Answer to Question 1
A
Answer to Question 2
Objectives provide specific and quantitative benchmarks that can be used to gauge progress toward the achievement of the marketing goals. Goals without objectives are essentially meaningless because progress is impossible to measure. Objectives involve measurable, quantitative outcomes, with specifically assigned responsibility for their accomplishment and a definite time period for their attainment.
Attainability-As with goals, marketing objectives should be realistic given the internal and external environments identified during the situation and SWOT analyses. A good objective is one that is attainable with a reasonable amount of effort. Easily attainable objectives will not motivate employees to achieve higher levels of performance.
Continuity-Marketing objectives can be either continuous or discontinuous. A firm uses continuous objectives when its current objectives are similar to objectives set in the previous planning period. Unfortunately, objectives that are identical or only slightly modified from period to period often do not need new strategies, increased effort, or better implementation to be achieved. Discontinuous objectives significantly elevate the level of performance on a given outcome factor or bring new factors into the set of objectives. Discontinuous objectives require more analysis and linkage to strategic planning than continuous objectives.
Time Frame-Another key consideration in setting objectives is the time frame for their achievement. Although companies often establish marketing plans on an annual basis, marketing objectives may differ from this period in their time frame. The time frame should be appropriate and allow for accomplishment with reasonable levels of effort.
Assignment of Responsibility-One final aspect of objectives that sets them apart from goals is that the marketing manager must identify the person, team, or unit responsible for achieving each objective. By explicitly assigning responsibility, the firm can limit the problems of stealing credit and avoiding responsibility.
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