CIM Coursebook Marketing Essentials

by Blythe, Jim

• ISBN13: 9781856175036
• ISBN10: 1856175030
• Format: Paperback
• Copyright: 2008-09-11
• Publisher: Butterworth-Heinemann

Summary

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.

Author Biography

Marketing Essentials is written by Jim Blythe, Visiting Reader, Plymouth Business School.

Table of Contents

The nature and scope of marketing	p. 1
The evolution of marketing orientation	p. 2
The contribution of marketing	p. 4
Aspects of the market-oriented approach	p. 7
Difficulties in developing a marketing orientation	p. 8
Marketing's cross-functional role	p. 11
The impact of marketing on society, consumers and the environment	p. 13
Relationship marketing vs. transactional marketing	p. 17
Planning within the marketing context	p. 23
Setting objectives	p. 23
Internal and external influences on objectives	p. 32
Categories of objectives	p. 36
Using the marketing plan	p. 38
Stages of the planning process	p. 39
The marketing audit	p. 42
The marketing mix	p. 49
Product	p. 52
The product life cycle	p. 54
New product development	p. 58
Adoption of innovation	p. 62
Price	p. 66
Pricing methods	p. 70
Distribution channels	p. 73
Promotion	p. 79
Media decisions	p. 87
Services marketing	p. 90
Measuring the success of marketing activities	p. 95
Putting it all together	p. 97
Appendix: Answers	p. 103
Case study answers	p. 103
Self-test answers	p. 103
Case study answers	p. 106
Self-test answers	p. 107
Case study answers	p. 108
Self-test answers	p. 116
Index	p. 119
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