【正文】 Providing Input to the Trade Proposition Providing Consumer Advice and Support8CUSTOMER MANAGEMENT INTERACTIONIn 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. Maintaining, Implementing and Developing Marketing Support Developing Consumer Focused Promotions Managing the Public Image of the Brand7MARKETING OPERATIONSThe execution, with precision and speed, of all aspects of the marketing plan. Evaluating and Optimising Media Spend Understanding how Consumers Assimilate Media Developing and Judging the Communication Briefing the Agency Developing a Communication Plan Good Advertising Practice39。 Defending and Developing Brand Identity and Positioning Developing Brand Positioning Statement (BPS) Constructing the Brand Strategy Analysing Competitor Intelligences strengths and weaknesses to derive a clear strategy for the category that delivers profitable growth. Developing a Vision of the Future Assessing and Interpreting Market Research Developing an Intimate Knowledge of Consumers39。 Professional Skills Dictionary Market Research Addendum Corporate HR Group July 1999 For use within Unilever only INTRODUCTIONThis addendum is intended to supplement the information in the Professional Skills Dictionary and the Marketing Skills AppendixThe 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.8 / 9MARKETING PROFESSIONAL SKILL AREAS 1CONSUMER UNDERSTANDINGThe development of a pelling 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 petence in the interpretation and deployment of market research. Attitudes and Behaviours Initiating and Exploiting Fundamental Research on the Category Being a Champion for the Consumer in the Business2MARKET CATEGORY STRATEGY DEVELOPMENTThe use of consumer understanding, the petitive dynamics and boundaries of the market, and Unilever39。 Defining and Understanding the Market Category and Segments Creating Long Term Strategies for each Market Category Formulating the Pricing Strategy3BRAND EQUITY MANAGEMENTThe 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. Championing the Brand Monitoring and Managing the Performance of the Brand4LEADERSHIP 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.n Finding and Anticipating the Consumer Need Gapn Appreciating Technological Possibilities n Aggregate Project Planningn Generating and Evaluating Ideas (formulations and packaging)n Launch Planning and Implementation 5BRAND COMMUNICATIONThe munication 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 39。 (GAP). Searching for Innovative Brand Communication Working with the Agency Testing the Communication6MEDIA MANAGEMENTThe presentation of the brand munication in the most relevant and cost effective way. Controlling the Media Plan Encouraging Innovative Media Activities Generating a Brand Activity Plan Tactical Consumer