All the preceding goals and objectives are quantifiable and can be measured for control purposes. However, not all goals and objectives must be quantified. It is possible fora firm to establish such goals or objectives as: research customer attitudes toward a product. Set up a sales training program, improve packaging, change name of product, or find new distributor. It is a good idea to limit the number of goals or objectives to between six and eight. Too many goals make control and monitoring difficult. Obviously, these goal should represent key areas to ensure marketing success.