certificate in professional marketing€¦ · marketing study resources certificate in professional...

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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.

http://www.cim.co.uk/

http://www.cim.co.uk/media/2242/marketing.pdf

mailto:[email protected]

http://www.cim.co.uk/resources

mailto:[email protected]

| CIM V4.1 © CIM 2016

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Marketing

Study Resources


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


Interview with the president of Norwegian Cruise Line Corp.

http://www.cim.co.uk/mycim



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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


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


Keefe, L.M. (2008) Marketing defined. Marketing News, Vol42(1), pp28-29. Ebsco


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.]


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

http://dx.doi.org/10.1108/02634501011041435

http://dx.doi.org/10.1108/02634501011041435

http://dx.doi.org/10.1108/02634501211211948




http://www.cim.co.uk/elibrary

http://dx.doi.org/10.1108/EUM0000000003880


http://www.mckinsey.com/insights/consumer_and_retail/the_three_cs_of_customer_satisfaction_consistency_consistency_consistency

http://www.mckinsey.com/insights/consumer_and_retail/the_three_cs_of_customer_satisfaction_consistency_consistency_consistency

http://www.cimmarketingexpert.co.uk/page/411/what-is-marketing-

http://www.cimmarketingexpert.co.uk/page/522/what-is-a-stakeholder-

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






http://prsmith.org/planning/

http://www.cimmarketingexpert.co.uk/practicalinsights

http://www.learnmarketing.net/marketing.htm

http://www.studiowide.co.uk/role-of-marketing/

http://businesscasestudies.co.uk/

http://businesscasestudies.co.uk/business-theory/marketing.html#axzz3gXkdiqTr

http://businesscasestudies.co.uk/argos/identifying-customers-and-meeting-their-needs/introduction.html#axzz35NSsq8QK

http://businesscasestudies.co.uk/argos/identifying-customers-and-meeting-their-needs/introduction.html#axzz35NSsq8QK



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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


http://www.cim.co.uk/files/tomorrowsword.pdf

http://www.cim.co.uk/files/msfusion.pdf

http://www.cim.co.uk/files/thefilestore/R0154408.pdf

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Study Resources


Learning outcome 2: Understand what influences customer behaviour




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


Vanderkam, L. (2015) What comes after generation Y. fortune.com, 11 August. Ebsco


Anon (2015) Fast-food marketers target kids in certain socioeconomic groups more than others, study shows.

Marketing News, January, Vol49(1), p4. Ebsco


Bacon, J. (2014) A segmentation of technology shoppers. Marketing Week, 2 June, p4. Ebsco


Shelton, D. (2015) Detail is key in the planning of marketing campaigns. Money Marketing, 16 April, Issue 1481,

p43. Ebsco


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


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







http://dx.doi.org/10.1108/07363761211221738




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Study Resources

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


Marketing expert


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


Campaign - published by Haymarket available on Ebsco




Marketing - published by Haymarket available on Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=3ST&site=ehost-live






http://www.cimmarketingexpert.co.uk/page/302/customer-motivation-needs-requirements

http://www.cimmarketingexpert.co.uk/page/1030/delivering-customer-value-through-marketing

http://www.cimmarketingexpert.co.uk/diagram/21/Buyer-behaviour–consumer

http://www.cimmarketingexpert.co.uk/diagram/20/buyerbehaviourb2b

http://www.cimmarketingexpert.co.uk/page/3250/b2b-and-b2c-understanding-the-differences

http://www.cimmarketingexpert.co.uk/page/406/three-segmentation-strategies-to-choose-from-

http://www.cimmarketingexpert.co.uk/page/308/who-exactly-is-your-target-audience-

http://www.cimmarketingexpert.co.uk/diagram/19/segmentation

http://www.cimmarketingexpert.co.uk/page/4488/using-marketing-to-influence-the-evaluation-of-alternatives






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Study Resources

Websites

Consumer buying behavior (2015). From What is Marketing? Tutorial. KnowThis.com.


Business buying behavior (2015). From What is Marketing? Tutorial. KnowThis.com.


