CIM Coursebook 06 07 Marketing Environment (CIM Coursebook)

front cover......Page 1
copyright......Page 5
table of contents......Page 6
An introduction from the author......Page 10
An introduction from the academic development advisor......Page 12
How to use these coursebooks......Page 13
Using MarketingOnline......Page 14
Unit 1: the nature of the organization and the impact of its environment......Page 16
The importance of the marketing environment......Page 17
The public sector......Page 20
Facilitators versus direct providers......Page 22
The private sector......Page 23
The informal economy......Page 24
Characteristics......Page 26
Characteristics......Page 28
Duty of care and trust on all directors......Page 29
Characteristics......Page 30
Characteristics......Page 31
The regulated plcs......Page 32
The need for vision......Page 34
From vision to mission......Page 35
Important dimensions of the mission statement......Page 36
General organizational objectives......Page 38
Profit and profit maximization......Page 39
Business growth......Page 42
How are goals established?......Page 43
External influences......Page 44
The organization as an open system......Page 45
The interface between marketing and other functions......Page 47
A case study in the contingency approach......Page 48
Digitalization......Page 49
Organizational adaptability......Page 50
Further study and examination preparation......Page 52
Unit 2: the micro-environment......Page 54
The business as a resource converter......Page 55
The environmental context of the organization......Page 56
Political......Page 57
Economic......Page 58
Social......Page 59
Technical......Page 60
Dynamic and complex conditions......Page 62
Adaptability - the proactive response......Page 63
The micro-environment......Page 64
Suppliers......Page 65
Customers......Page 66
Shareholders and creditors......Page 67
Employees and unions......Page 68
Stakeholder pressures......Page 69
Pressure groups......Page 74
The consumerist movement......Page 76
Environmentalism......Page 79
The response......Page 81
Conclusions on pressure groups......Page 83
Further study and examination preparation......Page 84
Unit 3: analysis of the competitive environment......Page 86
Fragmented industries......Page 87
Concentrated industries......Page 90
Summary......Page 92
Five-force analysis of competitive structures......Page 93
The intensity of inter-rivalry......Page 94
The threat of substitutes......Page 95
The threat of new entry......Page 96
Strategic and marketing implications......Page 98
The nature of competition policies......Page 101
Legislation and competition......Page 102
Fair Trading Act 1973......Page 103
Monopolies and mergers legislation......Page 104
Monitoring the micro-environment......Page 106
Main sources of information......Page 107
Further study and examination preparation......Page 110
Unit 4: the macro-environment......Page 112
Understanding the macro-environment......Page 113
The natural environment......Page 114
Background......Page 115
The source of the decline......Page 118
Implications of the natural environment for marketers......Page 120
The challenge of change......Page 121
Internal and external information systems......Page 123
Key marketing skills: what kind of information is required?......Page 124
Trade sources......Page 125
Political-legislative environment......Page 126
Technical environment......Page 127
Further study and examination preparation......Page 128
Unit 5: the demographic, social and cultural environment......Page 131
Trends in population......Page 132
The dependency ratio......Page 135
World population......Page 136
Population growth = birth rate -- death rate + net migration......Page 137
Population structure......Page 138
Regional distribution......Page 140
Ethnic groups......Page 141
The workforce in employment: some important trends......Page 142
The changing role of women in work and society......Page 146
Summary of implications for marketers......Page 148
The social and cultural environment......Page 149
Social class......Page 153
Reference groups......Page 154
The family......Page 155
Lifestyle......Page 156
A summary of segmentation bases in consumer markets......Page 157
Implications for marketers......Page 158
Further study and examination preparation......Page 159
Unit 6: the economic and international environment......Page 161
Government economic objectives......Page 162
Economic growth and development......Page 163
Concept 1 - The circular flow of income......Page 164
Concept 2 - The multiplier effect......Page 166
Concept 3 - The accelerator effect......Page 167
Concept 4 - Inflationary and deflationary gaps......Page 168
The importance of gross domestic product (GDP)......Page 170
Limitations of the data: are we really better off?......Page 171
The business cycle......Page 173
Objectives: higher employment......Page 176
Control of inflation......Page 178
The causes of inflation......Page 180
Balance of payments......Page 182
Economic policies......Page 183
Fiscal and budgetary......Page 184
Money and credit......Page 185
Supply-side policies......Page 186
Trade and exchange rate policies......Page 187
