Two Page: Designing SMART Marketing Objectives

McGraw-Hill. (2012). Marketing plan coach, 13e. Retrieved from http://www.mhhe.com/business/marketing/Perreault13e/marketing_coach/LA/index.html

· “Brief Outline: Marketing Plan Objectives” Marketing Objectives Specific objectives must be consistent with one another. For example, an objective to reach a certain return on investment may be incompatible with a goal for full utilization of plant and equipment. It is the marketing manager's job to work within the framework of objectives provided by top management. But some of these objectives may limit marketing strategies – perhaps damaging the whole business. For example, some top managements have emphasized a large sales volume or a large market share in the mistaken belief that this assures greater profitability. But many large firms with big market shares have gone bankrupt seeking large market shares instead of sustainable profitability.