By Wendy Lomax
Elsevier/Butterworth-Heinemann's 2006-07 CIM Coursebook sequence provides you with the whole package deal for examination good fortune. absolutely reviewed by means of CIM and up to date by means of the examiner, the coursebook bargains every little thing you must maintain you on target * Written in particular for the research and evaluate module by means of the CIM senior examiner and a number one professional within the box * the one coursebook totally recommended by means of CIM * includes previous exam papers and examiners' studies to assist you instruction what has been discovered and aid organize for the examination
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Extra info for CIM Coursebook 06/07 Analysis and Evaluation
Therefore, before you can proceed to analyse and evaluate followed by formulating strategies you will need to appreciate how to develop metrics in marketing and business, which is the subject of this unit, as well as consider some particular issues to developing metrics for certain marketing activities such as branding. The common language in business tends to be finance and it is used across a number of functions in order to measure viability of different strategy options proposed. This is not difficult to appreciate as at the end of the day a business will not be viable unless it makes a reasonable return within the expectation of their shareholders.
Again we need to decide what our objective is in determining profitability. Do we want to make a comparison between lines? Brands? Divisions? Countries? Companies? Once we have made this decision, the process is broadly similar, only the level of aggregation varies.
What is their profile? How do they make their buying decisions? Who else is involved in decision-making? The answers to the questions are not always obvious. For example, a parent may purchase breakfast cereal but their child may influence that decision and may well end up consuming the product. Who is the customer in this case? The parent with the money? The child with the pester power? And what are their requirements? The parent could want a high quality, good value nutritious breakfast meal, the child could want a cereal packet with a toy in it and a cereal which tastes sweet.
CIM Coursebook 06/07 Analysis and Evaluation by Wendy Lomax