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Marketing
Study Resources
Certificate in Professional Marketing
Mandatory Module: Marketing
Through the CIM website you have free access to a large range of journals and reports.
This document signposts articles, journals, web pages and a range of other material that is relevant to this module. We have divided it into the different learning outcomes to help you on your learning journey.
Unit 1: The marketing concept
Learning outcome 1: Understand the role and function of marketing
Learning outcome 2: Understand what influences customer behaviour
Unit 2: Analysis and insight
Learning outcome 3: Identify factors and trends in the marketing environment and how they affect marketing
Learning outcome 4: Identify options for gathering relevant marketing information
Unit 3: Marketing mix
Learning outcome 5: Know the elements of the marketing mix
Learning outcome 6: Apply and adapt the marketing mix to satisfy customer needs
Official module guide
Here is a link to the first chapter of your mandatory module guide. The complete book will be sent to you once you have registered for the relevant assessment.
Marketing (Official module guide)
The links were all checked as of August 2015. If any are broken please e-mail the details to [email protected] for resolution or alternatives. These resources are designed to be updated on a regular basis; there is a version number in the footer.
Our electronic resources for members has more information on accessing the services, alternatively please contact [email protected] or telephone +44 (0)1628 427333.
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Marketing
Study Resources
Unit 1: The marketing concept
Learning outcome 1: Understanding the role and function of marketing
As a CIM Studying Member you have free access to a large range of journals and reports. This
document signposts articles, journals, pages on websites and a range of other material that is
relevant to this module.
Definitions
Marketing is the management process responsible for identifying, anticipating and satisfying customer
requirements profitably.
The Chartered Institute of Marketing’s official definition (1976)
Marketing is a social and managerial process by which individuals and groups obtain what they need and want
through creating, offering and exchanging products of value with others.
Philip Kotler
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large.
American Marketing Association (new 2007 definition)
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to
customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
American Marketing Association (2004)
Marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange
relationships in a dynamic environment through the creation, servicing, distribution, promotion and pricing of
goods, services and ideas.
American Marketing Association (pre 2004)
Marketing is so basic that it cannot be considered a separate function…It is the whole business seen from the
point of view of its final result, that is, from the customer’s view point.
Peter F Drucker, 1973 [Drucker, PF (1973) Management: tasks, responsibilities, practices New York, Harper &
Row.]
Articles
These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The
publishers of Harvard Business Review do not permit direct links to be available – but they are available to search
within the Ebsco database.]
Jiwaji, A. (2014) Going nuts over cashew. African Business, October, Issue 412, pp98-99. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=98893657&site=ehost-live
Interesting case study
Griffiths, S. (2015) Making waves after 27 years. Travel Trade Gazette UK & Ireland. 6 August, pp12-13. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=108774928&site=ehost-live
Interview with the president of Norwegian Cruise Line Corp.
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Study Resources
Gӧk, O. and Hacioglu, G. (2010) The organizational role of marketing and marketing managers. Marketing
Intelligence & Planning, Vol28(3), pp291-309. Emerald
http://dx.doi.org/10.1108/02634501011041435
Pérez-Cabañero, C., González-Cruz, T. and Cruz-Ros, S. (2012) Do family SME managers value marketing
capabilities’ contribution to firm performance. Marketing Intelligence & Planning, Vol30(2), pp116-142. Emerald
http://dx.doi.org/10.1108/02634501211211948
Marketline (2014) Coca-Cola SWOT analysis, Marketline, April. 8 pages. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=95943324&site=ehost-live
Gamble, J. et al (2011) The marketing concept in the 21st century: a review of how marketing has been defined
since the 1960s.Marketing Review, Vol11(3), pp227-248. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=69883253&site=ehost-live
Keefe, L.M. (2008) Marketing defined. Marketing News, Vol42(1), pp28-29. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=28804153&site=ehost-live
Kotler, P., Rackham, N. and Krishnaswamy, S. (2006) Ending the war between sales and marketing. Harvard
Business Review, July/August, pp68-78. Ebsco www.cim.co.uk/elibrary
Denison, T. and McDonald, M.H.B. (1995) The role of marketing past, present and future. Journal of Marketing
Practice, vol1(1), pp54-76.Emerald
http://dx.doi.org/10.1108/EUM0000000003880
Seminal article
Borden, N.H. (1984) The concept of the marketing mix. Journal of Advertising Research, Sept, supplt, Vol24(4),
pp7-12. Ebsco. [This article was originally published in 1964 as a chapter in Science in Marketing.]
