XX的市場分析專業(yè)培訓(xùn)材料

歡迎閱讀本文檔，希望本文檔能對您有所幫助!歡迎閱讀本文檔，希望本文檔能對您有所幫助!感謝閱讀本文檔，希望本文檔能對您有所幫助!感謝閱讀本文檔，希望本文檔能對您有所幫助!歡迎閱讀本文檔，希望本文檔能對您有所幫助!感謝閱讀本文檔，希望本文檔能對您有所幫助! INTRODUCTIONThisaddendumisintendedtosupplementtheinformationintheProfessionalSkillsDictionaryandtheMarketingSkillsAppendixTheMarketResearchSkillAreasshouldbereadandusedinconjunctionwiththeMarketingSkillAreas.ThetwosetsofSkillAreasareshowntogether(pages2and3)withdefinitionsforeachSkillAreaandabulletpointlistoftheSkillSubAreas.SubsequentpagesofthisaddendumprovidemoredetailoneachoftheMarketResearchSkillAreas.EachpageisheadedwiththeSkillAreaanditsdefinition.TheSkillSubAreasarethenlistedalongwithexamples.Theseexamplesareillustrative;theydonotcoverallskillsandarenotmeanttobelimiting.MARKETINGPROFESSIONALSKILLAREASCONSUMERUNDERSTANDINGThedevelopmentofacompellingvisionofconsumers?existingandfutureneeds.Th桔eacquisitionanddevelopmentofadeepunderstandingofconsumers,theirbehaviourandattitudestowardsthebrand,thecategoryandthewiderworld.Theachievementofahighlevelofcompetenceintheinterpretationanddeploymentofmarketresearch.DevelopinganIntimateKnowledgeofConsumers'AttitudesandBehavioursAssessingandInterpretingMarketResearchInitiatingandExploitingFundamentalResearch

ontheCategoryDevelopingaVisionoftheFutureBeingaChampionfortheConsumerintheBusinessMARKETCATEGORYSTRATEGYDEVELOPMENTTheuseofconsumerunderstanding,thecompetitivedynamicsandboundariesofthemarket,andUnilever'sstrengthsandweaknessestoderiveaclearstrategyforthecategorythatdeliversprofitablegrowth.DefiningandUnderstandingtheMarketCategoryandSegmentsAnalysingCompetitorIntelligenceCreatingLongTermStrategiesforeachMarketCategoryConstructingtheBrandStrategyFormulatingthePricingStrategyBRANDEQUITYMANAGEMENTThechampionshipofabrand.Theidentificationanddefinitionofthepurposeandpersonalityofabrandthattheconsumerfindsbothdistinctiveandappealing.Thedevelopmentofnewideasthataddvaluefortheconsumertogetherwiththerigorousmaintenanceofthebrandidentityinallbrandactivities,toensurethelongtermprofitabilityoftheBrand.DevelopingBrandPositioningStatement(BPS) ChampioningtheBrandDefendingandDevelopingBrandIdentityandPositioningMonitoringandManagingthePerformanceoftheBrandLEADERSHIPOFBRANDINNOVATIONTheidentificationofgapsinconsumerneeds,translatingintobrandideasandthroughInnovationProcessManagement(IPM)bringingthemtofruition,jointlywithotherfunctionalspecialists.FindingandAnticipatingtheConsumerNeedGapAppreciatingTechnologicalPossibilitiesAggregateProjectPlanningGeneratingandEvaluatingIdeas(formulationsandpackaging)LaunchPlanningandImplementationBRANDCOMMUNICATIONThecommunicationofthebrand,itsuniquevaluesandbenefitstotheconsumerandtheguardianshipofthebrandidentityandbrandvalues,applyingtheprinciplesofUPGAand'GoodAdvertisingPractice'(GAP).DevelopingaCommunicationPlan SearchingforInnovativeBrandCommunicationBriefingtheAgencyWorkingwiththeAgencyDevelopingandJudgingtheCommunicationTestingtheCommunicationMEDIAMANAGEMENTThepresentationofthebrandcommunicationinthemostrelevantandcosteffectiveway.UnderstandinghowConsumersAssimilateMedia ControllingtheMediaPlanEvaluatingandOptimisingMediaSpendEncouragingInnovativeMediaActivitiesManagingthePublicImageoftheBrandMARKETINGOPERATIONSTheexecution,withprecisionandspeed,ofallaspectsofthemarketingplan.GeneratingaBrandActivityPlan