The Role of Marketing (Cambridge (CIE) A Level Business): Revision Note

Marketing objectives

• Marketing objectives are clear, measurable targets that guide a business's marketing efforts

• Marketing objectives can help a business in several ways

  • Give direction

    • Teams know exactly what to aim for, avoiding untargeted campaigns that have little chance of success

  • Allow measurement and learning

    • The results of marketing activities can be compared with the objective and improved next time

  • Help win budget and support

    • Clear, data‑backed objectives can reassure senior managers and investors and motivate employees

Examples of marketing objectives

Marketing and corporate objectives

• Corporate objectives are whole-business goals set by senior managers that give a business its overall direction

  • Examples may include

    • 'Raise profit by 15 % within two years'

    • 'Become the most sustainable clothing brand in Asia

• They are translated into marketing objectives that focus on promotional activity, pricing strategy, distribution and product features

  • Every advert, price or product change supports the business achieving its corporate objective

  • If they do not, money and resources are wasted