The impact of international trade......Page 189
Outline placeholder......Page 0
Background......Page 190
Disadvantages......Page 191
The basis for trade: at the micro level......Page 192
Frictions in the international environment......Page 193
Further study and examination preparation......Page 196
Unit 7: the political and legislative environment......Page 198
The political environment......Page 199
The political framework......Page 202
The electoral cycle......Page 204
Central and local government......Page 205
Government through devolved powers......Page 207
Supranational bodies - the European Union (EU)......Page 208
Questions......Page 210
Lobbyists and the media......Page 211
The legal framework......Page 213
Role and objectives of legislation......Page 215
 Impacts and influences on business......Page 217
Some of the positive impacts on the marketing environment......Page 218
Appropriate action......Page 219
Contractual relationships......Page 220
Assurance of safety......Page 222
Implications for the marketer......Page 223
Further study and examination preparation......Page 225
Unit 8: the technical/information environments......Page 227
Definition of terms......Page 228
Characteristics of technology......Page 229
Background......Page 230
Potential drawbacks......Page 231
The role of business......Page 232
What are the technical imperatives?......Page 233
Key marketing skills: using ICT and the Internet......Page 234
Fifty-year innovation cycle......Page 235
Microprocessors: a metatechnology with universal applications......Page 236
The technological diffusion process......Page 237
Technological forecasting......Page 239
Information technology and marketing applications......Page 241
e-Commerce to e-business......Page 243
Teleworking......Page 245
Teleconferencing/electronic meetings......Page 246
Automated customer handling......Page 247
Resistance to change......Page 248
Conclusion......Page 249
Further study and examination preparation......Page 250
Unit 9: environmental information systems - coping with the challenge of environmental change......Page 252
Monitoring the marketing environment......Page 253
The importance of information......Page 254
Marketing skills: information at your fingertips......Page 255
The marketing information system (MkIS)......Page 256
Online business information......Page 258
The information benefits of marketing research......Page 260
Coping with the environmental challenge: the key problems......Page 261
Coping with the challenge of environmental changes: the main techniques......Page 263
Coping with the challenge of environmental change: the broad approaches......Page 266
The environmental set......Page 267
Impact analysis......Page 268
SWOT analysis......Page 271
Marketing information system (MkIS) - a summary......Page 272
The continuing impact of new information communication technology (ICT)......Page 273
Further study and examination preparation......Page 274
Preparing for your examination......Page 276
A bit about the Senior Examiners!......Page 277
Structure/content......Page 278
Format of answers......Page 279
Your approach to mini-cases......Page 280
Specimen examination papers and answers......Page 281
Memory......Page 282
Revision planning......Page 283
Practical actions......Page 286
Introduction - the basis to the assignments and the integrative project......Page 288
Optional questions......Page 289
Assignments - Marketing Environment......Page 291
Element 2 - Micro-environment......Page 292
Element 3 - Macro-environment......Page 293
Assignment regulations......Page 294
Submission of assignments/integrative project......Page 295
Debriefing Activity 1.4......Page 298
Debriefing Activity 1.10......Page 299
Debriefing Question 2.4......Page 300
Debriefing Question 3.5......Page 301
Debriefing Question 4.2......Page 302
Debriefing Question 5.2......Page 303
Debriefing Question 6.1......Page 304
Debriefing Question 6.6......Page 305
Debriefing Activity 6.3......Page 306
Debriefing Question 7.2......Page 307
Debriefing Question 8.2......Page 308
Debriefing Question 8.7......Page 309
Debriefing Question 9.2......Page 310
Debriefing Activity 9.2......Page 311
Unit 1......Page 312
Unit 5......Page 313
Unit 9......Page 314
Paper......Page 315
Part A......Page 316
Question One......Page 318
Question Four......Page 319
Question Seven......Page 320
Examiner's Report......Page 321
1. General Strengths and Weaknesses of Candidates......Page 322
Question 1......Page 323
Question 2......Page 326
Question 3......Page 327
Question 4......Page 328
Question 6......Page 329
Question 7......Page 330
3. Future Themes......Page 331
Paper......Page 332
Part A......Page 333
Question 1......Page 335
Question 4......Page 336
Question 7......Page 337
Examiner's Report......Page 340
Strengths......Page 341
Question 1......Page 342
Question 2......Page 345
Question 3......Page 346
Question 5......Page 347
Question 6......Page 348
3. Future Themes......Page 349
Learning outcomes......Page 350
Element 3: The macro-environment (50 per cent)......Page 351
Assessment......Page 352
Approach......Page 353
Element 2: Micro-environment......Page 354
Introduction......Page 355
Websites......Page 356
Index......Page 358