Download CIM Coursebook 05/06 Marketing Research and Information by Matthew Housden PDF

By Matthew Housden

Elsevier/Butterworth-Heinemann's 2005-2006 CIM Coursebook sequence provides you with the entire package deal for examination luck. Comprising totally up to date Coursebook texts which are revised each year, and unfastened on-line entry to the MarketingOnline studying interface, it bargains every thing you want to research in your CIM qualification. conscientiously based to hyperlink on to the CIM syllabus, this Coursebook is hassle-free, interactive and appropriate, making sure it's the definitive spouse to this year's CIM advertising and marketing direction. every one Coursebook is observed by way of entry to MARKETINGONLINE (, a distinct on-line studying source designed in particular for CIM scholars, the place you could:

  • Annotate, customize and create individually adapted notes utilizing the digital model of the Coursebook
  • obtain general tutorials on key issues from advertising and marketing wisdom
  • seek the Coursebook on-line for simple entry to definitions and key strategies
  • entry the thesaurus for a complete checklist of promoting phrases and their meanings
  • Written particularly for the promoting study and data module to lead you thru the 2005-2006 syllabus
  • every one textual content is filled with various studying targets, circumstances, questions, actions, definitions, examine advice and summaries to aid and try out your figuring out of the speculation
  • comprises pattern review fabric written solely for this Coursebook, in addition to previous exam papers to provide help to preparation what has been discovered and support organize for the exam

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Extra resources for CIM Coursebook 05/06 Marketing Research and Information

Example text

Tacit knowledge – Is hard to codify and document. It lies in human behaviour and perception and is personal, cognitive and context sensitive. It may be important in interpersonal relationships within a business and may be important in creating and sustaining the culture of knowledge transfer within the system. The aim of Knowledge Management is to: o o o o Identify where knowledge resides within an organization Develop mechanisms for capturing, documenting, enhancing or augmenting this knowledge Transferring and sharing this knowledge and Finally using the knowledge to improve marketing and business performance.

In the past, the American Marketing Association (1961) defined research as the ‘Systematic gathering, recording and analysing of data relating to problems in the marketing of goods and services’. They changed this to the definition below. Why do you think they did? The word ‘problems’ causes some difficulties. Marketing research is also about identifying opportunities for growth in business. They changed this to the following definition; notice they included opportunities this time. ‘Marketing research is the function that links the consumer, customer and public to the marketer through information – information used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.

This will guide and focus your study on key elements of the course. We looked at each section of the book in detail and introduced the broad concepts that will be explored in more detail in the rest of the coursebook. uk and familiarize yourself with the material that is available to you. nl. They are packed with useful material. Bibliography CIM (2003) Syllabus for Stage Two, CIM, p. 19. CIM (2004) CIM Professional Diploma Syllabus. 4. See the table below. 4 Demonstrate a broad appreciation of the need for information in marketing and its role in the overall marketing process Explain the concept of knowledge management and its importance in the knowledge-based economy Explain how organizations determine their marketing information requirements and the key elements of user specifications for information Demonstrate an understanding of marketing management support systems and their different formats and components Explain the relationship between database marketing and marketing research Describe the nature and structure of the market research industry Develop a research proposal to fulfil a given research brief Plan and design an oral presentation of market research reports Key definitions Marketing – Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably (CIM, 2003).

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