CIM Coursebook 05 06 Analysis and Evaluation (CIM by Wendy Lomax

By Wendy Lomax

Elsevier/Butterworth-Heinemann’s 2005-2006 CIM Coursebook sequence provides you with the total package deal for examination luck. Comprising absolutely up to date Coursebook texts which are revised every year, and loose on-line entry to the MarketingOnline studying interface, it bargains every thing you must research in your CIM qualification.

Carefully dependent to hyperlink on to the CIM syllabus, this Coursebook is simple, interactive and correct, making sure it's the definitive significant other to this year’s CIM advertising path. each one Coursebook is observed via entry to MARKETINGONLINE (, a special on-line studying source designed particularly for CIM scholars, the place you could:

  • Annotate, customize and create individually adapted notes utilizing the digital model of the Coursebook

  • obtain standard tutorials on key subject matters from advertising and marketing wisdom

  • seek the Coursebook on-line for simple entry to definitions and key options

  • entry the thesaurus for a complete checklist of promoting phrases and their meanings

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Extra info for CIM Coursebook 05 06 Analysis and Evaluation (CIM Coursebook) (CIM Coursebook)

Sample text

RedEye also focused on increasing the number and spend of high-value customers. The William Hill website contains some editorial content that isn’t highly used and is expensive to maintain. RedEye wanted to track whether this content had any effect on high-value customers before trying to get rid of it. It selected two segments of visitors, those who had not seen the content but had placed a bet and those who had seen the content and placed a bet. It found that the group that had seen the content were betting twice as frequently and spending five times as much.

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. The task for marketing is to keep both these groups happy. A balance of satisfying one without alienating the other. e. they are made of groups of people (or organizations) which are similar to each other but differ from other groups. We call these groups segments and we aim to cluster these around the same need.

It is tempting to divide the present customers by tenure and measure the revenue from each group. There are three problems with this. First, it ignores the fact that different customer cohorts may have different characteristics, perhaps in terms of demography or lifestyle. Secondly, that cohorts become smaller as they age; attrition over time reduces the sample size. And finally, it is likely that defectors are different in some way to those that are retained. This means that any projection based on the current base is likely to be over-optimistic.

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