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?



http://study.com/academy/lesson/what-is-consumer-buying-behavior-definition-types-quiz.html





http://www.cimmarketingexpert.co.uk/practicalinsights

http://www.ipsos-retailperformance.com/What_is_consumer_buying_behaviour

http://www.cim.co.uk/files/devilandthedeepblueabc.pdf

http://www.cim.co.uk/Files/MTLF%20S3%20report%20WEB.pdf

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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

http://www.cim.co.uk/files/customerservice.pdf

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




Articles


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


Danciu, V. (2013) The future of marketing: an appropriate response to the environment changes. Theoretical &

Applied Economics, May, Vol20(5), pp33-52. Ebsco


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


Anon (2011) Attracting eco tourism. Caterer & Hotelkeeper, 19 August, Vol 201(4691), pp30-32. Ebsco


Grønholdt, L. and Martensen, A. (2005) Marketing redefined: changes and challenges. Marketing Review, Vol5(2),

pp101-109. Ebsco


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


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


Other articles

Articles from other journals that should be generally available.

Brown, A. (2015) Ramsay’s rule. Forbes, 20 July, vol196(1). Ebsco


A quick look at Gordon Ramsay’s US adventures through a marketing lens.










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Study Resources

Marketing expert


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


Review your organisation’s micro-environment


Monitoring and evaluating performance

http://www.cimmarketingexpert.co.uk/page/3111/monitoring-and-evaluating-performance

Journals


Campaign - published by Haymarket - Ebsco


Campaign Asia-Pacific - published by Haymarket - Ebsco


Marketing - published by Haymarket - Ebsco


Marketing Week - ublished by Centaur - Ebsco





http://www.cimmarketingexpert.co.uk/page/934/your-internal-environment-company-analysis

http://www.cimmarketingexpert.co.uk/page/850/internal-analysis


http://www.cimmarketingexpert.co.uk/page/878/the-mission-statement-

http://www.cimmarketingexpert.co.uk/page/875/the-corporate-vision

http://www.cimmarketingexpert.co.uk/page/1323/what-is-a-marketing-information-system-mis-



http://www.cimmarketingexpert.co.uk/page/3111/monitoring-and-evaluating-performance





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Study Resources


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.


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




http://pestleanalysis.com/pestle-analysis-of-starbucks/

http://pestleanalysis.com/category/pest-analysis/examples/

http://www.experian.co.uk/marketing-services/news-digital-trends-2013.html

http://businesscasestudies.co.uk/hm-treasury/steering-the-economy/introduction.html#axzz35NSsq8QK

http://businesscasestudies.co.uk/johnson-matthey/using-pest-analysis-to-support-decision-making/introduction.html#axzz35NSsq8QK

http://businesscasestudies.co.uk/johnson-matthey/using-pest-analysis-to-support-decision-making/introduction.html#axzz35NSsq8QK

http://businesscasestudies.co.uk/nats/effective-strategies-for-long-term-growth/objectives.html#axzz35NSsq8QK

http://businesscasestudies.co.uk/agfa/responding-positively-to-a-changing-environment/introduction.html#axzz35NSsq8QK

http://businesscasestudies.co.uk/agfa/responding-positively-to-a-changing-environment/introduction.html#axzz35NSsq8QK

http://www.cim.co.uk/files/keepcalm.pdf

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




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


Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The


Herich, D. (2015) 7 reasons to add focus groups to your marketing mix. Global Cosmetic Industry, May, pp50-51.

Ebsco


Lawrey, K. (2015) Customer knows best. Travel Trade Gazette UK & Ireland, 7 May, pp10-12. Ebsco


Comley, P. (2011) Making the connection. Marketing, 27 July, p14. Ebsco


Edwards, P. (2012) Up close and personal. Marketing, 25 July, p45. Ebsco


Anon (2013) Research’s creative riches. Marketing Week, 12 December, p7. Ebsco


Anon (2009) Online research: the real-time thing. Marketing Week, 4 June, p25. Ebsco


Gordon, W. (2001) Asking the right question. Marketing, 27 July, p9. Ebsco


Anon (2014) How to use ethnography for in-depth consumer insight. Marketing Week, 22 May, p4. Ebsco


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

http://www.marketresearchworld.net/content/view/14/38/

http://www.esomar.org/knowledge-and-standards/market-research-explained/glossary.php

http://www.esomar.org/knowledge-and-standards/market-research-explained/glossary.php










http://dx.doi.org/10.1108/07363760810902495

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Marketing expert


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


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










International Journal of Market Research - published by Warc

http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=9I8&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.cimmarketingexpert.co.uk/page/1942/primary-data-research

http://www.cimmarketingexpert.co.uk/page/1943/secondary-data-for-research-insight


http://www.cimmarketingexpert.co.uk/diagram/55/customer-insight

http://www.cimmarketingexpert.co.uk/diagram/56/Market-research-your-step-by-step-guide

http://www.cimmarketingexpert.co.uk/page/4430/presenting-the-research-report-conclusions





http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=9I8&site=ehost-live


https://www.mrs.org.uk/cgg/social_grade

http://tutor2u.net/business/gcse/downloads/marketing_research_primary.pdf


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Data collection: low-cost secondary research (2015). From What is Marketing? Tutorial. KnowThis.com.


