Business – 3.1 The nature of marketing – Role of marketing | e-Consult
3.1 The nature of marketing – Role of marketing (1 questions)
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Marketing objectives are the concrete, measurable targets that the marketing department sets to achieve within a defined period. They must be aligned with corporate objectives because:
- Strategic coherence: Alignment ensures that all parts of the organisation work towards the same overall direction, avoiding conflicting activities.
- Resource optimisation: When marketing goals support corporate aims, budgeting, staffing and promotional efforts are directed to areas that deliver the greatest overall benefit.
Examples:
- Corporate objective: Increase overall profitability by 8% in the next fiscal year.
Marketing objective: Boost sales of high‑margin products by 12% through targeted digital campaigns. This directly contributes to higher profit margins.
- Corporate objective: Enhance brand reputation and stakeholder trust.
Marketing objective: Achieve a Net Promoter Score (NPS) of 70+ within 18 months by improving customer service and communication. A strong NPS supports the broader reputation goal.