CIM Coursebook 06 07 Strategic Marketing Decisions (CIM Coursebook) (CIM Coursebook)

front cover......Page 1
copyright......Page 5
table of contents......Page 6
How to use these coursebooks......Page 10
About MarketingOnline......Page 11
Using MarketingOnline......Page 12
Unit 1: introduction to strategic marketing decisions......Page 14
Introduction......Page 17
Changing dimensions of competitive advantage......Page 18
The need to take a more strategic role......Page 21
The role of life cycles......Page 22
Demand/technology life cycles......Page 23
The competitive life cycle......Page 24
How organizations compete to achieve customer preference......Page 25
The role of competitive relationships......Page 26
Further study......Page 28
Unit 2: challenging traditional strategic thinking......Page 30
Drivers for realignment in strategic thinking......Page 32
Significance and application of new marketing thinking to strategic decisions......Page 34
The need for innovative thinking......Page 35
The need to deliver shareholder value......Page 36
The concept of Value-based marketing......Page 38
Alternative approaches to strategic marketing decisions......Page 40
Issues of strategic marketing decision-making in small- and medium-sized Enterprises......Page 41
Further study......Page 43
Unit 3: competitive strategy as a learning process......Page 45
The importance of learning in strategy development......Page 47
3R learning......Page 49
The role of knowledge management......Page 50
Industry/market analysis......Page 51
Competitor analysis......Page 52
Customer analysis......Page 54
B2B vs B2C customers......Page 55
Knowledge gathering activities for 3R learning......Page 56
The role of Internet-based strategies in developing a sustainable competitive advantage......Page 57
Further study......Page 60
Unit 4: developing corporate-wide marketing innovation......Page 62
Technology life cycle......Page 64
Industry breakpoints......Page 65
Categories of innovation and the marketing implications......Page 66
Opportunity identification......Page 68
Ignoring the competition and providing a quantum leap......Page 69
Developing a systematic process for innovation......Page 71
Diffusion is key......Page 72
Risk-taking in entrepreneurial firms......Page 74
Customer-led Internet marketing......Page 75
Innovation in Internet marketing......Page 76
Further study......Page 79
Unit 5: decisions for a new strategic marketing direction......Page 81
Lack of investment......Page 83
Ineffective marketing management......Page 84
Lack of customer and competitor focus......Page 85
Redefining the business......Page 86
Selecting target markets......Page 87
Criteria for a successful strategy......Page 88
STP decisions......Page 89
Segmentation hierarchies......Page 91
Targeting the most profitable customers......Page 92
The use of STP and segments of one......Page 93
Approaches to marketing......Page 94
Adopting the right competitive stance......Page 96
Further study......Page 99
Unit 6: strategic decisions for global development......Page 101
Exploiting the globalization drivers......Page 103
The benefits and challenges of developing strategies for globally diverse markets......Page 104
Strategy alternatives for global firms......Page 105
Leveraging capability in global markets......Page 106
Programme and process standardization......Page 107
International marketing challenges......Page 108
Choices and investment decisions......Page 109
Organization structure for global firms......Page 110
Leveraging corporate learning across geographically diverse markets......Page 111
Smaller firm patterns of involvement in Smaller firm patterns of involvement in global markets......Page 112
The geographic development of SMEs......Page 114
Building and sustaining the niche......Page 115
Leveraging learning in SMEs......Page 116
Further study......Page 117
Unit 7: developing innovative strategies to achieve global fast growth......Page 118
Entrepreneurial and fast growth strategies......Page 119
Entrepreneurial firms......Page 120
Focusing on beating the competition......Page 121
Customer management......Page 122
Going beyond customer-led: taking customers in a new direction......Page 123
Building and sustaining the strategy......Page 124
Search for greater competitiveness......Page 126
e-Business innovations......Page 128
Further enhancing the website......Page 129
Business to consumer (B2C)......Page 130
Other models......Page 131
Permission marketing......Page 132
Further study......Page 134
Unit 8: building portfolio value: branding, products and services......Page 136
The purpose of brands......Page 138
Categories of brands......Page 139
Global branding......Page 140
Negative brand associations......Page 141
Grey marketing......Page 142
Brand portfolio management......Page 143
Branding in the not-for-profit sector......Page 144
Product and service analysis......Page 145
The downward spiral into commoditization......Page 146
The global portfolio......Page 147
Aligning NPD to the marketing strategy......Page 148
Service enhancement......Page 149
Success and failure in NPD......Page 150
NPD, platforms and 1:1 marketing......Page 151
Further study......Page 153
Unit 9: integrated communications and relationship development......Page 154
