CIM Post-grad Diploma
Series: CIM; CIM
Publisher: BPP Learning Media
Published: 2012
Place of publication: London
Language: eng
Number of pages: 217
ISBN-13: 9781445376226; 9781445391496
Subjects: Marketing; Decision making; Management; Planning; BUSINESS & ECONOMICS; Industrial Management; Management Science; Organizational Behavior
Description: A core text book for the CIM Qualification.
Notes: 6 Business-to-business buyer behaviour.
Table of contents: title: Book Cover; Title; Copyright; Contents; Introduction; 1 Studying for The Chartered Institute of Marketing (CIM) qualifications; 2 The Chartered Postgraduate Diploma Syllabus; Unit characteristics; title: Emerging Themes; Overarching learning outcomes; SECTION 1; title: Macro and meso emerging themes (weighting 50%); SECTION 2; title: Meso and micro emerging themes (weighting 50%); 3 Assessment; 4 The Magic Formula; 5 A guide to the features of the Study Support Text; 6 Additional resources; 7 Your personal Study Plan; Chapter 1 Emerging themes in context; 1 PEST and STEEPLE revisited; 1.1 PEST and STEEPLE.; title: 1.2 Degrees of environmental complexity1.3 Scenario planning; 1.4 Identifying and selecting an emerging theme; 1.5 Strategic wear-out; 2 Change and the planning gap; 2.1 But, why are these changes so important?; 2.2 Where do the opportunities come from?; 2.3 Summarising the underlying challenge; 3 The business reality; 3.1 What is an emerging theme?; 3.2 How things have changed; 3.3 A broader stakeholder agenda; 4 An emerging theme; 4.1 Corporate social responsibility; Chapter 2 Identifying trends; 1 Which industry or market are we scanning?; 1.1 Industries and markets.; title: 2 Conducting a deeper analysis of macro-environmental factors2.1 Step 1; title: identify key drivers; 2.2 Step 2; title: Identify trends; 3 Collecting environmental information; 3.1 Market sensing; 3.2 Industry level sensing; 4 Trend analysis and adding key uncertainties to the mix; 4.1 Expert forecasts; 4.2 Jury forecasts; 4.3 Delphi Oracle; 5 Making sense of the changes; title: mitigating risks and scenario planning; 5.1 Risk matrix; 5.2 Interactions between key factors in the environment and developing scenarios; Chapter 3 Macro-environment, political, ethical and economic factors; 1 Politics and the law.; title: 1.1 Relationships between politics and business1.2 Changing political climate; 1.3 Devolution changes political landscape; 1.4 The implications of changing political attitudes, climate or systems; 1.5 The Eurozone crisis and political instability in Europe; 1.6 Popular uprisings: The Arab Spring; 1.7 The legal environment; 1.8 Marketing and the law; 2 Ethics; 2.1 An overview of current ethical issues; 2.2 Business ethics; 2.3 Losing trust; 3 Contemporary economic opportunities and challenges; 3.1 An economic overview; 3.2 The recession and its impact; 3.3 Recession at sector level.; title: 3.4 Changes for marketingChapter 4 Emerging themes in organisations' environment; 1 Demographic change; 1.1 Consumer markets; 1.2 Business markets; 2 Social and cultural change; 2.1 Headline trends; 3 Technological change; 4 The environment; 4.1 Climate change; 4.2 Waste and pollution; 5 Assessment advice; Chapter 5 Consumer behaviour insights; 1 Consumer behaviour; 2 Consumers' impact on marketing strategy; 2.1 Segmentation; 2.2 Relationship marketing; 2.3 Virtual brand communities; 3 Consumer decision-making; 4 Culture; 5 Reference groups; 5.1 Membership reference groups.