CIM Revision Cards
Subtitle: Delivering Customer Value
Publisher: Elsevier Science
Published: 2009
Language: eng
Subjects: Consumer satisfaction; Customer relations
Description: Designed specifically with revision in mind, the CIM Revision Cards provide concise, yet fundamental information to assist students in passing the CIM exams as easily as possible. A clear, carefully structured layout aids the learning process and ensures the key points are covered in a succinct and accessible manner. The compact, spiral bound format enables the cards to be carried around easily, the content therefore always being on hand, making them invaluable resources no matter where you are. Features such as diagrams and bulleted lists are used throughout to ensure the key points are displayed as clearly and concisely as possible. Each section begins with a list of learning outcomes and ends with hints and tips, thereby ensuring the content is broken down into manageable concepts and can be easily addressed and memorised. * Written specifically for revision purposes therefore only featuring the key concepts that need to be learned * Carefully designed to enable points to be easily extracted and memorised without clouding them in additional information * Accompanies the CIM Coursebook and MarketingOnline website to provide a complete suite of products to support the CIM qualifications.
Table of contents: title: Cover13;; title: CIM revision card delivering customer value; title: Copyright page; title: Table of contents; title: Chapter 1. New product development and positioning; title: What Is a Product?; title: Product Categories; title: The New Product Development (NPD) Process; title: Product Positioning; title: Product Adoption; title: Chapter 2. Product management process; title: Portfolio Management; title: Product Life Cycle; title: The BCG Matrix; title: Chapter 3. The role of branding and branding strategies; title: Branding 8211; A Definition; title: Branding Categories; title: Global Brands; title: Adaptation or Standardisation of Brands; title: Chapter 4. Pricing, pricing concepts and price setting; title: Pricing Decisions; title: Pricing Strategies; title: Product Pricing Strategies; title: Pricing Frameworks; title: Price Elasticity of Demand; title: International Markets; title: Chapter 5. Channel management, distribution strategies and control; title: Distribution Channels; title: Distribution Strategy; title: Channel Structure; title: Marketing Tools; title: Managing Channel Relationships; title: Benchmarking; title: New and Emerging Channels; title: Chapter 6. Intermediaries; title: Type of Intermediaries; title: The Role of Intermediaries; title: Impact of Intermediaries on Profitability; title: Chapter 7. Stakeholders; title: What are Stakeholders?; title: Stakeholder Needs; title: Managing Stakeholders; title: Stakeholder Power; title: Conflict Management; title: Communication in the Channel; title: Chapter 8. Contractual requirements and service level agreements; title: Contractual Requirements; title: Service Level Agreement; title: Measuring the Effectiveness of Intermediaries; title: Chapter 9. Marketing communications strategy; title: Alignment with Corporate Objectives; title: Marketing Communications and Marketing Communication Plans; title: B2B Communications; title: Global/International Aspects of Communication; title: Standardisation or Adaption of Marketing Communications; title: Marketing Communication Strategies; title: Chapter 10. Marketing communications in different organisational contexts; title: Internal Marketing; title: Internal Communications; title: Internal Communication Methods; title: Chapter 11. Promotional activity; title: Promotional Activity; title: Setting Marketing Communication Objectives; title: Chapter 12. Agency and agency relationships; title: Communications Agencies; title: Agency Selection; title: Shortlist criteria; title: Agency Remuneration; title: Managing Agencies; title: The Communication Brief; title: Chapter 13. Customer service and customer care plans; title: What are Services?; title: The Marketing Mix for Services; title: Using the Marketing Mix to Overcome Service Issues; title: Chapter 14. Key accounts; title: Key Accounts; title: Criteria for Selecting Accounts; title: KAM; title: KAM Cycle; title: Chapter 15. Sales and product information and risks; title: MIS; title: MIS Outputs; title: Partnership Relationship Life Cycle.