized discount offers to its subscribers.
• Customer Retention : Keeping existing customers engaged and loyal to the brand. Example : A loyalty program that rewards customers for repeat purchases.
• Reputation Management : Building and maintaining a positive brand image. Example : A company actively managing its online reviews and responding to customer feedback.
• Market Expansion : Expanding the brand’s reach into new markets or demographics. Example : A fashion brand launching a new line targeted at a younger audience.
• Customer Education : Informing customers about how to best use the product or service. Example : A software company offering free webinars to educate users about its product.
• Engagement and Interaction : Encouraging active participation and interaction from the audience. Example : A beauty brand hosting a social media contest to engage its followers.

How to write Marketing Communication Objectives?

Writing effective marketing communication objectives involves a clear understanding of the brand’s goals and the target audience. Here are ten points to consider:

• Be Specific : Clearly define what you want to achieve. Example : Increase website traffic by 30% in the next quarter.
• Make it Measurable : Set objectives that can be quantified. Example : Gain 500 new email subscribers within two months.
• Ensure Relevance : Align objectives with the overall business goals. Example : Boost online sales to contribute to the annual revenue target.
• Set Time Frames : Include a specific timeframe for achieving the objectives. Example : Launch the new product campaign by the end of the first quarter.
• Consider the Target Audience : Tailor objectives to the needs and preferences of your target audience. Example : Enhance engagement among the 18-25 age group on social media platforms.
• Incorporate Brand Values : Reflect the brand’s core values in your objectives. Example : Communicate the brand’s commitment to sustainability in all advertising.
• Focus on Differentiation : Highlight what sets your brand apart. Example : Showcase unique product features that competitors do not offer.
• Plan for Flexibility : Be prepared to adjust objectives as market conditions change. Example : Adapt the campaign to new consumer trends observed in the industry.
• Integrate Multiple Channels : Utilize a mix of channels for a comprehensive approach. Example : Combine social media, email, and in-store promotions for a holistic campaign.
• Encourage Customer Action : Aim for objectives that prompt customer action. Example : Drive in-store visits through an online coupon campaign.

Marketing communication Goals and Objectives

• Increase Market Share : Aim to capture a larger portion of the market. Example : Target new customer segments to expand market reach.
• Enhance Customer Value : Focus on adding value to the customer’s experience. Example : Offer exclusive content or benefits to loyal customers.
• Build Brand Equity : Strengthen the value associated with the brand. Example : Create a consistent brand experience across all touchpoints.
• Improve Customer Relations : Develop stronger relationships with customers. Example : Implement a customer feedback system to enhance interaction.
• Strengthen Corporate Image : Enhance the perception of the company in the eyes of stakeholders. Example : Engage in corporate social responsibility initiatives.
• Facilitate Product Launches : Successfully introduce new products to the market. Example : Use teaser campaigns to build anticipation for new product releases.
• Drive Event Attendance : Increase attendance at company events or webinars. Example : Use targeted invites and reminders to boost event participation.
• Promote Special Offers : Effectively communicate time-limited offers or discounts. Example : Create urgency in campaigns for seasonal sales.
• Support Sales Strategies : Align communication efforts with sales objectives. Example : Develop promotional materials that assist the sales team.
• Crisis Communication : Manage communication effectively during a crisis to maintain brand integrity. Example : Quick and transparent communication in response to any negative incidents.

What is a Marketing Communication Objective in Advertising?

In advertising, a marketing communication objective is a specific goal that an advertising campaign aims to achieve. These objectives guide the development and execution of advertising strategies. Here are ten common objectives:

• Creating Brand Recall : Ensuring that consumers remember the brand when making purchasing decisions. Example : Memorable taglines in ads that stick with the audience.
• Informing Potential Customers : Providing information about products or services to potential buyers. Example : Infomercials that explain the benefits of a product in detail.
• Persuading Consumers : Convincing consumers to choose your product over competitors. Example : Comparative advertising showing the advantages of your product.
• Emotional Connection : Establishing an emotional bond with the audience. Example : Ads that tell a story and evoke emotions related to the brand.
• Changing Customer Attitudes : Influencing consumer perceptions and attitudes towards the brand. Example : Ads that address misconceptions or present the brand in a new light.
• Supporting Sales Efforts : Creating advertisements that directly support sales initiatives. Example : Limited-time offers in ads to drive immediate purchases.
• Enhancing Brand Loyalty : Focusing on keeping existing customers engaged and loyal. Example : Ads that reinforce the benefits of staying loyal to the brand.
• Targeting Specific Segments : Reaching out to particular segments of the market. Example : Ads tailored to appeal to a niche audience.
• Driving Online Engagement : Encouraging interaction and engagement on digital platforms. Example : Social media ads with calls to action for likes, shares, or comments.
• Launching New Products : Creating awareness and interest in a new product. Example : Launch campaigns that showcase the innovation and benefits of the new product.

Each of these objectives plays a crucial role in the success of advertising campaigns, contributing to the overall marketing communication strategy of a brand. In conclusion, setting clear and effective marketing communication objectives is vital for any successful marketing strategy. By understanding the importance of these objectives, employing strategic steps in writing them, and incorporating them into various marketing goals, businesses can create impactful messages that resonate with their audience, driving engagement, and achieving desired outcomes. This guide provides essential insights and practical tips for crafting compelling marketing communication objectives.

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117 Marketing Management Essay Topic Ideas & Examples

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Marketing management is a crucial component of any business organization, as it involves planning, implementing, and controlling various marketing activities to achieve the company's objectives. As a marketing management student, you may be required to write essays on various marketing topics to demonstrate your understanding of the subject.

To help you get started with your marketing management essays, we have compiled a list of 117 essay topic ideas and examples that you can use for inspiration:

• The role of marketing in achieving organizational goals
• The impact of digital marketing on consumer behavior
• The importance of market segmentation in marketing strategy
• The role of social media in marketing communication
• The concept of branding and its significance in marketing management
• The influence of celebrity endorsements on consumer purchasing decisions
• The effectiveness of influencer marketing in reaching target audiences
• The role of customer relationship management (CRM) in marketing strategy
• The impact of globalization on marketing management practices
• The importance of market research in developing marketing strategies
• The significance of pricing strategies in marketing management
• The role of advertising in creating brand awareness
• The impact of e-commerce on traditional marketing channels
• The importance of ethical marketing practices in today's business environment
• The role of product development in marketing strategy
• The effectiveness of guerrilla marketing tactics in reaching consumers
• The impact of cultural differences on international marketing campaigns
• The role of data analytics in marketing decision-making
• The importance of customer loyalty programs in retaining customers
• The effectiveness of content marketing in attracting and engaging audiences
• The significance of storytelling in marketing communication
• The impact of environmental sustainability on marketing strategies
• The role of customer feedback in improving marketing campaigns
• The importance of personalization in marketing communication
• The effectiveness of mobile marketing in reaching on-the-go consumers
• The impact of influencer marketing on brand perception
• The role of emotional branding in creating brand loyalty
• The importance of social responsibility in marketing campaigns
• The significance of customer retention strategies in driving long-term growth
• The effectiveness of experiential marketing in creating memorable brand experiences
• The impact of online reviews on consumer purchasing decisions
• The role of customer service in building brand reputation
• The importance of market positioning in competitive marketing environments
• The significance of strategic partnerships in expanding market reach
• The effectiveness of cause marketing in building brand authenticity
• The impact of visual branding on consumer perception
• The role of influencer partnerships in reaching niche audiences
• The importance of market segmentation in personalizing marketing campaigns
• The significance of customer lifetime value in marketing strategy
• The effectiveness of omnichannel marketing in reaching consumers across multiple touchpoints
• The impact of artificial intelligence on marketing automation
• The role of chatbots in enhancing customer service experiences
• The importance of voice search optimization in digital marketing
• The significance of user-generated content in building brand credibility
• The effectiveness of gamification in engaging audiences
• The impact of virtual reality on immersive brand experiences
• The role of augmented reality in enhancing product presentations
• The importance of influencer authenticity in building trust with audiences
• The significance of social proof in validating brand credibility
• The effectiveness of referral marketing in driving customer acquisition
• The impact of search engine optimization on website visibility
• The role of pay-per-click advertising in driving website traffic
• The importance of email marketing in nurturing leads
• The significance of content marketing in establishing thought leadership
• The effectiveness of social media advertising in reaching target audiences
• The impact of video marketing on audience engagement
• The role of customer reviews in influencing purchasing decisions
• The importance of influencer partnerships in reaching new markets
• The significance of affiliate marketing in driving online sales
• The effectiveness of retargeting campaigns in converting leads
• The impact of mobile marketing on consumer behavior
• The role of location-based marketing in reaching local audiences
• The importance of personalized recommendations in driving sales
• The significance of mobile app marketing in engaging users
• The effectiveness of chatbot marketing in automating customer interactions
• The impact of social media influencers on brand perception
• The role of user-generated content in building brand loyalty
• The importance of influencer partnerships in reaching niche audiences
• The significance of customer testimonials in building brand credibility
• The effectiveness of social proof in validating brand authenticity
• The impact of influencer authenticity in driving engagement
• The role of influencer partnerships in enhancing brand awareness
• The importance of influencer marketing in reaching younger demographics
• The significance of influencer partnerships in driving online sales
• The effectiveness of influencer collaborations in creating viral campaigns
• The impact of influencer partnerships on brand visibility
• The role of influencer marketing in creating authentic brand experiences
• The importance of influencer endorsements in building brand trust
• The significance of influencer partnerships in driving social media engagement
• The effectiveness of influencer marketing in boosting brand awareness
• The impact of influencer partnerships on audience reach
• The role of influencer collaborations in generating user-generated content
• The importance of influencer endorsements in building brand credibility
• The significance of influencer marketing in driving website traffic
• The effectiveness of influencer partnerships in converting leads
• The impact of influencer endorsements on consumer purchasing decisions
• The role of influencer marketing in creating brand loyalty
• The importance of influencer partnerships in building brand authority
• The significance of influencer collaborations in creating buzz around new products
• The effectiveness of influencer marketing in generating social media buzz
• The impact of influencer endorsements on brand sentiment
• The role of influencer partnerships in enhancing brand perception
• The importance of influencer marketing in creating emotional connections with consumers
• The significance of influencer collaborations in driving brand advocacy
• The effectiveness of influencer marketing in increasing brand visibility
• The impact of influencer partnerships on brand storytelling
• The role of influencer endorsements in building brand authenticity
• The importance of influencer marketing in shaping consumer perceptions
• The significance of influencer collaborations in fostering brand loyalty
• The effectiveness of influencer partnerships in driving word-of-mouth marketing
• The impact of influencer marketing on brand recall
• The role of influencer endorsements in building brand equity
• The importance of influencer partnerships in engaging new audiences
• The significance of influencer collaborations in building brand trust
• The effectiveness of influencer marketing in driving customer loyalty
• The impact of influencer endorsements on brand reputation
• The role of influencer partnerships in enhancing customer experiences
• The importance of influencer marketing in creating memorable brand moments
• The effectiveness of influencer endorsements in generating brand buzz
• The role of influencer marketing in shaping consumer perceptions
• The importance of influencer endorsements in building brand authenticity
• The significance of influencer partnerships in driving brand engagement
• The effectiveness of influencer marketing in increasing brand awareness
• The impact of influencer collaborations on brand sentiment
• The role of influencer partnerships in enhancing brand credibility

In conclusion, marketing management essays provide an opportunity for students to explore various marketing topics and demonstrate their understanding of key concepts and theories. By selecting a relevant and engaging essay topic from the list above, you can create a compelling and well-researched essay that showcases your expertise in marketing management. Good luck with your essay writing!

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What is a Marketing Plan & How to Write One [+ Examples]

Published: August 07, 2024

One of my favorite ways to break through writer’s block, whether the assignment is a marketing plan or a short story, is simply reading more examples. (I also recommend taking a long walk; you’d be surprised.)

I can’t take you on a walk, but I can give you some examples, some inspiration, and some guidelines to get your creativity humming.

If you don’t know where to start, we’ve curated lists of marketing plans and marketing strategies to help you write a concrete plan that will produce results.

Let’s start by understanding the differences between the two.

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What is a marketing plan, marketing plan vs. business plan, how to write a marketing plan, types of marketing plans, marketing plan examples, marketing plan faqs, sample marketing plan.

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A marketing plan is a strategic road map that businesses use to organize, execute, and track their marketing strategy over a given period. Marketing plans can include different marketing strategies for various marketing teams across the company, all working toward the same business goals.

The purpose of a marketing plan is to write down strategies in an organized manner. This will help keep you on track and measure the success of your campaigns.

Your marketing plan lays out each campaign‘s mission, buyer personas, budget, tactics, and deliverables. With all this information in one place, you’ll have an easier time staying on track with a campaign, and you can figure out what works and what doesn’t.

To learn more about creating your marketing plan, keep reading or jump to the relevant section:

A marketing plan is a strategic document that outlines marketing objectives, strategies, and tactics.

A business plan is also a strategic document. But this plan covers all aspects of a company's operations, including finance, operations, and more. It can also help your business decide how to distribute resources and make decisions as your business grows.

A marketing plan is a subset of a business plan; it shows how marketing strategies and objectives can support overall business goals. And if you need an assist executing a marketing plan, might I recommend HubSpot’s marketing hub ?

Marketing Strategy vs. Marketing Plan

A marketing strategy is the part of your marketing plan that describes how a business will accomplish a particular goal or mission.

This includes which campaigns, content, channels, and marketing software you’ll use to execute that mission and track its success.

A marketing plan contains one or more marketing strategies. It's the framework from which all your marketing strategies are created, and it helps you connect each strategy to a larger marketing operation and business goal.

For example, suppose your company is launching a new software product, and it wants customers to sign up. The marketing department needs to develop a marketing plan that'll help introduce this product to the industry and drive the desired sign-ups.

The department decides to launch a topical blog, debut a YouTube series to establish expertise, and create new X and Instagram accounts to join the conversation around this subject. All this serves to attract an audience and convert this audience into software users.

To summarize, a business' marketing plan is dedicated to introducing a new software product to the marketplace and driving sign-ups for that product. The business will execute that plan with three marketing strategies : a new industry blog, a YouTube video series, and an X account.

Of course, the business might consider these three things as one giant marketing strategy, each with its own specific content strategies. How granular you want your marketing plan to get is up to you. Nonetheless, every marketing plan goes through a particular set of steps in its creation.

• State your business' mission.
• Determine the KPIs for this mission.
• Identify your buyer personas.
• Describe your content initiatives and strategies.
• Clearly define your plan's omissions.
• Define your marketing budget.
• Identify your competition.
• Outline your plan's contributors and their responsibilities.

1. State your business' mission.

Your first step in writing a marketing plan is to state your mission. Although this mission is specific to your marketing department, it should serve as your business' main mission statement.

In my experience, you want to be specific, but not too specific. You have plenty of space left in this marketing plan to elaborate on how you'll acquire new customers and accomplish this mission.

