The company’s objectives should be defined in specific terms so management can measure progress and plan corrective action if needed to stay on track. This section describes any major issues that might affect the company’s marketing strategy and implementation.
The objective of Verb vodka is to provide the experience that comes with the consumption of the product consistently at a high level at an on demand basis, based upon rigorous demographics and constant contact with distribution centers as well as retailers.
Marketing managers and researchers must work closely together to define the problem and agree on research objectives. The manager best understands the decision for which information is needed; the researcher best understands marketing research and how to obtain the information. Defining the problem and research objectives is often the hardest step in the research process. The manager may know that something is wrong, without knowing the specific causes.
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