营销目标概述(国外英语资料).docVIP

营销目标概述(国外英语资料) Marketing objectives overview Marketing objectives are designed to show what they want to achieve, and marketing goals are the ultimate goal of what they are going to achieve. It is not easy to point out the difference between marketing objectives and marketing strategies. Even for marketing professionals who have many years of experience in marketing, they are often confused. In order to point out the difference between them, the following detailed features of marketing objectives are listed below. Marketing objectives must be: 1. specific: the target must be directed at a single purpose. 2. may be assessed: results must be quantified. 3. there is a particular period: for example, 1 years or more years, the next 6 months, or even 1 months in which months?. 4. points out the behavior that can affect the target market (encourage buying, trial product, buy product repeatedly, buy in large quantity, buy frequently): target is often set for individual market segment of target market. Marketing objectives are designed to influence the behavior of the market, so marketing goals usually refer to one of two target markets, that is, existing users or new users. 1. maintain existing users: marketing goals are usually maintained in terms of the number of existing customers and the amount of purchase. This goal is relatively negative and defensive. If the company has lost customers in the past one or two years, it must reverse this trend. Keep in line with existing customers. Marketers must first understand why sales are declining and then try to stabilize customer base. Buy 2. sik from existing users: if the customer base is quite stable, the target can be more active in a variety of strategies, from existing customers to increase sales. There are three ways to achieve this goal - to attract customers to buy the companys products or services: (1) the number of purchases in a given month or year. (2) buy more expensive products. (3) buy more or more of each produ