What are Marketing Objectives? Classification and examples

What are Marketing Objectives?

Marketing goals are goals set by businesses, organizations and individuals during the process of building, providing and transmitting practical values to customers, establishing relationships with customers. and reap the benefits for the business.

The role of marketing objectives

Marketing objectives are considered as guidelines for businesses to develop marketing strategies, or in other words, marketing strategies and plans are created with the aim of achieving one or more marketing goals. Without any set goals, marketing or business activities can be considered meaningless.

Marketing objectives are the driving force that motivates businesses and marketers to promote professional activities and improve efficiency in research, development, production, sales and promotion. In addition, small marketing goals are steps for businesses in the process of achieving larger goals.

Classification of Marketing objectives

In general, the objectives in Marketing can be classified into one of the following 3 groups: Target group to create & provide value to customers, Target group to promote and communicate, and Target group of Marketing management.

A. Target group to build and provide value to customers

1. Objectives to meet the needs of customers and consumers

For examples:

• The objective of developing new products with improvements, better meeting the needs of consumers
• The objective of improving products & services to improve user experience
• The objective to capture consumer needs, characteristics, and changes in behavior
• Objectives survey whether the new product is well received by the target customer
• The objective to find suppliers with suitable materials and components, to ensure product quality after the production process.
• The objective of collecting information about the customer's experience after using the service and product

2. Objectives to reach customers

For examples:

• The objective to find new customers in the area
• The objective to select and build a distribution channel so that customers can easily access products/services
• The objective to expand the distribution scale to neighboring provinces
• Target to expand market share to other countries

3. Objectives to build relationships with customers

For examples

• The objective to classify customers so that businesses can maximize their profit potential
• The objective to accompany customers throughout the process of consulting, purchasing and using products/services

B. Promotion and communication objectives

1. Objectives to convey the message

For examples:

• The objective to inform the target customer about the arrival of a new product or a new brand
• The objective of informing consumers about an event or promotion
• The objective to convey a message about the value and benefits that a brand or product or service brings to customers

2. Objective in branding

For examples:

• The objective to increase brand awareness
• The objective of positioning and building values associated with the brand of the business
• The objective to improve the reputation of the business through sponsorship and fundraising programs

3. Objective to persuade the audience

For examples:

• The objective to convince customers to use and experience new products
• The objective of persuading customers to participate in events, contests, seminars and conferences
• The objective of persuading customers to install the app on their phones

4. Objective to remind the audience

For examples:

• Objectives remind customers of the existence of a product, brand, event, and program.
• The objective of reminding customers about consultation appointments, follow-up visits (in the medical industry)
• The objective to remind customers about payment schedules and service renewals

C. Marketing management objects

1. Objectives to increase the profit

For examples:

• The objective to minimize production costs
• The objective of minimizing transportation and warehousing costs
• The objective of minimizing advertising costs

2. The objective of increasing the effectiveness of Marketing activities

For examples:

• The objective to train a sales team with good communication and consulting skills
• The objective to train a skilled production team that can ensure output quality
• The objective to find new technologies that can increase production efficiency

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