Marketing Objectives and Functions for A Business Leader

By Mike Reiss- Sep 11, 2022 196

Have you ever tried to find out what the goal of marketing is? What are the challenges for marketing professionals? Even what is marketing and what does success depend on?


We never try to gather knowledge about what we want to explore for our business and strategy. Before planning any marketing action we have to set up our goals and functions for what we will do.


The main goal of marketing is to increase profits by satisfying customers. Improving the management structure of the organization should also be noticed. Also, other departments of the company are trying: sales, staff, supply, and others.


At the same time, marketing has three goals of its own:


      Motivate the target audience to order a product. Logistics is responsible for the supply of goods. The sales department is responsible for concluding transactions with buyers;

      Conquering market niches, bringing products or services to new markets;

      The combination of a commercial offer, product, packaging, design, price, delivery, and payment terms demand visitors.


Marketing work in the organization

To achieve these goals, marketers and their assistants from other departments solve many problems.


      They determine the company’s market niche, its plans, and its target audience. Because it is impossible for all people to work together effectively.

      Identify issues relevant to the target audience.

      Decide what kind of pain a particular product or service will relieve people.

      They analyze people’s requests from the selected target audience. Search: What are the advantages of the products they are interested in first, the prices seem reasonable.

      They study competitors ’trading offers and prices in a specific niche: products, their costs, additional services, discounts, promotions, and special offers.

      Evaluate the change in demand.

      Choose channels to communicate with the target audience.

      They organize events to increase demand, sales volume, and company awareness. These include launching advertisements on the internet, placing presentations, distributing leaflets, etc.

      Analyze the effectiveness of advertising campaigns.


Marketing Functions In Business

Problem-solving methods are called functions. Marketing functions are divided into seven groups.


Analytical work includes data collection, organization, and processing, conclusion formulation, estimation, and strategy for further action. Marketers analyze niche, competitors, target audience needs and behavior, internal activities of the organization, and corporate environment.


The synthetic-strategic group includes extensive market research. To do this, help is urgently needed:


      Colleagues in other departments;






The communication function provides contact with potential buyers, collecting information about them.


The goal of marketing products is to provide the audience with information about pain, dissatisfied desires, and preferences. The sales function helps to answer this question: how, when, and in what quantity to deliver the product so that people are motivated to buy.


The marketing management function is divided into two parts. On the one hand, it is departmental management and control over the work of its own staff. Management functions include the transfer of information to company management about the recent market, consumer and technological trends, changes in the work of competitors. Marketing strategies and techniques should complement each other, leading to the achievement of the same goal.


You cannot be tempted by short-term success. Every innovation and every advertising campaign will certainly provide long-term benefits. Marketing strategies need to be clearly based on the results of research.


Advertising campaigns must adapt to constantly changing requests, competitors' actions, new laws, and more. If the market conditions are most favorable to be profitable, then a trade offer has to be launched.


Types Of Marketing For Business Development

According to the “privacy” of the proposal, marketing is divided into direct marketing and content marketing. In the first case, your component is an open call to order a service or to purchase a product, which you have added to the list of benefits. The person immediately sees the seller.


When content marketing is applied, the target audience does not see the call to purchase. But information for thought, a neutral description of the product and its application. People decide for themselves whether the proposed option will save them from problems. Users will initially perceive the company as an expert, not a seller.


According to the scale of activity, marketing is mass, segmented and centralized. In the first case, no product optimization is required by the target audience. The exception is price. Mass marketing focuses on providing the most advertising. It will come in handy for well-known companies.


Adjusts offers to target different marketing audience segments. But its main goal is to promote the brand in all market segments. Centralized marketing takes products and services strictly to target audience segments.


According to the impact on consumer demand, marketing is divided into conversion, stimulus, developmental, re-marketing, synchronous marketing, support, demarketing, and protest.


Conversion marketing is used when potential customers know but do not like any product or service. Motivation marketing works with people who don't yet know about you. Promotional marketing brings out the hidden hopes and aspirations of the people.


Remarketing works with people who have already become customers, reviving dead demand. Synchronous marketing stabilizes demand fluctuations if they are associated with the season, time, etc.


Supportive marketing maintains an achieved balance of supply and demand. D marketing reduces demand. Such strategies will help if the company is not ready to offer products and services to everyone. Countervailing marketing reduces the demand for alcohol and tobacco. The state is engaged in such marketing.


Marketing Tools In The Organization


They are divided into three groups: objects, ways to increase consumer demand, and means of promotion. Items include a range of products and services, as well as their prices.


Ways to increase consumer demand are:


      Memorable product design, brilliant packaging;

      Presenting and selling products during exhibitions or fairs;

      Discounts, bonuses, gifts, promotions, special offers;

      Other means of attracting buyers' interest.


Promotional channels are divided into offline and online. Ex does better with former brandings, such as creating company images. The goal is to increase awareness and audience loyalty. Offline channels include:


      Radio and television advertising;

      Outdoor advertising;

      Advertising in newspapers and magazines;

      Leaflet distribution, etc.


Online channels are needed if the target audience is inclined to search for your products or services online. Online channels include:


      Contextual advertising - displaying ads on Bing and Google SERP pages;

      SEO - Site optimization for search robot requirements. As a result, pages at the top of search results for given requests;

      SMM - Promotion on social networks;

      Targeted Advertising - A combination of offers in the target audience segment. Only people in this group will see the ad;

      Banner advertising - placement of banners on the websites of partner companies, i.e. advertising images;

      Teaser advertising - Placing interesting and shocking messages on partners ’assets;

      Influencer Marketing- Spotting space through social media influencers with different elements.

      Viral advertising - Launch a brilliant post or video that grabs the attention of the target audience. If the element arouses an active reaction, the man himself will begin to share it;

      Content marketing - It is a promotion based on the dissemination of useful information: expert articles, customer reviews, useful tips, etc .;

      Promotion on aggregator sites- Put announcements and information about the company on the page of such assets;

      Sending push messages- pop-up notifications;

      Email marketing - sending messages through email.


For the long-term success of promoting your company, use online and offline channels in an integrated manner. 

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