GB 530 MENTOR Let's Do This /gb530mentor.com GB 530 MENTOR Let's Do This /gb530mentor.com | Page 21

Goals are broad, inspirational statements. Objectives focus on
results and are stated with a time frame in mind. Both should be
achievable, use resources wisely, but also stretch the
organization and its people to a higher level.)
What are your goals? (product and service quality, brand image,
customer attitudes and opinions, social performance etc.)
Usually stated inqualitative terms.
What are your objectives? (market share, # of customers, # of
units delivered/sold, # of prospects reached, # of prospects
converted to customers, profits, other measures) Usually stated
in quantitative terms.
VI. MARKETING STRATEGY AND OBJECTIVES
1.
Target Market Segment/Customer Group for this Strategy
1.
Benefits Sought by this Target Market Segment/Customer
Group
1.
Basic Theme and Focus of the Marketing Strategy
1.
Specific Elements of the Marketing Strategy (Marketing
Mix)
Product Strategy
a. Recommendations for Product(s) (how does product help
reach marketing objectives?)
b. Recommendations on Tangible and Intangible Elements of
Product