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CIM Revision Cards: Customer Communications in Marketing 04 05, First Edition (Cim Revision Cards) PDF

127 Pages·2005·2.39 MB·English
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CIM Customer Communications in Marketing 04/05 PROFESSIONAL CERTIFICATE IN MARKETING REVISION CARDS 2004–2005 SYLLABUS Key concepts for revision ● Relevant! ● Succinct! ● Compact! The Chartered InstituteofMarketing Helping you to pass your CIM exam CIM REVISION CARDS Customer Communications in Marketing Gill Wood AMSTERDAM l BOSTON l HEIDELBERG l LONDON l NEW YORK l OXFORD PARIS l SAN DIEGO l SAN FRANCISCO l SINGAPORE l SYDNEY l TOKYO ElsevierButterworth-Heinemann LinacreHouse,JordanHill,OxfordOX28DP 30,CorporateDrive,Burlington,MA01803 Firstpublished2004 Copyright(cid:1)2004,ElsevierLtd.Allrightsreserved Nopartofthispublicationmaybereproducedinanymaterialform(includingphotocopyingorstoringinanymediumbyelectronicmeans andwhetherornottransientlyorincidentallytosomeotheruseofthispublication)withoutthewrittenpermissionofthecopyrightholder exceptinaccordancewiththeprovisionsoftheCopyright,DesignsandPatentsAct1988orunderthetermsofalicenceissuedbythe CopyrightLicensingAgencyLtd,90TottenhamCourtRoad,London,EnglandW1T4LP.Applicationsforthecopyrightholder’swritten permissiontoreproduceanypartofthispublicationshouldbeaddressedtothepublisher. PermissionsmaybesoughtdirectlyfromElsevier’sScience&TechnologyRightsDepartmentinOxford,UK:phone:(+44)1865843830, fax:(+44)1865853333,e-mail:permissions@elsevier.co.uk.Youmayalsocompleteyourrequeston-lineviatheElseiverhomepage (http://www.elsevier.com),byselecting‘CustomerSupport’andthen‘ObtainingPermissions’ BritishLibraryCataloguinginPublicationData AcataloguerecordforthisbookisavailablefromtheBritishLibrary LibraryofCongressCataloginginPublicationData AcataloguerecordforthisbookisavailablefromtheLibraryofCongress ISBN0750662824 ForinformationonallElsevierButterworth-Heinemannpublicationsvisitourwebsiteathttp://books.elsevier.com PrintedandboundinGreatBritain TABLE OF CONTENTS Preface........................................................................... iv 1. Introduction tocustomer communications................................... 1 2. Buyingbehaviour................................................................ 10 3. Thecommunication process................................................... 19 4. Verbalcommunications – theoryand methods.............................. 26 5. Written communication formats............................................... 48 6. Usingstatistical data andvisualinformation................................ 59 7. Thepromotional mix– below theline ....................................... 78 8. Thepromotional mix– above theline ....................................... 95 9. Theroleof information communication technology (ICT)...................108 10. Customer serviceand customercare ........................................116 PREFACE WelcometotheCIMRevisionCardsfromElsevier/Butterworth–Heinemann.Wehopeyouwillfindtheseuseful when coming to revise for your CIM exam. The cards are designed to be used in conjunction with the CIM Coursebooks from Elsevier/Butterworth–Heinemann, and have been written specifically with revision in mind. Theyalsoserveasinvaluablereviewsofthecompletemodules,perfectforthosestudyingviatheassignment route n Learningoutcomes atthe startofeach chapter identify themain points n Key topicsare summarized, helpingyoucommit theinformation to memory quicklyandeasily n Examinationand revision tips areprovided to giveextra guidance whenpreparing for theexam n Key diagrams arefeatured to aid thelearning process n Thecompact size ensuresthe cards areeasily transportable, so youcanrevise any time, anywhere Togetthemostoutofyourrevisioncards,trytolookoverthemasfrequentlyasyoucanwhentakingyourCIM course.WhenreadalongsidetheCoursebooktheyserveastheidealcompaniontothemaintext.Goodluck– we wishyouevery success with yourCIMqualification! INTRODUCTION TO CUSTOMER Unit 1 COMMUNICATIONS LEARNING OUTCOMES (cid:1)Understand the importanceof effective Customer communication customer communications inmarketing Inbusiness,itistheprocessbywhichinformation (cid:1)Identify theinternal andexternal customers in istransferredbetweenoneindividualorgroupand a givensituation another, both within andoutside theorganization. (cid:1)Be awareof what ismeant by theterms Thecommunication can takeplace verbally or stakeholder and decision-making unit non-verbally andmay betransmitted through (cid:1)Appreciate howcommunication methods and avariety of communication methods messages alter, depending onthecontext and thecustomer SyllabusReference: 1.1,1.2,2.3 CUSTOMERCOMMUNICATIONSINMARKETING 1 INTRODUCTIONTOCUSTOMERCOMMUNICATIONS 2 Why do People Communicate in Communication roles – DRIP Business? Differentiate –identifying thekey differences n Tobuildrelationships internally andexternally betweenoneproductandanother,e.g.Dazwashes n Togiveinstructions to others whiter n Todisseminate information Remind–communicatingattributesyoumayhave forgotten, e.g.remember howgoodtheoriginal n Toshare ideas andvalues Kellogg’scornflakes were? n Tonegotiate or discussmatters Inform–conveyingtheproductdetailsandaction n Tomotivate, interestor stimulate others required, e.g. fillinyour tax formontime n Tocreate awareness Persuade – givingareason to buy, n Toestablish atwo-way communication flow e.g. Crunchie –get thatFriday feeling External Customers The decision-making unit (DMU) External customers areindividuals whohave no It isimportant to communicatewith allthe connection withtheorganization, other than membersof theDMU inB2Bmarkets, as allhave purchasing goodsor services, noworinthe past different perspectivesand caninfluence the External customers maybepurchasers whobuy the purchase decision products or consumers whousetheproducts. They n Purchaser mayof course beboth n Initiator Customers canbeindividuals inthebusiness to n User consumer (B2C) market, orindividuals purchasing on n Influencer behalfof theirbusiness, knownas thebusiness to n Decision-maker business (B2B) market n Gatekeeper CUSTOMERCOMMUNICATIONSINMARKETING 3 INTRODUCTIONTOCUSTOMERCOMMUNICATIONS 4 The External Communications Mix Tocommunicate withexternal customers, organizations usearange of promotionalactivities Stakeholders Stakeholdersorpublicsareinternalorexternalindividualsorgroupswhoaffectanorganization,orareaffected byits activities CUSTOMERCOMMUNICATIONSINMARKETING 5

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