CIM Coursebook 06 07 Strategic Marketing in practice (CIM Coursebook)

front cover......Page 1
copyright......Page 5
table of contents......Page 6
About the authors......Page 8
About MarketingOnline......Page 9
Using MarketingOnline......Page 10
Introduction......Page 12
Marketing drives the business agenda......Page 13
‘Models’ of marketing......Page 14
Marketing contexts......Page 15
Plans and planning processes......Page 16
The role of strategic marketing......Page 17
Related statements of practice......Page 19
Learning outcomes......Page 20
The links with other syllabi......Page 21
Globalization......Page 22
Knowledge of contemporary marketing issues......Page 23
Guidelines for pre-prepared work......Page 24
During the examination......Page 25
A brief overview......Page 26
A PESTLE analysis......Page 27
Product market analyses and the links to strategic marketing......Page 28
Financial strength (FS)......Page 30
Industry strength (IS)......Page 31
Environmental stability (ES)......Page 32
Any constraints that the company faces from a resource point of view......Page 33
Key issues......Page 34
Key issues......Page 37
Potential strategies emanating from Portfolio Analysis......Page 39
Business Intelligence......Page 41
Primary research......Page 45
Secondary research......Page 48
The role of information technology......Page 49
Single-loop learning......Page 50
Double-loop learning......Page 51
The internationalization process of firms......Page 54
Foreign market entry strategies......Page 56
Globalization......Page 57
Responses to globalization......Page 58
International trade and globalization......Page 60
Relationship marketing......Page 61
Misconceptions about relationship marketing......Page 62
Communication and achievement of mutual objectives......Page 64
Fulfilment of promises by all the parties involved......Page 65
Introduction......Page 67
KAM activities......Page 68
The rationale for KAM......Page 69
Stages in the key account development cycle......Page 70
The need for selection criteria......Page 71
Adding value for key accounts......Page 73
Conflict resolution and problem-solving......Page 74
Communication......Page 75
Identifying the type of KAM system......Page 76
The role of the account manager......Page 77
The key account team......Page 78
The importance of communication......Page 79
Introduction......Page 81
Energy and climate......Page 82
Commerce and the oceans......Page 83
The life cycle analysis (LCA) concept – life cycle thinking......Page 87
Implications for organizations......Page 93
Green consumer behaviour......Page 97
Green marketing strategies......Page 100
Corporate identity – integrated communications approach......Page 104
Synthesis approach......Page 105
The role of communications......Page 106
Branding......Page 107
Brand positioning......Page 109
Brand re-positioning......Page 110
Internal Marketing......Page 114
Internal communication......Page 115
Introduction......Page 116
Previous studies......Page 117
Adopting an Ecological Perspective on social marketing......Page 118
The ‘Stages of Change’ model......Page 119
The ‘Health Belief’ model......Page 120
Research methodology......Page 122
Research findings......Page 123
Online social marketing – a theoretical framework......Page 125
Concluding remarks......Page 126
Market and customer orientation......Page 130
Valuing customers......Page 133
Problems in calculating the customer lifetime value......Page 136
Introduction......Page 137
Profit ratios......Page 138
Marketing metrics......Page 140
Suitability......Page 142
Some common measures......Page 143
Contingencies......Page 146
Examination approaches......Page 149
How to pass the case study paper......Page 151
Notes to candidates......Page 152
The use of additional information......Page 153
Gauging performance......Page 154
Presentation......Page 155
Understanding of marketing theory and its application......Page 156
The importance of analysis and justification......Page 157
December 2004......Page 159
Question Three......Page 160
Candidate\'s Briefs......Page 162
Case 1......Page 169
Case 2......Page 173
Case 3......Page 179
Case 4......Page 183
Case 5......Page 191
Case 6......Page 197
Case 7......Page 203
June 2005......Page 218
Question Three......Page 219
Candidate\'s Brief......Page 222
December 2004......Page 279
Introduction......Page 281
Question 1......Page 289
Question 3......Page 294
Analysis......Page 297
Question 1......Page 303
Question 2......Page 306
Question 3......Page 309
Analysis......Page 313
June 2005......Page 319
Introduction......Page 321
Question 1......Page 322
Question 2......Page 325
Question 3......Page 328
Analysis......Page 331
Question 1......Page 339
Question 2......Page 342
Analysis......Page 348
Appendix 2: examples of other analyses......Page 357
I Candidate analysis......Page 358
II Candidate analysis......Page 364
III Candidate analysis......Page 370
Related statements of practice......Page 376
Knowledge and skill requirements......Page 377
Supplementary readings......Page 378
Syllabus content......Page 379
Delivery approach......Page 380
Index......Page 381