For those of you running startups or small businesses, HubSpot’s starter bundle is a great all-in-one solution — it can help you find and win customers, execute content marketing plans, and more.

If your business' mission is “to make booking travel a delightful experience,” your marketing mission might be “to attract an audience of travelers, educate them on the tourism industry, and convert them into users of our bookings platform.”

Need help building your mission statement? Download this guide for examples and templates and write the ideal mission statement.

2. Determine the KPIs for this mission.

Every good marketing plan describes how the department will track its mission‘s progress. To do so, you need to decide on your key performance indicators (KPIs) .

KPIs are individual metrics that measure the various elements of a marketing campaign. These units help you establish short-term goals within your mission and communicate your progress to business leaders.

Let's take our example of a marketing mission from the above step. If part of our mission is “to attract an audience of travelers,” we might track website visits using organic page views. In this case, “organic page views” is one KPI, and we can see our number of page views grow over time.

Also, make sure to check whether your current reporting software facilitates the KPIs you need. Some reporting tools can only measure a set of pre-defined metrics, which can cause massive headaches in particular marketing campaigns.

However, other tools, like HubSpot’s analytics software , can offer full flexibility over the KPIs you wish to track.

You can generate custom reports that reveal average website engagement rates, page visits, email, social media traffic, and more.

These KPIs will come into the conversation again in step 4.

3. Identify your buyer personas.

A buyer persona is a description of who you want to attract. This can include age, sex, location, family size, and job title.

Each buyer persona should directly reflect your business' current and potential customers. All business leaders must agree on your buyer personas.

4. Describe your content initiatives and strategies.

Here‘s where you’ll include the main points of your marketing and content strategy.

Because there‘s a laundry list of content types and channels available today, you must choose wisely and explain how you’ll use your content and channels in this section of your marketing plan.

When I write this section, I like to stipulate:

• What types of content I'll create. These might include blog posts, YouTube videos, infographics, and ebooks.
• How much I'll create. I typically describe content volume in daily, weekly, monthly, or even quarterly intervals. It all depends on my workflow and the short-term goals for my content.
• The goals (and KPIs) I'll use to track each type. KPIs can include organic traffic, social media traffic, email traffic, and referral traffic. Your goals should also include which pages you want to drive that traffic to, such as product pages, blog pages, or landing pages.
• The channels on which I'll distribute my content. Popular channels include Facebook, X, LinkedIn, YouTube, Pinterest, and Instagram.
• Any paid advertising that will take place on these channels.

5. Clearly define your plan's omissions.

A marketing plan explains the marketing team's focus. It also explains what the marketing team will not focus on.

If there are other aspects of your business that you aren‘t serving in this particular plan, include them in this section. These omissions help to justify your mission, buyer personas, KPIs, and content.

You can’t please everyone in a single marketing campaign, and if your team isn’t on the hook for something, you need to make it known.

In my experience, this section is particularly important for stakeholders to help them understand why certain decisions were made.

6. Define your marketing budget.

Whether it's freelance fees, sponsorships, or a new full-time marketing hire, use these costs to develop a marketing budget and outline each expense in this section of your marketing plan.

You can establish your marketing budget with these 8 free marketing budget templates .

7. Identify your competition.

Part of marketing is knowing your competition. Research the key players in your industry and consider profiling each one.

Keep in mind that not every competitor will pose the same challenges to your business. For example, while one competitor might rank highly on search engines for keywords that you’re also chasing, another competitor might have a heavy footprint on a social network where you plan to launch an account.

Easily track and analyze your competitors with this collection of 10 free competitive analysis templates .

8. Outline your plan's contributors and their responsibilities.

With your marketing plan fully fleshed out, it‘s time to explain who’s doing what.

I don’t like to delve too deeply into my employees’ day-to-day projects, but I know which teams and team leaders are in charge of specific content types, channels, KPIs, and more.

Now that you know why you need to build an effective marketing plan, it’s time to get to work.

Starting a plan from scratch can be overwhelming if you haven't done it before.

That’s why there are many helpful resources that can support your first steps. We’ll share some of the best guides and templates to help you build effective results-driven plans for your marketing strategies.

Ready to make your own marketing plan? Get started with this free template.

The kind of marketing plan you create will depend on your company, your industry, and your business goals. We compiled different samples to suit your needs:

1. Quarterly or Annual Marketing Plans

Why This Marketing Plan Works

• The plan starts with a letter from the president and CEO of the company, who sets the stage by providing a high-level preview of the incoming developments for Louisville's tourism industry.
• The focus on Louisville as “Bourbon City” effectively leverages its unique cultural and culinary attributes to present a strong brand.
• It incorporates a variety of data from Google Analytics, Arrivalist, and visitor profiles to define their target audience with a data-informed approach.

2. University of Illinois Urbana-Champaign

This marketing plan by Visit Oxnard, a convention and visitors bureau, is packed with information: target markets, key performance indicators, selling points, personas, marketing tactics by channel, and much more.

It also articulates the organization’s strategic plans for the upcoming fiscal year, especially as it grapples with the aftereffects of the pandemic.

Lastly, it has impeccable visual appeal, with color-coded sections and strong branding elements.

• It states clear and actionable goals for the coming year.
• It includes data and other research that shows how the team made its decisions.
• It outlines how the team will measure the plan’s success.

4. Safe Haven Family Shelter

This marketing plan by a nonprofit organization is an excellent example to follow if your plan will be presented to internal stakeholders at all levels of your organization.

It includes SMART marketing goals , deadlines, action steps, long-term objectives, target audiences, core marketing messages , and metrics.

The plan is detailed yet scannable. By the end of it, one can walk away with a strong understanding of the organization’s strategic direction for its upcoming marketing efforts.

• It confirms ongoing marketing strategies and objectives while introducing new initiatives.
• It uses colors, fonts, and formatting to emphasize key parts.
• It closes with long-term goals, key themes, and other overarching topics to set the stage for the future.

5. Wright County Economic Development

• “Going viral” isn’t a goal; it’s an outcome.
• Be surprising. Subvert expectations.
• Be weird and niche if you want to be weird and niche, but establishing a shared cultural understanding might result in a bigger audience.

Pridemore Properties’ Instagram smash hit is unexpected, to say the least. You think you’re getting a home tour that takes your figurative breath away; you get a home tour that takes the agent’s literal breath away.

Verizon’s toe-tapping, hip-shaking Totalmente (aka Total by Verizon, a contractless phone plan) ad debuted during Univision’s Spanish-language broadcast of Super Bowl LVIII. The ad reinvents the 1998 Elvis Crespo song “Suavemente,” an earworm if I’ve ever heard one, replacing the lyrics with Total by Verizon features.

Verizon Value’s CMO and VP of Marketing, Cheryl Gresham, has admitted that she didn’t know much about marketing to a majority-Latinx audience.

In an interview with Campaign Live , she said she didn’t think the idea would have gotten off the ground “if it had just been me and a lot of other people that had a background like myself in that room.”

CampaignLive wrote, “Gresham says the team opted for a creative concept that spoke to all the Latinos in the room — despite Gresham herself not understanding the connection.”

Gresham’s marketing strategy hinged on knowing her audience and, just as importantly, trusting her fellow marketers who knew how to reach that audience.

Strategic Takeaways for Demographic Marketing

• Know what you don’t know.
• Foster diversity in marketing leadership and staff.
• Know your audience.

The catchy tune and the great storytelling certainly don’t hurt.

But more than that, Ogilvy and Verizon dug deep into Latinx culture — more than 25 years deep — to craft an ad that doesn’t feel like it’s just responding to the latest trend. They also tapped Venezuelan American comedian, musician, and producer Fred Armisen to direct the spot.

6. Chappell Roan

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Marketing Goals: Achieving Measured Objectives Essay

• To find inspiration for your paper and overcome writer’s block
• As a source of information (ensure proper referencing)
• As a template for you assignment

SWOT-analysis

Marketing managers, internal problems, list of references.

For businesses to succeed and grow to be competitive they need to set targets that need to be achieved. To explain the SMART goals I will take company Y as an example.

Goals should be specific. Business goals should be definite and clear. The goals should not be vague or ambiguous. For instance company, Y may have a target that it wants to have increased revenue by the end of the year. This goal may not be specific therefore ineffective. To be precise, the revenue increase should be defined. For instance, company Y may say that it wants to increase sales by 20%. To achieve this, the company may increase the price of the products or reach more customers through product promotions. If the company outlines its goals clearly, then it will be easy to achieve the targets. Goals definition is effective in its achievement.

Goals should be measurable. Businesses should be able to determine the capacity or amount of effort needed to succeed. The extent of achievement needed helps the business to know if it is on the right path of attaining the set goals. For instance a company, Y should be able to know how much of the revenue it needs to achieve. Maybe a 20% increase on the previous year’s sales. Alongside a 20% revenue increase, Y could be targeting net profits increase on the new customers. The company should be valuing the profits brought by the new customers and if the value is less than the targeted, then the company should find other ways of increasing sales apart from looking for new markets which are less profitable. Measuring goals is ineffective because some of them are not measurable and can be time-consuming for the business to keep track of what it has gained or not (Chapman 2004, p. 24).

Goals should be achievable or attainable. Company Y should have the ability to attain the set goal. In most cases, the company should set targets within its ability. For instance, the company cannot aim in attaining 50% of new markets in one year, if it does not have money or other resources to help in the product promotion. The ability to control the set goal is important in the achievement of business success (Chapman 2004, p. 24).

The business should have reasonable and realistic goals. Company Y should have targets that are important and relevant in its operation. Goals should be set to create a difference in the company that helps the company to grow. A business always sets realistic goals or that is of gain to the business, for example, by increasing sales the company will benefit from increased profits. Therefore realistic goals are effective for business success (Chapman 2004, p. 24).

The set goals should have a time frame. Company Y should ensure that a specific time is put by which its targets should be realized. Time frame will prevent the company from goal procrastination or time wastage. Time frame is not much effective in goal achievement because some targets do not have a specific time frame. In some cases, external forces may make it hard to achieve the set goals.

SWOT-analysis helps the business in decision-making. SWOT helps in identifying business ventures by analyzing the strengths, weaknesses, opportunities, and threats of an investment. The firm of J. Boag & Sons Company needs to launch premium beer which is its product in Western Australia. For the company to be successful in establishing its foot in the desired market, it has to know the business strengths it has. The strengths will help the firm to gain a competitive advantage against its rivals. J. Boag&sons firm has the finest water and hops resources in Australia. This strength or advantage should enable the firm to gain access to the market and sell its product quickly. For instance, the firm should target that within 90 days of operation in Western Australia, 100000 bottles of beer should have been sold (Fine 2009, p.20).

The firm is specific to the number of sales it needs to achieve, the targeted place, and how to achieve the target within the time frame. Because the firm is launching a new product in the region, it needs to use ways that will attract customers. For example, the firm can sell the premium beer at a lower price as compared to the rival prices. Secondly, the firm may give incentives to the consumers to attract more customers thereby increasing sales. Also, the firm may advertise the new brand through the media, door to door, or any way that will create product awareness to the consumers. By defining the ways in achieving the set goals, the goals are achievable and realistic. The firm sales target is measurable because 100000 bottles need to be sold within three months. In this case, if the target is not achieved within the time frame, the company will check on the diversion of the tools put to achieve the goal. To get back on track, the company will use correcting measures or use other ways of achieving the set target (Fine 2009, p.20). But if the firm sells half of the target by the second month, then it is moving on the right track.

Weakness is features that put a certain business at a disadvantage concerning its rivals. J. Boag&sons firm has a problem because its beer brand has low market recognition. The firm is not able to sell more of the premium beer because the consumers cannot get the difference between the existing beer brand and the premium beer. Despite J. Boag&sons firm having the finest water products or selling the premium beer at a low price, it is not able to sell the beer. Therefore the firm should look into other ways of surviving in this market. The company can target to have a competitive advantage by the end of the year. To be specific on the competitive advantage goal, the company can look at getting 1000 new customers by the end of the first month.

To be realistic, the company may change the packaging and appearance of its premium beer. The appearance should be somehow different and better as compared to the rival beers may be in the shape of the bottle, color, and quantity. The firm may also offer after-sales services like delivery of the beer to the customers’ residence. The services will make the consumers to be happy and therefore tend to buy from the firm. Thirdly, the firm can give gifts or free samples to the customers. Since the company has the best water product in the region, it can be attaching its water to every bottle of beer as gifts. The gift will increase sales as the customers will be getting two products at the price of one. The gift will also create a thought to the consumers that the beer is a good as the water since it is a product of a company with the best water. Therefore the goal for getting a competitive advantage is attainable with the said tools. The firm can address its weakness and have the power to reduce the marginal difference of the premium beer in the market (Rouillard 2002, p.67).

Opportunity is a business chance to invest more or to grow. Opportunities arise from different aspects, for instance from seasonal or fashion influences, information and research, business and product development, global influences, new markets, technology development, and others. J. Boag&sons firm has a new opportunity to sell more of its premium beer. The opportunity is from the market development in which the salary of men aging 18 to 30 has been increased. For this opportunity, the firm should increase production to cater to rising demand. The firm can target to increase its beer production by 80% within the year. The firm is specific on the percentage growth of the beer demand therefore the production should be defined clearly to avoid shortage or excess demand of the beer. The time for the increased demand has also been stated to be one year therefore the production increase should be looked at for one year.

To attain the production target, J. Boag&sons firm should put in the necessary resources, for instance, raw materials like barley should be increased. Therefore more money is needed to acquire the extra materials. Since the firm is an established company, it has the financial ability to expand the production. Likewise, the number of workers or machines should be added to increase production within the period. The goal to increase production is realistic and reasonable to the firm since it is significant in catering to the increased demand that has been brought by income increase. With the production increase, the firm will also be able to acquire more customers thereby attaining high profits that will promote company growth. It can measure the production goal because if the production does not cater to the excess demand, then the goal has not been achieved. In that case, the firm needs to look to other ways of increasing the production or try to find ways of reducing the excess demand by maybe contracting other small beer producing companies.

Marketing managers need to set some goals that will help the business to sell its products widely. Marketing goals are measurable targets set by the business for a certain achievement, like sales increase, creating customer loyalty, and having a market share (Williams 2009, p.59). The main goal of marketing is to create a valuable feeling for customers. Mostly the business will do anything to make the customer satisfied and in return, the customer will give back some value to the business in form of revenue. The marketing process gives different ways of creating customer satisfaction. Customer’s satisfaction is created through utilities. For example, by processing raw material into finished good that is form utility, the customer is satisfied. Place utility brings the commodity nearer to the consumer. Time utility will ensure that the consumer gets the commodity needed at any time. Possession utility gives the consumer ability to obtain any commodity from the sellers. A business will try to create utilities or satisfaction to its customers therefore creating value for them (Kotler & Armstrong 2009, p.0).

