Goals of marketing
|Goals of marketing|
|Methods and techniques|
Determining marketing activities is a very important process because it influences the success of a venture and risk of its functioning. Those activities are based on analysis and processing of marketing information acquired during research on current market state, as well as development perspectives in given period, production and business capacities of a company. Traditional marketing interpretation implies that the goal of marketing is to have such an impact on consumer so that he buy a product regardless of his needs.
The goal of marketing is to make sales dispensable. The goal is to meet and understand a customer so good that a product or service adjust to him and... sell themselves (P.F. Drucker, Management: Tasks, Responsibilities, Practises, Harper & Row, New York 1973, s. 64-65).
Marketing goals should:
- be reflected in numbers, for instance: while formulating them, a deadline ought to be determined,
- be clearly formulated,
- be coherent with each other.
Development of marketing goals:
- Transaction marketing - its aim is to sale generated goods to make a profit.
- Expansive marketing - the main purpose is increasing revenues from sales continuously.
- Marketing aimed at the enterprise value - the objective is to gain position in the market, clients, and partnership with them.
Development of marketing goals can be also related to evolutionary stages of global marketing goals such as:
- Usage maximization - the greater the sales and usage of commodities by consumers, the greater the profit of producer. This statement makes sense only while switching from producer market to buyer's market.
- Reaching maximum level of satisfaction. It occurs when in a competitive market every consumer has a possibility of choosing those commodities that provide him with the highest level of pleasure. This purpose relates to marketing politics, but only in theory.
- Expansion of commodity mix selection. This marketing sphere concerns individual likings, necessities and requirements of consumers. In order to satisfy them, a manufacturer should offer a wide range of products.
- Life quality improvement. This aim is wide - it involves all fields of marketing rules and objectives. It enables a producer to get product assessment from consumer's perspective.
Goals of marketing
All marketing goals can be grouped depending on planning period in the following way:
- Strategic goals - they are aimed at revenue, sales and market share maximization, as well as formulating and realization of the action programme for the future, i.e. about 3-5 years,
- Tactical goals - in the market on which enterprise operates, a current market situation is regarded, for every product, an objective is applied during a period of one year at the maximum,
- Operational goals - they regard the development of marketing programme, considering all details and environment characteristics projected in time, in every segment of the market.
Major marketing goals include:
- exploration, analysis and evaluation of current and potential customers' needs,
- marketing support in the development of a new product (service),
- analysis of competitors
- assessment and forecasting of actual and potential and potential markets,
- supply of services,
- selling of goods (services),
- creating stock policy,
- formulating and realization of company's pricing policy,
- creation of enterprise's operating strategy.
Contemporary marketing goals of companies
The modern take on marketing presents its goals widely and concentrates business' attention on a client. Essentially, these goals are:
- Defining and satisfying consumers' needs in a way that maximizes profits of a company. In order to discover consumer's needs and fulfill them, it is indispensable to understand and get to know them. Due to proper market research, a company can advance and make greater profits because is attractive for clients who buy its products (services).
- Building relationships with buyers. The loyalty of customers particularly significant. It is important to take care of a good image because owing to a fierce competition loss of a client is highly probable. Good relations with clients bring long-term gains.
- Arousing and maintaining new need in a client. It is related to entry of a new, unknown product on the market. Owing to demand for a new product (service), a company expands and has a possibility to increase its profits. It also implies encouraging and attracting new clients with a promise of providing new products and services of the highest quality.
- Barich H., Srinivasan V.,(1993) Prioritizing marketing image goals under resource constraints, Sloan Management Review; Cambridge, Mass., Vol. 34, No. 4., p. 69.
- Kotler Ph., Zaltman G., (1971) Social Marketing: An Approach to Planned Social Change, Journal of Marketing, Vol. 35, No. 3., p. 3-12.
- Kotler Ph., Roberto N., Lee N., (2002) Social Marketing Improving the Quality of Life, Social Marketing Services Inc., SAGE Publications.
- Kotler Ph,(2005) The Role Played by the Broadening of Marketing Movement in the History of Marketing Thought. Journal of Public Policy & Marketing, Vol. 24, No. 1, p. 114-116.