Business objectives are the long-term goals that a company sets for itself in order to achieve success. These goals may be related to growth, profitability, market share, or any other metric that is important to the company. Marketing objectives, on the other hand, are the specific goals that a company sets in order to achieve its business objectives. These goals are typically related to the promotion and sale of a company's products or services.

The relationship between business objectives and marketing objectives is often referred to as the "marketing mix." This refers to the combination of tactics that a company uses to achieve its marketing objectives, which are designed to help it achieve its business objectives. The marketing mix typically includes the "4Ps" of marketing: product, price, promotion, and place.

Product: A company's product is the goods or services that it offers to its customers. In order to achieve its business objectives, a company may need to develop new products, improve existing products, or modify its product mix. Marketing objectives related to product may include increasing market share, improving customer satisfaction, or expanding into new markets.

Price: The price of a company's product is an important factor in its overall marketing strategy. In order to achieve its business objectives, a company may need to adjust its pricing strategy to better meet the needs of its target market. Marketing objectives related to price may include increasing profitability, improving market share, or lowering costs.

Promotion: Promotion refers to the various marketing activities that a company uses to communicate with its target market and promote its products or services. This may include advertising, public relations, sales promotions, or any other tactics that are designed to increase awareness and interest in the company's products. Marketing objectives related to promotion may include increasing brand awareness, improving customer loyalty, or driving sales.

Place: Place, also known as distribution, refers to the channels through which a company's products are made available to its customers. In order to achieve its business objectives, a company may need to adjust its distribution strategy to better meet the needs of its target market. Marketing objectives related to place may include increasing market share, improving customer access, or expanding into new markets.

It is important for a company to carefully align its business objectives with its marketing objectives in order to effectively achieve its goals. For example, if a company's business objective is to increase profitability, it may set marketing objectives related to increasing sales and lowering costs. On the other hand, if a company's business objective is to increase market share, it may set marketing objectives related to improving customer loyalty and increasing brand awareness.

Typical marketing obhjectives could include: Revenue / Sales Growth, Return on Investment (ROI), Return on Advertising Spend (ROAS), New Customer Acquisition and Brand Awareness.

Revenue Growth: One common marketing goal is to increase revenue for the company. This can be achieved by driving more sales of the company's products or services. Marketing strategies that focus on revenue growth may include targeting new customers, expanding into new markets, or increasing the price of the company's products.

Return on Investment (ROI): ROI is a measure of the profitability of an investment. In the context of marketing, ROI refers to the return that a company expects to receive on its marketing investments. Marketing strategies that focus on ROI may include targeting high-value customers, optimizing marketing spend, or reducing costs.

Return on Advertising Spend (ROAS): ROAS is a measure of the profitability of an advertising campaign. It is calculated by dividing the revenue generated by an advertising campaign by the cost of the campaign. Marketing strategies that focus on ROAS may include targeting high-value customers, optimizing ad spend, or improving the effectiveness of advertising messages.

New Customer Acquisition: Another common marketing goal is to acquire new customers for the company. This can be achieved by targeting marketing efforts towards potential customers who have not yet purchased from the company. Marketing strategies that focus on new customer acquisition may include targeting new markets, using social media to reach new audiences, or offering promotions or discounts to attract new customers.

Brand Awareness: Building brand awareness is an important marketing goal for many companies. This refers to the extent to which consumers are familiar with and recognize a company's brand. Marketing strategies that focus on brand awareness may include advertising, public relations, or social media marketing. Increasing brand awareness can help to build customer loyalty and drive sales for the company.