What information shall I obtain before I come up with a marketing objective for a company?

As we know, to be effective, a Marketing Objective must be realistic and attainable, or the marketing objective is meaningless, and we may simply create one: to increase sales by 80% in the small-business segment of the market during the next 12 months, which might sounds abit unrealistic.





Before coming up with a good marketing objective statement, what kind of research or analysis shall I pay attention to?





What kind of information shall I obtain from the company? or research the market out there in order to come up with a good marketing statement?

What information shall I obtain before I come up with a marketing objective for a company?
It would help more if I knew what business you are working in but I'll try to help anyway.


Firstly and most importantly you need to find out from your bosses what you marketing budget is. It is no good doing a whole load of research and planning your marketing spend at 30,000 when you only have 15,000 because you will have wasted a whole lot of time and have to re-do your research to accomodate your new budget.


Secondly research the product both on and off line to see how other people are promoting it, and where. Then search online to see search patterns and how often this particular product is being searched for. Also try going to Yahoo and typing in the product you are doing the marketing for and see how many results come up and look at the websites as these will also give you ideas of how to direct the marketing of your product.


The main key is to do as much research into the product that you are seeling and work out sales patterns, and search engine searches for the product in question.


You may find that by looking at search patterns more people tend to buy your product in the summer so you would want to plan a bigger spend during these couple of months to make sure that you are maximising sales and taking away sales from your competitors. Also if there is a big dip in the sales of the product then you may also want to put a little extra of the budget into selling at this time as it could drive people to buy the product if they are seeing it a lot.


Just make sure that you do comprehensive research and have all your bases covered.
Reply:A good description of the product


It's uses


What makes it ie ingredients


Who it's aimed at


The most popular newspapers, radio stations, magazines etc for that age group


Local tv and radio stations in that area





The % of the population in that area by age, sex, religion, health, employment types


The % of crime


house ownership


education attained
Reply:your name
Reply:You'll find that most of the answers will come for you if you make a list of 5 COMPETITORS and study them in detail. In the process of doing that, much will fall in place. You'll learn what they do well and don't do well and you'll figure out how you can be different.





80% is realistic if... and only if... you force yourself to be patient. Most people can't do this. Study, study and study some more. Research the hell out of them.





If you don't know your competitors, that's a major mistake.





There is a book by Robert Kaden called "Marketing Research" and you can buy it on Amazon. It helped my business quite a bit.





Jeff

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