DevelopingConsumerFocusedPromotionsTacticalConsumerPricingandMarketingActivitiesMaintaining,ImplementingandDevelopingMarketingSupportSystemsProvidingConsumerAdviceandSupportCUSTOMERMANAGEMENTINTERACTIONInconjunctionwithCustomerDevelopmenttointegratetradeandconsumerneedsinordertodefineandsupportbrandsalesstrategiesandbuildthecustomervalueofthebrands.AssessingConsequencesofRetailingDevelopmentsonMarketingProvidingInputtotheTradePropositionContributingtoCategoryManagementParticipatingintheDevelopmentofCustomerorChannelSpecificMarketingStrategiesLEVERAGINGBESTMARKETINGPRACTICEThebenchmarkingofglobaldevelopmentswithinrelevantcategorieswithanopenmind.Encouragingadoptionandensuringrapidimplementationofbestpractice.IdentifyingandAnalysingBestPracticeDocumentingandCommunicatingBestPracticeSupportingImplementationCreatingNetworksandLearningMARKETINGPROFESSIONALSKILLAREASSTRATEGICLEVERAGEOFMARKETRESEARCHThedesignanddevelopmentofprogrammesofcontinuousandad-hocmarketresearchtodelivertheconsumerandmarketunderstandingandinsightsneededtoachieveprofitablemarketgrowthandrealisetheobjectivesandstrategiesofthebusiness.DeterminingConsumerandMarketUnderstandingNeedsAssessingTrendsandDevelopmentsConsumerandMarketResearchDefiningProgrammeObjectivesandResearchMixManagingInternalandExternalResources(Agencies)IntegratingConsumerandMarketUnderstandingEvaluatingMarketResearchPerformanceAD-HOCMARKETRESEARCHTheselectionandapplicationofadhocmarketresearchtechniquestoensureallelementsofthemarketingmixareoptimisedtomeetconsumerneeds.TranslatingConsumerUnderstandingNeedsAssessmentandSelectionofTechniquesApplyingtheTechniquesAnalysingtheResearchCommunicatingandUsingtheResultsCONTINUOUSMARKETRESEARCHThepurchase,provisionandinterpretationofcontinuousresearchdatatosupportandinformMarketingandCustomerManagementdecisionsandactivities,basedoncomprehensiveassessmentofthesourcesofthedata,theresearchtechniquesandanalyticalmethods.ObtainingOptimumDataMixEnsuringDataAccuracyManagingAgenciesBuildingDataStructuresAnalysingContinuousResearchDataInterpretingandAdvisingCONSUMERANDMARKETMODELLINGANDFORECASTINGThedevelopmentandmaintenanceofmodelsofthetotalmarket,brandsandindividualelementsofthemarketingmixthatinformdecision-makingandenableforecastingtomeetconsumerneedsandbusinessgrowth.DeterminingtheModelingRequirementsandLimitationsAssessingandSelectingModelingTechniquesManagingtheModelingProcessFacilitatingTradeandCategoryManagementSupportingDecisionMakingandDevelopmentsMANAGEMENTOFMARKETRESEARCHPROJECTSTheefficientmanagementofthetechnical,financialandhumanresourcestomeettheagreedmarketingandbusinessneedsontimeandwithinbudget.DevelopingtheProjectBriefAgreeingtheResearchDesignManagingProjectExecutionAnalysingandInterpretingDataImplementingFindingsMARKETRESEARCHPROFESSIONALSKILLAREAS1STRATEGICLEVERAGEOFMARKETRESEARCHThedesignanddevelopmentofprogrammesofcontinuousandad-hocmarketresearchtodelivertheconsumerandmarketunderstandingandinsightsneededtoachieveprofitablemarketgrowthandrealisetheobjectivesandstrategiesofthebusiness. DeterminingConsumerandMarketUnderstandingNeeds Analysingmarketcategorystrategiesandbrandplanstodeterminetheconsumerunderstandingneedsofthetargetgroupings;translatingneedsintomarketandconsumerinformationrequirements;recognisingcrosscategoryneeds;briefingsuppliers/agenciesonbusinessneedsandinformationrequirements; AssessingTrendsandDevelopmentsConsumerandMarketResearch