[MUSIC] Hello. We are again discussing marketing strategy and we're moving one step farther. Now we're going to discuss in more detail financial and non-financial objectives. Remember that in the marketing strategy part of your marketing plan, we'll first define objectives. What is what we're trying to achieve? Specifically, now we're going to discuss what we call financial objectives and non-financial objectives. Remember that in your own marketing plan and in the assessment that we're going to do later, probably you should consider and think carefully about what are going to be your financial and non-financial objectives. Basically, we split here a decision tree and say those are going to be my financial objectives and my non-financial objectives. Concerning financial objectives, just common sense, so sales, units and value, and market share, profit, defined as net contribution, gross contribution, maybe, net operated income. In different ways, we will discuss in these more in detail in the later part of the course. But basically, we always try and define financial objectives, we know we have quantitative aims, objectives for our marketing plan. If I take you back again to the Nissan Leaf case that we've been using as an example. In that case, for example, the sales objective was very clear. In that case, the sales objective is 2,000 units. They're trying to sell 2,000 units of the car in year one. Is that an achievable and challenging sales objective for this marketing plan? Probably, it is. Actually, maybe, it's too challenging. Is it reasonable? Is it achievable? As you can see in the slide, we have just seen the total sales of cars in German in that year probably was four million, so 2.000 units seems like nothing. But this is different probably and is a very special car. So defining the sell subjective is essential and is probably what is going to define the rest of your marketing plan. The rest of the marketing plan actually is the way that you're going to find to achieve those sells, 2,000 units in the case of Nissan. So that would be financial objectives. Non-financial objectives is a different world, it's basically when we move to the brand and to the perceptions and we try and find objectives that are more related to the marketing mix actions that we are going to do. Typically, brand awareness. Why? Because probably we're going to some advertising campaign or some communication campaign. So you want to know how many costumers or potential costumers know about my brand. Why is this so relevant? Because if they don't know you usually, they don't like you and they don't buy you. Basically, brand awareness is usually a very typical known financial objective that we include in the marketing plan. Brand preference also important, purchase intention. All of the new internet marketing related non-financial objectives, like number of clicks on a website, or number of searches on Google, followers on Twitter, or likes on Facebook, or comments in our website. Customer generated content in our own website. All these things are becoming more and more relevant in the non-financial objectives. These two parts of the objectives that we have in the marketing strategy are essential, are very important. And are going to become probably a very important part in your own marketing plan and in the assessment that we will be doing at the end of this model. Thank you very much. [MUSIC]