Marketing objectives

Link between marketing objectives and corporate objectives

The Nature of Operations The Transformational Process

Use of factors of production: land, labour, capital, and enterprise

Stages of the transformational process: inputs to outputs

Contribution of operations to added value

The relative importance and influence of stakeholders

Relative importance and influence of stakeholders on business activities

Impact of business decisions on stakeholders and their reactions

Impact of stakeholder aims on business decisions

Business accountability to stakeholders

Potential conflicts arising from differing stakeholder aims and objectives