CIM Coursebook 05 06 Marketing Management in Practice (CIM Coursebook) PDF
Preview CIM Coursebook 05 06 Marketing Management in Practice (CIM Coursebook)
Marketing Management in Practice 2005–2006 Marketing Management in Practice 2005–2006 John Williams and Tony Curtis AMSTERDAM BOSTON HEIDELBERG LONDON NEW YORK OXFORD PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO ElsevierButterworth-Heinemann LinacreHouse,JordanHill,OxfordOX28DP 30CorporateDrive,Burlington,MA01803 Firstpublished2005 Copyrightª2005,JohnWilliamsandTonyCurtis.Allrightsreserved TherightsofJohnWilliamsandTonyCurtistobeidentifiedasthe authorsofthisworkhasbeenassertedinaccordancewiththe Copyright,DesignsandPatentsAct1988 Nopartofthispublicationmaybereproducedinanymaterialform(including photocopyingorstoringinanymediumbyelectronicmeansandwhether ornottransientlyorincidentallytosomeotheruseofthispublication)without thewrittenpermissionofthecopyrightholderexceptinaccordancewiththe provisionsoftheCopyright,DesignsandPatentsAct1988orunderthetermsof alicenceissuedbytheCopyrightLicensingAgencyLtd,90TottenhamCourtRoad, London,EnglandW1T4LP.Applicationsforthecopyrightholder’swritten permissiontoreproduceanypartofthispublicationshouldbeaddressed tothepublisher PermissionsmaybesoughtdirectlyfromElsevier’sScienceandTechnologyRights DepartmentinOxford,UK:phone:(+44)(0)1865843830;fax:(+44)(0)1865853333; e-mail:[email protected] on-lineviatheElsevierhomepage(http://www.elsevier.com),byselecting ‘CustomerSupport’andthen‘ObtainingPermissions’ BritishLibraryCataloguinginPublicationData AcataloguerecordforthisbookisavailablefromtheBritishLibrary LibraryofCongressCataloguinginPublicationData AcataloguerecordforthisbookisavailablefromtheLibraryofCongress ISBN0750666498 ForinformationonallElsevierButterworth-Heinemannpublications visitourwebsiteathttp://books.elsevier.com TypesetbyIntegraSoftwareServicesPvt.Ltd,Pondicherry,India www.integra-india.com PrintedandboundinItaly Working together to grow libraries in developing countries www.elsevier.com | www.bookaid.org | www.sabre.org Contents Preface Welcome to the CIM coursebooks vii Unit 1 Management and marketing roles 1 Management 2 CIM Professional Marketing Standards 3 What form do the CIM Professional Marketing Standards take? 3 What is management? 5 The role of marketing in the organization 13 Marketing manager 26 Advertising 26 Brand management 27 Relationship marketing 28 Customer relationship management (CRM) 29 Other key aspects of marketing 32 Unit 2 Recruiting the team 38 Teams 39 Online recruitment 71 Recruitment pack for the position of Marketing Manager 72 Unit 3 Developing the team 80 Stages of team development 81 Roles in a team 82 Transactional marketing 85 Team leadership 88 Unit 4 Managing change 115 Introduction 115 How is the UK changing? 115 Factors driving change 116 The change problem 123 Making change 124 How to plan for a change programme 131 Unit 5 Project management 136 Introduction 138 What is a project? 138 Feasibility studies 140 Stages of a project 141 v Contents Unit 6 Market research 166 Knowledge management 167 Marketing environment 171 Relationship marketing (RM) and customer relationship management (CRM) 173 Market research 174 Introduction to marketing research 177 Stages in the marketing research process 179 The market research industry 197 Unit 7 Developing and implementing marketing plans 203 Introduction 203 Marketing plan components 205 Case study 1 – Diamond badges 215 Market analysis 216 Case study 2 – Stormbreaker 218 PESTLE analysis 219 Porter’s five forces analysis 220 Unit 8 Marketing communications and customer service 226 Introduction 226 Formats for a Marketing Communications Plan 227 Designing a communications campaign 228 Determining the marketing communications budget 232 Customer service 251 Appendices 1 Guidance on examination preparation 267 2 Assignment-based assessment 279 3 How to pass the case study exam 293 4 How to pass the integrative assignment 304 5 Answers and debriefings 315 6 Sample exam questions and answers 324 7 Past examination paper and examiners’ report 346 8 Curriculum information and reading list 362 Index 372 vi Preface welcome to the CIM coursebooks An introduction from the academic development advisor Inthelast2yearswehaveseensomesignificantchangestoCIMMarketingqualifications.The changes have been introduced on a year-on-yearbasis, with Certificate changes implemented in 2002, and the Professional Diploma in Marketing being launched in 2003. The professional PostgraduateDiplomainMarketingwaslaunchedin2004.Thenewqualificationsarebasedon the CIM Professional Marketing Standards, developed through research with employers. As a result the authoring team, Elsevier/Butterworth-Heinemann and I have all aimed to rigorously revise and update the coursebook series to make sure that every title is the best possible study aid and accurately reflects the latest CIM syllabus. This has been further enhanced through independent reviews carried out by CIM. The revisions to the series this year include continued development at – Certificate in Marketing and Professional Diploma in Marketing, and complete rewrites at Professional Postgraduate Diploma in Marketing level to align with the radical overhaul of the CIM syllabus. In particular we have aimed to develop the assessment support to include some additional support for the assignment route as well as the examination, so we hope you will find this helpful. ThereareanumberofnewauthorsandindeedSeniorExaminersintheserieswhohavebeen commissioned for their CIM course teaching and examining experience, as well as their research into specific curriculum-related areas and their wide general knowledge of the latest thinking in marketing. Wearecertainthatyouwillfindthesecoursebookshighlybeneficialintermsofthecontentand assessmentopportunitiesandastudytoolthatwillprepareyouforbothCIMexaminationsand continuous/integrativeassessmentopportunities.Theywillguideyouinalogicalandstructured