'Butterworth-Heinemann's CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of marketing. The discussion and practical application of theories and concepts, with relevant examples and case studies, should help readers make immediate use of their knowledge and skills gained from the qualifications.'Professor Keith Fletcher, Director of Education, The Chartered Institute of Marketing'Here in Dubai, we have used the Butterworth-Heinemann Coursebooks in their various forms since the very beginning and have found them most useful as a source of recommended reading material as well as examination preparation.'Alun Epps, CIM Centre Co-ordinator, Dubai University College, United Arab EmiratesButterworth-Heinemann's official CIM Coursebooks are the definitive companions to the CIM professional marketing qualifications. The only study materials to be endorsed by The Chartered Institute of Marketing (CIM), all content is carefully structured to match the syllabus and is written in collaboration with the CIM faculty. Now in full colour and a new student friendly format, key information is easy to locate on each page. Each chapter is packed full of case studies, study tips and activities to test your learning and understanding as you go along. .The coursebooks are the only study guide reviewed and approved by CIM (The Chartered Institute of Marketing). .Each book is crammed with a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory. .Past examination papers and examiners' reports are available online to enable you to practise what has been learned and help prepare for the exam and pass first time. .Extensive online materials support students and tutors at every stage. Based on an understanding of student and tutor needs gained in extensive research, brand new online materials have been designed specifically for CIM students and created exclusively for Butterworth-Heinemann. Check out exam dates on the Online Calendar, see syllabus links for each course, and access extra mini case studies to cement your understanding. Explore marketingonline.co.uk and access online versions of the coursebooks and further reading from Elsevier and Butterworth-Heinemann.INTERACTIVE, FLEXIBLE, ACCESSIBLE ANY TIME, ANY PLACEwww.marketingonline.co.uk * Written specially for the Marketing Planning module by the Senior Examiner and Level Verifier * The only coursebook fully endorsed by CIM * Contains past examination papers and examiners' reports to enable you to practise what has been learned and help prepare for the exam
Author(s): Neil Botten, David Harris
Year: 2008
Language: English
Pages: 240
Introductory Certificate in Marketing......Page 4
Copyright page......Page 5
Contents......Page 6
Part 1: What is marketing?......Page 10
Marketing as an exchange process......Page 14
Marketing and customer satisfaction......Page 15
Marketing as a cross-functional activity......Page 18
Internal marketing......Page 20
The importance of the marketing environment......Page 24
The PESTEL model......Page 28
The micro-marketing environment – overview......Page 37
Monitoring the marketing environment......Page 40
The importance of the marketing mix......Page 44
Product......Page 45
Price......Page 50
Place......Page 52
Promotion......Page 56
People......Page 63
Process......Page 64
Physical evidence......Page 65
Customers and buying decisions......Page 68
Using the marketing mix......Page 71
Online business organisations......Page 74
Using this unit......Page 78
Part 2: Understanding customer relations......Page 96
Customers and needs......Page 100
Collecting information about customer needs......Page 101
Creating a customer database......Page 104
The value of customer information......Page 105
Practice work-based tasks......Page 107
Internal and external customers......Page 114
Marketing and customer relationships......Page 117
Marketing and customer loyalty......Page 119
Supply chain marketing......Page 121
Building and developing relationships......Page 124
Internal relationships......Page 125
Sources of conflict......Page 126
Overcoming conflict......Page 130
Co-operation and collaboration......Page 131
Practice work-based tasks......Page 132
The importance of communication......Page 135
The communications cycle......Page 139
Business communication formats......Page 143
Effective communication......Page 148
Promotional activities......Page 151
Digital technologies......Page 155
Customer databases and tactical marketing......Page 165
Managing a communications budget......Page 166
Measuring the success of communications campaigns......Page 168
Practice work-based tasks......Page 171
Customer care and service......Page 174
Care and service in different sectors......Page 175
Customer care and relationship marketing......Page 177
Designing a customer care programme......Page 179
Obtaining customer feedback......Page 181
Monitoring the success of customer service......Page 185
Using IT in customer service activities......Page 186
Managing yourself......Page 189
Practice work-based tasks......Page 193
Using this unit......Page 198
Practice work-based assessments......Page 226
Unit 1......Page 228
Unit 3......Page 229
Unit 4......Page 231
Unit 8......Page 232
D......Page 234
N......Page 235
W......Page 236
