Marketing Goals

The ultimate goal of marketing is to generate as much profit as possible for the company. This can be formulated in different ways. For example, the "father of management" Peter Drucker formulated it as follows: "The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits her and sells itself."

Based on the global goal, strategic goals are formed. Philip Kotler lists four "true marketing goals":

• Achieve the highest possible level of product consumption;

• Achieve maximum consumer satisfaction;

• Provide users with the widest possible choice;

• Maximize the quality of life for consumers.

In practice, marketing is used to achieve several goals simultaneously, which overlap with those listed above. For example, to increase market share to 50%, create a favorable image of the company, and increase profitability by 35%. Marketing is an ongoing process, so goals change: when one is achieved, a new one is set.

Here are some additional points about marketing goals:

• Marketing goals should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.

• Marketing goals should be aligned with the company's overall business goals.

• Marketing goals should be communicated to all employees.

• Marketing goals should be tracked and measured regularly.

By setting SMART goals, aligning them with the company's overall business goals, communicating them to all employees, and tracking and measuring them regularly, companies can use marketing to achieve their desired results.