MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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II. INTERNAL SITUATION ANALYSIS
C. 4. Objectives
While goals tend to be oriented around results, objectives tend to be focused more on activities. Objectives are really shorter, intermediate term accomplishments that are used to determine if the organization is successfully moving towards its goals. Objectives can exist on a number of levels, all of which should be noted in the marketing plan.
The organization may have overall corporate objectives, there can be general marketing objectives, and there can be objectives for specific marketing programs. All of these levels are detailed in the marketing plan so that you (the marketing manager) can determine if they are logically consistent with each other and if they fit together. For instance if the overall corporate objective is to be recognized as the quality leader in your industry it may be inappropriate to focus on a low price image in your advertising programs.