The purpose of communications......Page 155
Internal, interactive and external marketing......Page 156
The integration of communications......Page 157
The areas of integration......Page 158
Success and failure in marketing communications......Page 159
Audiences......Page 160
The communication tools......Page 162
Budgets......Page 164
Control......Page 165
Developing profitable long-term marketing relationships......Page 166
Challenges to relationship development......Page 167
Privacy......Page 168
Further study......Page 170
Unit 10: using the extended organization to add portfolio value......Page 172
The value chain concept......Page 173
Value chain integration decisions......Page 174
The nature and role of intermediaries......Page 175
Channel motivation and management......Page 176
Dis-intermediation and re-intermediation......Page 177
Routes to market......Page 178
Extending the organization through alliances and network marketing......Page 180
Pricing and costing......Page 181
Actions to reduce costs......Page 182
Managing price reductions......Page 183
Price management......Page 184
International pricing problems and decisions......Page 185
Portfolio integration decisions......Page 186
Further study......Page 188
Unit 11: financial appraisal for strategic marketing decisions......Page 190
Assessing owner/shareholder value......Page 191
Return on capital employed (ROCE)......Page 192
Financial analysis for long-term decision-making......Page 193
Payback......Page 194
Net present value (NPV) and discounted cash flow......Page 195
Cost/Volume/Profit analysis......Page 196
CVP ratios......Page 197
Financial techniques for evaluating performance......Page 199
Operational ratios......Page 200
Further study......Page 201
Unit 12: achieving a sustainable competitive advantage......Page 203
Approaches to measuring performance......Page 204
What are we going to measure?......Page 205
The annual budgeting procedures......Page 206
How to ensure performance is measured against a balanced range of stakeholder goals and objectives?......Page 207
Managing stakeholder expectations......Page 209
Issues of corporate social responsibility......Page 211
Ethical implications of decision-making......Page 212
Further study......Page 214
Preparing for your examination......Page 216
A bit about the Senior Examiners!......Page 217
The mini-case study......Page 218
Specimen examination papers and answers......Page 221
Memory......Page 222
Revision planning......Page 223
Practical actions......Page 226
Debriefing Activity 1.1......Page 228
Debriefing Question 1.4......Page 229
Debriefing Question 1.6......Page 230
Debriefing Question 2.2......Page 231
Debriefing Question 2.5......Page 232
Debriefing Question 2.8......Page 233
Debriefing Question 3.1......Page 234
Debriefing Question 3.3......Page 235
Debriefing Activity 3.4......Page 236
Debriefing Question 3.8......Page 237
Debriefing Activity 4.2......Page 238
Debriefing Activity 4.4......Page 239
Debriefing Question 4.7......Page 240
Debriefing Question 5.2......Page 241
Debriefing Question 5.5......Page 242
Debriefing Question 5.8......Page 243
Debriefing Activity 6.2......Page 244
Debriefing Question 6.5......Page 245
Debriefing Activity 7.2......Page 246
Debriefing Activity 7.3......Page 247
Debriefing Question 7.6......Page 248
Debriefing Question 8.2......Page 249
Debriefing Activity 8.4......Page 250
Debriefing Activity 9.2......Page 251
Debriefing Activity 9.3......Page 252
Debriefing Question 9.7......Page 253
Debriefing Question 10.3......Page 254
Debriefing Question 10.4......Page 255
Debriefing Question 10.7......Page 256
Debriefing Question 11.2......Page 257
Debriefing Question 11.4......Page 258
Debriefing Question 12.1......Page 259
Debriefing Question 12.4......Page 260
Debriefing Question 12.6......Page 261
Debriefing Question 12.7......Page 262
Answer......Page 263
Answer......Page 264
Exam question 2.1......Page 265
Answer......Page 266
Answer......Page 267
Exam question 4.1......Page 268
Answer......Page 269
Answer......Page 270
Answer......Page 271
Exam question 7.1......Page 272
Answer......Page 273
Answer......Page 274
Answer......Page 275
Answer......Page 276
Answer......Page 277
Exam question 10.3......Page 278
Exam question 11.2......Page 279
Answer......Page 280
Answer......Page 281
Case study: The telecommunication market......Page 282
Debriefing 1......Page 283
Debriefing 3......Page 284
Debriefing 4......Page 285
Paper......Page 286
Question Four......Page 289
Required......Page 290
Examiner\'s Report......Page 291
Weaknesses......Page 292
Question 2......Page 293
Question 5a......Page 294
3. Future Themes......Page 295
Paper......Page 296
Question Five......Page 300
Examiner\'s Report......Page 303
Question 1a......Page 304
Question 2......Page 305
3. Future Themes......Page 306
Learning outcomes......Page 308
Element 2: Challenging traditional strategic thinking: innovation and the re-orientation and reformulation of competitive marketing strategies (25 per cent)......Page 309
Element 5: Investment decisions and control (15 per cent)......Page 310
Supplementary readings......Page 311
Approach......Page 312
Syllabus content......Page 313
Marketing journals......Page 314
Websites......Page 315
Index......Page 317