The most important thing I learned is that setting goals should never be subjective or one-sided, but rather, the brand must be placed within the context of the entire market.
About Business Goals (Sales, Market Share, Profit, Growth)
I have understood that business goals should not be subjective, but must be set within the market context.
I learned how to calculate Gross profit and Profit margin.
II. On Marketing Objectives (Source of Growth)
My marketing goal is to change consumer behavior, helping them make a trial purchase, repurchase, use more, or switch from competitors.
I will choose one of 4 sources of growth: Penetration, Frequency, Consumption Volume, or Loyalty.
III. On Communication Objectives (Impact on Awareness)
I know that to change behavior, one must influence thoughts and build consumer awareness.
Consumer awareness includes brand awareness and brand attributes.