XX的市场分析专业培训材料

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.

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

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

Developing Brand Positioning Statement (BPS) Championing the Brand Defending and Developing Brand Identity and Positioning Monitoring and Managing the Performance of the Brand

Finding and Anticipating the Consumer Need Gap

Appreciating Technological Possibilities Aggregate Project Planning Generating and Evaluating Ideas (formulations and packaging)

Launch Planning and Implementation

Developing a Communication Plan

Searching for Innovative Brand Communication Briefing the Agency Working with the Agency

Developing and Judging the Communication Testing the Communication

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

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

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

Identifying and Analysing Best Practice Documenting and Communicating Best Practice Supporting Implementation Creating Networks and Learning