When implementing the marketing goals, the marketing manager needs to consider the market forces he/ she can control. Formal marketing controls are methods strategized by the business to help in the achievement of the marketing goals. The marketing manager will use formal controls to assess the success of the marketing strategy (Wilson& Gilligan 2005, p.70). Under the formal control, the manager firstly ensures that the inputs for example the workers and the financial resources are in the best position for production success. The manager can give decisions on resource allocation or ensure that the researches for the business are conducted efficiently. Under the process control, the manager should be committed to the success of the marketing goals. The manager’s behavior and attitude towards the achievement of the goals will also motivate the employees. The manager can also ensure that the business output is in line with the expected outcomes. Some business operations or performances like expenses, machine output, and sales can affect business marketing. Therefore the marketing manager should know any business activity that will affect the business negatively. The evaluation of the business activities will help the manager to strategize other ways of achieving the goals or use managerial strategies to control the situation (Hutt& Speh 2009, p. 460).

On the other hand, Informal controls deal with individual objectives and character and also the group norms and expectations. Therefore the marketing manager needs to control the individuals. Informal controls are in three ways. Firstly is the employee self-control in which the employees manage their behaviors consistent with the firm’s goals. For the employees to exercise self-control that is supportive of the marketing goals, the marketing manager needs to ensure that the workers are rewarded intrinsically both in payment and good work recognition. Secondly, the marketing manager can control the social groups within the company by giving incentives favorable to the groups. The social groups are so influential to the employees’ performance both in positive and negative ways. Under Cultural control, the manager needs to control both behavioral and social norms of the business employees. The success of the marketing goals for employees needs to have shared values among themselves (Ferrell & Hartline 2008, p.34).

During the execution of the marketing goals, some problems may arise that may prevent the achievement of the set targets. Internal problems are issues brought by the business staff or operations, for example, lack of motivation for employees to work. On the other hand, external problems are brought by forces not within the business, for example, natural disasters, economical problems, political instability, and others. During goal implementation, the manager should put measures to detect and control any issues that may arise during the goal execution. Although control measures are put, sometimes problems occur, therefore affecting the achievement of the marketing goals. For the detection of any problem, the manager should always check the progress of activities. Every stage of the execution should be measured and compared with the target. If the execution results show some diversions, or if the set goal stages are not achieved within the stipulated time, then there is a problem. The managers should inform the team members. The team should try to identify the problem and later delegate new action to correct the problem (McDaniel & Gates 1998, p.05).

A marketing plan helps the business to make strategic plans to satisfy the customers. A marketing manager can set marketing goals that will target a certain market, establish market opportunities, and improve marketing operations and other goals that aim in satisfying the customers. Firm incompetence involves a lack of motivation for staff to work and cooperate in the marketing process. The business may also lack funds or other input resources necessary for the achievement of marketing goals. The inability of the marketing process to control the business products, prices, product, and product promotion may also pose a problem in goal execution. In the emergence of issues from the firm that would affect the marketing process, the marketing plan is used to detect the problem. The plan outline the team involved in the marketing process, the tools to be used, and the expected results. If for example, the goal was to achieve a 30% sales rise within one month, through product promotion, then failure to hit the target will require the plan to be reviewed to know the reason for the failure. The plan enables the firm management to be on track on the excursion of management skills both at the corporate and business level.

A business may be affected by Changes from the external environment and which are beyond the control of the firm. The external factors involve the economic cycles that affect the firm’s sales, political instability or government laws that are not favorable to the business, technological changes that the business is not able to cope with, and social factors that create a negative psychological attitude on the consumption of certain commodities. A marketing plan is supposed to involve the possibilities of the business experiencing such pressures. If the problem occurs, the firm will be able to use its strength to survive the situation. The plan also prepares the marketing manager for any shock and therefore the business does not suffer much from the problem. In any case, the diversion is controlled in time. The business puts accounts to the issues and can cope with the same problem if it occurs in the future (Jain, Trehan& Trehan 2009, p.29).

Chapman, T. D 2004, Passport to performance: raise your business performance , USA: Red Jacket Books.

Ferrell, O. C, and Hartline, M. D 2008, Marketing strategy , Canada: Cengage Learning Publishers.

Fine, L. G 2009, The SWOT analysis: Using your strength to overcome weaknesses, using opportunities to overcome threats , USA: Create Space Publisher.

Hutt, M. D, and Speh, T. W 2009, Business marketing management , Canada: Cengage Learning Publishers.

Jain, T. R Trehan, M., and Trehan, R 2009, Business Environment , India: Rahul Jain publishers.

Kotler, P and Armstrong 2009, Principles of marketing , USA: Pearson Publisher.

McDaniel, C, and Gates, R. H 2008, Marketing research essentials , USA: Taylor & Francis Publisher.

Rouillard, L 2002, Goals and goals setting: achieving measured objectives , Canada: Cengage Learning Publishers.

Williams, C 2009, Management , Canada: Cengage Learning Publishers.

Wilson, R. M and Gilligan 2005, Strategic marketing management: planning, implementation, and control , USA: Butterworth-Heinemann publishers.

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Essay on Marketing: Top 9 Essays on Marketing

Essay on‘Marketing’. Find paragraphs, long and short term papers on ‘Marketing’ especially written for school and college students.

Essay on Marketing

Term Paper Contents:

• Essay on the Challenges and Opportunities of Marketing

Essay # 1. Introduction to Marketing:

ADVERTISEMENTS:

Marketing is everywhere. Everything from presenting yourself for a job interview to selling your products includes marketing. Main objective of any company is to gain profits which can be achieved only through marketing of the products. Marketing enables the companies to create demand and earn profits. If these two aspects are not taken care of, then the company will not survive in the market.

“Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders.” – (American Marketing Association)

“Marketing is a social process by which individuals and groups obtain what they need and want through creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” – (Philip Kotler)

Thus it can be safely said that a company reaches its customer through marketing and communicates to them about the products and services offered by the company.

ADVERTISEMENTS: (adsbygoogle = window.adsbygoogle || []).push({}); Essay # 2. Evolution of Marketing :

In earlier days, an organization was mainly concerned with production of goods. It used to believe on mass production and paid less or negligible attention on quality of the product and the customer’s demand.

After some time, the focus of organization shifted from production of the product to the sale of the product. The concept of marketing emerged gradually in 1970’s after the production and sales era. It took many years for organizations to realize that a customer is the key for making profits in the long run. The marketing concept is evolved through various stages.

These stages are explained below:

1. Production Era :

The production era began with the Industrial Revolution in the 17th century and continued till 1920s. Say’s law – Supply creates its own demand – was applicable in this era. The demand for products was more than the supply in the market; thus, it was a seller’s market. In the production era, the main aim of an organization was to manufacture products faster and at low prices. In this era, customers were concerned only about the availability of products and no importance was given to features and quality of products.

2. Sales Era :

The sales era came into existence in 1920s and continued till the mid of 1950s. This era was marked by the great depression of 1923. The depression proved that manufacturing products was not everything because the sale of the products was also important for organizations to earn profit.

Thus, the need for developing promotion and distribution strategies emerged to sell products. The organizations started advertising their products to increase their sales. Many organizations created specialized market research departments to collect and analyze the prevailing market data.

3. Marketing Era :

The sales era merely focused on selling the goods and ignored the consumers’ needs and demands. The year 1970 marked the advent of marketing era. In the marketing era, organizations realized the importance of customers and started designing the products as per customers’ needs.

Therefore, the marketing era led to the development of customer-centered activities over the production and selling activities. Organizations came up with different techniques, such as customer survey, to collect and analyze data for understanding the customer’s expectations, needs, and wants.

ADVERTISEMENTS: (adsbygoogle = window.adsbygoogle || []).push({}); Essay # 3. Approaches to the Study of Marketing:

The meaning of marketing is different to different people. In common parlance, marketing is the process of selling something at a market place. To a salesman it means selling whereas to an advertising manager it means advertising. To some it means the study of individual commodities and their movement in the market place, to some others marketing means the study of institutions and persons who move their products or study of the economic contributions.

Thus, there are different approaches to the study of marketing:

1. Commodity Approach:

The commodity approach focuses a specific commodity and includes the sources and conditions of supply, nature and extent of demand, the distribution channels used and the functions, such as buying, selling, financing, advertising storage etc. various agencies perform. Prof. Paul Mazur defined as “the delivery of a standard of living to society. Prof. Malcolm McNair expanded the definition to “the creation and delivery of a standard of living”.

2. Institutional Approach:

The institutional approach focuses on the study of various middlemen and facilitating agencies.

3. Functional Approach:

The functional approach considers different kinds of functions recognized for their repetitive occurrences and necessarily performed to consummate market transactions. Converse, Huegy and Mitchell define marketing as the “business of buying and selling and as including those business activities involved in the flow of goods and services between producers and consumers.” American Marketing Association, perhaps, gives more factual or descriptive definition. It defined marketing as the performance of business activities that direct the flow of goods and services from producer to consumer or user.

4. Managerial Approach:

The managerial approach concentrates on the decision making process involved in the performance of marketing functions at the level of a firm. Howard, Phelps and Westing and Lazo and Corbin are the pioneers of the managerial approach.

5. Societal Approach:

The societal approach consider the interactions between the various environmental factors (socio-logical, cultural, political, legal) and marketing decisions and their impact on the well- being of society. Kotler, Feldman and Gist, were the main proponents of the societal approach.

6. Systems Approach:

The systems’ approach is based on Von Bartalanffy’s general systems theory. He defined system as a “set of objects together with the relationships among them and their attributes”. This approach recognizes the inter-relations and inter-connections among the components of a marketing system in which products, services, money, and equipment and information flow from marketers to consumers that largely determine the survival and growth capacities of a firm.

7. Modern Concept:

The new managerial awareness and desire reflected in the consumer orientation for all all-out commitment to the market consideration and to connect all marketing operations to the consumer needs has given birth to a new operational concept. Felton views the marketing concept as “a corporate state of mind that insists on the integration and coordination of all marketing functions that, in turn, are welded with all other corporate functions, for the basic objective of producing maximum long-range corporate profits.

According to Kotler, the marketing concept is a customer orientation backed by integrated marketing aimed at generating customer satisfaction as the key to satisfying organizational goals. According to McNamara,” marketing concept is … a philosophy of business management, based upon a company- wide acceptance of the need for customer orientation, profit orientation, and recognition of the important role of marketing in communicating the needs of the market to all major corporate departments”.

Lazo and Cobin describe marketing concept as ” the recognition on the part of management that all business decisions of a firm must be made in the light of customer needs and wants; hence, that all marketing activities must be under one supervision and that all activities of a firm must be coordinated at the top, in the light of market requirements”. King has given one of the most comprehensive descriptions of the marketing concept. He defined it as, “a managerial philosophy concerned with the mobilization, utilization and control of total corporate effort for the purpose of helping consumers solve selected problems in ways compatible with planned enhancement of the profit position of the firm”.

These definitions suggest that marketing is only concerned with the movement of goods and services from the plant to the consumer. This is thus a production-oriented definition more appropriate for a sellers’ market and dangers in case of buyers’ market. In fact, marketing is related with the sophisticated strategy of attempting to offer what the consumer may want and at a profit.

ADVERTISEMENTS: (adsbygoogle = window.adsbygoogle || []).push({}); Essay  # 4. Objectives of Marketing:

According to Peter F. Drucker, “Marketing means such a perfect understanding of the customer that the product fits him totally and sells itself. Marketing would result in a customer who is ready to buy all that, what should be needed then is to make the product available.”

Organization’s marketing strategies are designed in tune with various marketing objectives.

The objectives of marketing aim at:

1. Creating demand for the products by identifying the needs and wants of customers. The consumers get familiar with the usage of products through different promotional programs, such as advertising and personal selling. This helps in creating demand for the products by the customers.

2. Increasing the market share of the organization. The marketing efforts, such as promotion, create the product awareness in the market. The product awareness helps in capturing the reasonable share in the market by organization.

3. Building the goodwill of the organization in the market. Every organization tries to earn reputation in the market by providing quality goods to the customers. It builds its goodwill by popularizing products supported by advertising, reasonable prices, and high quality.

4. Increasing profits and achieving long-term goals through customer satisfaction. All the marketing activities revolve around the customer. These activities fulfill the organization’s long-term goal of profitability, growth, and stability by satisfying the customer’s demands. All the departments, such as production, finance, human resource, and marketing, coordinate with each other to fulfill the customer’s expectations keeping the maximization of profit as the focus.

Essay # 5. Marketing Process:

Marketing Process —– The marketing process is one that invol­ves the following chain of business activities:

1. Identification and study of the desires, needs, and requirements of the^ consumers;

2. Testing the validity of the consumers’ reaction in respect of product features, price, distribution outlets, new product concepts, and new product introduction;

3. Matching the consumers’ needs with the firm’s offerings and capa­bilities;

4. Creating effective marketing communications and programmes with emphasis on lower price, mass distribution channels and mass advertising to reach numerous market segments so that the consumers know about the product’s availability; and

5. Establishment of resource allocation procedures among the various marketing components like sales promotion, advertisement, distribution, product design, etc. 

Outline of functions in the Marketing Process : In order to place the goods in the hands of the consumers, an integrated group of activities is involved in marketing. Marketing functions cover all those activi­ties which are required for the journey of goods from the producer to the consumer. Goods require some preparations, undergo many operations and pass several hands before they reach the final consumer.

In consideration of the above factors, Clark has divided the modem marketing process into three broad categories as under:

(i) Concentration

(ii) Dispersion

(iii) Equalisation.

These are explained below.

1. Concentration – In a marketing process, concentration is that business activity in which the goods flow from many manufacturers/producers toward a central point or market. If we think of international trade, we find that the customers of a particular corporation or firm world reputation are scattered in different countries and even located thousands of miles, away, and the products are transhipped to points accessible to than. Similar scene is found even in the case of national trade. With the development of trade and commerce, the efforts in the direction of concentration acti­vity have to place more stress on the functions like collection, storage, transportation and inventory of goods in the central markets, and processing of customer’s orders. In addition, the aspects of financing and risk-bearing are also to be taken into consideration.

In India, the concentration activity is undertaken by the Governments at the Central and State levels. Food example, The Food Corporation of India undertakes this activity in case of grains, rice, sugar, etc.

2. Dispersion – In a marketing process, dispersion is that busi­ness activity in which the goods flow from the central locations to the final consumers. The wholesalers and retailers play a great role in this activity. This activity involves many other supporting activities like classification, gradation, storage and transportation of goods. The func­tional aspects of finance and risk-bearing need important considerations.

In India, the agencies like The State Trading Corporation of India, The Minerals and Metals Trading Corporation of India, and The Food Corpora­tion of India undertake this dispersion or distribution activity in respect of certain specified goods. Sane large scale manufacturing companies have, of late, undertaken this activity as a part of their marketing activities.

3. Equalisation – In a marketing process, equalisation refers to the adjustment of supply to demand on the basis of tint, quality, and quantity. This process helps to maintain the state of equilibrium between the forces of demand and supply. The primary responsibility of a business unit towards the consumers and customers is to make available the right products of right qualities at the right tine, in right quantity, at the right place and at the right price. The equalisation activity can serve these objectives.

