MKTG 4100 Chapter Notes - Chapter 5: Dagmar Marketing, Psychographic, Becky Mode
12 Dec 2015
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Planning & decision making: all phases of a company"s promotional strategy should find their roots in established objectives; promotional planners choose between strategic and tactical options by recognizing how well a particular alternative matches a firm"s promotional objectives. Chapter 5 objectives for the imc plan. Value of objectives: needed for communication, planning, decision making, result evaluation. Marketing objectives: stated in marketing plans; state what overall marketing program should try to accomplish within a given time period; specific, measurable outcomes noted; quantifiable; outline the target market; should be realistic and attainable. High market share firm: objective may be to increase sales volume; increasing use consumption and non-user switching. Fast-growing market firm: primary objective may be to obtain market share; grow more quickly than its direct competitors. Mature market firm: focus on profit because growth is limited. Unique consumer preferences firm: unique marketing objectives for each separate consumer preference; sometimes different consumer preferences are linked to different geographical areas.