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=6630137&site=ehost-live
Other articles
Articles from other journals that should be generally available
Pulido, A., Stone, D. and Strevel, J. (2014) The three Cs of customer satisfaction: consistency, consistency,
consistency. McKinsey & Co.
http://www.mckinsey.com/insights/consumer_and_retail/the_three_cs_of_customer_satisfaction_consistency_con
sistency_consistency
Marketing expert
(You will be prompted to log in)
What is marketing?
http://www.cimmarketingexpert.co.uk/page/411/what-is-marketing-
What is a stakeholder?
http://www.cimmarketingexpert.co.uk/page/522/what-is-a-stakeholder-
Marketing plan – visual map (links are clickable)
http://www.cimmarketingexpert.co.uk/diagram/57/marketing-plan
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Marketing
Study Resources
Journals
You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.
Campaign- published by Haymarket available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=1JZ&site=ehost-live
Campaign Asia-Pacific - published by Haymarket available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=BEX1&site=ehost-live
Marketing - published by Haymarket available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=3ST&site=ehost-live
Marketing Week - published by Centaur available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=1Q3&site=ehost-live
Marketing News – published by the American Marketing Association available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=MKN&site=ehost-live
Other items
PR Smith’s SOSTAC® allows clients to structure their marketing and to deliver better results. There is a short
video and infographic on his website that develop key points of the model. http://prsmith.org/planning/
Situation Analysis
Objectives
Strategy
Tactics
Action
Control
Websites
Practical Insights Webinars are available at http://www.cimmarketingexpert.co.uk/practicalinsights
Specifically look for ‘Consumer behaviour: understand the real reasons people buy, May 2014.
Learn Marketing http://www.learnmarketing.net/marketing.htm
Anon (2015) Role of marketing. Studiowide.
http://www.studiowide.co.uk/role-of-marketing/
Business Case Studies http://businesscasestudies.co.uk
Anon (n.d.) Business studies theory by topic. Business Case Study.
http://businesscasestudies.co.uk/business-theory/marketing.html#axzz3gXkdiqTr
Anon (n.d.) Identifying customers and meeting their needs: an Argos case study. Business Case Study.
http://businesscasestudies.co.uk/argos/identifying-customers-and-meeting-their-
needs/introduction.html#axzz35NSsq8QK
Anon (n.d.) Marketing theory. Business Case Study
http://businesscasestudies.co.uk/business-theory/marketing/market-planning.html#axzz35NSsq8QK
Anon (2015) What is marketing? Tutorial. KnowThis.com.
http://www.knowthis.com/what-is-marketing
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Study Resources
CIM papers
CIM (2009) Marketing and the 7Ps: a brief summary of marketing and how it works. 10 Minute Guides, 10 pages.
http://www.cim.co.uk/files/7ps.pdf
CIM (2007) Tomorrow’s word: re-evaluating the role of marketing. Shape the agenda, Number 12, 33 pages.
http://www.cim.co.uk/files/tomorrowsword.pdf
Executive Summary
What’s the role of marketing? It seems an obvious question, but choosing one answer is elusive and likely to be
incomplete. As the profession has become more diverse, the balance of power has shifted in favour of the
customer, who now has more control of the relationship than ever before thanks to technology. As the role of the
customer has altered, so too the role of marketing needs to change in response.
Marketing has become more sophisticated – and yet its status with the customer and the rest of business has
never been lower. Complicating this is an increasing divide between the thoughts of academics and the
experiences of practitioners. To address this, The Chartered Institute of Marketing wants to open up the debate
about what the role of marketing should be, and how it can move forward as a profession.
One proposal is to sub-divide marketing into specialisms. This would enable marketers to become experts in their
field, rather than being expected to be all-rounders and then criticised for not understanding a particular part of
the business. We also want to reconsider The Chartered Institute of Marketing’s definition of marketing.
The current definition – ‘the management process responsible for identifying, anticipating and satisfying customer
requirements profitably’ – is 30 years old and we propose that it is no longer fit for purpose. Tomorrow’s Word
offers a new definition that places value from customer-centricity at the heart of marketing, whilst acknowledging
the increasing relevance of marketing for not for- profit and public sector organisations.
CIM (2011) Marketing and sales fusion. White Paper, 25 pages.
http://www.cim.co.uk/files/msfusion.pdf
Sales and marketing belong together. Organisations that create closer links between them post better results,
have more effective inter-departmental relationships and create positive culture change. The challenges to this
vision are significant, marketing as a discipline has its roots in sales but over time the two have become separated
and sometimes estranged. Our white paper on marketing and sales fusion addresses questions of ownership, the
practicalities of how sales and marketing departments can operate together, and offers best practice examples
from companies working successfully to integrate the two disciplines.
CIM/Accenture (2009) In search of a strategic role for marketing: leading, influencing or supporting. Cookham,
The Chartered Institute of Marketing. 72 Pages.
Marketing organisation design is by no means a simple subject. Nor is there a ‘silver bullet’ one could unearth or
stake a claim upon. Reviews of marketing structure, leadership and community management bring with them
uncertainty, challenges and complications. They are, however, frequent – over two thirds of participants in this
study alone, had reorganised within the last 24 months.
http://www.cim.co.uk/files/thefilestore/R0154408.pdf
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Study Resources
Unit 1: The marketing concept
Learning outcome 2: Understand what influences customer behaviour
As a CIM Studying Member you have free access to a large range of journals and reports. This
document signposts articles, journals, pages on websites and a range of other material that is
relevant to this module.
