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CIM Revision Cards: Marketing Fundamentals 04 05, First Edition (Cim Revision Cards) PDF

118 Pages·2005·1.99 MB·English
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CIM Marketing Fundamentals 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 Marketing Fundamentals Maggie Jones 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 ISBN0750662859 ForinformationonallElsevierButterworth-Heinemannpublicationsvisitourwebsiteathttp://books.elsevier.com PrintedandboundinGreatBritain TABLE OF CONTENTS Preface............................................................................ iv 1. Thedevelopment ofmarketing and marketing orientation.................. 1 2. Marketing planning andbudgeting............................................. 15 3. Product ............................................................................ 33 4. New product development andportfolio management....................... 47 5. Price operations .................................................................. 57 6. Placeoperations.................................................................. 70 7. Promotional operations .......................................................... 82 8. Servicesand customercare .................................................... 96 9. Marketing incontext.............................................................104 PREFACE WelcometotheCIMRevisionCardsfromElsevier/Butterworth–Heinemann.Wehopeyouwillfindtheseusefulto revise for yourCIMexam. The cards aredesigned tobeused inconjunction withtheCIMCoursebooks from Elsevier/Butterworth–Heinemann, andhave been writtenspecifically withrevision inmind. Theyalso serve as invaluable reviews ofthe complete modules, perfectfor those studyingviathe assignment 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. Whenread alongsidethe Coursebook they serve astheideal companion to themaintext. Good luck – wewish youevery success withyour CIMqualification! THE DEVELOPMENT OF Unit 1 MARKETING AND MARKETING ORIENTATION LEARNING OUTCOMES (cid:1)Understanding thedevelopment of marketing (cid:1)Understand the roleof marketing in as anexchangeprocess and abusiness coordinating organizational resources philosophy (cid:1)Understand the impactof marketing actions (cid:1)Recognizing thecontribution ofmarketing to upon society andtheneed toact inasocially createcustomervalueandcompeteeffectively responsible manner (cid:1)Appreciate theimportance of marketing (cid:1)Appreciate thesignificance of thebuyer–seller orientationandidentifythefactorsthatpromote relationship and theroleof relationship and impede itsadoption marketing inretaining customers SyllabusReference: 1.1–1.6 MARKETINGFUNDAMENTALS 1 THEDEVELOPMENTOFMARKETINGANDMARKETINGORIENTATION 2 KEY REVISION POINTS (cid:1)The importanceof amarketing orientated cultureto theeffective implementation of marketing strategies within theorganization (cid:1)Understanding thedynamics ofthebuyer– seller relationship acrossa rangeof industry sectors (cid:1)Understanding therole of ICTinfurther development ofmarketing orientation (cid:1)The importanceof internalmarketing in building and sustaining amarketing culture within theorganization What is Marketing? Themanagementprocess whichidentifies, anticipates andsatisfies customerrequirements efficientlyandprofitably n Centralfocus isthecustomer Marketing isabout creating amutually beneficial n Aimisto satisfytheirneeds exchange(Dibb et al.)determined by n Encompassesselling, researchingmarkets n Twopartiesmustparticipate andattracting andretaining customers n Eachpartymust possesssomething of value n Requires aset of management activitiesto be n Bothparties mustbewillingto exchange inplaceto enable organization to compete n Usuallyinvolves exchangingmoney for goods andservices TheMarketing Conceptputsthecustomer at thecentre ofall businessdecision-making. An organization withthis approach issaidto bemarketing orientated to have a marketing culture. MARKETINGFUNDAMENTALS 3 THEDEVELOPMENTOFMARKETINGANDMARKETINGORIENTATION 4 The Development of Marketing Factors underpinning further development Orientation n Customersare bettereducated and knowledgeable, exercising more power 1900–1930ProductionOrientation–focusedonwhat theorganizationcanproduce,notifthereisaneedfor n Higher disposable income available whatcan beproduced n Overcapacityof goods andservices 1930–1960Selling Orientation– focused on n Emergence ofglobal brandsvia bettertravelled persuadingcustomerstobuythroughusingsellingand customersand increased information promotion n Better quality information enables closer 1960–presentdayMarketingOrientation–identifies segmentation and targeting whatthe customerwants andattempts to satisfy n Increased channelsto market thoseneedsbetterthanthecompetitionandwithinthe organizational capabilities MarketingCulture– the firststepto developing a marketing culturewithin anorganization istoensure allemployees at alllevels andfunctions have the abilityand information to ‘thinkcustomers’ MARKETINGFUNDAMENTALS 5

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