Essay # 6. Integrated Marketing Communication Process:

Marketers operate is a very dynamic environment characterised by changing customer needs and wants, severe competition, changing process technology, advancements in information technology, government regulations, etc. That is why, they are adopting Integrated Marketing Communication (IMC).

Integrated Marketing Communication (IMC) involves integration of company’s various communication channels to deliver a clear, consistent and compelling message about the company and its products and brands. Most of the companies communicate with target customers by using promotion tools like advertising, personal selling, sales promotion, public relations and direct marketing. Through each of these tools, some message is transmitted to the target customers. IMC calls for careful blending of these promotional tools to ensure effective communication.

Integrated Marketing Communication (IMC) requires developing a total marketing communication strategy that recognises that all of a firm’s marketing activities (not just promotion) communicate with its customers. Everything a marketer does sends a message to the target market.

The EMC approach is an improvement over the traditional approach of treating various promotional activities as totally separate. It helps to develop the most suitable and effective method to contact customers and other stakeholders.

Often different tools play different roles in attracting, informing and persuading target customers. These tools are carefully coordinated under IMC so that they provide the same clear and consistent information about the company and its products/brands.

IMC leads to a total marketing communication strategy aimed at building strong customer relationships by showing how the company and its products can help customers solve their problems. It ties together all of the company’s messages and images.

The company’s television and print advertisements have the same message, look, and feel as its e-mail and personal selling communications. And its public relations materials project the same image as its Website or social network presence.

Communication Process:

Definition of Communication:

The term ‘communication’ is derived from the Latin word ‘communis’ which means common. That means if a person communicates with another, he establishes a common group of understanding. According to Newman, Summer and Warren, “Communication is an exchange of facts, ideas, opinions or emotions by two or more persons”.

Communication does not mean merely sending or receiving message. It involves understanding also. It is, in fact, a bridge of meaning and understanding between two or more people. Thus, communication is a two- way process.

The salient features of communication are as follows:

(i) Communication involves at least two persons—one who sends the message and the second who receives the message.

(ii) Communication is a two-way traffic. The process of communication is not completed until the message has been understood by the receiver. Understanding is an essential part of communication, but it does not imply agreement.

(iii) The basic purpose of communication is to create an understanding in the mind of the receiver of information.

(iv) Communication may take several forms, e.g., order, instruction, report, suggestion grievance, observation, etc. The message may be conveyed through words spoken or written, or gestures.

Elements of Communication:

Communication is a process involving exchange of facts, viewpoints and ideas between persons placed in different positions in the organisation to achieve mutual understanding as shown in Fig. 11.5. The communication process starts when the sender or communicator has a message communicate to some other person known as receiver. It will be completed when the receiver gets the information and sends feedback to the communicator.  

The essential elements of communication are described below:

(i) Sender or Communicator:

The person who conveys the message is known as communicator or sender. By initiating the message, the communicator attempts to achieve understanding and change in the behaviour of the receiver. In case of marketing it is the marketer (sender) who starts the communication process.

(ii) Message:

It is the subject-matter of any communication. It may involve any fact, opinion or information. It must exist in the mind of the communicator if communication process is to be initiated. In marketing, the marketer’s message relates to product, price and place.

(iii) Encoding:

The sender of information organises his idea into a series of symbols (words, signs, etc.) which, he feels, will communicate to the intended receiver or receivers. This is called encoding of message. Communication may take place through physical gestures also.

(iv) Media or Communication Channel:

The communicator has to choose the channel for sending the information. Communication channels are the media through which the message passes. It may be either formal or informal. In marketing, media may be salespersons, advertisement and publicity.

(v) Receiver:

The person who receives the message is called receiver. The communication process is incomplete without the existence of receiver of the message. It is the receiver who receives and tries to understand the message. The receiver in case of marketing is the prospective or present customer.

(vi) Decoding:

After the appropriate channel or channels are selected, the message enters the decoding stage of the communication process. Decoding is done by the receiver. Once the message is received and examined, the stimulus is sent to the brain for interpreting, in order to assign some type of meaning to it. It is this processing stage that constitutes decoding. The receiver begins to interpret the symbols sent by the sender, translating the message to his own set of experiences in order to make the symbols meaningful.

(vii) Response:

Response refers to the set of reactions that the receiver has after being exposed to the message. In case of advertising, a response may mean developing a favourable attitude towards the product as a result of an advertising campaign. However, in many cases, measuring such responses is not easy.

(viii) Feedback:

Communication is completed when the communicator receives feedback information from the receiver. The feedback may reveal that the receiver has understood the message. It may also contain information about the action taken by the receiver on the basis of message sent by the communicator. Thus, feedback is the backbone of effective communication.

(ix) Noise:

Noise is a very common thing we observe in our day-to-day interaction with others. At times it affects adversely the effectiveness of communication. For example, if a person is talking over the phone to another and there is a noise around him, he will feel great difficulty in listening to the person at the other end of the phone. Even the noise can affect the voice of the sender of the message.

Hurdles or Difficulties in Marketing Communication:

There are four factors which might create hurdles or problems in communication between the marketer and the target customer.

These hurdles include noise, selective attention, selective distortion and selective retention as discussed below:

Noise is a sort of interfering sound in the communication process anywhere along the way from the sender to the receiver and vice versa. It can be sound of running bus, two persons talking close at hand or someone shouting around. Noise of any kind has the potential of creating disruption or barrier to effective communication. The sources of noise can be both internal and external. Noise within the office can be controlled, but it is very difficult to control the external noise.

Noise is one of the biggest obstacles in marketing communication. For example, a driver’s need to provide safety to the traffic sidetracks the role of billboards, banners, etc. during disturbed weather conditions —wind, dust storm, rain, etc. Similarly, too much advertisement exposure during the day of purchase of tyre for a car, would disturb the planned purchasing.

These constitute noise in the communication process. The level of noise may not allow a customer to receive the message as intended. The effectiveness of communication depends upon the level of congruity and compatibility between different elements of the communication.

(ii) Selective Attention:

A person may be exposed to hundreds or thousands of ads or brand communications in a day. Because a person cannot possibly attend to all of these, most stimuli will be screened out. This process is called selective attention. Because of this, the marketers have to work hard to attract consumer’s notice. Generally, people are more likely to notice stimuli that relate to a current need.

Thus, a person who is motivated to buy a car is most likely to notice car ads. The process of selective attention explains why advertisers make extra efforts to grab the audience’s attention through fear, music, or bold headlines.

(iii) Selective Distortion:

Selective distortion is the tendency to interpret information in a way that fit one’s perception. Consumers often distort information to be consistent with prior brand and product beliefs. Thus, the target audience will hear what fits into their belief systems.

As a result, receivers often add things to the message that are not there and do not notice other things that are there. The advertiser’s task is to strive for simplicity, clarity, interest and repetition to get the main points across.

(iv) Selective Retention:

People retain in their long-term memory only a small fraction of the messages that reach them. If the receiver’s initial attitude towards the brand is positive and he rehearses support arguments (that is, tells himself things such as the product is in fashion or that it is reasonably priced or that it delivers good value, etc.), the message is likely to be accepted and have high recall.

If the initial attitude towards the brand is negative and the person rehearses counter arguments (that is, tells himself that the product is highly overpriced or that the competing products offer more value to customers or that the brand is not doing well in the market, etc.) the message is likely to be rejected but to stay in long-term memory.

Thus, the advertiser’s task is two-fold here. He not only has to create an initial favourable attitude towards the brands but also through his ads communicate to the audience strong points about the brands so that the customers can rehearse the same and the brand is positively placed in the long-term memory of the customers.

Essay # 7. Role of Marketing in Economic Development :

In today’s era of globalization role of marketing is increasing to fulfill different needs and requirements of people. Due to increase in scale of production and expansions of markets, producers need support of marketing tools to distribute their goods and services to the real customer.

High competition in market and product diversification has increased the marketing activities like advertising, storage, sales promotion, salesmanship etc. Now high profits can be attained by high sales volume and good quality of products and services. Marketing has acquired an important place for the economic development of the whole country. It has also become a necessity for attaining the objective of social welfare and high quality of life.

The importance of marketing can be explained as under:

(a) Importance of Marketing to a Firm:

Marketing is considered to be the prime activity among all the business activities. Success of any business depends on success of marketing. Peter F. Drucker has rightly said that, “Marketing is the business.” Objective and goals of any organization can be achieved through efficient and effective marketing polices. The success of an enterprise depends to a large extent upon the success of its marketing activities.

The importance of marketing to the firm can be explained as under:

1. Marketing in Business Planning and Decision Making:

Marketing research is helpful in searching opportunities and potential in market. It is necessary for an organization to decide what can be sold before deciding that what can be produced. Unless and until these key decisions are taken, it is not practical to take the decisions regarding production, quality of product, type of product and quantity of production etc.

Marketing is very helpful in taking all such decisions therefore its plays an important role in business planning. Marketing provides valuable information regarding production policies, pricing policies, advertisement and sales promotion policies of competitors, so that a suitable policy may be formulated by the top management.

2. Increase in the Profits:

The main objective of every firm is to increase the profitability by successful operations of its activities. Maximization of profits can be possible only through the successful operations of its activities. Marketing department need the help of other departments as well for discharging its duties successfully, marketing department coordinate with other departments like finance, production, to fulfill the needs of customers and regular supply according to market demand.

3. Flow of Marketing Communication:

Integrated marketing communication makes it possible to flow marketing information to intermediaries, publics and customers. Marketing acts as a medium of communication between the society and the firm. Various information regarding trends, needs, attitudes, fashions, taste preferences etc., are collected by marketing department.

(b) Importance of Marketing to the Society:

1. To Uplift Standard of Living:

Ultimate objective of marketing is to produce goods and services for the society according to their needs and tastes at reasonable prices. Marketing discovers the needs and wants of the society, produces the goods and services according to their needs, creates demand for these goods and services encourages consumers to consume them and thus improves the standard of living of the society. By advertising utility and importance of products and services are communicated to the people.

2. To Decreases the Total Marketing Cost:

Next important responsibility of marketing is to control the cost of marketing. Distribution cost and production cost can be decreased by creation of high demand in market. Decrease in cost of production will have two impacts, firstly the high profitability of organization and secondly to increase in the market share of the firm.

3. Increase in the Employment Opportunities:

Marketing provides direct and indirect employment in society. Employment opportunities are directly related with the development of marketing. Successful operation of marketing activities requires the services of different enterprises and organizations such logistics, warehousing, transportation, retailing finance, etc.

4. In controlling Business Fluctuations:

Business fluctuations like recession and depression causes unemployment, and deflation. Marketing helps in protecting society against all these problems. Marketing helps in innovation and discovery of new markets for the goods, modifications and alterations in the quality of the product and development of alternative uses of the product. It reduces the cost of production and protects the business enterprise against the problem of recession.

5. Increase Per Capita Income:

Marketing operations create, maintain and increase the demand for goods and service. Marketing activities flow money from one part of economic system to other. By generation of new employment opportunities it helps to increases income of people.

(c) Importance of Marketing in Economic Development:

Marketing plays an important role in the development of a country. Most of developed countries like USA, Japan, and Germany are having strong marketing system, they are moving towards global marketing. Industrial growth and development need support of marketing, large scale of production requires new markets. In these countries, the production exceeds the demand it need marketing system to be much more effective so that the produced goods and services can be sold.

Marketing has a vital role to play in the development of an underdeveloped and developing economy. In developing economies the industrialization and urbanization is increasing at a faster rate and so the importance of marketing is also increasing as it is required for selling the produced goods and services. A rapid development of underdeveloped economy is possible only if the modern techniques of marketing are used in these countries marketing activities are increasing at a fast rate in developing countries.

Essay # 8. Importance of Marketing :

Role of Marketing in a Firm :

Efficient marketing management is a pre-requisite for the successful operation of any business enterprise. A business organisation is differentiated from other organisations by the fact that it produces and sells products.

The importance of marketing in modern business is discussed below:

Marketing is the beating heart of the business organisation. The chief executive of a business cannot plan, the production manager cannot produce, the purchase manager cannot purchase, and the financial controller cannot budget until the basic marketing decisions have been taken. Many departments in a business enterprise are essential for its growth, but marketing is still the sole revenue producing activity. Marketing function is rightly considered the most important function of management.

Marketing gives top priority to the needs of customers. Quality of goods, storage, display, advertisement, packaging, etc. are all directed towards the satisfaction of customer.

Marketing helps in the creation of place, time and possession utilities. Place utility is created by transporting the goods from the place of production to consumption centres. Time utility is created by storing the goods in warehouses until they are demanded by customers. Possession or ownership utility is created through sale of goods. The significance of marketing lies in the creation of these utilities to satisfy the needs of the customers and thereby earn profit. It a firm is able to satisfy its customers, it will have better chances of survival and growth even in the fast changing environment.

Marketing generates revenue for the business firm. Marketing is an important activity these days, particularly in the competitive economies. Marketing generates revenue for the business enterprises. No firm can survive in the long-run unless it is able to market its products. In fact, marketing has become the nerve-centre of all human activities.

Role of Marketing in the Economy :

Marketing plays a significant role in the growth and development of an economy. It acts as a catalyst in the economic development of a country by ensuring better utilisation of the scarce resources of the nation. Since a business firm generates revenues and earns profits by its marketing efforts, it will engage in better utilisation of resources of the nation to earn higher profits.

Marketing determines the needs of the customers and sets out the pattern of production of goods and services necessary to satisfy their needs. Marketing also helps to explore the export markets.

Marketing helps in improving the standards of living of people. It does so by offering a wide variety of goods and services with freedom of choice. Marketing treats the customer as the king around whom all business activities revolve. Besides product development, pricing, promotion, and physical distribution of products are carried out to satisfy the customer.

Marketing generates employment for people. A large number of people are employed by modern business houses to carry out the functions of marketing. Marketing also gives an impetus to further employment facilities. In order to ensure that the finished product reaches the customer, it passes through wholesalers and retailers and in order to perform numerous jobs, many people are employed.

On the whole, marketing leads to economic development of a nation. It increases the national income by bringing about rise in consumption, production and investment. It mobilises unknown and untapped resources and also facilitates full utilisation of production capacity and other assets. It helps in the integration of industry, agriculture and other sectors of the economy. It also contributes to the development of entrepreneurial and managerial talent in the country.

Essay # 9. Challenges and Opportunities of Marketing:

A large number of changes have taken place in the recent years which have influenced the field of marketing as discussed below:

1. Globalisation :

The term ‘globalisation’ means the process of integration of the world economy into one huge market through the removal of all trade barriers or restrictions among countries. In India, restrictions on imports and exports and inflow and outflow of capital and technology have been lifted by the Central Government so that Indian business may become globally competitive.

The broad features of globalisation are as follows:

(i) Free flow of goods and services across national frontiers through removal or reduction of trade barriers.

(ii) Free flow of capital across nations.

(iii) Free flow of technology across nations.

(iv) Free movement of human resources across nations.

(v) Global mechanism for the settlement of economic disputes.

