E-Book Content
CIM REVISION CARDS Marketing Planning Karen Beamish of Marketing Knowledge
AMSTERDAM l BOSTON PARIS l SAN DIEGO l
HEIDELBERG SAN FRANCISCO
l
l l
LONDON l SINGAPORE
l
NEW YORK SYDNEY
l l
OXFORD TOKYO
Butterworth-Heinemann is an imprint of Elsevier Linacre House, Jordan Hill, Oxford OX2 8DP 30 Corporate Drive, Suite 400, Burlington, MA 01803 First published 2006 Copyright ß 2006, Elsevier Ltd. All rights reserved No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1T 4LP. Applications for the copyright holders written permission to reproduce any part of this publication should be addressed to the publisher Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone: (+44) (0) 1865 843830; fax: (+44) (0) 1865 853333, e-mail: permissions @ elsevier.co.uk. You may also complete your request on-line via the Elseiver homepage (http://www.elsevier.com), by selecting ‘Customer Support’ and then ‘Obtaining Permissions’ British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloguing in Publication Data A catalogue record for this book is available from the Library of Congress ISBN-13: 978-0-7506-6774-6 ISBN-10: 0-7506-6774-5 For information on all Elsevier Butterworth-Heinemann publications visit our website at http://books.elsevier.com Printed and bound in Great Britain 05 06 07 08 09 10
10 9 8 7 6 5 4 3 2 1
Working together to grow libraries in developing countries www.elsevier.com | www.bookaid.com | www.sabre.com
TABLE OF CONTENTS 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.
Preface ........................................................................... iv Introduction to marketing planning ........................................... 1 The marketing audit ............................................................ 13 Marketing planning, implementation and control............................ 23 Promotional operations ......................................................... 36 Product operations .............................................................. 49 Price operations ................................................................. 63 Place operations ................................................................ 71 Managing marketing relationships ............................................ 84 International marketing ......................................................... 94 Industrial, business-to-business FMCG and services marketing........... 104 Not-for-profit, SMEs and virtual marketing .................................. 118
PREFACE Welcome to the CIM Revision Cards from Elsevier/Butterworth-Heinemann. We hope you will find these useful when coming to revise for your CIM exam. The cards are designed to be used in conjunction with the CIM Coursebooks from Elsevier/Butterworth-Heinemann, and have been written specifically with revision in mind. They also serve as invaluable reviews of the complete modules, perfect for those studying via the assignment route n Learning outcomes at the start of each chapter identify the main points n Key topics are summarized, helping you commit the information to memory quickly and easily n Examination and revision tips are provided to give extra guidance when preparing for the exam n Key diagrams are featured to aid the le