CIM Revision Cards 05 06: Marketing Communications (Official by marketing Knowledge

By marketing Knowledge

Designed in particular with revision in brain, the CIM Revision playing cards offer concise, but basic details to aid scholars in passing the CIM assessments as simply as attainable. a transparent, rigorously dependent structure aids the training approach and guarantees the major issues are lined in a succinct and available demeanour. The compact, spiral certain layout permits the playing cards to be carried round simply, the content material accordingly constantly being available, making them precious assets irrespective of the place you're. beneficial properties akin to diagrams and bulleted lists are used all through to make sure the major issues are displayed as basically and concisely as attainable. each one part starts off with an inventory of studying results and ends with tricks and assistance, thereby making sure the content material is damaged down into viable recommendations and will be simply addressed and memorised * Written in particular for revision reasons consequently in basic terms that includes the major thoughts that must be discovered * conscientiously designed to allow issues to be simply extracted and memorised with no clouding them in more info * Accompanies the CIM Coursebook and MarketingOnline site to supply a whole suite of goods to help the CIM skills

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Regular foreign marketing 4. International marketing 5. Global marketing With global marketing, companies have standardized business activities and single marketing communications strategies, whereas with multinational companies the differences in markets are recognized with individual programmes for each of its subsidiaries The move to standardized marketing communications programmes is often driven by the high costs of producing separate campaigns for individual markets Some companies have run centrally developed campaigns, where identical advertising is used apart from voice-overs in the local language.

In the growth phase there might be a continued need to increase awareness, but this may evolve into encouraging repeat purchase, gain loyalty and deter competitive activities. Direct and interactive tools might be used to build loyalty As maturity approaches, marketing communications may concentrate on differentiation. As maturity continues it may become necessary to reposition the message MARKETING COMMUNICATIONS 29 MARKETING COMMUNICATION MIXES 30 Hints and Tips Key topics: One of the critical success factors of implementing promotional plans will be the degree of synergy and coordination of the various promotional activities.

The difference between customer expectations and the organization’s perception of what is being delivered, must be filled 52 A relationship based upon trust Morgan and Hunt (1994) suggest that there are three dynamics to trust within a relationship. The model indicates the benefits of building a relationship on trust to avoid termination costs and to achieve one based on shared values. It indicates that the more inward and outward-bound communication exists, the more knowledge about customers can be gained Source: Hughes and Fill: CIM Coursebook Marketing Communications (Elsevier Butterworth–Heinemann, 2004) MARKETING COMMUNICATIONS 53 RELATIONSHIPS AND MARKETING COMMUNICATIONS Customer retention management n Resource support One simplistic view is that to keep customers it is only necessary to keep them satisfied n Service levels In consumer markets, customer retention schemes are mainly focused around loyalty cards, although research has shown that many customers have several loyalty cards at any one time so they are not always necessarily good indicators of loyalty.

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