Articles
These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the
Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The publishers of Harvard Business Review do not permit direct links to be available – but they are available to search
within the Ebsco database.]
Vanderkam, L. (2015) What comes after generation Y. fortune.com, 11 August. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=108843372&site=ehost-live
Anon (2015) Fast-food marketers target kids in certain socioeconomic groups more than others, study shows.
Marketing News, January, Vol49(1), p4. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=100453436&site=ehost-live
Bacon, J. (2014) A segmentation of technology shoppers. Marketing Week, 2 June, p4. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94363690&site=ehost-live
Shelton, D. (2015) Detail is key in the planning of marketing campaigns. Money Marketing, 16 April, Issue 1481,
p43. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=102628163&site=ehost-live
Short checklist
Gad Mohsen, M. and Dacko, S. (2013) An extension of the benefit segmentation base for the consumption of
organic foods: a time perspective. Journal of Marketing Management, November, Vol29(15/16), pp1701-1728.
Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=92664740&site=ehost-live
Chikweche, T., Stanton, J. and Fletcher, R. (2012) Family purchase decision making at the bottom of the pyramid. Journal of Consumer Marketing, Vol29(3), pp202-213. Emerald
http://dx.doi.org/10.1108/07363761211221738
Nasir, V.A. and Karakaya, F. (2014) Consumer segments in the organic foods market. Journal of Consumer Marketing, Vol31(4). Emerald Earlycite (link to follow)
Benko, C. and Pelster, B. (2013) How women decide. Harvard Business Review, September, Vol91(9), pp78-84. Available from Ebsco www.cim.co.uk/elibrary
Bhattacharya, K. and Datta, B. (2013) Learning customer service from real life situations. Marketing Review, Spring, Vol13(2), pp191-205. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=91275131&site=ehost-live
Dolnicar, S. and Leisch, F. (2014) Using graphical statistics to better understand market segmentation solutions.
International Journal of Market Research, Vol56(2), pp207-230. Ebsco
Interpretation of segmentation results. http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=95336425&site=ehost-live
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Seminal Works
Webster, F.E. and Wind, Y. (1972) A general model for understanding organizational buying behaviour. Journal of Marketing, April, Vol36(2), pp12-19. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=4994960&site=ehost-live
Marketing expert
(You will be prompted to log in)
Customer needs http://www.cimmarketingexpert.co.uk/page/302/customer-motivation-needs-requirements
Delivering customer value through marketing
http://www.cimmarketingexpert.co.uk/page/1030/delivering-customer-value-through-marketing
Consumer buying behaviour http://www.cimmarketingexpert.co.uk/diagram/21/Buyer-behaviour–consumer
B2B buying behaviour http://www.cimmarketingexpert.co.uk/diagram/20/buyerbehaviourb2b
B2B and B2C understanding the differences
http://www.cimmarketingexpert.co.uk/page/3250/b2b-and-b2c-understanding-the-differences
Three segmentation strategies to choose from:
http://www.cimmarketingexpert.co.uk/page/406/three-segmentation-strategies-to-choose-from-
Who exactly is your target audience? http://www.cimmarketingexpert.co.uk/page/308/who-exactly-is-your-target-audience-
Segmentation
http://www.cimmarketingexpert.co.uk/diagram/19/segmentation
Using marketing to influence the evaluation of alternatives
http://www.cimmarketingexpert.co.uk/page/4488/using-marketing-to-influence-the-evaluation-of-alternatives
Journals
You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.
Campaign - published by Haymarket available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=1JZ&site=ehost-live
Campaign Asia-Pacific - published by Haymarket available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=BEX1&site=ehost-live
Marketing - published by Haymarket available on Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=3ST&site=ehost-live
Marketing Week - published by Centaur available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=1Q3&site=ehost-live
Marketing News – published by the American Marketing Association available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=MKN&site=ehost-live
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Study Resources
Websites
Consumer buying behavior (2015). From What is Marketing? Tutorial. KnowThis.com.
http://www.knowthis.com/what-is-marketing
Business buying behavior (2015). From What is Marketing? Tutorial. KnowThis.com.
http://www.knowthis.com/what-is-marketing
What is consumer buying behaviour? Definition & Types.
http://study.com/academy/lesson/what-is-consumer-buying-behavior-definition-types-quiz.html
5 steps to understanding your customer’s buying process.
http://www.b2bmarketing.net/blog/posts/2013/06/24/5-steps-understanding-your-customer%E2%80%99s-buying-process
The Buyersphere 2013: Give your buyers what they want
http://www.b2bmarketing.net/knowledgebank/inbound-marketing/features/buyersphere-2013-give-your-buyers-what-they-want
Practical Insights Webinars are available at http://www.cimmarketingexpert.co.uk/practicalinsights Specifically look for ‘Managing change to transform customer experience’ October 2013.
