How to set marketing goals?
Feb. 24, 2019, 8:19 p.m.
Without properly set marketing objectives, it is difficult to write an effective marketing strategy, approve a working marketing policy and implement a marketing plan for product promotion. Strategic goals in marketing are the basis of any business, have their own classification and a clear order of formation.
When setting multiple marketing goals, you need to implement multiple segmentation. This is advisable if the resources and capabilities of the company are sufficient for the production and marketing of two or more products and there are two or more significant markets, each of which is characterized by the distinctive desires of consumers. After the product manager has formulated the problems, he must decide on the objectives of the plan. It is necessary to define financial and marketing goals. Financial goals are converted to marketing.
What is more, from time to time, companies should completely revise their overall marketing objectives. From time to time should be reviewed and a strategic approach to the market. To do this, you can use two tools to assess the effectiveness of marketing and marketing audit. Companies can also review the quality of marketing, their ethical and social responsibility.
The choice of goals must be approached selectively. Of the many tasks facing the enterprise, it is necessary to single out the most essential goals as goals so that they can concentrate the resources of the enterprise. Must be prioritized goals. For this, it is recommended to use the method of building a tree of goals, which is as follows: proceeding from the main goal and to achieve it, lower levels of main goals are formed, then intermediate ones, etc. In determining the goals of the enterprise, firms should pay special attention to reflecting the goals of its employees, increasing their interest in the success of the common cause.
In order to achieve marketing goals, a marketing strategy is formed, which is closely related to the overall strategy. Marketing strategy - fundamental, medium or long-term decisions that provide guidelines and guide individual marketing activities to achieve goals. The strategy is developed on the basis of the goals set, forecasting the long-term prospects for the development of the market (s), analyzing the needs of customers, assessing the resources and capabilities of the enterprise.