The aim of globalisation is to look upon the world as a ‘global village’ which would allow free flow of goods, capital, technology and labour between different countries. Because of globalisation, there has been a tremendous impact on marketing strategies of business firms, particularly engaged in international marketing. They have to design product, price, promotion, place or distribution strategies to meet the challenges of global marketing.

2. Information Technology (IT) :

Information technology has enabled real-time access and sharing of digital information through digital networks, information database, and computer graphics. It has brought about many changes in the business landscape.

Electronic technology has facilitated purchase and sale of goods and services electronically. E-Commerce can be used not only to market product, but also to build better customer relationships. Thus, marketers are facing new challenges as regards booking of e-orders, e-deliveries of intangible products, receiving e-payments and Customer Relation Management (CRM).

3. Increased Leisure Time :

As a result of shorter working week, vacations, and labour-saving devices available for domestic use, most wage-earners now enjoy more leisure time. So there has grown a market for articles used for recreational purposes to enjoy the leisure time. In the developing countries also, cinema shows, holiday trips, sports and games have come into importance.

4. Changing Role of Women :

Throughout the world more and more women are taking up jobs and have gained economic independence to a large extent. They accept even challenging jobs. They also exert greater influence on buying decisions of their families. It may happen that husband buys a commodity according to the decision of the wife. This has necessitated special study of the buying motives of the working women.

5. Demand for Services :

Over the years, consumers’ demand for services is on the rise as in case of tour and travel, educational, medical, repair and maintenance services, etc. Due to growing complexity, business firms also need expert services like accounting, taxation, advertising, customer care, etc.

6. Increased Competition :

Business has become more competitive these days and this has brought about many changes in the field of marketing, e.g., product differentiation, competitive pricing, competitive advertising, customer support services, etc.

7. Social Emphasis :

Marketing is now concerned with the long-term health and happiness of consumers and well-being of society. Marketers in are getting involved in improving the quality of life of consumers and preventing or minimising the evil effects of environmental pollution on the society by practising green marketing.

Emerging Concepts in Marketing :

1. Social Marketing:

It refers to the design, implementation, and control of programs seeking to increase the acceptability of a social idea, cause, or practice among a target group. For instance, a recent publicity campaign for prohibition of smoking in Delhi explained the place where one can and can’t smoke in Delhi.

2. Relationship Marketing:

It is the process of creating, maintaining, and enhancing strong value-laden relationships with customers and other stakeholders. For example, British Airways offers special lounges with showers at many airports for frequent flyers. Thus, providing special benefits to valuable the customers to strengthen bonds will go a long way in building relationships.

To achieve relationship marketing, a marketer has to keep in touch with the regular customers, identify most loyal customers to provide additional services to them, design special recognition and reward schemes, and use them for building long-term relationships.

3. Direct Marketing:

It means marketing through various advertising media that interact directly with consumers, generally calling for the consumer to make a direct response. Direct marketing includes Catalogue Selling, Mail Order, Tele computing, Electronic Marketing, Selling, and TV Shopping.

4. Service Marketing:

It is applying the concepts, tools, and techniques, of marketing to services. Service is any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Services may be financial, insurance, transportation, banking, savings, retailing, educational or utilities.

5. Non-Business Marketing:

Marketing is applied not only to business firms but also to non-business organisations. Voluntary institutions are adopting principles and practices of marketing to promote their ideologies, schemes and programs among the target groups.

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• Essay on Marketing: Top 5 Essays | Marketing Management
• Essay on Sales Promotion: Top 4 Essays | Functions | Marketing Management
• Marketing Features: 4 Major Features of Marketing – Explained!
• Difference between Marketing and Selling

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Essay on Marketing

List of essays on Marketing. Marketing is a comprehensive term and it includes all resources and a set of activities necessary to direct and facilitate the flow of goods and services from producer to consumer. Businessman regards marketing as a management function to plan, promote and deliver products to the clients or customers. Human efforts, finance and management constitute the primary resources in marketing.

Audience : This essay is written in easy and simple words for school, college and university students.

List of Essays on Marketing for School, College and University Students

Essay on marketing   – (1500 words).

Marketing is a comprehensive term and it includes all resources and a set of activities necessary to direct and facilitate the flow of goods and services from producer to consumer. Businessman regards marketing as a management function to plan, promote and deliver products to the clients or customers. Human efforts, finance and management constitute the primary resources in marketing.

Marketing starts with identification of customer’s wants and then satisfying those wants through products and services. The modern concept of marketing is customer-oriented and focuses on earning profit through customer satisfaction.

Prof. Drucker states that the first function of marketing is to create a customer or market. Customer is the most important person in the whole marketing process. He is the cause and purpose of all marketing activities.

According to Philip Kotler, “Marketing is a human activity directed at satisfying needs and wants through exchange process.” All marketing activities are basically for meeting the needs of customers and also raising social welfare. We have twin activities which are most significant in marketing- (a) Matching the product with demand, i.e., customer needs and desires or target market, (b) The transfer of ownership and possession at every stage in the flow of goods from the primary producer to the ultimate consumer.

According to William Stanton, “Marketing is a total system of business activities designed to plan, price, promote and distribute want-satisfying products to target markets to achieve organisational objectives.”

The American Marketing Association defines marketing as the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives.

Paul Mazur defined marketing as the creation and delivery of a standard of living to society. This definition catches the real spirit of the marketing process. It has consumer- orientation. It duly honours the marketing concept which indicates a shift from product to customer-orientation, i.e., fulfillment of customer needs and desires. It emphasises the major function of marketing, viz., satisfaction of customer and social demand for material goods and services.

Example- In the case of oral care products, currently only 47 per cent of the rural population use toothpaste, 23 per cent use tooth powder and the rest neither. Targeting non-users in rural areas and developing awareness about oral hygiene and converting them to tooth powder/toothpaste users.

Features of Marketing :

1. Marketing activities are aimed at satisfying the needs and desires of consumers and therefore, finding out consumer needs and wants is the starting point for all marketing activities. It starts with consumers and ends with consumers by satisfying their needs.

2. Marketing is a continuous activity and the goods are manufactured and distributed to the consumers as per demand.

3. Marketing deals with exchange of goods and services with money as the medium of exchange.

4. Marketing concept has undergone changes over a period of time i.e., the recent one is the societal marketing concept which focuses on three factors- customer demand satisfaction, public interest and profitability.

5. Marketing creates time, place and possession utilities. The consumer is able to obtain the right product at the right time at the right place as and when he requires.

6. Production and marketing are related and production takes place based on the needs and expectations of the consumer.

7. Marketing facilities large-scale production, employment opportunities and social welfare.

8. Marketing is an integral part of business. The survival and growth of business depend upon the effectiveness of marketing operations in an organisation.

9. Marketing is an integrated process and is based on strategies and plans.

10. The long-term objective of marketing is profit maximization through customer satisfaction.

Modern marketing begins with the customer, not with production, sales, technological landmarks and it ends with the customer satisfaction and social well-being. Under market- driven economy, buyer or customer is the king. The marketer should find out what the consumers wish to purchase and how much they are willing to pay. The company should then decide whether the desired product can be produced and sold at the price consumers will pay and at a profit to the company.

Marketing covers the following:

1. Seeking- The purpose of seeking is to discover the customer and customer needs. The marketing opportunity is revealed through an analysis of the environment.

2. Matching- Marketing is a matching process. Customer demand has to be matched with organisational resources and environmental limitations, such as competition, government regulations, general economic conditions, and so on.

3. Programming- The marketing programme, called the marketing mix, covering Product, Price, Promotion and Place (distribution) strategies (4 P’s) will be formulated and implemented to accomplish the twin objectives of customer satisfaction and profitability.

Marketing is an ongoing process of- (1) Discovering and translating consumer needs and desires into products and services (through planning and producing the planned products), (2) Creating demand for these products and services (through promotion and pricing), (3) Serving the consumer demand (through planned physical distribution) with the help of marketing channels, and then, in turn, (4) Expanding the market even in the face of keen competition.

The modern marketer is called upon to set the marketing objectives, develop the marketing plan, organise the marketing function, implement the marketing plan or programme (marketing mix) and control the marketing programme to assure the accomplishment of the set of marketing objectives. The marketing programme covers product planning or merchandising, price, promotion and physical distribution.

Four basic approaches are commonly used to describe the marketing system:

1. Commodity Approach :

Under the commodity approach, we study the flow of certain commodity and its journey from the original producer right up to the final customer. In such a study, we can locate the centre of production, people engaged in buying and selling of the product, mode of transportation, problem of selling and advertising the product, problems of financing it, problems arising out of its storage and so on.

Through such an approach, we can find out the differences in marketing products, services and problems. Thus, we can have a fuller picture of the field of marketing. Marketing of agricultural products such as cotton, wheat, jute represent the commodity approach.

2. Functional Approach :

Under the functional approach, we concentrate our attention on the specialised service or functions or activities performed by marketers. The study of marketing functions (like, buying, selling, storage, risk-bearing, transport, financing, and providing information) represents the functional approach to the marketing system.

3. Institutional Approach :

Under the institutional approach, our main interest centres round the marketing institutions or agencies such as wholesalers, retailers, transport undertakings, banks and insurance companies etc., who participate in discharging their marketing responsibilities during the movement of distribution of goods. We try to find out how these various business institutions and agencies work together to form a total marketing system.

4. The Systems Approach :

A system is a set of interacting or interdependent components or groups co-ordinated to form a unified whole and organised marketing activities to accomplish a set of objectives.

In the model of systems approach we have:

1. Objective,

3. Processor,

4. Outputs, and

5. Feedback.

The system is designed to achieve objectives or goals according to a plan, which provides for the processing of inputs and the discharge of appropriate outputs. The objectives direct the process control monitors the process. Information feedback gives information from internal and external sources and it is the basis for future change in the system.

An open system has its own environment giving the inputs and accepting the outputs. Inputs are processed, producing outputs to meet the objective. The twin objectives of marketing system are customer satisfaction and profitability.

The systems approach provides the best model for marketing activity. It places emphasis on the inputs to the system and the outputs produced. It helps in the determination of marketing and corporate goals, and the development of marketing programmes and the total marketing mix.

Adoption of a systems approach provides a good basis for the logical and orderly analysis of marketing activities. It stresses marketing linkages inside and outside the firm. It emphasises changing environment. It provides a framework for control. It depends on using the right information. Markets can be understood only through study of information.

The output establishes the purpose or objective of a system. The objective is profits through serving the demand of consumers and community. The output of marketing system is sales of goods. Correct inputs must be available to the processor i.e., marketing administration in order to produce desirable outputs.

These inputs in the marketing system are the elements of marketing-mix and the target market determined through marketing research. The marketing system must operate as per plans and policies and within control which may be internal or external. Of course, feedback must be available for introducing corrections in the future plans and marketing operations.

The flow of information required to check performance is called feedback. Feedback ensures the accomplishment of objectives through continuous marketing managerial process of planning-action-control. Marketing environment can be broken down into a number of layers. The inner layers become the subsystems of the outer layer. Output from one layer becomes the input for the next.

Marketing plan is a system and its parts or components are subsystems. There are four components or subsystems of marketing plan or marketing-mix- (1) The product management system to manage products from introduction to market withdrawal, (2) Channel and physical distribution system to manage distribution channels and the flow of goods to the market, (3) Promotion system to coordinate all means of promotion to stimulate demand, and (4) Price system designing prices for a line of products sold to customers under different selling conditions.

Marketing management revolves around these four areas of marketing- mix or plan. Marketing information system provides data for decision-making in all marketing areas or problems. It is also a part of marketing system.

The systems model (plan-inputs-processing-outputs-feedback-environment) placed emphasis on the inputs of resources as per plan, discharge of outputs and marketing information flow. It enables the determination of goals as well as development of strategies and programmes to achieve those goals through feedback control mechanism.

Essay on Marketing – 2 (1000 Words)

Traditionally, marketing has been defined as follows – “Marketing includes all activities that direct the flow of goods and services from the producers to the consumers or users.” This definition is product oriented as it does not consider the needs of the customers. It emphasises sale of goods produced by the producer and thus considers marketing in a narrow sense of ‘telling and selling’.

Modern definitions of marketing are based on the philosophy that “Satisfaction of customers is the basic purpose of business”. According to Philip Kotler, “Marketing is a social process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others”.

This implies matching of products with what is demanded in the market. This requires determining the requirements of potential customers and then developing and supplying those products which meet their requirements. If a business produces the products to satisfy the requirements of customers, it is more likely to be successful in achieving its objectives.

Definitions of Marketing :

Traditional Definition:

Marketing is a social process by which products are matched with markets and through which the consumer is able to use or enjoy the product. It makes goods and services more useful to the society by creating place, time and possession utilities. —Cundiff and Still

Modern Definition:

Marketing is a social process by which individual and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others. —Philip Kotler

The present day marketing is consumer oriented rather than product oriented. Product planning, pricing, promotion and distribution are so organised that the needs of the customers are satisfied fully. In the words of Stanton, “Marketing is a total system of interacting business activities designed to plan, price, promote and distribute wants satisfying products and services to present and potential customers”. Consumer oriented marketing ensures that all business activities revolve around the customer.

The essential elements of marketing are as follows:

(i) Two Parties:

There are at least two parties – buyer or customer on the one hand, and seller or marketer on the other.

(ii) Exchange of Value:

Exchange of goods and services between the seller and the buyer takes place for a valuable consideration. In other words, the parties have something viewed valuable by each other. That means the buyer can offer value and the seller can offer goods which are perceived to be of value by the buyer.

(iii) Freedom:

The parties are free to interact and accept or reject the offer of each other.

(iv) Satisfaction:

Marketing satisfies the needs of both the parties. The consumers gets want satisfying goods and services and the seller gets value in terms of money for his offering.

Marketing as a Process of Managing Profitable Customer Relationships :

According to Philip Kotler, “Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.”

Globalisation and rise of information technology (IT) have increased the expectations of customers. They don’t buy products or brands, but ‘a set of benefits or values’. They expect marketers to be concerned with their total satisfaction. The marketers association with the customer continues even after the sale of the product and this is what is called relationship marketing.

Thus, marketing is a process consisting of the following interrelated elements:

(i) Understand the market and customer needs and wants.

(ii) Design the product to satisfy customer needs and wants.

(iii) Develop an integrated marketing program that delivers superior value to the customer.

(iv) Build profitable relationships with, customers and offer ‘customer delight’.

(v) Capture value from customers to create profits and customer equity.

Marketing enables people to satisfy their needs and wants through exchange relationships. Exchange is the act of obtaining a desired product (or benefit) from a company by offering money value in return. Marketing also involves actions taken by the marketer to build and maintain desirable exchange relationships with target customers.

Marketers try to build strong relationships by consistently delivering superior customer value. Besides attracting new customers, they also try to retain the existing customers. These are the two basic goals of modern marketing.

The key to building lasting customer relationships is to create (i) superior customer value, and (ii) satisfaction. A customer buys from the firm that offers the highest customer perceived value, i.e., the customer’s evaluation of the difference between all the benefits and all the costs of a market offering (i.e., product) relative to those of other firms. Many people prefer to buy sweets from Haldiram’s store as compared to other sweet shops because of higher perceived value.

