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

127 Pages·2005·2.39 MB·English

by  Marketing Knowledge

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
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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.
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route
n Learningoutcomes atthe startofeach chapter identify themain points
n Key topicsare summarized, helpingyoucommit theinformation to memory quicklyandeasily
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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