Typically, firms need a hierarchy of objectives. Which of the following best represents a correct hierarchy of a firm's objectives?
A) Company objectives, sales promotion objectives, marketing objectives, promotion objectives.
B) Marketing objectives, company objectives, promotion objectives, sales promotion objectives.
C) Company objectives, marketing objectives, promotion objectives, sales promotion objectives.
D) Marketing objectives, promotion objectives, sales promotion objectives, company objectives.
E) Promotion objectives, sales promotion objectives, company objectives, marketing objectives.

Question

Quizplus · Accepted Answer

A firm's primary objective is to achieve its company objectives, which may include increasing profitability, market share, or brand awareness. Marketing objectives are then developed to support those company objectives, followed by promotional objectives that focus specifically on advertising and public relations. Sales promotion objectives are typically the final level in the hierarchy, as they are designed to encourage immediate sales and support the other objectives. Therefore, the correct hierarchy of a firm's objectives would start with company objectives, followed by marketing objectives, promotion objectives, and sales promotion objectives. Choice C is the only option that follows this hierarchy.

Typically, Firms Need a Hierarchy of Objectives