Data collection: high-cost secondary research (2015). From What is Marketing? Tutorial. KnowThis.com.


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



http://pestleanalysis.com/market-analysis-tools/

http://www.marketingdonut.co.uk/marketing/market-research/questionnaires-surveys-and-focus-groups

http://www.marketingdonut.co.uk/marketing/market-research/market-analysis

http://www.mintel.com/

http://www.keynote.co.uk/

http://gmn.mintel.com/

http://www.ons.gov.uk/ons/index.html

http://www.neighbourhood.statistics.gov.uk/

http://www.research-live.com/

http://www.kompass.co.uk/

http://www.kompass.co.uk/



http://www.companies-house.gov.uk/

http://www.bvdinfo.com/en-gb/our-products/company-information/national/fame

http://www.taforum.org/Members

http://www.cim.co.uk/files/competitors.pdf

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Learning outcome 5: Know the elements of the marketing mix




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



Motley, L.B. (2015) Integrity is still an important part of the marketing mix. ABA Bank Marketing & Sales, May,

Vol47(4), p42. Ebsco


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


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


Brooks, N. and Simkin, L. (2011) Measuring marketing effectiveness: an agenda for SMEs. Marketing Review,

Vol11(1), pp3-24. Ebsco


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



http://dx.doi.org/10.1108/MIP-06-2014-0118


http://dx.doi.org/10.1108/02634509510097793



http://dx.doi.org/10.1108/07363761211275018

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Other articles


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


Marketing expert


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








http://www.mckinsey.com/insights/marketing_sales/building_a_better_pricing_infrastructure


http://www.cimmarketingexpert.co.uk/diagram/17/marketing-mix

http://www.cimmarketingexpert.co.uk/page/4387/product-mix

http://www.cimmarketingexpert.co.uk/page/4348/pricing

http://www.cimmarketingexpert.co.uk/page/970/your-distribution-channel-strategy-place-

http://www.cimmarketingexpert.co.uk/page/971/promotion-publicity-marketing-communications-

http://www.cimmarketingexpert.co.uk/page/973/processes-as-part-of-your-marketing-mix-

http://www.cimmarketingexpert.co.uk/page/972/people-as-part-of-your-marketing-mix-

http://www.cimmarketingexpert.co.uk/page/974/the-physical-environment-element-of-your-marketing-mix




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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)


WEBSITES

Anon (n.d.) Creating value through the marketing mix: an Aldi case study. Business Case Study


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://pestleanalysis.com/what-everyone-should-know-about-marketing/

http://www.cim.co.uk/files/marketingmix.pdf


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Learning outcome 6: Apply and adapt the marketing mix to satisfy customer needs




Articles


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


Schultz, D.E. (2015) The new ‘P’s of marketing. Marketing Insight, May/Jun, Vol27(3), pp12-13. Ebsco


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


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


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


Brooks, N. and Simkin, L. (2011) Measuring marketing effectiveness: an agenda for SMEs. Marketing Review,

Spring, Vol11(1), pp3-24. Ebsco






http://dx.doi.org/10.1108/02634501211211948

http://dx.doi.org/10.1108/QMR-10-2012-0045

http://dx.doi.org/10.1108/02634501211251025



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Other articles


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


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












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

http://www.mckinsey.com/insights/marketing_sales/using_marketing_analytics_to_drive_superior_growth

http://www.cimmarketingexpert.co.uk/page/1005/measuring-and-monitoring-marketing-performance-

http://www.cimmarketingexpert.co.uk/page/4455/changes-to-the-marketing-mix






http://www.superbrands.uk.com/results

http://www.superbrands.com/

http://www.marketingteacher.com/marketing-contexts/

http://www.businesscasestudies.co.uk/

https://www.gov.uk/government/organisations/uk-trade-investment

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Study Resources

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.

http://www.bgateway.com/sales-marketing/

http://www.thinkbox.tv/research/payback-4-pathways-to-profit/

http://policy-practice.oxfam.org.uk/our-work

http://www.heinz.co.uk/en

http://www.bbc.co.uk/schools/gcsebitesize/business/marketing/marketingmixrev1.shtml

http://www.bbc.co.uk/bitesize/higher/business_management/marketing/marketing_mix/revision/1/

http://www.cim.co.uk/files/dontstopmenow.pdf

http://www.cim.co.uk/files/measure4measure.pdf

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