XX的市场分析专业培训材料DOC

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Professional

Skills

Dictionary

Market Research

Addendum

Corporate HR Group - July 1999

For use within Unilever only

INTRODUCTION

This addendum is intended to supplement the information in the Professional Skills Dictionary and the Marketing Skills Appendix

The Market Research Skill Areas should be read and used in conjunction with the Marketing Skill Areas. The two sets of Skill Areas are shown together (pages 2 and 3) with definitions for each Skill Area and a bullet point list of the Skill Sub Areas.

Subsequent pages of this addendum provide more detail on each of the Market Research Skill Areas. Each page is headed with the Skill Area and its definition. The Skill Sub Areas are then listed along with examples. These examples are illustrative; they do not cover all skills and are not meant to be limiting.

MARKETING PROFESSIONAL SKILL AREAS
1	CONSUMER UNDERSTANDING The development of a compelling vision of consumers?existing and future needs. Th桔e acquisition and development of a deep understanding of consumers, their behaviour and attitudes towards the brand, the category and the wider world. The achievement of a high level of competence in the interpretation and deployment of market research.
	Developing an Intimate Knowledge of Consumers' Attitudes and Behaviours Assessing and Interpreting Market Research	Initiating and Exploiting Fundamental Research on the Category Developing a Vision of the Future Being a Champion for the Consumer in the Business
2	MARKET CATEGORY STRATEGY DEVELOPMENT The use of consumer understanding, the competitive dynamics and boundaries of the market, and Unilever's strengths and weaknesses to derive a clear strategy for the category that delivers profitable growth.
	Defining and Understanding the Market Category and Segments Analysing Competitor Intelligence	Creating Long Term Strategies for each Market Category Constructing the Brand Strategy Formulating the Pricing Strategy
3	BRAND EQUITY MANAGEMENT The championship of a brand. The identification and definition of the purpose and personality of a brand that the consumer finds both distinctive and appealing. The development of new ideas that add value for the consumer together with the rigorous maintenance of the brand identity in all brand activities, to ensure the long term profitability of the Brand.
	Developing Brand Positioning Statement (BPS) Championing the Brand	Defending and Developing Brand Identity and Positioning Monitoring and Managing the Performance of the Brand
4	LEADERSHIP OF BRAND INNOVATION The identification of gaps in consumer needs, translating into brand ideas and through Innovation Process Management (IPM) bringing them to fruition, jointly with other functional specialists.
	Finding and Anticipating the Consumer Need Gap Appreciating Technological Possibilities Aggregate Project Planning	Generating and Evaluating Ideas (formulations and packaging) Launch Planning and Implementation
5	BRAND COMMUNICATION The communication of the brand, its unique values and benefits to the consumer and the guardianship of the brand identity and brand values, applying the principles of UPGA and 'Good Advertising Practice' (GAP).
	Developing a Communication Plan Searching for Innovative Brand Communication Briefing the Agency	Working with the Agency Developing and Judging the Communication Testing the Communication
6	MEDIA MANAGEMENT The presentation of the brand communication in the most relevant and cost effective way.
	Understanding how Consumers Assimilate Media Controlling the Media Plan Evaluating and Optimising Media Spend	Encouraging Innovative Media Activities Managing the Public Image of the Brand
7	MARKETING OPERATIONS The execution, with precision and speed, of all aspects of the marketing plan.
	Generating a Brand Activity Plan Developing Consumer Focused Promotions Tactical Consumer Pricing and Marketing Activities	Maintaining, Implementing and Developing Marketing Support Systems Providing Consumer Advice and Support
8	CUSTOMER MANAGEMENT INTERACTION In conjunction with Customer Development to integrate trade and consumer needs in order to define and support brand sales strategies and build the customer value of the brands.
	Assessing Consequences of Retailing Developments on Marketing Providing Input to the Trade Proposition	Contributing to Category Management Participating in the Development of Customer or Channel Specific Marketing Strategies
9	LEVERAGING BEST MARKETING PRACTICE The benchmarking of global developments within relevant categories with an open mind. Encouraging adoption and ensuring rapid implementation of best practice.
	Identifying and Analysing Best Practice Documenting and Communicating Best Practice	Supporting Implementation Creating Networks and Learning

MARKETING PROFESSIONAL SKILL AREAS
1	STRATEGIC LEVERAGE OF MARKET RESEARCH The design and development of programmes of continuous and ad-hoc market research to deliver the consumer and market understanding and insights needed to achieve profitable market growth and realise the objectives and strategies of the business.
	Determining Consumer and Market Understanding Needs Assessing Trends and Developments Consumer and Market Research Defining Programme Objectives and Research Mix	Managing Internal and External Resources (Agencies) Integrating Consumer and Market Understanding Evaluating Market Research Performance
2	AD-HOC MARKET RESEARCH The selection and application of ad hoc market research techniques to ensure all elements of the marketing mix are optimised to meet consumer needs.
	Translating Consumer Understanding Needs Assessment and Selection of Techniques Applying the Techniques	Analysing the Research Communicating and Using the Results
3	CONTINUOUS MARKET RESEARCH The purchase, provision and interpretation of continuous research data to support and inform Marketing and Customer Management decisions and activities, based on comprehensive assessment of the sources of the data, the research techniques and analytical methods.
	Obtaining Optimum Data Mix Ensuring Data Accuracy Managing Agencies	Building Data Structures Analysing Continuous Research Data Interpreting and Advising
4	CONSUMER AND MARKET MODELLING AND FOR 显示全文 Copyright © 2019- axer.cn 版权所有湘ICP备2023022495号-12

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XX的市场分析专业培训材料DOC