By Tony Curtis
Elsevier/Butterworth-Heinemann's 2006-2007 legit CIM Coursebook sequence provides you with the whole package deal for examination good fortune. Comprising totally up to date Coursebook texts which are revised every year and independently reviewed. the one coursebooks recomended by way of CIM contain unfastened on-line entry to the MarketingOnline studying interface delivering every little thing you must learn to your CIM qualification. conscientiously dependent to hyperlink on to the CIM syllabus, this Coursebook is undemanding, interactive and proper. every one Coursebook is followed through entry to MARKETINGONLINE (www.marketingonline.co.uk), a different on-line studying source designed in particular for CIM scholars, the place you could: *Annotate, customize and create for my part adapted notes utilizing the digital model of the Coursebook *Search the Coursebook on-line for simple entry to definitions and key thoughts *Access the thesaurus for a accomplished record of promoting phrases and their meanings * Written particularly for the promoting in perform module through the CIM senior examiner for advertising administration in perform module * the single coursebook absolutely counseled through CIM * comprises previous exam papers and examiners' experiences to make it easier to instruction what has been discovered and aid arrange for the examination
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Extra info for CIM Coursebook 06/07 Marketing in Practice
Sample text
Is a threat growing or diminishing? How might we convert a threat into an opportunity? In the ‘dot-com’ introduction period, TESCO might have identified online shopping as a threat. By establishing an online service of its own, it converted a potential threat into an opportunity, which it developed successfully. Strengths and weaknesses are internal to the company but not independent of the external environment. One can only evaluate whether a given standard of performance is a strength or a weakness by reference to external benchmarks.
The move from customer catching to customer retention has seen the evolution of relationship marketing (RM). A key aspect of RM is a rigorous approach to stakeholder analysis. Given changes in management philosophies along with more diffuse, flatter organizations, managing the internal stakeholders is key in achieving the organization’s objectives. Some of the concepts of internal marketing are outlined. All of these developments are in the context of a more global framework of business, so within a given country, a multi-cultural dimension is needed.
Even in an outlet such as this, there can be ethical issues. Do we want to use organic vegetables and free-range meat and eggs? How strict will we be in the interpretation of ‘vegetarian’? Will we keep part of the kitchen and associated tools free from any contact with meat or just ensure that not too many chunks of pork fall into the ‘veggie lasagne’? g. food hygiene, kitchen safety and appropriate fire exits), the physical structure of the building is vital. Moreover, additional points may need to be considered, for example disabled access.