A-Z Popular Blog Marketing Search »
Marketing Guides
Key Concepts

Related Topics


19 Types of Marketing Objectives

 , updated on
Marketing objectives are business goals related to selling products and services. It is common for business plans, marketing plans, marketing strategy, campaigns, projects and performance management to begin with sets of marketing objectives. Objectives are planned before strategy and define what you want to achieve. The following are common types of marketing objectives.

Market Share

Gaining market share from competitors.

Brand Recognition

Promotion, advertising and branding activities often have the objective of establishing or growing brand recognition and awareness.

Brand Engagement

The objective to achieve a high rate of interaction with customers.

Customer Satisfaction

Customer satisfaction is a common target for customer service and customer experience initiatives such as an airline that plans to improve meal services.

Customer Ratings

Improving product or service ratings is a common objective in industries such as hotels that depend on positive ratings for revenue.

Customer Retention

Increasing customer retention rate is a common objective of customer service, service quality and customer relationship management initiatives. Particularly prevalent in industries that generate monthly recurring revenue.

Customer Lifetime Value

Increasing average customer lifetime value.


Reaching more customers with locations, ecommerce and channel partners. Measured with revenue and addressable market.


Improving margins is often the goal of sales, pricing and product development strategy. For example, premiumization is a common marketing strategy designed to improve margins.

Market Development

Entering new markets to expand revenue and reduce concentration risk.


Improving the quality of products and services measured with quality metrics such as a figure of merit.

Price Discrimination

Finding ways to charge a higher price to customers who are willing to pay more and a lower price for those who are price sensitive. For example, yield management and revenue management are common strategies for selling inventory at the highest possible price.


Reaching your target market with marketing communications such as promotional messages, catalogs and coupons.


Creating a unique identity in a crowded market for a brand, product or service. Measured with basic metrics such as revenue, market share and brand recognition.


The goal of establishing, maintaining or repairing a corporate, brand or product reputation measured with surveys, customer interviews or social media analytics.

Customer Relationships

Maintaining or improving customer relationships to retain customers and cross-sell.

Customer Acquisition

Objectives such as acquiring more leads, opportunities and customers. Measured with revenue and customer acquisition costs.


The core goal of any sales team is to close sales. Measured with revenue and specific metrics such as quote-to-close ratio.

Business Model

An objective to establish or transform a business model. For example, a software company that would like to transition to a service model measured with monthly recurring revenue.
Overview: Marketing Objectives
Business objectives related to selling products and services.
Related Concepts


This is the complete list of articles we have written about marketing.
Above The Line
Absolute Advantage
Active Customers
Active Users
Added Value
Adoption Lifecycle
Advertising Strategy
Algorithmic Pricing
Alliance Marketing
Attribution Marketing
Augmented Reality
Backward Invention
Barriers To Entry
Below The Line
Bliss Point
Brand Awareness
Brand Engagement
Brand Identity
Brand Loyalty
Brand Recall
Bricks And Clicks
Business Operations
Business Principles
Business Strategy
Buyer Persona
Call To Action
Channel Conflict
Channel Management
Channel Strategy
Channel Structure
Churn Rate
Competitive Threat
Complex Sales
Conversion Rate
Corporate Governance
Cost Leadership
Cost Per Lead
Customer Advocacy
Customer Analysis
Customer Dissatisfaction
Customer Experience
Customer Interactions
Customer Issues
Customer Journey
Customer Loyalty
Customer Marketing
Customer Motivation
Customer Relationships
Customer Service
Customer Value
Demand Generation
Digital Channels
Digital Marketing
Direct Marketing
Drip Marketing
Figure Of Merit
Flat Pricing
Gross Margin
In-Store Marketing
Lifestyle Brand
Market Analysis
Market Environment
Market Intelligence
Market Power
Market Price
Market Research
Market Research Analysis
Marketing Automation
Marketing Benchmarks
Marketing Campaign
Marketing Channel
Marketing Communications
Marketing Costs
Marketing Economics
Marketing Experimentation
Marketing Metrics
Marketing Mix
Marketing Plan
Marketing Principles
Marketing Strategy
Marketing Strategy
Marketing Technology
Marketing Theory
Media Planning
Penetration Pricing
Personal Selling
Premium Pricing
Price Discrimination
Price Economics
Price Leadership
Price Points
Price Sensitivity
Price Skimming
Price War
Pricing Objectives
Pricing Power
Product Development
Product Differentiation
Product Identity
Product Launch
Product Management
Product Quality
Promotion Strategy
Public Relations
Pull Strategy
Relationship Marketing
Sales Development
Sales Strategy
Scarcity Marketing
Soft Selling
Switching Barriers
Target Market
Test Marketing
Through The Line
Time To Market
Traditional Marketing
Variable Pricing
Visual Merchandising
Wallet Share
Word Of Mouth
If you enjoyed this page, please consider bookmarking Simplicable.


A list of key marketing strategies.

Market Positioning

A list of common market positioning strategies.


The basic types of product.

Marketing Risk

The common types of marketing risk.

Product Launch

The common elements of a product launch.

Customer Convenience

Common types of customer convenience.

Product Demand

The basic types of product demand.

Customer Marketing

The common types of customer marketing.

Authentic Marketing

A definition of authentic marketing with examples.

Market Size

The common types of market size.

Marketing Metrics

A list of common ways to measure marketing results.

Business Metrics

A list of common business metrics.

Data-Driven Marketing

A definition of data-driven marketing with examples.

Customer Loyalty

The common types of loyal customer.


A definition of recency with examples for sales, marketing and advertising.

Active Users

The common types of active user metric.

Active Customer

An overview of active customers as a marketing metric.

Marketing Benchmarks

The definition of marketing benchmark with examples.

Cost Per Lead

The formula for cost per lead with calculation examples.

Marketing Efficiency

An overview of marketing efficiency with calculation examples.
The most popular articles on Simplicable in the past day.

New Articles

Recent posts or updates on Simplicable.
Site Map