Ipsos Retail Performance
http://www.ipsos-retailperformance.com/What_is_consumer_buying_behaviour
CIM papers
CIM (2005) The devil and the deep blue A, B or C. Shape the agenda, Number 7, 23 pages.
http://www.cim.co.uk/files/devilandthedeepblueabc.pdf
Executive Summary
Segmentation is an invaluable tool for companies seeking to increase market share. But many companies are not
implementing effective segmentation strategies. Even household names can be guilty of schemes that purport to be segmentation, but which in fact are merely data-enabled selling schemes.
Companies know that they need to meet the customer’s wants – what they don’t know is how to do this. Data offers some useful clues, but it can’t give the whole picture.
Squeezed on one side by maturing markets, and on the other by merciless price-cutting, many companies struggle
to compete in today’s post mass-market arena. The result can be undifferentiated offerings that fail to please anyone.
So far this issue has mainly affected consumer companies. But segmentation is now becoming a real concern for
b2b markets, as their markets mature as well.
The answer for these companies is to engage in real segmentation, rather than data collecting and guesswork. The Devil and the Deep Blue A, B or C calls on marketers to address this lapse in marketing thinking by focusing
on context, instead of outmoded concepts of ‘the customer’.
CIM (2010) Customer experience management: a practitioner’s checklist for driving change. Cookham, The Chartered Institute of Marketing and Thomson Reuters, 32 pages.
http://www.cim.co.uk/Files/MTLF%20S3%20report%20WEB.pdf
Summary
All businesses make a brand promise to customers and other stakeholders…but a promise is nothing without
delivery. Traditionally, customer experience management is tackled as a communications exercise, but people, systems and processes play a key role in delivering and differentiating brands.
Operational and back office functions (IT, customer service, sales) can have a big impact on your brand
experience. How do we integrate activities to close the gap between promise and reality?
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Study Resources
The Marketing Transformation Leadership Forum met in November 2009 to discuss and debate these issues with a
focus on defining how management teams can best tackle customer experience.
The full report is available at:
CIM (2009) Customer service programme. 10 Minute Guides, 7 pages. http://www.cim.co.uk/files/customerservice.pdf
CIM (2009) How to grow through new and existing customers. 10 Minute Guides, 7 pages. http://www.cim.co.uk/files/targetingcustomers.pdf
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Study Resources
Unit 2: Analysis and Insight
Learning outcome 3: Identify factors and trends in the marketing environment and how they affect marketing strategy
As a CIM Studying Member you have free access to a large range of journals and reports. This
document signposts articles, journals, pages on websites and a range of other material that is
relevant to this module.
Articles
These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The
publishers of Harvard Business Review do not permit direct links to be available – but they are available to search within the Ebsco database.]
Crosby, L.A. (2014) In search of the Drucker legacy. Marketing News, August, Vol48(8), pp16-17. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=97458687&site=ehost-live
Danciu, V. (2013) The future of marketing: an appropriate response to the environment changes. Theoretical &
Applied Economics, May, Vol20(5), pp33-52. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=87923952&site=ehost-live
Schultz, R.J., Schwepker, C.H. and Good, D.J. (2012) An exploratory study of social media in business-to-business
selling: salesperson characteristics, activities and performance. Marketing Management, Fall, Vol22(2), pp76-89.
Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=87023189&site=ehost-live
Anon (2011) Attracting eco tourism. Caterer & Hotelkeeper, 19 August, Vol 201(4691), pp30-32. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=65471538&site=ehost-live
Grønholdt, L. and Martensen, A. (2005) Marketing redefined: changes and challenges. Marketing Review, Vol5(2),
pp101-109. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=17294024&site=ehost-live
Seminal works
Brownlie, D.T. (1989) Scanning the internal environment: impossible precept or neglected art? Journal of
Marketing Management, Spring, Vol4(3), pp300-329. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=13052550&site=ehost-live
Dickinson, S.J. and Ramaseshan, B. (2008) Maximising performance gains from cooperative marketing:
understanding the role of environmental contexts. Journal of Marketing Management, Spring, Vol24(5/6), pp541-
566. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=33462597&site=ehost-live
Other articles
Articles from other journals that should be generally available.
Brown, A. (2015) Ramsay’s rule. Forbes, 20 July, vol196(1). Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=103590505&site=ehost-live
A quick look at Gordon Ramsay’s US adventures through a marketing lens.
