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What is this objective about?
 In the opening chapter, the Marketing Situation Analysis, we have dealt with positioning and perceptual maps.
As a marketing objective, we are facing position and perceptual gaps.
Setting the position of an existing business means creating an artificial perceptual gap which needs to be addressed by an objective that will overcome the gap in question > learn more
A practical tip!
Under positioning - selected tools, you have two videos (a total of 13 minutes) and a powerpoint presentation (14 slides), materials that will assist you in applying the advanced concept of managing perceptions.
Selected "quotes" from
sample marketing plans
During the second quarter of next year, our main message to be communicated to our clients is "we have the widest selection of hybrid cars". According to our marketing communication objectives, the accompanying messages should be: "tax incentives, energy savings and long-term money savings."
A major car dealer, Albuquerque, New Mexico, USA
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> more tools
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What can you write in YOUR marketing plan?
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In order to minimize the perceptual gap of... next year we would emphasize... in our marketing communication.
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The next objective in your marketing plan
>> Yearly sales forecast
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