Download CIM Coursebook 06 07 Marketing Planning (CIM Coursebook) by Karen Beamish, Ruth Ashford PDF

By Karen Beamish, Ruth Ashford

Elsevier/Butterworth-Heinemann's 2006-2007 legit CIM Coursebook sequence provides you with the full package deal for examination good fortune. Comprising totally up to date Coursebook texts which are revised each year and independently reviewed. the one coursebooks recomended through CIM contain unfastened on-line entry to the MarketingOnline studying interface supplying every little thing you must examine on your CIM qualification.

Carefully dependent to hyperlink on to the CIM syllabus, this Coursebook is ordinary, interactive and proper. each one Coursebook is observed by means of entry to MARKETINGONLINE (, a special on-line studying source designed particularly for CIM scholars, the place you could:

*Annotate, customize and create for my part adapted notes utilizing the digital model of the Coursebook

*Search the Coursebook on-line for simple entry to definitions and key techniques

*Access the thesaurus for a complete record of selling phrases and their meanings

* Written in particular for the selling in making plans module by way of the CIM senior examiner and best specialists within the box
* the single coursebook absolutely counseled through CIM
* comprises prior exam papers and examiners' reviews to allow you to instruction what has been realized and aid arrange for the examination

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Extra resources for CIM Coursebook 06 07 Marketing Planning (CIM Coursebook)

Example text

It is commonly known as the SWOT analysis. SWOT analysis A SWOT analysis draws together key strengths, weaknesses, opportunities and threats that have been highlighted as a result of the marketing audit, that is the ‘macro’ and ‘micro’ analysis and assessment. SWOT, alternatively known as ‘WOTS-UP’ analysis, is an important tool in enabling organizations to distil the findings of the audit into a more cohesive and succinct model. 4). 4 highlights some of the issues that you might include within a SWOT analysis and that might have been derived from the marketing audit.

In doing this, serious consideration should also be given to the ‘internal’ customer. When a newly devised strategy indicates significant change, then the reactions, attitudes and abilities of the workforce must be considered, managed and adapted to meet the overall objectives of the organization. In order to achieve this, a tightly defined strategy must be designed, which ensures that management, research and development, production, logistics, physical and financial resources are working to the same end and ‘synergy’ must be prevalent in the planning process.

Promotion The challenge of promoting materials ethically and taking into account social responsibility for example: advertising to children or the elderly. 20 Unit 1 Introduction to marketing planning Place o o A duty to ensure that products are available to all, on an equal cost basis Environmental transportation concerns are considered. Summary As many markets reach maturity, organizations are working significantly harder to achieve and retain sustainable competitive advantage. The varying dynamics of devising strategies and plans require careful and sensitive management, as the organization, that is ‘the corporate group’ of business functions, seeks to achieve its organizational objectives.

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