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A Short Marketing Course
Setting Objectives and Measurement Criteria


Objective setting and performance standards are linked by an information system.

Objectives Setting

  • Sales Forecasts - Should be related to type and level of support, combination of past experience, present fact and future judgment.
  • Variable Gross Profit - Many factors can affect its outcome
  • Expenditure Levels - How much to spend to achieve sales forecast. How should total resource be most effectively distributed.
  • Change in one variable will effect the others... objective setting dependant on judgment.
  • Performance Measurement

    • Frequency - measure of key objectives, weekly, monthly, quarterly.
    • Extent - Format and detail appropriate to management level
    • Outcome - Truism that it takes 3 points to establish a trend, responsibility to ensure information is read and interpreted correctly.

    Good management is the ability to improve decisions by delaying them until the last possible moment to allow maximum information input to reduce uncertainty.


     

     


     


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