Describe the criteria for stating good marketing objectives. Objectives should be realistic, measurable, and time specific. Objectives must also be consistent and indicate the priorities of the organization. Questions 4.1 Building on the Shur Snak example, imagine that your boss has stated that the marketing objective of the company is to do the best job of satisfying the needs and wants of the customer. Explain that although this objective is admirable, it does not meet the criteria for good objectives. What are these criteria? What is a specific example of a better objective for Shur Snak?

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