Market and Related Concepts :

Traditionally, the term ‘market’ refers to the place where buyers and sellers meet for exchange of goods and services. It is in this sense that we refer to Chandni Chowk Market, Kamla Nagar Market, Janpath Market and other markets in Delhi. The buyers go to the market to purchase the goods of their choice.

These days the term ‘market’ has acquired a broader meaning. If refers to actual and potential buyers of a product or service, whom the sellers can approach through various means of communication and transport.

For example, a marketer can approach prospective buyers through web advertising and a customer can purchase goods from his residence or office by placing order on telephone or cell phone or using internet and e-mail. Physical meeting between the parties to buy and sell is not necessary.

Customer Needs, Wants and Demands :

Marketing begins with human needs and wants. Needs are feelings of deprivation of some satisfaction. People need food, air, water, clothing and shelter to survive. These needs exist in the very nature of human biology and marketers do not create them. Wants are desires for satisfaction of needs. Human needs are few but wants are many. Human wants are continually shaped and reshaped by families, social institutions and cultural factors.

Demands are wants for specific products and services. They are backed by the ability and willingness to buy. Wants which are supported by purchasing power become demands. Marketers influence wants and demands by making products attractive, affordable and easily available to the target group of consumers. For example, a marketer might promote the idea that a certain brand of pen (e.g., Parker) would satisfy the need for social status.

Essay on Marketing –  3 (700 Words)

Marketing starts with identifying customer needs and wants and ends with satisfying them through a coordinated set of activities that also allows a firm to achieve its own goals. Awareness of this fact gave rise to the marketing concept. The marketing concept embraces all the activities of a firm. It aims at matching the company’s offering with customer needs, to achieve the desired level of customer satisfaction and generate profits for the company.

The marketing concept is based on the beliefs that are as follows:

(a) The company’s planning and operations are customer-oriented,

(b) The goals of the company should be profitable sales volume and not just volume, and

(c) All marketing activities should be coordinated effectively.

Cundiff and Still, “marketing is the business process by which products are matched with market and through which transfer of ownership affected”.

Tousley, Clark and Clark “marketing consist of those efforts which affect transfer of ownership of goods and services and provide for the physical distribution”.

H.L. Hansen Marketing is the process of discovering and translating consumer needs and wants into products and service specification, creating demand for these products and services and then turns expanding this demand.

According to American Marketing Association, ‘marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.

Marketing is defined as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”.

The term developed from the original meaning which referred literally to going to a market to buy or sell goods or services. Seen from a systems point of view, sales process engineering views marketing as “a set of processes that are interconnected and interdependent with other functions, whose methods can be improved using a variety of relatively new approaches.”

The Chartered Institute of Marketing defines marketing as “the management process responsible for identifying, anticipating and satisfying customer requirements profitably”.

Marketing is used to create the customer, to keep the customer and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. It is an integrated process through which companies create value for customers and build strong customer relationships in order to capture value from customers in return.

Managerial Definition :

As a managerial definition, marketing is described as “the art of selling products”. But Peter Drucker, a leading management theorist, says that “the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy”.

Traditional and Modern Concepts of Marketing :

Old or traditional concept of marketing was limited up to profit generation by high volume of sales and production of products at a large scale, how to distribute products from producers to customers in an efficient manner. Marketing activities were concentrated toward selling; later on with rise of competition marketers gave more emphasis to promotion activities to increase their market share and profitability. Salesmanship and product promotion were the main part of marketing policy of a business firm.

Modern concept has shifted from selling to customer satisfaction, modern marketing concept aim at how to understand a customer in a better way it is possible by exploring customer’s want and expectations and marketing behaviour. Products manufactured by firms should match with the demand and expectation of customers.

Under marketing concept a customer should be ready to buy the products on his own initiative, how to create demand in market by customer satisfaction is the main essence of modern concept. Now customer is well aware about his rights, quality and customer services, therefore marketing should be customer oriented, a strong communication network is needed to build high brand equity and goodwill in market.

Marketing is an important functional area of business which generates revenues through the sale of satisfying goods and services to the customers. It involves taking decisions in the areas of product, price, place and promotion keeping in view the requirements of the customers business. In this article, the nature of marketing management, implications of modern marketing concept, objectives of marketing, distinction between marketing and selling and also the tools of marketing mix.

Short Essay on Marketing – 4 (400 Words)

Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development.

It is an integrated process through which companies create value for customers and build strong customer relationships in order to capture value from customers in return.

Marketing is used to identify the customer, to keep the customer and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. The evolution of marketing was caused due to mature markets and overcapacities in the last 2-3 centuries. Companies then shifted the focus from production to the customer in order to stay profitable.

The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.

Marketing is defined by the American Marketing Association AMA as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

The Chartered Institute of Marketing defines marketing as “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” A different concept is the value-based marketing which states the role of marketing to contribute to increasing shareholder value.

In this context, marketing is defined as “the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a competitive advantage.”

Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling. However, because the academic study of marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology and neuroscience, the profession is now widely recognized as a science, allowing numerous universities to offer Master-of-Science (MSc) programmes.

The overall process starts with marketing research and goes through market segmentation, business planning and execution, ending with pre and post-sales promotional activities. It is also related to many of the creative arts. The marketing literature is also adept at re-inventing itself and its vocabulary according to the times and the culture.

Essay on Marketing – 5 (1000 Words)

Marketing as a term is widely used in the management of a business and in our day- to-day life. In the era of customer and competition driven business world, marketing is not just the domain for the marketing department in a company. It’s a philosophy; it’s a business orientation now. It is imbibed in the corporate vision and mission of the successful companies.

All the successful companies in India like Tata, Reliance, Mahindra, Bharti Airtel, Maruti, Birla, Bajaj, Dabur, Patanjali etc., are thriving by understanding and delivering value to the Indian consumers to serve them in a better way than their competitors.

“Marketing is a process of exchange through which needs and wants are satisfied”, so can be the definition of markets given by Philip Kotler is paraphrased.

A better explanation can be given-

“Market is not merely spatial in nature; the buyers and sellers constitute the market, even though not face-to-face. Marketing involves not merely selling but reaching out customers to sell things they want. Thus product- mix, price-mix, distribution-mix and promotion-mix are the four corner stones of marketing. Even consumption patterns and the dictates of consumers are a part of the marketing strategy and then we have to include the policies relating to taxes and subsidies and/or regulations as they affect the product, price, distribution and promotion mixes.”

Another famous name in marketing Peter Drucker emphasized that marketing issues permeate all areas of the enterprise.

There are four most important aspects of marketing and they are:

1. Choosing the product mix;

2. Choosing the price mix;

3. Planning the distributional network; and

4. Market promotion.

These are also known as four Ps [product, price, place (distribution) and promotion], “Consumer is the king” (meaning consumer dictates and is always right) has given way to “consumer is the queen”, (meaning thereby that decision are taken by the lady of the house), are the sayings that give guidepost for developing marketing. There are firms, institutions, persons and governments involved in marketing. There are historical stages of marketing.

Rudimentary barter system is exchange of “commodities with commodities” (we should not call “goods” with “goods” from the “secondary/manufacturing” sector.) By the time there is trading in “goods”, barter system gets superseded. Rural marketing in India still has a good-sized component of the barter economy. Vegetables, edible oil, pulses, milk-products and food grains are taken and given in barter in rural areas.

Transitional stage and concurrent stage between barter and monetised exchange exists (as in India even in the 21st Century). As specialisation and industrial activities develop, barter gives way to exchange with money. However, rural areas continue to have barter transactions. (Some kabaadies in India who recycle the wastes of the households as non-functional fans, old newspapers to n number of things sometimes offer double trade e.g., give anything @ Rs. 15/- and make the payment adjusted against the junk that will be taken by them.

All types of modern markets with their spatial ramifications develop in the developing economy as in India.

Fully modern marketing system will have to satisfy two conditions:

1. There is no barter there, and

2. Even plastic money (credit/debit cards) is used.

Micro-management of marketing is not concerned with increasing the purchasing power.

Macro-management of marketing should aim at various things like:

1. Laying down rules and regulations for all types of marketing;

2. Selling “social marketing” of such ideas as of family planning and/or or advising persons how to save themselves from aids; or

3. Improving purchasing power or entitlements of all groups.

Marketing of primary, secondary and tertiary sector (services) follow one basic principle—how to optimise profits, if not maximise.

What is Marketing? – Definitions of Marketing:

The Chartered Institute of Marketing defines marketing as ‘The management process responsible for identifying, anticipating and satisfying customer requirements profitably’

Oxford Dictionaries define Marketing ‘as the process of performing market research, selling products and /or services to customers and promoting them via advertising to further enhance sales.’

Kotler Philip, Gary Armstrong, Veronica Wong, and John Saunders are of the view that ‘Marketing as an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.’ It generates the strategy that underlies sales techniques, business communication, and business developments.

Paliwoda, Stanley J and John K. Ryans believe in a different concept called the value-based marketing, which states the role of marketing to contribute to increasing shareholder value.

American Marketing Association’s (AMA) has defined as following:

‘Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.’

Above definition was applicable till Sept., 2007. Now with the ever changing business environment, the definition of Marketing also underwent a lot of change from Oct., 2007.

Now, AMA defines Marketing as:

‘Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.’

Marketing is not just an organizational function, but it is an activity and a set of institutions are involved. Now the customers, organisation and its stakeholders have also been rephrased as Customers, Clients, Partners and Society at large. Now Customer Relationship Management (CRM) is as important as Partner Relationship Management (PRM). Societal welfare is as important as the company’s welfare.

Panasonic’s ‘Eco Ideas’, Nokia’s ‘Take Back Campaign’, HP’s ‘Power to Change’ and Toyota’s initiative for Hybrid Green Vehicles are few examples of corporate initiative for the society at large.

Philip Kotler, a well-known authority on marketing has termed marketing as a ‘societal process by which individual and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others.’ Marketing can also be said as the process of ‘satisfying needs and wants through an exchange process’.

In a simpler way, Kotler has defined Marketing in terms of CCDVTP, which means creating, communicating and delivering value to the target market at a profit.

Thus, Marketing is all about identifying and meeting human and social needs and that too in a profitable way. Ultimately, the objective of any business activity is to make profits.

On the whole, we can say that CCCCC STP PPPP encompasses all the aspects in marketing. Sounds confusing, let me clarify, Marketing is all about 5Cs, STP and 4Ps. 5Cs stands for Customers, Company, Competitors, Collaborators and Context. While STP stands for Segmentation, Targeting and Positioning; whereas 4Ps represent the Marketing Mix i.e. Product, Price, Place and Promotion.

Essay on Business Marketing – 6 (2500 Words)

Marketing plays a critical role in modern business practice, where maximizing shareholder value is an increasingly important goal. The essence of business marketing focuses on how firms attract, retain, grow customers — critical firm assets — by enhancing relationships with them.

Success in delivering cus­tomer value leads directly to improving shareholder value and long-run firm prosperity. In Essentials of Managing Marketing, we explore both the strategic aspects of marketing and the tactical implementation decisions marketers make every day. But first, we investigate two quite different but related meanings of marketing.

Marketing as a Philosophy embraces the view that marketing is the guiding force/orientation for the entire corporation. Firms with a marketing philosophy operate with an external orientation. Such firms focus attention, resources outside the corporation — to acquire, retain, grow customers — but take careful account of a range of external environmental forces.

By contrast, internally oriented firms focus on internal issues — products, services, processes. Essentials of Business Marketing embraces the marketing-as-philosophy perspective. The author believes, and has seen in his own career, how powerful and effective a business can be when the entire organization is attuned to the external world. Such agile firms not only sense critical environmental factors, but also adapt to address them.

Marketers must possess the tools/decision-making skills to get the marketing job done. Effective marketers focus on six marketing imperatives. Marketing Imperatives describe the specifics of the marketing job. For executives with marketing/ product-management titles, these imperatives are the must-dos of marketing.

We identify two groups:

1. Strategic Marketing:

Imperative 1-Determine, recommend which markets to address.

Imperative 2- Identify, target market segments.

Imperative 3- Set strategic direction, positioning.

2. Implementing Market Strategy:

Imperative 1- Design the market offer.

Imperative 2- Secure support from other functions.

Imperative 3- Monitor and control execution/ performance.

To broaden this framework, four marketing princi­ples form the basis for marketing decision-making.

These principles act as guidelines for executing the six imperatives:

Principle 1- Selectivity, Concentration

Principle 2- Customer Value

Principle 3- Differential Advantage

Principle 4- Integration

What is Marketing?

Marketing is often confused with advertising and sales. Even many executives are unclear. It seems so intuitive; can’t anybody be a marketer? Marketing is the firm’s fundamental activity. When marketing delivers value to satisfy customer needs, the firm attracts, retains, grows customers, in the face of competitors trying to do the same thing. If costs are in line, profits follow. Profits help the firm survive as an independent entity, secure resources to grow, enhance shareholder value.

Business Marketing’s role includes identifying opportunities; figuring out customer needs; understanding com­petition; developing appealing products/services; communicating/distributing value to potential customers. When the firm does a good job of completing these tasks, shareholder value increases. Example- Flipkart — successful e-commerce firm — co-founder Sachin Bansal emphasizes that focus on customer satisfaction and owning the entire customer experience has benefited his firm.

The critical weapon in the battle for customers is straightforward in concept, but may be complex/ difficult in execution. The firm must deliver customers greater value than competitors deliver. Customers reward such firms by purchasing their products/services, today and tomorrow. This exchange is the basis of all markets.

The late Peter Drucker, preeminent management theorist, is generally credited with developing the customer orientation and modern marketing per­spective. Drucker stated, “If we want to know what a business is, we have to start with its purpose. There is only one valid definition of any business purpose — to create a customer. It is the customer who determines what a business is.

For it is the customer, and he alone, who through being willing to pay for a good or service, converts economic resources into wealth, things into goods…. Because it is [the purpose of a business] to create a customer, [the] business enterprise has two — and only these two — basic functions- marketing and innovation.”‘

Business Marketing and Shareholder Value :

The central focus on shareholder value is deeply rooted in many capitalist countries. The shareholder- value perspective defines managements job as maximizing returns for firm owners — shareholders.

In addition to shareholders, the firm has many other stakeholders — management, labor, public at large. In some capitalist countries, these stakeholders are more favored than shareholders. Indeed, in these countries regulations generally favor managers, and protect them from unwelcome mergers/acquisi­tions. Regardless, in recent years, developing global capital markets have favored the shareholder-value perspective.

Customers are the sole source of firm revenues; all firm activities are costs of attracting, retaining, growing customers. Unfortunately, managers sometimes forget this fundamental truth. Customers provide revenues/cash flow when they believe firm products/services offer better value than competitive alternatives.

Marketing as a Philosophy- External, Internal Orientations :

The firm enhances shareholder value by attracting, retaining, growing customers. At a philosophical level, each employee has some responsibility; marketing is everybody’s business.

