- 240 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
CIM Coursebook 08/09 Introductory Certificate in Marketing
About This Book
'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 Emirates Butterworth-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. â˘The coursebooks are the only study guide reviewed and approved by CIM (The Chartered Institute of Marketing).
â˘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.
â˘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.
â˘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 PLACE
www.marketingonline.co.uk
Frequently asked questions
Part 1 What is Marketing?
- Define marketing in the context of an exchange process.
- Determine the importance of marketing as a cross-functional activity contributing towards business success.
- Explain the importance of understanding the organisationâs marketing environment and the impact it has upon an organisationâs ability to satisfy customer needs and wants.
- Identify each element of the marketing mix in the context of customer needs and achieving customer satisfaction.
- Apply the marketing mix to a range of different organisational sectors and contexts.
Learning Outcomes and Syllabus Content
Chapter 1
- 1.1 Define marketing as an exchange process
- 1.2 Explain the role of marketing in achieving customer satisfaction
- 1.3 Determine the importance of the role of marketing as a cross-functional activity within the organisation. The links with marketing and other functions
- 1.4 Explain the key differences between internal and external marketing and the role of marketing as an internal service provider within the organisation.
Chapter 2
- 2.1 Explain the importance of understanding the organisationâs marketing environment in order to effectively manage the marketing process, and satisfy customer needs.
- 2.2 Explain the concept of the PESTEL model and show how each of these factors impact upon the organisation, its ability to undertake marketing activities successfully, cost-effectively and competitively.
- 2.3 Identify the key characteristics of the micro-marketing environment.
- 2.4 Explain the processes that can be used for monitoring the marketing environment.
Chapter 3
- 3.1 Explain the importance of the 7 Ps of the marketing mix as a series of tools co-ordinated to develop and delivered to meet customer needs and wants
Chapter 4
- 4.1 Explain the different ways in which customers (Business to Business) and consumers (Business to Consumer) make their buying decisions.
- 4.2 Explain the different ways in which the marketing mix is used in different organisations to influence the buying-decision making units.
The Role and Function of Marketing
Marketing as an Exchange Process
Definitions of Marketing
Think about what you do. You probably make a particular effort to know your customers well. Your instincts tell you that getting to know what your customers want on an individual basis and giving it to them is what will keep you in business. You know that you canât stand still, and that you need to improve and extend existing products and sometimes develop new ones. (CIM)
It is all about getting the right product or service to the customer at the right price, in the right place, at the right time. Business history and current practice both remind us that without proper marketing, companies cannot get close to customers and satisfy their needs. And if they donât, a competitor surely will.
The Exchange Process
concerned with the establishment and maintenance of mutually satisfying exchange relationships.
Marketing and Customer Satisfaction
Marketing, Analysis and Planning
- During the analysis of the organisational environment, marketing can perform marketing research to help the organisation understand the nature of customers, markets and competitors. It is important that any such analysis is not just static (i.e. looking at current customer requirements), but also dynamic (in terms of forecasting changing customer requirements over the planning period).
- During the analysis of the organisationâs position, marketing research can focus on the effectiveness (or otherwise) of the current marketing activity.
- During the setting of objectives, marketing should ensure that customer satisfaction is at the centre of the organisationâs aims (see below).
- When identifying and evaluating alternative strategies, marketing can evaluate the likely impact of strategic options, both on the organisationâs marketing function and on customers.
Making Customer Satisfaction a Business Objective
Table of contents
- Cover Page
- Half Title Page
- Title Page
- Copyright Page
- Contents
- Part 1: Part 1 What is Marketing?
- Part 2: Understanding Customer Relations
- Appendix: Feedback and answers
- Index