Objectives are decided at the very beginning to help define a goal and thus, strategically plan a way forward. They also become an underlying basis for evaluating policies, rules, and performance of employees.
Marketing objectives define the boundary of the outcome required to be achieved through marketing activities. Various factors are to be considered before framing the marketing objective.
A SMART approach is often incorporated, which is Specific (objectives to be precise), Measurable (quantifiable objectives), Achievable (reasonable), Realistic (achievable objective in terms of resources) and Time Specific (objectives in terms of timeline also). Various other general objectives may include satisfaction of customers; enhance profitability of the business, to have a good image/ brand value and loyal customer base.