Based on a QOL philosophy, the firm should not formulate marketing objectives strictly in terms of financial-related criteria such as sales, profit, and/or market share. QOL marketing objectives should be formulated along four key dimensions:

1. Enhancement of a dimension of consumers' well-being by offering consumers an affordable product that facilitates a healthful focal behavior.

2. Reduction in "significant" negative side effects to the consumers associated with the marketing and/or use of the organization's offering.

3. Reduction in "significant" negative side effects to publics (other than the consumers) associated with the marketing and/or use of the organization's offering.