<P> It is only at this stage (of deciding the marketing objectives) that the active part of the marketing planning process begins . This next stage in marketing planning is indeed the key to the whole marketing process . The "marketing objectives" state just where the company intends to be at some specific time in the future . James Quinn succinctly defined objectives in general as: Goals (or objectives) state what is to be achieved and when results are to be accomplished, but they do not state "how" the results are to be achieved . They typically relate to what products (or services) will be where in what markets (and must be realistically based on customer behavior in those markets). They are essentially about the match between those "products" and "markets ." Objectives for pricing, distribution, advertising and so on are at a lower level, and should not be confused with marketing objectives . They are part of the marketing strategy needed to achieve marketing objectives . To be most effective, objectives should be capable of measurement and therefore "quantifiable ." This measurement may be in terms of sales volume, money value, market share, percentage penetration of distribution outlets and so on . An example of such a measurable marketing objective might be "to enter the market with product Y and capture 10 percent of the market by value within one year ." As it is quantified it can, within limits, be unequivocally monitored, and corrective action taken as necessary . </P> <P> The marketing objectives must usually be based, above all, on the organization's financial objectives; converting these financial measurements into the related marketing measurements . He went on to explain his view of the role of "policies," with which strategy is most often confused: "Policies are rules or guidelines that express the' limits' within which action should occur . "Simplifying somewhat, marketing strategies can be seen as the means, or "game plan," by which marketing objectives will be achieved and, in the framework that appears here, are generally concerned with the 8 P's . Examples are: </P> <Ol> <Li> Price--The amount of money needed to buy products </Li> <Li> Product--The actual product </Li> <Li> Promotion (advertising) - Getting the product known </Li> <Li> Placement--Where the product is sold </Li> <Li> People--Represent the business </Li> <Li> Physical environment--The ambiance, mood, or tone of the environment </Li> <Li> Process--The Value - added services that differentiate the product from the competition (e.g. after - sales service, warranties) </Li> <Li> Packaging--How the product will be protected </Li> </Ol> <Li> Price--The amount of money needed to buy products </Li>

Which of the 8 p's includes value-added services that differentiate the product from the competition