To quote Drucker again, “Marketing is so basic that it cannot be considered a separate function within the business … it is, first, a central dimension of the entire business. It is the whole business … seen from the customers point of view. Concern and responsibility for marketing must, therefore, permeate all areas of the enterprise.”

David Haines, former brand czar at Vodafone, echoed Drucker- “Marketing is too important to be left to the marketers. It’s the obligation of every single individual in the company, whether you’re a phone operator, the CEO, or anyone else in the company.” To put it more crassly- If marketing is unsuccessful, nobody gets a paycheck!

Marketing as a philosophy concerns the firms entire orientation; such firms operate with an external orientation. The externally oriented firm looks outward to the environment; it knows that customers are central to its future. Other firms focusing on internal business drivers have one of several internal orientations-, delivering customer value takes a back seat.

i. External Orientation:

The externally oriented firm knows its current products/services/processes are the reasons for past/ present success. This firm also knows that, as the external environment evolves, its products/services/ processes must also change. The externally oriented does not fear change. This firm goes beyond a customer focus; it works hard to understand competitors markets, other environmental forces. This firm invests in new capabilities/competencies to exploit opportunities for attracting, retaining, growing customers. P&G spends over $400 million annually seeking customer/market insight.

In difficult economic times, when profits are under pressure, many firms cut spending/investment; but the externally oriented firm increases investments — human capital, marketing budgets, mergers, acquisi­tions. Example- In recent recessions, Amazon, Cisco, Coca-Cola, Intel, Tata Consultancy Services invested heavily; they swept past more internally oriented competitors.

ii. Internal Orientations :

Internally oriented firms place internal business considerations ahead of customer focus.

The orientations are:

1. Operations Orientation:

It overemphasizes improving efficiency, reducing costs. There is nothing inherently wrong with such actions; by contrast, cost reduction should not be a priority when the firm offers new products/services, enters new markets, or otherwise should invest to attract, retain, grow customers.

2. Sales Orientation:

It focuses on short-term sales revenues. The firm is less concerned with profits. Characteristic actions to secure sales- Prices set too low, unsustainable discounts, loose credit terms, excessive product variations. The firm spends little effort on marketing research, planning; targets customers indiscriminately.

3. Finance Orientation:

It focuses too heavily on short-term profits. When a firm manages by the numbers, it tends to avoid expenditures for long- term payoff. The finance-oriented firm mortgages its future by indiscriminately cutting back — adver­tising, capital investment, R&D, talent.

4. Technology Orientation:

It focuses on R&D, but pays insufficient attention to customer value. First- class products are critical for attracting, retaining, growing customers, but for this firm technology is more important than customers.

The Six Marketing Imperatives :

The job of putting the firms marketing philosophy into practice normally falls to marketing profes­sionals. These people engage in many activities; they must make decisions on how to allocate their time/other resources.

The critical question- Are we doing the right things to attract, retain, grow customers? Put another way- Are we implementing the six marketing imperatives — the firm’s must-dos. Imperatives 1, 2, 3 focus on strategic marketing; imperatives 4, 5, 6 zero in on implementing market strategy.

Imperative 1- Determine, Recommend Which Markets to Address :

The firm must answer critical questions about its business, market portfolios:

i. In which new businesses/markets shall we invest — people, time, dollars?

ii. From which businesses/markets shall we withdraw?

iii. In which current businesses/markets shall we continue to invest?

iv. How much investment shall we make in these various businesses/markets?

Marketing plays two key advisory roles. First, identify opportunities. Marketing is the only function with explicit responsibility to focus attention externally on the market, customers, competitors — outside the firm. Marketing personnel should research the environment to identify potential opportunities, then bring these to top management for go/no-go decisions.

Second, advise on proposed strategic actions. Many parts of the firm develop strategic initiatives. Marketing has the responsibility to insert itself into key decisions — collecting, analyzing relevant data — bearing on market entry/exit. Marketing should fully explore the ramifications of potential firm actions, or disaster may ensue.

Imperative 2- Identify, Target Market Segments :

Marketing must identify market segments — groups of customers with similar needs that value similar benefits with similar priority orders. Once the firm has identified market segments, it must decide which to target for effort. Effective segmentation and targeting are critical for delivering customer value and driving sales, profits.

Imperative 3- Set Strategic Direction, Positioning :

The firm decides how to compete in those market segments it has targeted. For each target segment, marketing must formulate performance objectives, then decide on firm positioning in each segment — target customers, target competitors, value propo­sition, reasons to believe. Together with Marketing Imperative 2, positioning completes the STP trium­virate — segmentation, targeting, positioning.

Typically, individual market segments are at different developmental stages; hence they require different approaches. Finally, decisions about strategic direc­tion must include questions about branding. The firm must continually assess strategic direction and make necessary course corrections.

Imperative 4- Design the Market Offer :

The market offer is the total benefit package the firm provides customers. Tools for designing offers are the most well-known part of marketing.

The marketing-mix elements — aka 4Ps — comprise the basic building blocks:

i. Product:

Generally, the product embodies major benefits the firm offers to satisfy customer needs — these benefits provide customer value. Product comprises both physical products and intangible services.

ii. Promotion:

Embraces various ways the firm communicates with customers — informing, per­suading customers to purchase (or recommend) its products. Core promotional elements include mass communications — advertising, publicity & public relations; digital marketing; personal communica­tions — sales force.

iii. Distribution:

Focuses on how, where customers secure the product (aka place).

The firm establishes its feasible price by the equivalent amount of value it offers customers via product, promotion, distribution.

Imperative 5- Secure Support from Other Functions :

Functional areas must work together to ensure the firm designs and executes the right market offer.

Business marketing requires two very different types of support:

i. Support for design — relates to technical, opera­tional, economic feasibility. This support requires keeping the firm focused on satisfying customer needs and pushing specific functions to encourage evolving their capabilities.

ii. Support for implementation — assumes the firm has agreed upon/fixed the design. Marketers must possess the leadership/interpersonal skills to secure cooperation across multiple functions — internal marketing, getting buy-in.

Imperative 6- Monitor and Control Execution/Performance :

Is the firm achieving desired results? If results are not on track, what changes should the firm make?

Marketing is a key stakeholder in securing answers to three questions; it should act appropriately based on the answers:

i. Are various functions/departments implementing the market offer?

ii. Is market/financial performance reaching planned objectives?

iii. Based on current environmental realities, are objectives, strategies, implementation plans on track? Should the firm make changes?

Four marketing principles serve as guidelines for exe­cuting the six imperatives:

Principle 1- Selectivity, Concentration :

Providing advice on market selection — Imperative 1 — and deciding which market segments to target — Imperative 2 — are among marketing’s primary responsibilities.

Underlying these imperatives is the-

i. Selectivity- Carefully choose targets for firm efforts.

ii. Concentration- Concentrate resources against those targets.

This principle is about choosing the firm’s battles. It is dangerous to dissipate limited resources over too many alternatives by trying to do too much. No orga­nization, no matter how large or how successful, has infinite resources.

Some experts re-label this principle Concentration and Concession. Not only must the firm concentrate resources, it should affirmatively decide where it does not want to compete.

Principle 2- Customer Value :

Market success depends on providing value to cus­tomers. This principle is central to the marketing job. Customer insight should drive design, implemen­tation of market offers, product/investment deci­sions, and performance evaluations. The firm develops, produces, delivers products/services, but customers perceive value only in the benefits these products/ services provide.

Customer value is a moving target. As the environ­ment evolves, customers accumulate experience; the needs and benefits they seek evolve also. World-class companies continuously invest in marketing research to probe deeply into customer needs, priorities, expectations, and experiences. They feed these results into the product development process to generate greater value for customers.

Firms that take their eye off the customer ball can get into serious trouble. Shoppers Stop, Aditya Birla Retail, Reliance Retail have closed many unprofitable stores in recent years.

Principle 3- Differential Advantage :

Closely related to the Principle of Customer Value; differential advantage lies at the heart of every successful market strategy —the firm should offer customers something they value, but cannot get elsewhere. Differential advantage is similar to competitive advantage, unique selling proposition, having an edge.

To implement this principle, the firm must develop well-designed market offers, based on the marketing-mix elements, and secure buy-in from other functions.

i. Competition:

Offering customer value is not enough. To avoid competitive parity, the firm must offer greater value than competitors. The firm must create/recreate differential advantage to beat com­petitors.

ii. Superiority:

Some differential advantages are better than others. Differential advantage based on propri­etary intellectual property, unique product design, product availability may be more sustainable than differential advantage based on communications.

A differential advantage based on an organizational process like parts delivery, qualified technicians may be even more sustainable.

iii. Erosion:

Competition will eventually erode even the apparently most sustainable differential advantage. Maintaining differential advantage is marketing’s most fundamental challenge; the search for differential advantage must be continuous.

iv. Cannibalization:

To stay ahead of competition, the firm must be willing to cannibalize its own offers. Many firms will not do so — in part because of strong political constituencies for the status quo; in part because profit margins may be lower. Such unwillingness to act runs the risk of missing oppor­tunities, passing market initiative to a competitor.

v. Differential Advantage and Difference:

A differ­ential advantage is not the same as a difference. Developing a different market offer may not be difficult. Differential advantage must create benefits/values customers recognize, and are willing to pay for.

Principle 4- Integration :

This principle has two dimensions:

i. Customer:

The firm must carefully integrate and coordinate all design and execution elements it offers customers. Poor advertising can ruin an excellent product; delayed promotional materials can doom product launch; improper pricing can cause havoc with sales forecasts.

The firm must carefully integrate/coordinate all internal activities. Different functions/depart­ments must work together; they must avoid squab­bles over priorities, turf wars, ambiguous messages by senior managers. Firms with an external orientation are more likely to achieve integration; employees, departments, businesses share a common purpose — serving cus­tomers. Sharing responsibility for designing, imple­menting market offers drives agreement on priorities and close/cooperative working relationships.

Essay on Marketing Topics – 7 (1900 Words)

Marketing refers to a social process by which individuals and groups obtain what they need and want through creating, offering and exchanging products and services of value freely with others. It is the sum-total of all the activities that facilitate flow of goods and services from producers to the ultimate consumers.

In simple words, marketing involves study and management of exchange relationships. It is used as a tool by business to create the customer, to keep the customer and to satisfy the customer.

Marketing is concerned with all the activities of a company which are associated with buying and selling of a good or a service. It involves activities that aim at making people aware of the company’s goods or services and making sure that these are available to be bought and availed respectively.

Marketers are involved in marketing various types of entities like goods, services, experiences, events, persons, places, properties, organisations, information and ideas. Marketing is an ongoing communication exchange with customers in a way that educates, informs and builds a relationship over time.

It is the process by which a firm profitably translates customers’ needs into revenue. It also involves building a brand and convincing people that a particular brand is the best.

It aims at satisfying the needs and wants of the customers and thereby retaining them for the longest possible period of time. Marketing attracts consumers’ scarce resources, attention and disposable income to derive profitable revenues.

It is the process of getting a product or service from a company to its end-customers from product development through to the final sale and post purchase support.

Essay Topic # 1. Definition of Marketing:

Some Important Definitions of Marketing:

Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. —American Marketing Association (AMA)

Marketing is the science and art of exploring, creating and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. If defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best, and it designs and promotes the appropriate products and services. —Philip Kotler

Marketing is a management activity that identifies, anticipates and satisfies customer requirements efficiently and profitably. —Mark Gwilliam

Marketing is the management process for identifying, anticipating and satisfying customer requirements profitably. —Chartered Institute of Marketing

Marketing is the business process by which products are matched with the markets and through which transfers of ownership are affected. —F.E.Clark

Marketing is that phase of business activity through which the human wants are satisfied by the exchange of goods and services. — J.F.Pyle

Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. — Philip Kotler

Essay Topic # 2. Nature of Marketing:

(i) Customer Focused – All marketing activities should be customer oriented. They should start with identifying the customer’s needs, followed by developing products, pricing it, promoting it and distributing it as per the customer’s requirements.

(ii) Integrated Process – Being an integrated process, marketing involves coordination of many activities with other business functions like production, personnel, financing, research and development.

(iii) Multi-Disciplinary – Marketing is multi-disciplinary as it has evolved out of commerce and has got its strength from law, psychology, sociology, mathematics and statistics. It is an art as well as a science.

(iv) Interaction with External Environment – It operates within the framework of external environment which comprises of economic, natural, social, legal, political environment etc.

(v) Mutually Beneficial Exchange – It means buyers get want-satisfying goods and sellers get value in exchange of their goods leading to mutual benefit to both the parties.

(vi) Based on System Approach – It is based on system approach as it requires intelligent coordination of four ‘P’s of marketing mix. These are Product, Price, Place and Promotion.

Essay Topic # 3. Importance of Marketing:

(i) It is the beating heart of a business organization – Being the revenue producing department, it is a very important function of management.

(ii) It facilitates creation of place, time and possession utility – As creating these utilities help a marketer to achieve success in the business.

(iii) It helps in improving the standard of living of the people – This is done by offering wide variety of goods and services to the people.

(iv) It generates employment – A large number of people are employed by marketers to carry out various functions of marketing.

(v) It leads to economic development of the nation – It mobilises untapped resources and facilitates full utilisation of production capacity and other assets and hence leads to economic development of the nation.

Essay Topic # 4. Modern Marketing:

The Present Day Marketing is Customer Driven:

Business must find out what the consumers want and then produce goods according to the needs of the consumers. What is offered for sale should be determined by the buyer rather than by the seller. Instead of trying to market (sell) what is easiest for us to make, we must find out much more about what the consumer is willing to buy.

Under consumer-oriented marketing it is highly essential to know what the consumers really want. This is possible only when information is collected from the consumers.

Marketing research and Marketing Information Systems are now-a-days full-fledged functions of marketing. All organisations accept that the marketing activities must start far ahead of production. The company must appreciate and understand the consumers’ strategic position as a determinant of the firm’s survival and growth.

This philosophy of marketing means that the entire marketing is designed to serve consumer needs. The marketing man is introduced at the beginning rather than at the end of the production cycle and marketing is integrated at each phase of the business.

Thus, Marketing, through its studies and research will determine for the engineer, designer and the manufacturing manager, what the consumer wants in a given product, what price he is willing to pay and where and when it will be wanted. The launch of the ‘Nano’, a small car for the common man of India at an affordable price is a glaring example of this statement, i.e., the present day marketing is customer driven.

Marketing Begins before Production and Continues after Sale:

Marketing is an organizational function which includes a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake­holders.

By stating definition of marketing itself, it becomes clear that marketing also deals with the creation of a product. It is done by means of proactive marketing, i.e., focussing on customers’ latent needs. For this the process of Marketing Research is applied. These days the companies’ strategies have shifted from “make-and-sell” philosophy to “sense-and-respond” philosophy.

In order to identify the needs of customers various surveys are conducted, pilot studies are done. The respondents are not just prospective customers but also front line executives, since they know a lot about the needs of customers.

At each stage of new product development, marketing has a key role to play.

