Marketing is about understanding the customer needs and making sure
that the products fit the customer’s needs as well as finding ways to
influence the customer’s behaviour.
Aims and objectives
An aim is a statement of purpose that outlines what the business wants
to achieve, it is a general goal e.g. to gain profit.
An objective is a statement of how the business will achieve their
aims it contains specific numbers and dates, they are SMART. For
example achieve 4% profit by the end of 2006
Businesses need to have aims and objectives in order to have a
direction to follow and gain the best they can out of their business.
Objectives of a business need to be SMART, this means:
* Specific…They need to relate to the issues and the market in which
the organisation is involved is involved.
* Measurable… They need to see if they have been successful in
achieving the objectives
* Achievable…They must be realistic for the business to be able to
achieve, where they’re not too difficult so there’s a lot of
pressure on the business and not too easy.
* Realistic… The objectives must relate to the business and its
activities and must not be too far-fetched.
* Timely… they must plan how and when they need to be achieved.
The marketing aims and objectives are a part of the marketing plan.
The marketing objectives and are also SMART and like all the other
departments within the business they need to build towards the aims
and objectives of the business as a whole. Marketing objectives must
involve understanding the needs of the customers; they also need to
stay ahead of their competition. The market research the department
carries out helps to determine what their objectives are going to be.
Internal and external constraints
Internal – within a business there are limitations that hamper the
marketing activities and must be considered by the marketing
department. The costs of marketing is an internal constraint, it
relates to the fact that when a company grows it needs to have more
finance to be able to fill the customers needs. When the business
wants to develop new products and services it needs more financial
resources, if they don’t have enough resources it limits how well they
can expand. Businesses may also need to bring in skills form outside
of the organisation to help with their marketing strategies; this also
costs in the financial resources.
External – outside of the business there are also many constraints.
- Consumers (they will not be interested in the business if it is not
- Competitors (if a competitor in the same market already has an
advantage then it is very difficult for a new business to market a
- Economy (If there is a period of economic recession when customers
have falling incomes marketing a luxury product will be difficult)
- Law (There are many laws that restrict the way a product...