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Marketing expert
(You will be prompted to log in)
Current situation analysis - macro environmental
http://www.cimmarketingexpert.co.uk/page/851/current-situation-analysis-macro-environmental
Review your organisation’s micro environment
http://www.cimmarketingexpert.co.uk/page/885/review-your-organisation-s-micro-environment
Your internal environment/Company analysis
http://www.cimmarketingexpert.co.uk/page/934/your-internal-environment-company-analysis
Internal analysis
http://www.cimmarketingexpert.co.uk/page/850/internal-analysis
External environment
http://www.cimmarketingexpert.co.uk/page/954/external-environment
Mission statement
http://www.cimmarketingexpert.co.uk/page/878/the-mission-statement-
Corporate vision
http://www.cimmarketingexpert.co.uk/page/875/the-corporate-vision
What is a marketing information system (MIS)?
http://www.cimmarketingexpert.co.uk/page/1323/what-is-a-marketing-information-system-mis-
Current situation analysis – macro-environmental
http://www.cimmarketingexpert.co.uk/page/851/current-situation-analysis-macro-environmental
Review your organisation’s micro-environment
http://www.cimmarketingexpert.co.uk/page/885/review-your-organisation-s-micro-environment
Monitoring and evaluating performance
http://www.cimmarketingexpert.co.uk/page/3111/monitoring-and-evaluating-performance
Journals
You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.
Campaign - published by Haymarket - Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=1JZ&site=ehost-live
Campaign Asia-Pacific - published by Haymarket - Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=BEX1&site=ehost-live
Marketing - published by Haymarket - Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=3ST&site=ehost-live
Marketing Week - ublished by Centaur - Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=1Q3&site=ehost-live
Marketing News – published by the American Marketing Association available on Ebsco
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Study Resources
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=MKN&site=ehost-live
Other considerations
This item reference is available within MyiLibrary which is accessible from www.cim.co.uk/elibrary.
Chapter 15, SWOT analysis. In: Van Assen, M., van den Berg, G. and Pietersma, P. (2008) Key management
models: the 60+ models every manager needs to know. 2nd edition, Harlow, Pearson.
Websites
Managing external forces (2015). From What is Marketing? Tutorial. KnowThis.com.
http://www.knowthis.com/what-is-marketing
Makos, J. (2015) PESTLE analysis of Starbucks. 19 Feb. PESTLEANALYSIS.COM
http://pestleanalysis.com/pestle-analysis-of-starbucks/
Further examples of PESTLE
http://pestleanalysis.com/category/pest-analysis/examples/
Experian (2013) Digital trends. Experian, 26 pages.
http://www.experian.co.uk/marketing-services/news-digital-trends-2013.html
Anon (n.d.) Steering the economy: a HM Treasury case study. Business Case Study
http://businesscasestudies.co.uk/hm-treasury/steering-the-economy/introduction.html#axzz35NSsq8QK
Anon (n.d.) Using PEST analysis to support decision making. Business Case Study
http://businesscasestudies.co.uk/johnson-matthey/using-pest-analysis-to-support-decision-
making/introduction.html#axzz35NSsq8QK
Anon (n.d.) Effective strategies for long-term growth: a NATS case study.. Business Case Study.
http://businesscasestudies.co.uk/nats/effective-strategies-for-long-term-growth/objectives.html#axzz35NSsq8QK
Anon (n.d.) Responding positively to a changing environment: an AGFA case study.
http://businesscasestudies.co.uk/agfa/responding-positively-to-a-changing-
environment/introduction.html#axzz35NSsq8QK
CIM papers
CIM (2009) Keep calm and carry on marketing. White Paper, 30 pages.
http://www.cim.co.uk/files/keepcalm.pdf
In troubled times, many organisations are tempted to cut back on their marketing spend. This white paper shows
the folly of such a short-term approach, and highlights the long-term damage such cuts can have on brand and
profitability.
CIM (2009) Mission statement. 10 Minute Guide, 6 pages.
http://www.cim.co.uk/files/missionstatement.pdf
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Unit 2: Analysis and Insight
Learning outcome 4: Identify options for gathering relevant marketing information
As a CIM Studying Member you have free access to a large range of journals and reports. This
document signposts articles, journals, pages on websites and a range of other material that is
relevant to this module.
Definitions
Definitions of Market Research can be found at
http://www.marketresearchworld.net/content/view/14/38/
An in-depth glossary of terms is available at http://www.esomar.org/knowledge-and-standards/market-research-
explained/glossary.php
Articles
These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the
Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The
publishers of Harvard Business Review do not permit direct links to be available – but they are available to search within the Ebsco database.]
Herich, D. (2015) 7 reasons to add focus groups to your marketing mix. Global Cosmetic Industry, May, pp50-51.
Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=102221849&site=ehost-live
Lawrey, K. (2015) Customer knows best. Travel Trade Gazette UK & Ireland, 7 May, pp10-12. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=102966806&site=ehost-live
Comley, P. (2011) Making the connection. Marketing, 27 July, p14. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=69710868&site=ehost-live
Edwards, P. (2012) Up close and personal. Marketing, 25 July, p45. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=78286570&site=ehost-live
Anon (2013) Research’s creative riches. Marketing Week, 12 December, p7. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=93402289&site=ehost-live
Anon (2009) Online research: the real-time thing. Marketing Week, 4 June, p25. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=44207295&site=ehost-live
Gordon, W. (2001) Asking the right question. Marketing, 27 July, p9. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=69710865&site=ehost-live
Anon (2014) How to use ethnography for in-depth consumer insight. Marketing Week, 22 May, p4. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=96163860&site=ehost-live
Taylor-West, P.et al (2008) Familiarity, expertise and involvement: key consumer segmentation factors. Journal of
Consumer Marketing, Vol 25(6), pp361-368. Emerald
http://dx.doi.org/10.1108/07363760810902495
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Marketing expert
(You will be prompted to log in)
Primary data research
http://www.cimmarketingexpert.co.uk/page/1942/primary-data-research
Secondary data research
http://www.cimmarketingexpert.co.uk/page/1943/secondary-data-for-research-insight
Marketing information companies
http://www.cimmarketingexpert.co.uk/page/954/external-environment
Customer Insight – consumer audience
http://www.cimmarketingexpert.co.uk/diagram/55/customer-insight
Market research (clickable diagram)
http://www.cimmarketingexpert.co.uk/diagram/56/Market-research-your-step-by-step-guide
Presenting the research report/conclusions
http://www.cimmarketingexpert.co.uk/page/4430/presenting-the-research-report-conclusions
Journals
You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.
Campaign - published by Haymarket available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=1JZ&site=ehost-live
Campaign Asia-Pacific - published by Haymarket available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=BEX1&site=ehost-live
Marketing - published by Haymarket available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=3ST&site=ehost-live
Marketing Week - published by Centaur available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=1Q3&site=ehost-live
International Journal of Market Research - published by Warc
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=9I8&site=ehost-live
Marketing News – published by the American Marketing Association available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=MKN&site=ehost-live
Other Considerations
Social Grade – more information is available at https://www.mrs.org.uk/cgg/social_grade
Websites
Tutor2U is aimed at GCSE but has a range of useful fact sheets
http://tutor2u.net/business/gcse/downloads/marketing_research_primary.pdf
Data collection: primary research methods (2015). From What is Marketing? Tutorial. KnowThis.com.
http://www.knowthis.com/what-is-marketing
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Data collection: low-cost secondary research (2015). From What is Marketing? Tutorial. KnowThis.com.
http://www.knowthis.com/what-is-marketing
Data collection: high-cost secondary research (2015). From What is Marketing? Tutorial. KnowThis.com.
http://www.knowthis.com/what-is-marketing
Makos, J. (2014) Market analysis tools and how to use them. 26 Dec. PESTLEANALYSIS.COM.
http://pestleanalysis.com/market-analysis-tools/
Questionnaires, surveys and focus groups. Marketing Donut.
http://www.marketingdonut.co.uk/marketing/market-research/questionnaires-surveys-and-focus-groups
Market analysis. Marketing Donut
http://www.marketingdonut.co.uk/marketing/market-research/market-analysis
Market Research publishers’ websites [A comprehensive range of reports from these publishers are available via
the CIM Library.]
Mintel http://www.mintel.com/
Key Note Publications http://www.keynote.co.uk/
Mintel Market Sizes http://gmn.mintel.com/
The government publish a range of statistics that are used as the basis of other research:
http://www.ons.gov.uk/ons/index.html
The government have also created a range of portals one of which is the Neighbourhood Statistics Portal
http://www.neighbourhood.statistics.gov.uk
A useful website for the latest thinking in Market Research is:
http://www.research-live.com/
Financial data on competitors (licences and charges may apply)
http://www.kompass.co.uk
http://www.dnb.com/uk
http://www.companies-house.gov.uk (Webcheck services)
http://www.bvdinfo.com/en-gb/our-products/company-information/national/fame
UK trade associations
Trade Associations - listing
http://www.taforum.org/Members
The Directory of British Associations and Associations in Ireland will be available in most public libraries in the UK
– alternatively contact the CIM Library.
The World Directory of Business Information Sources will be held in some libraries – alternatively contact the CIM
Library.
CIM papers
CIM (2009) How to get to grips with your competitors. 10 Minute Guide, 7 pages.
http://www.cim.co.uk/files/competitors.pdf
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Unit 3: Marketing mix
Learning outcome 5: Know the elements of the marketing mix
As a CIM Studying Member you have free access to a large range of journals and reports. This
document signposts articles, journals, pages on websites and a range of other material that is
relevant to this module.
Definitions
The term Marketing Mix was coined by Neil H. Borden in 1949 and included 12 major decision areas (product
planning, pricing, branding, channels of distribution, personal selling, advertising, promotions, packaging, display,
servicing, physical handing, and fact finding and analysis) [see Anderson & Taylor]
Articles
These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The
publishers of Harvard Business Review do not permit direct links to be available – but they are available to search within the Ebsco database.]
