Table Of ContentMarketing Management in Practice
2005–2006
Marketing Management
in Practice
2005–2006
John Williams and Tony Curtis
AMSTERDAM BOSTON HEIDELBERG LONDON NEW YORK OXFORD
PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO
ElsevierButterworth-Heinemann
LinacreHouse,JordanHill,OxfordOX28DP
30CorporateDrive,Burlington,MA01803
Firstpublished2005
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Contents
Preface Welcome to the CIM coursebooks vii
Unit 1 Management and marketing roles 1
Management 2
CIM Professional Marketing Standards 3
What form do the CIM Professional Marketing
Standards take? 3
What is management? 5
The role of marketing in the organization 13
Marketing manager 26
Advertising 26
Brand management 27
Relationship marketing 28
Customer relationship management (CRM) 29
Other key aspects of marketing 32
Unit 2 Recruiting the team 38
Teams 39
Online recruitment 71
Recruitment pack for the position of Marketing Manager 72
Unit 3 Developing the team 80
Stages of team development 81
Roles in a team 82
Transactional marketing 85
Team leadership 88
Unit 4 Managing change 115
Introduction 115
How is the UK changing? 115
Factors driving change 116
The change problem 123
Making change 124
How to plan for a change programme 131
Unit 5 Project management 136
Introduction 138
What is a project? 138
Feasibility studies 140
Stages of a project 141
v
Contents
Unit 6 Market research 166
Knowledge management 167
Marketing environment 171
Relationship marketing (RM) and customer relationship management (CRM) 173
Market research 174
Introduction to marketing research 177
Stages in the marketing research process 179
The market research industry 197
Unit 7 Developing and implementing marketing plans 203
Introduction 203
Marketing plan components 205
Case study 1 – Diamond badges 215
Market analysis 216
Case study 2 – Stormbreaker 218
PESTLE analysis 219
Porter’s five forces analysis 220
Unit 8 Marketing communications and customer service 226
Introduction 226
Formats for a Marketing Communications Plan 227
Designing a communications campaign 228
Determining the marketing communications budget 232
Customer service 251
Appendices
1 Guidance on examination preparation 267
2 Assignment-based assessment 279
3 How to pass the case study exam 293
4 How to pass the integrative assignment 304
5 Answers and debriefings 315
6 Sample exam questions and answers 324
7 Past examination paper and examiners’ report 346
8 Curriculum information and reading list 362
Index 372
vi
Preface
welcome to the
CIM coursebooks
An introduction from the academic development advisor
Inthelast2yearswehaveseensomesignificantchangestoCIMMarketingqualifications.The
changes have been introduced on a year-on-yearbasis, with Certificate changes implemented
in 2002, and the Professional Diploma in Marketing being launched in 2003. The professional
PostgraduateDiplomainMarketingwaslaunchedin2004.Thenewqualificationsarebasedon
the CIM Professional Marketing Standards, developed through research with employers.
As a result the authoring team, Elsevier/Butterworth-Heinemann and I have all aimed to
rigorously revise and update the coursebook series to make sure that every title is the best
possible study aid and accurately reflects the latest CIM syllabus. This has been further
enhanced through independent reviews carried out by CIM.
The revisions to the series this year include continued development at – Certificate in
Marketing and Professional Diploma in Marketing, and complete rewrites at Professional
Postgraduate Diploma in Marketing level to align with the radical overhaul of the CIM
syllabus. In particular we have aimed to develop the assessment support to include
some additional support for the assignment route as well as the examination, so we
hope you will find this helpful.
ThereareanumberofnewauthorsandindeedSeniorExaminersintheserieswhohavebeen
commissioned for their CIM course teaching and examining experience, as well as their
research into specific curriculum-related areas and their wide general knowledge of the latest
thinking in marketing.
Wearecertainthatyouwillfindthesecoursebookshighlybeneficialintermsofthecontentand
assessmentopportunitiesandastudytoolthatwillprepareyouforbothCIMexaminationsand
continuous/integrativeassessmentopportunities.Theywillguideyouinalogicalandstructured
waythroughthedetailofthesyllabus,providingyouwiththerequiredunderpinningknowledge,
understanding and application of theory.
The editorial team and authors wish you every success as you embark upon your studies.
Karen Beamish
Academic Development Advisor
vii
Preface
How to use these coursebooks
Everyone who has contributed to this series has been careful to structure the books with the
examsinmind.Eachunit,therefore,coversanessentialpartofthesyllabus.Youneedtowork
through the complete coursebook systematically to ensure that you have covered everything
you need to know.