Marketing after sales – Making a new customer is costlier than retaining an old one. Therefore, it is necessary to keep the customers not only satisfied, but rather delighted. This can be done through customer relationship management, where marketers can offer to provide after sales-services, warranties, guarantees, product resale offers, discounts on next purchase etc.

Marketing Creates Value for Customers and Builds Profitable Customer Relationships and Captures Value from Customers in Return:

“Marketing creates value for customers and builds profitable customer relationships and captures value from customers in return.” This statement very aptly describes the essence of marketing in modern scenario. It is a two way process of creating value for customers by offering high quality products in exchange of a price which acts as value from the customers.

It is a mutual beneficial activity where focus is on building and maintaining long-term profitable customer relationships. Today’s successful companies are strongly customer focussed and heavily committed to marketing. They share passion for understanding and satisfying customers’ wants and make a sincere effort to provide solutions by coming out with innovative products.

For example – Procter & Gamble, one of the world’s largest and most respected marketing company creates value for customers by offering innovative products like Tide, Pantene, Gillette, etc. which are widely accepted by customers and in return Procter & Gamble gets rewarded with brand loyal customers.

Similarly, Philips is another company which is always striving to come out with novel solutions for existing problems and produces high quality innovative products like ‘Air Fryer’, ‘Electric Shaver’, etc. They too are rewarded by customers in return with strong loyalty and quick purchases of their products.

Modern Marketing is an Integrated Process of Identification, Assessment and Satisfaction of Human Wants:

The modern marketing concept enunciates that business is essentially a ‘need-satisfying process’ and that any business must be managed keeping the consumer and his needs as the main focus.

All goals of business including profit must be realised through consumer orientation, integrated management action and generation of consumer satisfaction. Matching products with the market implies determining the requirements of potential customers and designing products that satisfy these requirements.

Thus, modern marketing is the integrated process of identification, assessment and satisfaction of human wants. The focus is on the customer and his wants. It is the process of discovering and translating consumer wants into products and services and then in turn making it possible for more and more people to enjoy more and more of these products and services.

Concern for customers’ needs and wants increases the acceptability of the product. When a firm produces the product which meets the requirements of the customers, the need for promotion is reduced. It ensures continuous patronage of customers.

Unification of business activities leads to economy and efficiency in marketing operations. The systems approach to marketing facilitates a rational analysis of all marketing problems along with their effective solutions.

It helps the management to direct organisational effort towards the long-term and wider goals like stability and growth of the firm. Sustained interaction with customers becomes possible.

It is the management orientation that holds that the key task of the organisation is to determine the needs, wants and values of a target market and to adapt the organisation to deliver the desired satisfaction more effectively and efficiently than its competitors.

Thus, modern marketing is an integrated process of identification, assessment and satisfaction of human wants.

Modern Marketing Concept is Applicable to All Business Organisations Irrespective of their Size, Nature or Functionality:

The adoption and use of modern marketing concepts have various benefits for any company irrespective of their size, nature or functionality.

Some of the benefits are listed below:

(i) Concern for customers’ needs and wants rather than itself product increases the acceptability of the product.

(ii) Marketing concept requires an integrated and coordinated approach to marketing. Hence all the business activities are focussed towards a single organisational goal.

(iii) Marketing concept is a system approach to marketing. It facilitates a rational analysis of all marketing problems along with their effective solution.

(iv) A business firm pursuing Marketing concept can respond effectively to the changes occurring in the marketing environment.

(v) Marketing concept has a strategic and philosophical value. It helps the management to direct organisational efforts towards long term and wider goals.

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• Essay on International Marketing
• Essay on Marketing Environment | Company

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Top 17 Marketing Professional Resume Objective Examples

Updated July 7, 2023 14 min read

A resume objective is a brief statement that outlines your professional goals and highlights relevant qualifications to the position you’re applying for. It should be written with the employer’s needs in mind and explain how you are uniquely qualified to fill their role. When writing a resume objective for a marketing professional position, it’s important to focus on your skills and experience that are most applicable to the job. For example, if you have extensive experience in digital marketing, highlight that in your objective statement. Additionally, make sure to emphasize any accomplishments or successes in previous roles that demonstrate your ability to excel in this area. For example, “Over 5 years of digital marketing experience with proven success driving profitable campaigns through SEO optimization and social media outreach.” Overall, an effective resume objective should be concise yet informative – providing the employer with an overview of why you would be an asset to their team.

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Top 17 Marketing Professional Resume Objective Samples

• To obtain a position in marketing that will utilize my communication, analytical, and creative skills to contribute to the growth of the organization.
• To leverage my experience in developing effective marketing strategies and campaigns to increase brand awareness and drive sales.
• Seeking a position in marketing where I can use my knowledge of digital marketing tactics to help grow the business.
• To apply my expertise in market research and analytics to develop strategies for increasing customer engagement and loyalty.
• Seeking an opportunity to use my proven ability to create successful promotional campaigns that generate leads and boost revenue.
• To secure a position as a Marketing Professional where I can utilize my strong organizational skills, creativity, and knowledge of various marketing tools.
• Aiming to join an innovative team as a Marketing Professional where I can apply my experience in content creation, SEO optimization, lead generation, and social media management.
• To obtain a position as a Marketing Professional which allows me to utilize my excellent communication skills, strategic thinking abilities, and passion for creating impactful campaigns.
• Looking for an opportunity as a Marketing Professional where I can bring value by leveraging my expertise in data analysis, copywriting, public relations, event management, and customer service.
• Seeking an entry-level role in marketing with the potential for career advancement utilizing my technical aptitude and creative problem-solving skills.
• To gain employment with an organization that values innovation and collaboration so that I may contribute effectively towards achieving their goals through effective marketing strategies.
• To acquire a challenging role as a Marketing Professional which allows me to use my knowledge of digital platforms such as Google Ads & Analytics along with traditional methods of advertising & promotion.
• Seeking an opportunity as a Marketing Professional wherein I can utilize my ability to develop compelling stories about products/brands through creative content writing & design techniques.
• Looking for an entry-level position in marketing that will provide me with the necessary training & guidance required for success while also allowing me to contribute positively towards achieving company objectives.
• To join an organization as a Marketing Professional where I can put into practice all the theoretical knowledge gained from coursework while also learning new concepts related to digital marketing & analytics tools.
• Desire a role in marketing which will allow me to draw upon both quantitative & qualitative research methods while also utilizing modern technologies such as AI & Machine Learning algorithms for better decision making processes

How to Write a Marketing Professional Resume Objective

A marketing professional resume objective is an important tool for any job seeker who wishes to stand out in the highly competitive field of marketing. It’s a statement that quickly and concisely outlines your career goals, skills, and experience in relation to the specific position you are applying for. A well-crafted resume objective should be tailored to each individual job opportunity and demonstrate why you are the ideal candidate for the role.

When crafting your marketing professional resume objective, it’s important to consider the following points:

1. Focus on Your Skills and Qualifications: When writing your resume objective, focus on your skills and qualifications that make you uniquely qualified for the role. It’s important to highlight the skills or experiences that will be most beneficial to the employer, such as digital marketing knowledge or analytics experience. This will help demonstrate why you are a good fit for this particular position.

2. Highlight Your Goals: Use your resume objective as an opportunity to showcase your career goals and ambitions. Explain how this specific job fits into your long-term plans and where you hope it will take you in terms of career growth opportunities.

3. Showcase Your Passion: Demonstrate your enthusiasm for the industry by expressing what excites you about this particular role or company. This will show employers that you have a genuine passion for what they do and are committed to contributing to their success if given the chance.

4. Keep it Concise: A good rule of thumb when crafting a resume objective is to keep it concise yet informative – no more than two sentences should suffice! Avoid lengthy descriptions or irrelevant information; instead, focus on key points that highlight why you are a great fit for this role in particular.

By following these tips, you can ensure that your marketing professional resume objective is effective at showcasing why you are the best candidate for the job!

Related : What does a Marketing Professional do?

Key Skills to Highlight in Your Marketing Professional Resume Objective

In the competitive field of marketing, standing out from the crowd is crucial. Your resume objective is often the first thing potential employers see, and it's your chance to make a strong impression. Highlighting key skills in this section can significantly increase your chances of landing an interview. The following are some essential skills that every marketing professional should consider including in their resume objective to showcase their abilities and impress potential employers.

A Marketing Professional needs to have SEO (Search Engine Optimization) skills because it is essential for increasing a company's online visibility. It involves understanding how search engines work and what techniques can be used to improve search rankings, which in turn drives more traffic to the company's website. This skill is crucial in today's digital age where most consumers find products and services through online searches. Therefore, having SEO skills can significantly contribute to a company's growth and success.

2. Google Analytics

Google Analytics is a crucial skill for a Marketing Professional as it allows them to track and analyze data from various marketing campaigns. This tool provides insights into consumer behavior, website traffic, and the effectiveness of marketing strategies. Understanding how to use Google Analytics can help in making data-driven decisions, optimizing marketing efforts, and improving overall business performance. Including this skill in a resume objective demonstrates a candidate's ability to leverage data analytics in driving successful marketing initiatives.

3. Social Media Management

A marketing professional's role often involves promoting a company's products, services, or brand on various social media platforms. Social Media Management skill is crucial as it demonstrates the ability to effectively engage with a target audience, create and implement social media campaigns, analyze performance metrics, and stay updated with the latest digital marketing trends. This can help increase brand awareness, generate leads, and drive sales for the business. It also shows proficiency in using different social media tools and platforms which is a key requirement in today's digital age.

4. Content Creation

A marketing professional's job involves promoting products or services and attracting potential customers. Content creation is a crucial skill for this role because it involves creating compelling and engaging material that effectively communicates the value of a product or service to the target audience. This can include writing blog posts, social media updates, email newsletters, video scripts, and more. Having this skill on a resume objective shows potential employers that the candidate is capable of developing strategic content that can drive marketing efforts and achieve business goals.

5. Email Marketing

Email marketing is a crucial skill for a marketing professional as it involves creating and implementing strategies that help in promoting products or services directly to customers via email. It demonstrates the ability to effectively communicate with potential clients, manage customer relationships, and analyze campaign effectiveness. This skill is essential in driving customer engagement, retention, and conversion rates which are key objectives in marketing. Including this on a resume showcases the candidate's proficiency in digital communication tools and data-driven decision making, both of which are highly sought after in today's business landscape.

6. PPC Advertising

PPC (Pay-Per-Click) Advertising is a crucial skill for a Marketing Professional as it demonstrates the ability to effectively manage and optimize online advertising campaigns. This skill is essential in driving traffic to websites, increasing sales and brand awareness. It shows potential employers that the candidate has a strong understanding of digital marketing strategies, can analyze data and trends, and make informed decisions to maximize return on investment. Including this skill in a resume objective can highlight the candidate's proficiency in using various online platforms and tools for marketing purposes, setting them apart from other candidates.

7. CRM Software (e.g., Salesforce)

A Marketing Professional needs to have a skill in CRM Software like Salesforce because it is essential for managing customer relationships and interactions, tracking leads, marketing to targeted audiences, and analyzing data. This skill can help improve customer service and retention, drive sales growth, and enhance marketing strategies. Including this skill in a resume objective demonstrates the candidate's ability to leverage technology to achieve business goals and meet customer needs.

8. Graphic Design (e.g., Adobe Creative Suite)

A Marketing Professional needs to have graphic design skills because they often need to create visually appealing marketing materials, such as brochures, flyers, and digital ads. Knowledge of Adobe Creative Suite allows them to effectively design these materials in a way that aligns with the company's brand and attracts potential customers. Including this skill in a resume objective demonstrates a candidate's ability to contribute to various marketing campaigns and strategies.

9. Video Editing (e.g., Final Cut Pro)

A marketing professional may need video editing skills because the role often involves creating engaging and compelling visual content to promote a product, service, or brand. This could include promotional videos, social media clips, or other multimedia content. Proficiency in video editing software such as Final Cut Pro demonstrates the ability to produce high-quality video content that can effectively capture audience attention and communicate a company's message. Furthermore, it shows creativity, technical competence, and an understanding of modern marketing techniques which are valuable in the increasingly digital and visually-oriented marketplace.

10. A/B Testing

A/B Testing is a valuable skill for a Marketing Professional as it allows them to effectively test different marketing strategies and campaigns. This can lead to better results and more effective use of resources. By including A/B Testing in a resume objective, it shows potential employers that the candidate has the ability to make data-driven decisions and improve marketing effectiveness based on real-world results. It also demonstrates their analytical skills and their commitment to continuous improvement - qualities that are highly sought after in the field of marketing.

In conclusion, the objective section of your marketing professional resume is a crucial space to highlight your key skills. This not only sets the tone for the rest of your resume but also provides potential employers with a snapshot of your abilities right at the outset. Remember, it's not just about listing skills; it's about communicating their relevance and value to the role you're applying for. Tailoring this section to align with each specific job application can significantly enhance your chances of landing an interview and eventually, securing the position.

Related : Marketing Professional Skills: Definition and Examples

Common Mistakes When Writing a Marketing Professional Resume Objective

When writing a marketing professional resume objective, there are several common mistakes that should be avoided. These mistakes range from being too vague to including irrelevant information.

One of the most common mistakes when writing a marketing professional resume objective is being too vague. It is important to use language that is specific and concise in order to make sure that your objectives are clear and easily understood by recruiters. For instance, instead of simply stating “I am seeking an entry-level marketing position”, one should state something like “I am seeking an entry-level marketing position in which I can utilize my knowledge of digital media, advertising, and customer relations to create successful campaigns”. This type of language will demonstrate your commitment to the field as well as clearly outline your goals and objectives.

Another common mistake when writing a marketing professional resume objective is including irrelevant information. It is important to keep in mind that the purpose of a resume objective is to showcase what you bring to the table in terms of experience and qualifications for the job at hand. Therefore, it would be unwise to include unrelated experiences such as volunteer work or hobbies. Additionally, one should avoid using generic phrases such as “hardworking” or “dedicated” as these are not specific enough for recruiters to gain insight into your skill set or qualifications.

Finally, many people make the mistake of making their resume objective too long. A good rule of thumb is to keep it concise and limit it to no more than three sentences or so. This will ensure that recruiters read through all the information without becoming bored or overwhelmed with lengthier statements.

In conclusion, when writing a marketing professional resume objective there are several common mistakes that should be avoided such as being too vague, including irrelevant information, and making it too long. By following these tips and utilizing specific language one can ensure that their objectives come across clearly and effectively in order to stand out from other applicants vying for the same job position.

Related : Marketing Professional Resume Examples

A right resume objective for a marketing professional should clearly articulate the candidate's skills, experience and goals, while a wrong resume objective will focus on what the applicant wants from the company, rather than how they can help the company.

Editorial staff

Brenna Goyette

Brenna is a certified professional resume writer, career expert, and the content manager of the ResumeCat team. She has a background in corporate recruiting and human resources and has been writing resumes for over 10 years. Brenna has experience in recruiting for tech, finance, and marketing roles and has a passion for helping people find their dream jobs. She creates expert resources to help job seekers write the best resumes and cover letters, land the job, and succeed in the workplace.

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