Table Of Content

CIM REVISION CARDS Marketing Planning Karen Beamish of Marketing Knowledge 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 Butterworth-HeinemannisanimprintofElsevier LinacreHouse,JordanHill,OxfordOX28DP 30CorporateDrive,Suite400,Burlington,MA01803 Firstpublished2006 Copyright(cid:1)2006,ElsevierLtd.Allrightsreserved Nopartofthispublicationmaybereproducedinanymaterialform(includingphotocopyingorstoringinanymediumbyelectronicmeansandwhetherornottransientlyorincidentallytosome otheruseofthispublication)withoutthewrittenpermissionofthecopyrightholderexceptinaccordancewiththeprovisionsoftheCopyright,DesignsandPatentsAct1988orunderthetermsofa licenceissuedbytheCopyrightLicensingAgencyLtd,90TottenhamCourtRoad,London,EnglandW1T4LP.Applicationsforthecopyrightholderswrittenpermissiontoreproduceanypartofthis publicationshouldbeaddressedtothepublisher PermissionsmaybesoughtdirectlyfromElsevier’sScience&TechnologyRightsDepartmentinOxford,UK:phone:(+44)(0)1865843830;fax:(+44)(0)1865853333, e-mail:permissions@elsevier.co.uk.Youmayalsocompleteyourrequeston-lineviatheElseiverhomepage (http://www.elsevier.com),byselecting‘CustomerSupport’andthen‘ObtainingPermissions’ BritishLibraryCataloguinginPublicationData AcataloguerecordforthisbookisavailablefromtheBritishLibrary LibraryofCongressCataloguinginPublicationData AcataloguerecordforthisbookisavailablefromtheLibraryofCongress ISBN-13:978-0-7506-6774-6 ISBN-10:0-7506-6774-5 ForinformationonallElsevierButterworth-Heinemannpublicationsvisitourwebsiteathttp://books.elsevier.com PrintedandboundinGreatBritain 050607080910 10987654321 Working together to grow libraries in developing countries www.elsevier.com| www.bookaid.com| www.sabre.com TABLE OF CONTENTS Preface........................................................................... iv 1. Introduction tomarketing planning ........................................... 1 2. Themarketing audit............................................................ 13 3. Marketing planning, implementation andcontrol............................ 23 4. Promotional operations......................................................... 36 5. Product operations.............................................................. 49 6. Priceoperations................................................................. 63 7. Placeoperations ................................................................ 71 8. Managing marketing relationships............................................ 84 9. International marketing......................................................... 94 10. Industrial, business-to-business FMCG andservices marketing...........104 11. Not-for-profit, SMEs andvirtual marketing..................................118 PREFACE WelcometotheCIMRevisionCardsfromElsevier/Butterworth-Heinemann. Wehopeyouwillfindtheseuseful when comingto revise for yourCIMexam. The cards aredesigned tobeused inconjunctionwith theCIM Coursebooks fromElsevier/Butterworth-Heinemann, andhave been writtenspecifically withrevision 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 Togetthemost of yourrevision cards, tryto look over them as frequentlyas youcan whentaking yourCIM course.WhenreadalongsidetheCoursebooktheyserveastheidealcompaniontothemaintext.Goodluck– we wishyouevery success with yourCIMqualification! INTRODUCTION TO Unit 1 MARKETING PLANNING LEARNING OUTCOMES KEY REVISION POINTS (cid:1)Explaining thesynergistic planning process – (cid:1)The importanceof marketing to the analysis planning,implementation and control development ofcorporate strategy (cid:1)Listing thecomponents of themarketing plan (cid:1)Understanding corporate planning (cid:1)Assessing thepotential impact ofwider (cid:1)Whatismarketingstrategyandthebasicsofa macroenvironmental forcesrelating totherole goodmarketing strategy? of culture, ethicalapproach, social (cid:1)Theroleandcomponentsofthemarketingplan responsibility, legalframeworks and and barriers to marketing planning sustainability SyllabusReference: 1.1–1.5 MARKETINGPLANNING 1 INTRODUCTIONTOMARKETINGPLANNING 2 Understanding Corporate Planning n Corporate planning startsat thetopof the organizationandimpingesuponeveryaspectand Planning istheestablishment of objectivesand every divisionor department of theorganization theformulation, evaluation and selectionof n Corporatestrategy andplansareclearlylinked to policies, strategies, tacticsandactions required achievethemissionandvisionoftheorganization to achievethem n Eachbusinessunit hasresponsibility for the development of itsownfunction plans MARKETINGPLANNING 3 INTRODUCTIONTOMARKETINGPLANNING 4 Understanding Corporate Planning - REMEMBER! n Themarketingdepartmentisoftenresponsiblefor theprovisionandcollationofinformationprovided It isimportantforthe purposeof the tosupport andunderpin the corporate planning examination todemonstrateanoverall process knowledge ofthe planninghierarchyandthe n Inorder to succeedinstrategy development, it is roleofcorporate planning. Youshouldbe essentialthatalldepartmentsworktogetherinan able todemonstratehowtherole and integrativeand innovative way functionof marketingunderpinsthe n Businessunitsthatplaninisolationtendtodoso successful development ofcorporate tothe detriment of others! strategyandplanning! What is marketing strategy? n Management andstaff commitmentand a learningculture,opentochangeandinnovation Marketing strategy– a strategyindicating the –with afocus ondeveloping long-lasting and specific target markets andthetypes of sustainable customerrelationships competitive advantages that are tobe developed n Buildeffective supplychains andIT and exploited (Dibb, Simkin,Prideand Ferrell, infrastructure to deliver superioroperating 2001) performance n Providing superiorcompetitive advantage n Makinglong-term investments in organizational relationships n Aimfor 100%customer satisfaction –based upon capability andmotivated staff MARKETINGPLANNING 5