This coursebook is divided into units each containing a selection of the following standard
elements:
o Learning objectives – tell you what you will be expected to know, having read the
unit.
o Syllabus references – outline what part of the syllabus is covered in the module.
o Study guides – tell you how long the unit is and how long its activities take to do.
o Questionsaredesignedtogiveyoupractice–theywillbesimilartothoseyougetinthe
exam.
o Answers (at the end to the book) – give you a suggested format for answering exam
questions.Rememberthereisnosuchthingasamodelanswer–youshouldusethese
examples only as guidelines.
o Activities – give you a chance to put what you have learned into practice.
o Debriefings (at the end of the book) – shed light on the methodologies involved in the
activities.
o Hintsandtips–aretipsfromtheseniorexaminer,examinerorauthorandaredesigned
to help you avoid common mistakes made by previous candidates and give you
guidance on improving your knowledge base.
o Insights – encourage you to contextualize your academic knowledge by reference to
real-life experience.
o Key definitions – highlight and explain the key points relevant to that module.
o Definitions – may be used for words you must know to pass the exam.
o Summaries – cover what you should have picked up from reading the unit.
o Furtherstudy–providesdetailsofrecommendedreadinginadditiontothecoursebook.
Whileyouwillfindthateachsectionofthesyllabushasbeencoveredwithinthistext,youmight
find that the order of some of the topics has been changed. This is because it sometimes
makes more sense to put certain topics together when you are studying, even though they
might appear in different sections of the syllabus itself. If you are following the reading and
other activities, your coverage of the syllabus will be just fine, but don’t forget to follow up with
trade press reading!
About MarketingOnline
Elsevier/Butterworth-Heinemann offers purchasers of the coursebooks free access to
MarketingOnline (www.marketingonline.co.uk), our premier online support engine for the CIM
marketing courses. On this site you can benefit from:
o Fullycustomizableelectronicversionsofthecoursebooksenablingyoutoannotate,cut
and paste sections of text to create your own tailored learning notes.
o The capacity to search the coursebook online for instant access to definitions and key
concepts.
viii
Preface
o Useful links to e-marketing articles, provided by Dave Chaffey, Director of Marketing
Insights Ltd and a leading UK e-marketing consultant, trainer and author.
o A glossary providing a comprehensive dictionary of marketing terms.
o A Frequently Asked Questions (FAQs) section providing guidance and advice on
common problems or queries.
Using MarketingOnline
Logging on
Before you can access MarketingOnline you will first need to get a password. Please go to
www.marketingonline.co.uk and click on the registration button where you will then find
registration instructions for coursebook purchasers. Once you have got your password, you
will need to log on using the onscreen instructions. This will give you access to the various
functions of the site.
MarketingOnline provides a range of functions, as outlined in the previous section, that can
easily be accessed from the site after you have logged on to the system. Please note the
following guidelines detailing how to access the main features:
1. The coursebooks – Buttons corresponding to the three levels of the CIM marketing
qualificationaresituatedonthehomepage.Selectyourlevelandyouwillbepresented
withthecoursebooktitleforeachmoduleofthatlevel.Clickonthedesiredcoursebook
toaccessthefullonlinetext(dividedupbychapter).Oneachpageoftextyouhavethe
option to add an electronic bookmark or annotation by following the onscreen instruc-
tions.Youcanalsofreelycutandpastetextintoablankworddocumenttocreateyour
own learning notes.
2. e-Marketing articles – To access the links to relevant e-marketing articles simply click
onthelinkunderthetext‘E-marketingEssentials:usefullinksfromMarketingInsights’.
3. Glossary – A link to the glossary is provided in the top right-hand corner of each page
enabling access to this resource at any time.
If you have specific queries about using MarketingOnline then you should consult our fully
searchableFAQssection,accessiblethroughtheappropriatelinkinthetopright-handcornerof
any page of the site. Please also note that a full user guide can be downloaded by clicking on
the link on the opening page of the website.
Focus of the module
This module is assessed by either examination or Integrated Project. The module enables
students to practise the development and implemention of marketing plans at an operational
levelinorganizations.Akeypartofthemoduleisworkingwithinateamtodeveloptheplanand
managing teams, implementing the plan by undertaking marketing activities and projects. Its
aim is to assist students in integrating and applying knowledge from all the modules at
Professional Diploma in Marketing, particularly as part of a team. The Marketing
Management in Practice syllabus requires a broad and practical demonstration of marketing
atanoperationallevelandanawarenessofthestrategiccontext.Itprovidesanopportunityfor
students to develop and implement an operational marketing plan, so applying, as part of a
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