Motley, L.B. (2015) Integrity is still an important part of the marketing mix. ABA Bank Marketing & Sales, May,
Vol47(4), p42. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=102618335&site=ehost-live
Rajat, R. (2015) An insight into pay-what-you-want pricing. Marketing Intelligence and Planning, Vol33(5), pp733-
748. Emerald
http://dx.doi.org/10.1108/MIP-06-2014-0118
Murdy, B. (2015) Pricing your way to success. EC&M Electrical Construction & Maintenance. May, Vol114(5), pC4.
Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=103210909&site=ehost-live
Rafiq, M. and Ahmed, P.K. (1995) Using the 7Ps as a generic marketing mix: an exploratory survey of UK and
European marketing academics. Marketing Intelligence & Planning, Vol13(9), pp4-15. Emerald
http://dx.doi.org/10.1108/02634509510097793
Walmsley, B. (2010) National Theatre of Scotland and its sense of place. Marketing Review, Vol10(2), pp109-117.
Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=51407922&site=ehost-live
Brooks, N. and Simkin, L. (2011) Measuring marketing effectiveness: an agenda for SMEs. Marketing Review,
Vol11(1), pp3-24. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=64137414&site=ehost-live
Chikweche, T. and Fletcher, R. (2012) Revisiting the marketing mix at the bottom of the pyramid (BOP): from
theoretical to practical realities. Journal of Consumer Marketing, Vol29(7), pp507-520. Emerald
http://dx.doi.org/10.1108/07363761211275018
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Other articles
Articles from other journals that should be generally available.
Baker, W.L., Mam, M,V. and Zawada, C.C. (2010) Building a better pricing infrastructure. McKinsey & Company.
http://www.mckinsey.com/insights/marketing_sales/building_a_better_pricing_infrastructure
Seminal works Anderson, L. McTier, and Taylor, R.L. (1995) McCarthy’s 4Ps: timeworn or time-tested? Journal of Marketing
Theory and Practice, Vol3(3), p1-9. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=5381304&site=ehost-live
Marketing expert
(You will be prompted to log in)
Marketing mix
http://www.cimmarketingexpert.co.uk/diagram/17/marketing-mix
Product
http://www.cimmarketingexpert.co.uk/page/4387/product-mix
Pricing
http://www.cimmarketingexpert.co.uk/page/4348/pricing
Place
http://www.cimmarketingexpert.co.uk/page/970/your-distribution-channel-strategy-place-
Promotion
http://www.cimmarketingexpert.co.uk/page/971/promotion-publicity-marketing-communications-
Process
http://www.cimmarketingexpert.co.uk/page/973/processes-as-part-of-your-marketing-mix-
People
http://www.cimmarketingexpert.co.uk/page/972/people-as-part-of-your-marketing-mix-
Physical evidence
http://www.cimmarketingexpert.co.uk/page/974/the-physical-environment-element-of-your-marketing-mix
Journals
You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.
Campaign - published by Haymarket available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=1JZ&site=ehost-live
Campaign Asia-Pacific - published by Haymarket available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=BEX1&site=ehost-live
Marketing - published by Haymarket available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=3ST&site=ehost-live
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Study Resources
Marketing Week - published by Centaur available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=1Q3&site=ehost-live
Marketing News – published by the American Marketing Association available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=MKN&site=ehost-live
Other considerations
This item is available within MyiLibrary which is accessible from www.cim.co.uk/elibrary.
Chapter 34, Kotler’s 4Ps of marketing. In: Van Assen, M., van den Berg, G, and Pietersma, P. (2008) Key
management models: the 60+ models every manager needs to know. 2nd edition, Harlow, Pearson.
Parker, C., Roper, S. and Medway, D. (2015) Back to basics in the marketing of place: the impact of litter upon
attitudes. Journal of Marketing Management, August, vol31(9/10), pp1090-1112. Ebsco (but is embargoed
although copy will be available via the Library)
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=103309431&site=ehost-live
WEBSITES
Anon (n.d.) Creating value through the marketing mix: an Aldi case study. Business Case Study
http://businesscasestudies.co.uk/business-theory/marketing/market-planning.html#axzz35NSsq8QK
Makos, J. (2015) What everyone should know about marketing. 3 March. PESTLEANALYSIS.COM
http://pestleanalysis.com/what-everyone-should-know-about-marketing/
CIM papers
CIM (2009) How to achieve an effective marketing mix. 10 Minute Guides, 10 pages.
http://www.cim.co.uk/files/marketingmix.pdf
Anon (2009) Marketing and the 7Ps: a brief summary of marketing and how it works. 10 Minute Guides, 9 pages.
http://www.cim.co.uk/files/7ps.pdf
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Unit 3: Marketing mix
Learning outcome 6: Apply and adapt the marketing mix to satisfy customer needs
As a CIM Studying Member you have free access to a large range of journals and reports. This
document signposts articles, journals, pages on websites and a range of other material that is
relevant to this module.
