By Wendy Lomax
Elsevier/Butterworth-Heinemann’s 2005-2006 CIM Coursebook sequence provides you with the entire package deal for examination good fortune. Comprising absolutely up to date Coursebook texts which are revised each year, and loose on-line entry to the MarketingOnline studying interface, it deals every little thing you must research on your CIM qualification.
Carefully based to hyperlink on to the CIM syllabus, this Coursebook is easy, interactive and appropriate, making sure it's the definitive significant other to this year’s CIM advertising path. each one Coursebook is observed through entry to MARKETINGONLINE (www.marketingonline.co.uk), a different on-line studying source designed particularly for CIM scholars, the place you could:
- Annotate, customize and create in my opinion adapted notes utilizing the digital model of the Coursebook
- obtain usual tutorials on key subject matters from advertising and marketing wisdom
- seek the Coursebook on-line for simple entry to definitions and key suggestions
- entry the word list for a accomplished checklist of selling phrases and their meanings
Read or Download CIM Coursebook 05 06 Analysis and Evaluation (CIM Coursebook) (CIM Coursebook) PDF
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Extra info for CIM Coursebook 05 06 Analysis and Evaluation (CIM Coursebook) (CIM Coursebook)
Once we have made this decision, the process is broadly similar, only the level of aggregation varies. We need to compare like with like, apples with apples rather than with pears. So the level of profit needs to be consistent so that we can make comparisons. Are we going to look at gross profit, that is before costs; or net, that is after costs? Or somewhere in between, that is after fixed costs but before marketing costs? Or before tax? Or before tax and interest? Again the key here is to think about the issue we want to address.
Specifically: Customer – segments, motivations, unmet needs Competitors – identification, strategic groups, cost structures, strengths, weaknesses, competencies Market – size, growth, profitability, entry barriers, cost structure, distribution networks, entry barriers, attractiveness Macro environment – political, economic, social, demographic, cultural, environmental, legal. 6 Overview of the strategic market management process Source: Adapted from Aaker (1998) Internal analysis covers performance analysis and determinants of strategic options.
Another useful tip is to allocate your time in accordance with the number of marks allocated to a question. So even if you have a question that you could spend the whole three hours on, don’t! It is always easier to get the first few marks rather than the last few. Even knowledgeable students can fail if they do not manage their time properly. It is also very important to answer the question that is set. There is a danger, particularly in Section B, that students spend time telling the examiner all they know about a subject rather than focusing their answer on a particular context.