862联合利华的市场分析专业培训材料(doc9)(全英文)-销售管理(编辑修改稿)

862联合利华的市场分析专业培训材料(doc9)(全英文)-销售管理(编辑修改稿)内容摘要：

ives。 working with Unilever expert groups and key suppliers to provide suitable solutions。 developing a programme of research for the year in terms of planned marketing activity and identified gaps in consumer understanding。  Managing Internal and External Resources (Agencies) Assessing capabilities (structure, people, skills and petencies) against consumer understanding needs of the business。 analysing gaps。 taking corrective action。 determining the type of agency relationship for each type of programme (single source vs. multiple, tactical or strategic, etc.)。 developing strategic partnerships with key agencies。 identifying ways in which current and potential data can be exploited to gain petitive advantage。 remending appropriate budgets。  Integrating Consumer and Marketing Understanding Creating processes and procedures to integrate market and consumer research findings。 ensuring consistent understanding is developed in all categories。 creating supporting systems for expert analysis and nonexpert access to consumer and market data。 stimulating munication of consumer and market information throughout the business, including findings and insights from individual projects。 building database of consumer and market understanding and insights。 ensuring agencies build learning across projects。  Evaluating Market Research Performance Obtaining understanding and agreement on measures for consumer and market understanding。 tracking performance against measure within and across categories。 evaluating agencies and key suppliers on service costs and expertise。 reviewing project performance and value added to the business。 Market Research Skills ?July 1999 5 MARKET RESEARCH PROFESSIONAL SKILL AREAS 2 ADHOC 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 Identifying gaps in understanding of the main determinants of consumer behaviour。 assessing where qualitative research can be used to create understanding of why the consumers behave the way they do。 translating brand objectives into specific targets on attitudes, awareness and attributes。 exploring secondary data and using market analyses to identify broad trends and future developments。 developing test and evaluation schedules for each element of the mix for each stage in the Innovation Process。  Assessment and Selection of Techniques Supplementing regular U and A studies with advanced techniques。 identifying and defining market and consumer indicators of underlying brand performance and health (. image ratings)。 establishing pretests of mix elements。 selecting research techniques suited to mix element。 assessing the use of petitive benchmarking, sensory analysis and preference mapping for products。 identifying and assessing uses and abuses of qualitative research in the development and evaluation of all elements of the marketing mix。 applying Unilever MR Guidelines to all activities in the assessment and selection of techniques。  Applying the Techniques Commissioning/ conducting wide range of quantitative research to identify key demand drivers。 implementing a portfolio of brand performance measures covering purchasing, brand image and operational performance。 constructing stimulus material that elicits consumer participation and constructive input。 applying the most appropriate technique to increase precision in the assessment of each element of the mix。  Analysing the Research Investigating links and tradeoffs across adjacent product categories and/or countries。 analysing brand health。 investigating and synthesising existing consumer and market data to identify opportunities。 investigating and analysing petitor innovations。 using animatic research to select /approve advertising ideas。 paring test results with established best practice from other markets。 constructing and using simulated test markets。 interpreting and integrating the outputs from a range of qualitative techniques from simple groups to plex creativity sessions。  Communicating and Using the Results Exposing early trends and municating their implications for the category。 municating the results from brand health checks with remendations on corrective actions。 assessing and municating results from packaging inuse tests。 municating insights into consumer。