Marketing Essay -- Business Management Studies

Marketing 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 ar... ...blend of the marketing mix will persuade a customer to buy the product and stay loyal to the business. It is also important that the business has a specific blend just for them because of their aims and objectives as a business, for example a supermarket needs to keep a different blend to a fast food chain as their targeted customers have different needs. Overall the marketing in a business plays a very important role in how successful a product and therefore a business will be, as a good marketing strategy will attract more customers and gain more profit for the business. The marketing department mainly relies on help from other departments and the marketing mix (it is important to have the right blend). If the business uses the right strategies to fit the product/service they provide then they will be successful in achieving their aims and objectives.