Reviewingmethodsandmeasuresusedforeffectivenessandpotentialabuses;investigatingthenatureanduseofpotentialfuturedatasourcesandmeasuresandmethods;identifyinggapsinexistinginformation;commissioning/developingmethodstofillidentifiedgaps;ensuringthatactionistakenbasedontrendsthathavebeenidentified; DefiningProgrammeObjectivesandResearchMix Translatingconsumerandmarketinformationneedsintoobjectivesforcontinuousoradhocresearchprogrammes;balancingtheuseofexternalmarketresearchanddirectconsumercontactwithotherrelevanttechniques;determiningthemixofsourcesandlevelsofdatatomeetprogrammeobjectives;workingwithUnileverexpertgroupsandkeysupplierstoprovidesuitablesolutions;developingaprogrammeofresearchfortheyearintermsofplannedmarketingactivityandidentifiedgapsinconsumerunderstanding; ManagingInternalandExternalResources(Agencies) Assessingcapabilities(structure,people,skillsandcompetencies)againstconsumerunderstandingneedsofthebusiness;analysinggaps;takingcorrectiveaction;determiningthetypeofagencyrelationshipforeachtypeofprogramme(singlesourcevs.multiple,tacticalorstrategic,etc.);developingstrategicpartnershipswithkeyagencies;identifyingwaysinwhichcurrentandpotentialdatacanbeexploitedtogaincompetitiveadvantage;recommendingappropriatebudgets; IntegratingConsumerandMarketingUnderstanding Creatingprocessesandprocedurestointegratemarketandconsumerresearchfindings;ensuringconsistentunderstandingisdevelopedinallcategories;creatingsupportingsystemsforexpertanalysisandnon-expertaccesstoconsumerandmarketdata;stimulatingcommunicationofconsumerandmarketinformationthroughoutthebusiness,includingfindingsandinsightsfromindividualprojects;buildingdatabaseofconsumerandmarketunderstandingandinsights;ensuringagenciesbuildlearningacrossprojects; EvaluatingMarketResearchPerformance Obtainingunderstandingandagreementonmeasuresforconsumerandmarketunderstanding;trackingperformanceagainstmeasurewithinandacrosscategories;evaluatingagenciesandkeysuppliersonservicecostsandexpertise;reviewingprojectperformanceandvalueaddedtothebusiness;

MARKETRESEARCHPROFESSIONALSKILLAREAS2AD-HOCMARKETRESEARCHTheselectionandapplicationofadhocmarketresearchtechniquestoensureallelementsofthemarketingmixareoptimisedtomeetconsumerneeds. TranslatingConsumerUnderstandingNeeds Identifyinggapsinunderstandingofthemaindeterminantsofconsumerbehaviour;assessingwherequalitativeresearchcanbeusedtocreateunderstandingofwhytheconsumersbehavethewaytheydo;translatingbrandobjectivesintospecifictargetsonattitudes,awarenessandattributes;exploringsecondarydataandusingmarketanalysestoidentifybroadtrendsandfuturedevelopments;developingtestandevaluationschedulesforeachelementofthemixforeachstageintheInnovationProcess; AssessmentandSelectionofTechniques SupplementingregularUandAstudieswithadvancedtechniques;identifyinganddefiningmarketandconsumerindicatorsofunderlyingbrandperformanceandhealth(e.g.imageratings);establishingpre-testsofmixelements;selectingresearchtechniquessuitedtomixelement;assessingtheuseofcompetitivebenchmarking,sensoryanalysisandpreferencemappingforproducts;identifyingandassessingusesandabusesofqualitativeresearchinthedevelopmentandevaluationofallelementsofthemarketingmix;applyingUnileverMRGuidelinestoallactivitiesintheassessmentandselectionoftechniques; ApplyingtheTechniques