MARKETING OBJECTIVES

To have an effective marketing one should start with a considered, well-informed marketing
strategy. This therefore helps one to define your vision, mission and business goals.
Marketing (PHILIP KOTLER) is a social process by which individuals and groups obtain
what they need and want through creating and exchanging products and values with others.
Basically marketing is a selling process that aims in gaining more profits through customer
satisfaction and by promoting products, services or ideas. A marketer is one that deals in a
market specifically; one who promotes a product or service through customer
satisfaction(Merriam-Webster).

The aim of marketing is to make selling superfluous through satisfying customer needs.
Marketing is important for any company or organisation that wants their products/services
recognized. Some of the main objectives of marketing are
a) Increase sales
b) Improve product awareness
c) Establish yourself in the industry
d) Brand management
e) Customer satisfaction
b) Improve Product awareness
Marketing efforts are sometimes focused on invigorating interest in a product or
services that has been on the market for a long time or maybe which people have
long standing attitudes. For example doing roadshows like what companies like
Delta do in advertising their Chibouk or Super products.
C) Establish yourself in the industry
New organisations find it difficult to be above the noise in a crowded marketplace,
with a public distracted by many stimuli. In order to be successful you have to
become one of the top 3 brands in our industry named among consumers. For
example Nyaradzo funeral plan has now become the most frequently used policy
after it over shadowed Doves.
D) Brand management
Maintaining a place in the market place or public takes work and some marketing
efforts aim to maintain prominence in the public area. Organisations such as
Nanos and BATA often use ads that simply uses images and tone to remind
customers of the brand rather than promote a particular product/service. Pizza inn
introduced Terrific Tuesdays to promote their product.

Marketing environments
There a two types of external marketing environments which are micro and macro
environments factors which are beyond the control of marketers but they still influence the
decisions made when making a marketing strategy. In order to come up with an effective and
efficient marketing objective the marketer must be able to understand the marketing
environment in which the business operates.

Micro environment
It consists of factors that are close to the company which affect the ability to serve its
customers. The firm itself, marketing channel firms, customer markets and a range publics
are the factors. The marketers job is to build relationships by creating customer value and
satisfaction.

Company
In company, the managements focus is on the different departments to attain desired
objectives. The overall objectives, goals, strategies and policies are set up by the top
management. Distribution department focuses on the availability of companies
departments at different shopping malls and stores. For example Econet Wireless has
its stores at different malls such as the Joina City so that their customers can access
their services easily. This factor helps the marketer to be able to know what the
customers want by easily accessing the services/products. Research and surveys are
conducted by the research and intelligent department.

Suppliers
Suppliers can be firms or individuals that provide the company with resources in
order to produce goods or services. Suppliers are vital nowadays because they are
part of the supply chain, which sees valued-added at all stages from conception to
consumption. If suppliers of a particular business fail to supply the resources in time
this reduces the functionality of the company and therefore may lead to customers not
buying at that particular firm. In order to satisfy the customers needs the marketer
should be aware of these factors in order to achieve marketing goals. Lobels always
delivers bread every day to retail consumers.
Competitors
A competitor is a firm or company that is operating in the same industry or market
that maybe providing better and greater value and satisfaction than your company.
 Successful companies like Delta focus on strategic advantages by positioning the
product in the mind of the customers better than its competitors.

Customers
These are the sole pillar of the business because without customers a business
wouldnt exist. A good marketer must be able to understand various customer
influences. The changes in the preferences of the customers create opportunities as
well as threats for the company. When Econet Wireless increased their data tariffs
that was a threat to their company cos within a week all their customers would have
left their services.

Publics
An organisation has the duty to satisfy the public because they have the power to
reach your goals; just as the can prevent you from achieving them. The company
must be in a position to know what the public wants.

Macro environmental factors

These are external factor forces in the companys activities which indirectly affect the
companys operations and working conditions. The factors are uncontrollable and the
company is powerless and incapable of exercising any control over them. The factors include
demographics factors, political factors, technological development, natural environment of
the company, economic forces and social and cultural factors.

Demographic forces
Demography is the study of human populations in terms of size, location, gender,
race, occupation and other statistics. This population information is important to the
business because it helps in selecting items to produce and the channel of distribution
advertising media, choice of marketing methods and other business decisions. This
factor is important to the marketer because it involves people, and people are the
market.

Political factors
Decisions in the market are affected strongly by developments in the political
environment. Laws, government policies and pressure groups influence and limit the
 activities of organisations. A business thrives where there is political stability. The
politico-legal environment of the business depends on legal rules of business-its
formation and implementation, its efficiency and effectiveness. A good marketer
should be in a god position to know the political factors of the environment they want
to market their products or services.

Technological Development
The skill and knowledge applied to the production, and technology and materials
needed for production of products and services impact the smooth running of the
business. Technology has given us wireless internet whereby people can now be able
to purchase their products or services at home and they get delivered. For example
10ngah is an online market which allows people to buy online. The introduction of
electronic banking by Econet wireless.

Natural environment
It involves natural resources such as minerals needed by the marketers or that are
affected by marketing activities. This may affect the location of the business. Mbada
diamonds is located close to where the diamonds are found.

Social and cultural forces

It embodies everything that is social and cultural in the nation or society. The
sociocultural influences on the environment vary from country to country. A marketer
should consider factors like:
1. What is the dominant religion?
2. What are the attitudes to foreign products and services?
3. How much time do consumers have time for leisure?
4. What are the roles of men and women in the society
With these factors one should be able to market the products and services.

REFERENCES
1. Marketing Teacher, (2000-2016), Marketing Environments, Available at :
http://www.marketingteacher.com/marketing-environment/ (Accessed 25 February
2017)
2. Slide Share,(2017), Marketing environment(macro and micro), Available at :
https://www.slideshare.net/slymot/marketing-management-micro-and-macro-
environment ( Accessed 26 February 2017)
3. Study Lecture Notes, (2017),how marketing micro environments affect a business
Available at : http://www.studylecturenotes.com/mba-marketing/how-marketing-
micro-environmental-factors-affect-business-strategy ( Accessed 25 February 2017)
4. Oxford College of Marketing, (online),The Impact Of Micro and Macro Environment
Factors on Marketing, Available at :
http://blog.oxfordcollegeofmarketing.com/2014/11/04/the-impact-of-micro-and-
macro-environment-factors-on-marketing/ Accessed 26 February 2017
5. Mason, Kaho, Chrone(online), Examples of Marketing Objectives, Available at :
http://smallbusiness.chron.com/examples-marketing-objectives-20231.html (Accessed
25 February 2017)
6. Smiriti, Chand, (online), Available at :
http://www.yourarticlelibrary.com/business/macro-environment-of-business-
economic-environment-and-non-economic-environment/23373/ ( Accessed 26
February 2017)
NAME Keith T Magaka
REG Number H160203W
COURSE HIT120
DEPARTMENT IME

QUESTION
Using practical examples from the Zimbabwe discuss how the knowledge about the micro
and macro environments help a marketer to achieve marketing objectives.