CIM Coursebook 05 06 Marketing Planning (CIM Coursebook) (CIM Coursebook)

front cover......Page 1
copyright......Page 5
table of contents......Page 6
An introduction from the academic development advisor......Page 10
How to use these coursebooks......Page 11
Using MarketingOnline......Page 12
Unit 1 Introduction......Page 14
Marketing Planning in context......Page 15
Understanding the aims and objectives of Marketing Planning and achieving your learning outcomes......Page 17
The importance of reading......Page 18
Approaching the Marketing Planning examination......Page 19
An overview of the strategy and planning hierarchy......Page 20
Corporate planning – what is it?......Page 21
Marketing strategy – what is it?......Page 23
Planning – what is it?......Page 25
Relationship marketing with the wider public and society......Page 28
Marketing and social responsibility......Page 29
Legislation......Page 31
Social response to consumerist pressure......Page 32
Ethical issues for consumers and marketers......Page 33
Ethical implications for the marketing mix......Page 34
Unit 2 Introduction......Page 38
Conducting a marketing audit......Page 39
Stage 1 – Analysis of the macro environment......Page 43
Stage 2 – Analysis of the micro environment......Page 48
Identifying key opportunities......Page 59
Developing a marketing information system......Page 62
Unit 3 Introduction......Page 66
How to take the marketing audit to the planning process......Page 67
Stage 3 – The setting of objectives......Page 68
The balanced scorecard......Page 70
Gap analysis......Page 74
Formulation of the marketing strategy......Page 76
Market segmentation and competitive positioning......Page 84
The role of a marketer in positioning......Page 94
The marketing plan......Page 95
Implementation of the marketing plan......Page 96
A supportive and effective marketing structure......Page 100
The control process......Page 107
The marketing mix in the context of marketing planning......Page 114
Push and pull strategy......Page 116
Promotional operations and the planning framework......Page 117
Aims and objectives of the promotional communications process......Page 118
Branding......Page 119
Brand values......Page 120
The promotional mix......Page 125
Advertising......Page 127
Advertising and the marketing mix......Page 129
Sales promotions......Page 130
Sales promotion techniques......Page 131
Manufacturer to consumer sales promotions......Page 133
Public relations......Page 136
Public relations and attitude change?......Page 137
Public relations techniques......Page 138
Direct and interactive marketing......Page 139
Objectives of direct marketing......Page 140
Database marketing......Page 141
Direct marketing techniques......Page 142
Telemarketing......Page 143
Sponsorship......Page 145
Personal selling......Page 148
Product operations......Page 152
Product management......Page 156
The product life cycle......Page 157
Managing the product life cycle......Page 159
Product portfolio planning tools......Page 161
New product development......Page 166
The new product development process......Page 167
The product adoption process......Page 170
Targeting decision-makers......Page 174
Unit 6 Introduction......Page 177
Perspective of price and the organization......Page 178
Influences on price......Page 179
Correlating price with value......Page 181
Strategic pricing determinants......Page 182
Price sensitive markets as a determinant......Page 183
Pricing objectives and strategies......Page 187
Strategic pricing......Page 188
Tactical pricing strategies......Page 189
The route to setting higher prices......Page 191
Unit 7 Introduction......Page 194
Influences on distribution......Page 195
Distribution channels......Page 196
Channel members......Page 197
Why use intermediaries?......Page 198
The distribution channel and the customer......Page 200
Intermediary selection criteria......Page 201
The balance of power within the distribution channel......Page 202
Vertical channel integration......Page 204
Physical distribution management......Page 205
Push and pull strategies......Page 207
The impact of the Internet on channel decisions......Page 208
Evaluating channel effectiveness......Page 213
Unit 8 Introduction......Page 216
From transactional to relationship marketing......Page 217
The scope of marketing relationships......Page 219
Planning for relationship management......Page 220
Customer retention management......Page 223
The marketing mix for customer retention management......Page 226
Managing internal marketing relationships......Page 227
The relationship marketing plan......Page 230
Unit 9 Introduction......Page 232
Levels of international marketing......Page 233
The international marketing environment......Page 235
Know your markets......Page 238
Understanding the external marketplace......Page 239
Developing an international marketing information system......Page 240
Acquiring primary research......Page 243
Potential barriers to entry......Page 245
The implications on marketing plans......Page 246
Globalization......Page 248
Unit 10: industrial/business-to-business, FMCGs and services marketing (including the services mix)......Page 253
Business-to-business marketing......Page 254
Developing a marketing strategy for FMCGs......Page 264
Marketing of services......Page 268
Charities – not-for-profit marketing......Page 282
What is a non-profit-making organization?......Page 286
Marketing for SMEs......Page 292
The virtual marketing environment......Page 295
Preparing for your examination......Page 303
A bit about the Senior Examiners!......Page 304
About the examination......Page 305
Specimen examination papers and answers......Page 308
Key elements of preparation......Page 309
Revision planning......Page 310
Practical actions......Page 313
Introduction – the basis to the assignments and the integrative project......Page 315
The assignment structure......Page 316
Professional Diploma assignments – Marketing Planning......Page 321
Submission of assignments/integrative project......Page 329
Unit 1......Page 332
Unit 2......Page 333
Unit 3......Page 335
Unit 4......Page 337
Unit 5......Page 339
Unit 6......Page 340
Unit 7......Page 341
Unit 9......Page 343
Unit 10......Page 345
Unit 11......Page 347
ELEMENT 1 (15 per cent of syllabus)......Page 349
ELEMENT 2 (20 per cent of syllabus)......Page 353
ELEMENT 3 (50 per cent of syllabus)......Page 360
ELEMENT 4 (15 per cent of syllabus)......Page 372
Appendix 5: past examination papers and examiners’ reports......Page 377
Learning outcomes......Page 410
Knowledge and skill requirements......Page 411
Recommended support materials......Page 413
Overview and rationale......Page 415
Additional resources (Syllabus – Professional Diploma in Marketing)......Page 418
index......Page 421