Articles
These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the
Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The publishers of Harvard Business Review do not permit direct links to be available – but they are available to search
within the Ebsco database.]
Schultz, D.E. (2015) The new ‘P’s of marketing. Marketing Insight, May/Jun, Vol27(3), pp12-13. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=108445880&site=ehost-live
Schultz, D.E. and Dev, C. (2012) Revisiting the marketing mix: the Apple Store experience typifies a new vision for
marketing. Marketing Management, Aug, Vol 21(2), pp45-47. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=78358108&site=ehost-live
Looking at the marketing mix from the customers’ view point – SIVA – Solution, Information, Value and Access
Dick-Rath, D. (2009) Made to measure. Medical Markeitng & Media, Aug, Vol44(8), pp60-62. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=43537787&site=ehost-live
Example of how healthcare companies in the US are measuring the success of their marketing mix
Pérez-Cabañero, C., González-Cruz, T. and Cruz-Ros, S. (2012) Do family SME managers value marketing
capabilities’ contribution to firm performance. Marketing Intelligence & Planning, Vol 30(2), pp116-142. Emerald
http://dx.doi.org/10.1108/02634501211211948
Bennett, R. (2014) How small charities formulate marketing responses to major reductions in income: a study of
non-profit contemporary dance companies. Qualitative Market Research: An International Journal, Vol17(1), pp58-
76. Emerald
http://dx.doi.org/10.1108/QMR-10-2012-0045
Brooks, N. and Simkin, L. (2012) Judging marketing mix effectiveness. Marketing Intelligence & Planning,
Vol30(5), pp494-514. Emerald
http://dx.doi.org/10.1108/02634501211251025
Lehtinen, U. (2011) Combining mix and relationship marketing. Marketing Review, Vol11(2), pp117-136. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=66296935&site=ehost-live
Brooks, N. and Simkin, L. (2011) Measuring marketing effectiveness: an agenda for SMEs. Marketing Review,
Spring, Vol11(1), pp3-24. Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=64137414&site=ehost-live
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Study Resources
Other articles
Articles from other journals that should be generally available.
Bhandari, M.S. and van der Scheer, H. (2014) Using marketing analytics to drive superior growth: companies have
so many analytical options at their disposal that they often become paralyzed, defaulting to just one approach.
McKinsey & Company.*
http://www.mckinsey.com/insights/marketing_sales/using_marketing_analytics_to_drive_superior_growth
Marketing expert
(You will be prompted to log in)
Measuring and monitoring marketing performance
http://www.cimmarketingexpert.co.uk/page/1005/measuring-and-monitoring-marketing-performance-
Changes in marketing mix
http://www.cimmarketingexpert.co.uk/page/4455/changes-to-the-marketing-mix
Journals
You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.
Campaign - published by Haymarket available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=1JZ&site=ehost-live
Campaign Asia-Pacific - published by Haymarket available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=BEX1&site=ehost-live
Marketing - published by Haymarket available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=3ST&site=ehost-live
Marketing Week - published by Centaur available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=1Q3&site=ehost-live
Marketing News – published by the American Marketing Association available on Ebsco
http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=MKN&site=ehost-live
Websites
Superbrands – Britain’s latest voting
http://www.superbrands.uk.com/results
Superbrands – International page
http://www.superbrands.com/
Marketing contexts: marketing in different organizational context
http://www.marketingteacher.com/marketing-contexts/
A whole range of case studies are available at:
http://www.businesscasestudies.co.uk
UK Trade and Investment opportunities are available at:
https://www.gov.uk/government/organisations/uk-trade-investment
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Business Gateway is a Scottish initiative that offers support.
http://www.bgateway.com/sales-marketing/
Thinkbox statistics
http://www.thinkbox.tv/research/payback-4-pathways-to-profit/
Couple of example pages
http://policy-practice.oxfam.org.uk/our-work
http://www.heinz.co.uk/en
BBC (n.d.) Business studies: the marketing mix. [online]
http://www.bbc.co.uk/schools/gcsebitesize/business/marketing/marketingmixrev1.shtml
BBC (n.d.) Business management: the marketing mix. [online]
http://www.bbc.co.uk/bitesize/higher/business_management/marketing/marketing_mix/revision/1/
CIM Papers
CIM (2010) Don’t stop me now: marketing in central government. White Paper, 50 pages.
http://www.cim.co.uk/files/dontstopmenow.pdf
Summary
This paper was prepared as a result of a round table of central Whitehall Government marketers.
CIM (2009) Measure for measure- Metrics and marketers in the NHS. White Paper, 38 pages
http://www.cim.co.uk/files/measure4measure.pdf
Summary
The Chartered Institute of Marketing worked with marketers from across the NHS to produce this paper, looking at
the importance of measurement in the context of the NHS, how marketers can measure and monitor their
activities, and what tools they can use to help them do so.