Marketing Information Management and Research

Transcription

1 Sets Focus Area: with Performance (KS/PI) Marketing Information Management and Research MKPE02.01 Employ communication and interpersonal skills to facilitate interaction with others. MKPE Performance : Communicate with staff to clarify workplace objectives and maximize workflow. MKPE Resolve complaints. MKPE Communicate and apply interpersonal skills to manage marketing information and research. MKPE03.01 Acquire foundational knowledge of marketing information and research to understand its scope and impact on business. MKPE Performance : Recognize the effects of international trade on marketing information and research. MKPE03.02 Implement business ethics and safeguards to protect the business and to create trust. Performance : MKPE Apply ethics to protect a business. MKPE Implement managerial ethics. MKPE Plan and implement security measures to minimize loss and to create trust. MKPE Maintain data security. MKPE Implement measures to maintain a safe working environment. MKPE03.03 Use organizing, leading, and planning to manage marketing information and research activities. Performance : Page 1 of 7

2 MKPE Organize work efforts and staff to enhance work flow. MKPE Coordinate efforts of multifunctional teams. MKPE Coordinate activities with other departments. MKPE Manage cross-functional activities. MKPE Lead staff to improve their job performance. MKPE Recognize management's role in the achievement of quality. MKPE Mentor/coach staff members. MKPE Plan and implement activities and strategies to guide staff. MKPE Identify factors that affect planning. MKPE Implement tactics to accomplish strategies. MKPE Provide input into strategic planning. MKPE04.01 Manage marketing-information and research activities to facilitate business's development and growth and to contribute to customer satisfaction. MKPE MKPE MKPE MKPE Performance : Describe the use of electronic data interchange (EDI) in marketing information and research activities. Analyze capabilities of electronic business systems in marketing-information management and research. Collect marketing information to facilitate decision making. Differentiate between external and internal information monitoring. MKPE Data mine web log for marketing information. MKPE Purchase information services. MKPE Collect information about the competition. MKPE Monitor consumer needs. MKPE Track regulatory changes. MKPE Obtain and track information about domestic and foreign suppliers/manufacturers. Page 2 of 7

3 MKPE MKPE Monitor sales data (e.g., by volume, product, territory, channel, time period). Collect and monitor transactional data through electronic means (e.g., bar coding, optical scanners, automatic replenishing systems, electronic data interchange [EDI], and reader-sorters). MKPE Monitor inventory data. MKPE Track cost data. MKPE Collect product-quality data. MKPE Measure market size, composition, and structure. MKPE Analyze purchasing behavior. MKPE Analyze market areas using spatial modeling techniques. MKPE Evaluate product usage. MKPE Conduct SWOT analysis. MKPE MKPE Design and implement marketing research activities to test hypotheses and/or resolve issues. Compare and contrast marketing-information management with marketing research. MKPE Diagnose the marketing-research problem/issue. MKPE Evaluate the relationship between the research purpose and the marketing research objectives. MKPE Estimate the value of research information. MKPE Compare and contrast validity and reliability. MKPE MKPE Distinguish between purposive and representative samples. Compare and contrast probability and non-probability sampling. MKPE Determine needed sample size. MKPE MKPE Develop sampling plans (i.e., who, how many, how chosen). Control sources of error and bias (e.g., response errors, interviewer errors, non-response errors, sample design). MKPE Develop rating scales. Page 3 of 7

4 MKPE Prepare diaries (e.g., product, media-use, contact). MKPE Create and administer simple questionnaires (e.g., types of questions, question wording, routing, sequencing, length, layout). MKPE Conduct telephone interviews. MKPE MKPE Select attitudinal scaling format (e.g., Likert scales, semantic differential scales, behavior intention scales). Employ techniques to assess ongoing behavior (e.g., business records; manual record sheets; electronic recording devices for telephone, personal, and computer interviewing; smart cards; audio-visual equipment). MKPE Conduct in-depth interviews. MKPE Conduct focus groups. MKPE Conduct continuous panel research. MKPE Conduct test markets. MKPE Evaluate marketing research studies. MKPE Assess quality of contracted research firms. MKPE Process marketing information to translate data into useful information for decision making. MKPE Edit research data. MKPE Code research data. MKPE Conduct error detection/edit routines. MKPE Tabulate data. MKPE Create data matrix. MKPE Apply statistical methods and software systems to aid in data interpretation (e.g., testing for significant differences, testing for relationships, testing for association). MKPE Apply mathematical modeling techniques. MKPE MKPE Create and use marketing decision support systems to evaluate alternative solutions to marketing problems. Analyze narrative text (e.g., sorting, classifying/categorizing, identifying patterns, interpreting, selecting mechanical analysis approaches). Page 4 of 7

5 MKPE MKPE Interpret research data into information for decision making. Report findings to communicate research information to others. MKPE Provide sales analysis reports. MKPE Provide simulators. MKPE Prepare written reports for decision making. MKPE Employ marketing information to plan marketing activities. MKPE Select target market. MKPE Identify trends. MKPE Predict demand patterns. MKPE Forecast sales. MKPE Predict brand share. MKPE Estimate market share. MKPE Conduct environmental forecasting. MKPE Prepare trend analyses. MKPE Develop customer profiles. MKPE Determine usage patterns. MKPE Identify measures used to control marketing planning. MKPE Evaluate performance of marketing plan. MKPE Conduct marketing audits. MKPE05.01 Manage marketing information to facilitate marketing functions. MKPE MKPE Performance : Manage marketing-information to make and evaluate logistical decisions. Identify information helpful to supply chain members in planning. MKPE Identify data available through online tracking methods. MKPE Assess bar-code data. Page 5 of 7

6 MKPE Monitor inventory data. MKPE Track cost data. MKPE Collect product quality data. MKPE Conduct total cost analysis of logistics. MKPE Analyze service sensitivity. MKPE Evaluate suppliers. MKPE Evaluate use of wholesalers in product distribution. MKPE Manage marketing information to facilitate pricing strategies that maximize return and meet customers perceptions of value. MKPE Conduct demand analysis. MKPE Determine price sensitivity. MKPE Manage marketing information to assist in obtaining, developing, maintaining, and improving a product/service mix that responds to market opportunities. MKPE Conduct product analysis. MKPE Conduct customer-satisfaction studies. MKPE Conduct service-quality studies. MKPE Identify new-product opportunities. MKPE Test product concepts. MKPE Design and conduct product tests. MKPE Determine attitudes towards products and brands. MKPE Provide information to launch new products. MKPE Estimate repeat purchase rate. MKPE Estimate purchase cycle. MKPE Manage marketing information to facilitate promotional activities. MKPE Pre-test advertising. MKPE Conduct advertising tracking studies. MKPE Measure media audience. Page 6 of 7

7 MKPE Predict and control promotional expenditures. Page 7 of 7