for example McDonald's aiming to
maintain the golden arches as the most
recognised logo in the world
Security/ Survival
Internal influences
Corporate objectives
The marketing department must ensure that their
objectives are consistent with the corporate
objectives
Finance
The more finance available the more which can
be spent on marketing
Human resources
Capabilities and ad size of the
workforce must e taken into account
Operational issues
Resources available
The nature of the product
if brand has built up a reputation then a
considerable weight can be placed on word
of mouth advertising
External
influences (PEST)
Political factors
government policies and legal factors
Economic factors
Growth in the economy- (more growth
means higher targets for sales can be
set) and the exchange rate
Social/
suppliers
The efficiency, cost effectiveness,
quality and reliability and flexibility
of suppliers will all influence the
ability of the business to meet the
needs of the customers. social
factors include the environment
and trends.
Technological change
Major cause of change in consumer
tastes and markets
Market factors
The growth or decline of a market
will have a major impact on
objectives
Other factors
Competitors actions and
performance
Reasons for setting marketing objectives
provides a focus for direction
works as a yardstick to measure success/
failure against
improves coordination amongst departments
Improves efficiency by examining reasons for success and
failure in different areas