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CHAPTER III. MARKETING STRATEGY |
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| C. Marketing Objectives | |
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The park’s
marketing mission should be followed by supporting
objectives. The marketing objectives should act as a driving force for your
marketing strategies that will be laid out in the following section.
It is important that park managers set specific marketing objectives that help accomplish their mission. The act of setting objectives increases the likelihood of success (e.g., accomplishing your marketing mission) because it gives management a specific direction. |
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That is, marketing objectives can serve as a motivational tool as well as a method of assigning responsibility. Effective marketing objectives should be set considering your target markets and their diverse behavioral and demographic characteristics. |
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| · Objectives serve a number of functions including5: | |
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1) Guidance for developing marketing mixes for different target markets, 2) A basis for objectively evaluating the effectiveness of the marketing mixes, and 3) A framework for implementing the different marketing mixes into the overall marketing plan. |
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| Note: Remember that effective marketing plans are open to refinement as they evolve. Your marketing objectives should also be refined/changed as your park’s mission evolves. | |
| · Means for achieving objectives | |
| When you set your objectives, you should consider how to achieve them. That is, it is extremely important that you have the proper means for achieving the objectives that you are trying to implement. | |
| · Means for evaluation | |
| Once you set specific objectives, you also need to establish the means to evaluate if the objectives are being accomplished. Based on this evaluation, you can take corrective actions to ensure that objectives are attained. | |
Please
click here to complete worksheet 16 |
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| D. Marketing Partnerships | |
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If you have any
marketing partnerships, try to identify them by public and private
sector.
Also, identify any marketing activities (e.g., promotion) that will be performed jointly to better serve the needs of your target markets along with the benefits accruing to the joint activities. |
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Please click
here to complete worksheet 17 |
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