CIM Professional Diploma
Series: CIM; CIM
Publisher: BPP Learning Media
Published: 2012
Place of publication: London
Language: eng
Number of pages: 289
ISBN-13: 9781445376196; 9780751791471; 9781445391465
Subjects: Consumer behavior; Market segmentation; Marketing; BUSINESS & ECONOMICS; Industrial Management; Management; Management Science; Organizational Behavior
Description: A core text book for the CIM Qualification.
Table of contents: title: Book Cover; Title; Copyright; Contents; Introduction; 1 Studying for The Chartered Institute of Marketing (CIM) qualifications; 2 The Professional Diploma Syllabus; Unit characteristics; title: Delivering Customer Value through Marketing; Overarching learning outcomes; SECTION 1; title: Product proposition and brand management (weighting 25%); SECTION 2; title: Channel management (weighting 25%); SECTION 3; title: Managing marketing communications (weighting 30%); SECTION 4; title: Managing and achieving customers' service expectations through the marketing mix (weighting 20%); 3 Assessment; 4 The Magic Formula.; title: 5 A guide to the features of the Study Text6 Additional resources; 7 Your personal study plan; Section 1: Product proposition and brand management; Chapter 1 New product development and positioning; Introduction; Topic list; Syllabus reference; 1 What is a product?; 2 Product categories; 3 New product development process; 3.1 Idea generation; 3.2 Screening; 3.3 Concept testing; 3.4 Business analysis; 3.5 Product development; 3.6 Test marketing; 3.7 Commercialisation/launch; 4 Types of new product; 5 Product standardisation or adaptation; 5.1 Product standardisation; 5.2 Adaptation.; title: 6 Product positioning6.1 How to position new products; 7 Product adoption; 7.1 Product adoption categories; 8 Product innovation; 8.1 The innovation process; 8.2 Radical and incremental innovation; 8.3 Benefits of innovation; Chapter Round up; Further Reading; References; Quick Quiz; Activity Debriefs; Quick Quiz Answers; Chapter 2 Managing and developing an organisation's product portfolio; Introduction; Topic list; Syllabus reference; 1 The importance of product management; 2 Product management process; 3 Customer value; 4 Product portfolio management tools; 4.1 Product life cycle (PLC).; title: 4.2 Boston (BCG) matrix4.3 General Electric (GE) matrix; Chapter Round up; Further Reading; References; Quick Quiz; Activity Debriefs; Quick Quiz Answers; Chapter 3 The role of branding and branding strategies; Introduction; Topic list; Syllabus reference; 1 Branding; title: a definition; 2 Branding categories; 2.1 Manufacturer; 2.2 Own-label; 2.3 Generic; 3 Building a brand; 3.1 Brand values; 3.2 Brand equity; 4 Branding strategies; 4.1 Brand stretching; 4.2 Line extension; 4.3 Multi branding; 4.4 New brands; 5 Rebranding; 6 Global branding; Chapter Round up; Further Reading; References.; title: Quick QuizActivity Debriefs; Quick Quiz Answers; Chapter 4 Pricing, pricing concepts and price setting; Introduction; Topic list; Syllabus reference; 1 The role of pricing in product management; 1.1 Product management considerations; 2 Pricing decisions; 2.1 Pricing objectives; 2.2 Buyer perceptions; 2.3 Perceived value for money; 2.4 The competition; 2.5 Marketing mix variables; 2.6 Channel members; 3 Building market share; 4 Pricing for new products; 4.1 Skimming; 4.2 Penetration pricing; 5 Pricing frameworks; 5.1 Cost based pricing; 5.2 Customer based pricing; 5.3 Competition.