Chapter $02$ Assignment: Planning, Implementing, and Evaluating Marketing Strategies

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As a manager at Peet's Coffee, you've been asked by the executive team to participate in the company's annual marketing planning meeting. The first step is to review the marketing objectives from last year's meeting. The first objective you are reviewing says "Increase market share by $2026."$ You suggest to the management team that this objective is inadequate because it's missing a key characteristic of good marketing objectives. Which characteristic is it missing?

A specific time frame

Expressed in clear, simple terms

Measurable

Selecting a target market