Commissioning/conductingwiderangeofquantitativeresearchtoidentifykeydemanddrivers;implementingaportfolioofbrandperformancemeasurescoveringpurchasing,brandimageandoperationalperformance;constructingstimulusmaterialthatelicitsconsumerparticipationandconstructiveinput;applyingthemostappropriatetechniquetoincreaseprecisionintheassessmentofeachelementofthemix; AnalysingtheResearch Investigatinglinksandtrade-offsacrossadjacentproductcategoriesand/orcountries;analysingbrandhealth;investigatingandsynthesisingexistingconsumerandmarketdatatoidentifyopportunities;investigatingandanalysingcompetitorinnovations;usinganimaticresearchtoselect/approveadvertisingideas;comparingtestresultswithestablishedbestpracticefromothermarkets;constructingandusingsimulatedtestmarkets;interpretingandintegratingtheoutputsfromarangeofqualitativetechniquesfromsimplegroupstocomplexcreativitysessions; CommunicatingandUsingtheResults Exposingearlytrendsandcommunicatingtheirimplicationsforthecategory;communicatingtheresultsfrombrandhealthcheckswithrecommendationsoncorrectiveactions;assessingandcommunicatingresultsfrompackagingin-usetests;communicatinginsightsintoconsumermotivationavailablefromtheuseofqualitativetechniquesandtheirlimitations;

MARKETRESEARCHPROFESSIONALSKILLAREAS3CONTINUOUSMARKETRESEARCHThepurchase,provisionandinterpretationofcontinuousresearchdatatosupportandinformMarketingandCustomerManagementdecisionsandactivities,basedoncomprehensiveassessmentofthesourcesofthedata,theresearchtechniquesandanalyticalmethods. ObtainingOptimumDataMix Ensuringtherightmixofdatasourcesareboughtatcompetitiveprices;recognisingusesandlimitationsofdatacollectionmethodsandmeasuresavailablefromretailauditdataandretailscanning(coverage,pick-upandtrendability);assessingdatafromconsumerpanels(purchaseandconsumption);investigatingandpilotingalternativeandsupplementaldatasourcesandresearchmethods(externaldataaccess,publisheddata,adbrandtracking,etc.);buildingunderstandingofmarketstructureanddynamics; EnsuringDataAccuracy Determiningtheaccuracyrequiredforthedataapplication;performingdetaileddatareconciliations;rigorouslyassessingpick-upandcoverage;validatingdataandensuringdataiscorrect;communicatinganymajorlimitationsofthedatatousers;answeringqueriesonthedataaccuracy; ManagingAgencies Managingourcontinuoussuppliers;specifyingandcommunicatingrequirementswithagenciesandothersuppliers;establishingandmaintainingpartnershipagreementswithkeysuppliers;draftingandagreeingcontracts;ensuringthatsuppliersprovideaccurateandtimelydata;conductingperiodicreviewofsupplierandagencyperformance;obtainingcosteffectiveandtimelyresponsestochangesindataneeds; BuildingDataStructures Draftingdatahierarchyspecifications;conductingdiscussionswithkeystakeholders(Marketing,CustomerManagement,AdHocResearch,etc.)onCompanydatahierarchy;maintainingdatainthecorrecthierarchies;mappingnewproductstodatasectors;developingmultiplehierarchiestoreflecttrade,consumerandcompanyviewsofthemarket; AnalysingContinuousResearchData Applyingaggregateanalyses(pricerelativity,pricerelativityvs.brandshare,salesperpointofdistribution,etc.);identifyingandcommunicatingfactorsthatliebehindtheanalyses;identifyingthreatsandopportunities;monitoringperformance(brand,category,etc.)overtime;appraisingandusingsupportingsoftwarepackages;performingdissaggregatedanalyses(demographics;penetration;weightofpurchase;loyalty;duplicationandswitching;loyalty/propensity;trial/repeat(ParfittCollins)etc.);respondingtorequestsforspecifictopicanalyses; InterpretingandAdvising Assessinglevelsofknowledgeofdifferentusergroups;identifyinggapsandinstitutingcorrectiveactions(training,coaching,useofsoftware,etc.)encouraginguserstochallengethedata;ensuringthatlongerterm/strategicuseofthedataisnotcompromisedbyshorttermtacticalissues;facilitatingaccesstothedata,includingdirectuseraccess;developingsystemsandprocessestoshareusesofthedataacrossthebusiness;

