专业技能字典市场研究补遗.docVIP

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 Unilevers 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 Pricin