waythroughthedetailofthesyllabus,providingyouwiththerequiredunderpinningknowledge, understanding and application of theory. The editorial team and authors wish you every success as you embark upon your studies. Karen Beamish Academic Development Advisor vii Preface How to use these coursebooks Everyone who has contributed to this series has been careful to structure the books with the examsinmind.Eachunit,therefore,coversanessentialpartofthesyllabus.Youneedtowork through the complete coursebook systematically to ensure that you have covered everything you need to know. This coursebook is divided into units each containing a selection of the following standard elements: o Learning objectives – tell you what you will be expected to know, having read the unit. o Syllabus references – outline what part of the syllabus is covered in the module. o Study guides – tell you how long the unit is and how long its activities take to do. o Questionsaredesignedtogiveyoupractice–theywillbesimilartothoseyougetinthe exam. o Answers (at the end to the book) – give you a suggested format for answering exam questions.Rememberthereisnosuchthingasamodelanswer–youshouldusethese examples only as guidelines. o Activities – give you a chance to put what you have learned into practice. o Debriefings (at the end of the book) – shed light on the methodologies involved in the activities. o Hintsandtips–aretipsfromtheseniorexaminer,examinerorauthorandaredesigned to help you avoid common mistakes made by previous candidates and give you guidance on improving your knowledge base. o Insights – encourage you to contextualize your academic knowledge by reference to real-life experience. o Key definitions – highlight and explain the key points relevant to that module. o Definitions – may be used for words you must know to pass the exam. o Summaries – cover what you should have picked up from reading the unit. o Furtherstudy–providesdetailsofrecommendedreadinginadditiontothecoursebook. Whileyouwillfindthateachsectionofthesyllabushasbeencoveredwithinthistext,youmight find that the order of some of the topics has been changed. This is because it sometimes makes more sense to put certain topics together when you are studying, even though they might appear in different sections of the syllabus itself. If you are following the reading and other activities, your coverage of the syllabus will be just fine, but don’t forget to follow up with trade press reading! About MarketingOnline Elsevier/Butterworth-Heinemann offers purchasers of the coursebooks free access to MarketingOnline (www.marketingonline.co.uk), our premier online support engine for the CIM marketing courses. On this site you can benefit from: o Fullycustomizableelectronicversionsofthecoursebooksenablingyoutoannotate,cut and paste sections of text to create your own tailored learning notes. o The capacity to search the coursebook online for instant access to definitions and key concepts. viii Preface o Useful links to e-marketing articles, provided by Dave Chaffey, Director of Marketing Insights Ltd and a leading UK e-marketing consultant, trainer and author. o A glossary providing a comprehensive dictionary of marketing terms. o A Frequently Asked Questions (FAQs) section providing guidance and advice on common problems or queries. Using MarketingOnline Logging on Before you can access MarketingOnline you will first need to get a password. Please go to www.marketingonline.co.uk and click on the registration button where you will then find registration instructions for coursebook purchasers. Once you have got your password, you will need to log on using the onscreen instructions. This will give you access to the various functions of the site. MarketingOnline provides a range of functions, as outlined in the previous section, that can easily be accessed from the site after you have logged on to the system. Please note the following guidelines detailing how to access the main features: 1. The coursebooks – Buttons corresponding to the three levels of the CIM marketing qualificationaresituatedonthehomepage.Selectyourlevelandyouwillbepresented withthecoursebooktitleforeachmoduleofthatlevel.Clickonthedesiredcoursebook toaccessthefullonlinetext(dividedupbychapter).Oneachpageoftextyouhavethe option to add an electronic bookmark or annotation by following the onscreen instruc- tions.Youcanalsofreelycutandpastetextintoablankworddocumenttocreateyour own learning notes. 2. e-Marketing articles – To access the links to relevant e-marketing articles simply click onthelinkunderthetext‘E-marketingEssentials:usefullinksfromMarketingInsights’. 3. Glossary – A link to the glossary is provided in the top right-hand corner of each page enabling access to this resource at any time. If you have specific queries about using MarketingOnline then you should consult our fully searchableFAQssection,accessiblethroughtheappropriatelinkinthetopright-handcornerof any page of the site. Please also note that a full user guide can be downloaded by clicking on the link on the opening page of the website. Focus of the module This module is assessed by either examination or Integrated Project. The module enables students to practise the development and implemention of marketing plans at an operational levelinorganizations.Akeypartofthemoduleisworkingwithinateamtodeveloptheplanand managing teams, implementing the plan by undertaking marketing activities and projects. Its aim is to assist students in integrating and applying knowledge from all the modules at Professional Diploma in Marketing, particularly as part of a team. The Marketing Management in Practice syllabus requires a broad and practical demonstration of marketing atanoperationallevelandanawarenessofthestrategiccontext.Itprovidesanopportunityfor students to develop and implement an operational marketing plan, so applying, as part of a ix
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