MARKETRESEARCHPROFESSIONALSKILLAREAS4CONSUMERANDMARKETMODELLINGANDFORECASTINGThedevelopmentandmaintenanceofmodelsofthetotalmarket,brandsandindividualelementsofthemarketingmixthatinformdecision-makingandenableforecastingtomeetconsumerneedsandbusinessgrowth. DeterminingtheModellingRequirementsandLimitations Interpreting/identifyinghowmodellingcansupportcategorydevelopment,brandplanningandinnovation;investigatingmarketandvaluedrivers(priceelasticities,demandcoefficients,discountedbrandshares,profitcurves);assessingvalueofmodellingforbrandcommunicationdevelopmentandmediaplanning(weight,scheduling);translatingbusiness,categoryandcustomermanagementstrategiesintomodellingrequirements;investigatingquantificationofkeyelements(e.g.weather)forbrandperformanceandsalesforecasting;determiningdataandresourcerequirements;agreeingobjectivesforthemodel;. AssessingandSelectingModellingTechniques Appraisingcapabilitiesandcharacteristicsofthemajorstatisticalmodellingtechniques(baselining,regression,BoxJenkins,Baysian,NeuralNetsetc.);investigatingapplicabilityofapplicationspecificmodels-e.g.advertisingresponsemodelling(eg:AGBAdAssessor,MillwardBrownForceModelling,Caratracketc);identifyingappropriatecomplexityofmodelrequired;detailingassumptions,constraintsandqualificationsonthetechniquesanddata(e.g.NielsenScanpro,AGBBrandMonitor);obtaininginformalfeedback-Unileverandotherexperiences;assessingperformanceagainstinternalandexternalbenchmarkdata; ManagingtheModellingProcess EvaluatingcapabilitiesandsuitabilityofUnilever/thirdpartybestpracticemodellingexpertise;generatingrequirementsbrief(egtiming,expectedoutputs,typeofproblem);monitoringprogress;establishinginterimdeliverables;applying抯ystemsthinking?tomodellingproblems(egcausalloopanalysis);utilisingsimplemodellingtools;pursuingcreativedefinition/development/applicationofmodels;incorporatingappropriatecostdatawithinmodellingprocess(activ瑣癩itybasedcosting);communicatingwith/motivatingandmanagingmodellingexperts;evaluatingqualityofoutput;determiningwhentoconcludemodeldevelopment. FacilitatingTradeandCategoryManagement DeterminingtheinformationneedsforTradeMarketing;analysingcategorydevelopmentsandrequirements;developingtradeand/orcategoryscenarios;quantifyingtradeandchanneldevelopments;modellingchannelandcategoryflows;approvingvolumeestimatesintradeandcategoryplansandproposals;establishingtradeandcategorydatastructures;providingregularreviewsofprogressandoperations. SupportingDecisionMakingandDevelopments Relatingthemodeloutputtomarketrealities;recognisingkeybenefitsandmajortrade-offs;identifyingsourcesofcompetitiveadvantage,currentareasofweaknessormarketopportunities;establishing/interpretingfinancialconsequencesofmodelsolutions;assessingifsolutioncanbeimplementedand`marketing'thesolution;examiningandcommunicatingimplicationsforcategorystrategiesand/ormarketingandsalesoperations;incorporatingmodellingintomarketingactivities,e.g.individualpromotionsandbrandplans;disseminatingmodelsacrosscategories,marketsandbusinesses;

MARKETRESEARCHPROFESSIONALSKI