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CIM Coursebook 06/07 Strategic Marketing Decisions by Isobel Doole, Robin Lowe

By Isobel Doole, Robin Lowe

Elsevier/Butterworth-Heinemann's 2006-07 CIM Coursebook sequence provides you with the whole package deal for examination luck. totally reviewed through CIM and up to date by means of the examiner, the coursebook deals every little thing you want to maintain you on track * Written particularly for the Strategic advertising judgements module by means of the CIM senior examiner and a number one specialist within the box * the single coursebook totally counseled through CIM * includes prior exam papers and examiners' experiences to aid you instruction what has been realized and support arrange for the examination

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This means strategic marketing decisions need to be concerned with: How to create value – Piercy views this as the key issue in achieving and sustaining competitive success, particularly in relation to branding and customer relationship management given the increasing demands made by customers. How to harness the power and impact of the Internet – Particularly in relation to the need to develop an integrated and multi-channel routes to a company’s markets. How to achieve a totally integrated marketing effort – The need to ensure the strategic decisions made exploit all the company’s resources and capabilities to deliver value to the customer.

5 Assess the implications of the changing competitive structure of the mobile phone market to either Nokia or Motorola. 3 For your own organization, identify the key competitors and assess the degree to which they are direct, potential or indirect competitors. Customer analysis Central to the success of any commercial enterprise is the organization’s relationship with its customer. If an organization is to be truly consumer oriented then the analysis and understanding of their customers is of paramount importance.

Thus, whilst relationships and brands are important, markets are changing the basis for competition and new types of competition are emerging which mean that to achieve a sustainable competitive advantage companies need to offer a total value proposition to its customers. As Doyle (2000) says, it is ‘by delivering superior value to customers that management can in turn deliver superior value to shareholders’. According to Doyle (2000), delivering value-based marketing takes four major steps: 1.

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