company mission. These are directional goals that provide the
overall strategic direction for
management planning.)
? State the value proposition. Be sure to look up this term in
your Kotler text if you don’t
fully understand it.
3.2 Marketing Objectives
Include a sentence or two about each of the following:
? What are your specific marketing objectives?
? Market share: what is your growth objective by quarter?
? Market penetration: how do you plan to gain a share in this
market?
? Awareness: how do you plan to gain awareness for your
product?
? Customer acquisition: how do you plan to grow your customer
base?
? Identify a specific, measurable market share and size.
Remember that your objectives need to be quantifiable. In other
words, objectives need to have a
base point, end point, and time frame so you can research to see
if you have reached your