- 88 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
CIM Revision Cards: Delivering Customer Value
About this book
Designed specifically with revision in mind, the CIM Revision Cards provide concise, yet fundamental information to assist students in passing the CIM exams as easily as possible. A clear, carefully structured layout aids the learning process and ensures the key points are covered in a succinct and accessible manner. The compact, spiral bound format enables the cards to be carried around easily, the content therefore always being on hand, making them invaluable resources no matter where you are.
Features such as diagrams and bulleted lists are used throughout to ensure the key points are displayed as clearly and concisely as possible. Each section begins with a list of learning outcomes and ends with hints and tips, thereby ensuring the content is broken down into manageable concepts and can be easily addressed and memorised.
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Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Yes, you can access CIM Revision Cards: Delivering Customer Value by Ray Donnelly in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.
Information
NEW PRODUCT DEVELOPMENT AND POSITIONING |  | |||
LEARNING OUTCOMES | KEY REVISION POINTS | |||
Examine the value and contribution of effective product management  | | |||
Syllabus reference:1.1,1.3 and 1.4 | ||||
REVISION TIPS
Your exam will require you to demonstrate four elements:
 | Concept (40%) |
| Application (30%) |
| Evaluation (20%) |
| Presentation (10%) |
The CIM refers to the above as the ‘magic formula’ and your exam will be marked against these overall criteria.
You should plan your revision so that you can reflect on the entire syllabus (not just parts of it). Do not leave to the last moment, rather revise each section of the syllabus as you complete it.
Write down a revision timetable and stick to it. Make it realistic, so that it fits in with the other things you need to do and keep a sense of balance.
Understand the theories by relating them to an organisation and study beyond the text books. Consider The Economist, quality newspapers or their websites and Radio 4 (business programmes) to give you a broad perspective. The CIM website is also very helpful.
What Is a Product?
The terms product and services are used interchangeably, but they do have precise definitions and implications which helps marketers be more effective in carrying out their roles.
Kotler (1999) defines a product as ‘anything that is offered to the market for attention, acquisition, use or consumption that might satisfy a need or want’. He defines a service as ‘products that consist of activities, benefits, or satisfactions that are offered for sale that are essentially intangible and do not result in the ownership of anything’.
A product can be a physical good, service, idea or indeed a person. In other words, a product is something that is capable of meeting customers’ needs.
There are three product levels:
Summary of product levels | |
The core product | This is the basic product, i.e. what the customer is buying. Marketers define the core product elements in meaningful customer terms. |
The actual product | Is composed of several characteristics such as styling, brand, quality, and packaging. |
The augmented product | Additional consumer benefits/services are added, including (for example) warranties, guarantees, and dedicated help lines. |
Product Categories
Products can be categorised into consumer and business products with the key differentiator being the purpose for which the product is to be used.
The New Product Development (NPD) Process
There are seven stages (testing and launch are o...
Table of contents
- Front Cover
- Title Page
- Copyright
- Table of Contents
- 1. New product development and positioning
- 2. Product management process
- 3. The role of branding and branding strategies
- 4. Pricing, pricing concepts and price setting
- 5.Channel management, distribution strategies and control
- 6. Intermediaries
- 7. Stakeholders
- 8. Contractual requirements and service level agreements
- 9. Marketing communications strategy
- 10. Marketing communications in different organisational contexts
- 11. Promotional activity
- 12. Agency and agency relationships
- 13. Customer service and customer care plans
- 14. Key accounts
- 15. Sales and product information and risks