Objectives

Marketing objectives need to be seen as part of a hierarchy of objectives, in the sense that they are shaped and informed by the corporate objectives.  A corporate objective influences a marketing objective, which in turn shapes the marketing strategies and marketing tactics employed:

Pretty much what the book is saying is that objectives are what you want your ultimate goals to be.  You have to set these goals to know exactly what it is you are striving to accomplish in your company or product.  Also its a good way to make things clear to your employees.  Your giving them something to work for and toward to.  It's great for moral when accomplishing these objective, and a great way of measurement in knowing what more needs to be done, if the particular objectives are falling short.