老牛拦车索水阅读答案:市场部的职能

给你参考：

第一部分 工作职能及职务描述
1 Function职能 3
2 STUCTURE结构 1
3 Job Description职务描述 6
3.1 Marketing Manager市场经理 6
3.2 Brand Manager品牌经理 8
3.3 Brand Executive品牌执行经理 10
3.4 Research Manager调研主管 12
3.5 Research Analyst分析主管 14
3.6 Research Assistant调研助理 16
3.7 Executive Assistant行政助理 18

Function职能

Mission assigned Actions行动
赋予使命

Understand the consumers
a. Through research - Define research methods - Define research areas - Analyse market information - Analyse competition actions
b. Through own market sensitivity
- Look for global understanding of the market.
-Look for opportunities.
- Analyse trends.
- Analyse evolutions in positioning.
- Benchmark products in the same segment
Immerse oneself in the market
1、了解消费者
A、通过研究 -定义研究方法
-定义研究领域
-分析市场信息
-分析竞争活动
B、通过自己的市场敏感性 -寻找全球市场的认同
-寻找机会
-分析趋势
-分析评价地位变化
-
-

Build an answer to consumer needs

Build strategy - Build strategy of the whole category
- Build brand strategy
- Manage brands portfolio
- Prioritise product launches and positioning according to evolution of the market and regional specifics.

Build concepts - Creativity
- Helicopter vision
- Synthetical thinking
- Product knowledge

Evaluate product development - Oversee NPD Process

Define benefits for the consumer

Define and coordinate the pricing and distribution policy

2、满足消费者的需求
A、构建战略 -建立全局战略
-建立品牌战略
-管理品牌事物组
-根据市场细分及评价来确定产品投放
B、营造理念 -创造性
-宏观理念
-综合分析能力
-赋予产品内容
C、评价产品发展 -新品研发流程的纠偏

D、定义消费者获利

E、定义和调整定价、分销策略

Communicate to the consumer

Build message - Develop consumer insight and positioning to contribute the brand value

Advertising - Develop awareness
- Determine brand territory
- Choose agencies + media.
-Recommend media planning.
c. Media support - act as central buying center for economy of scale

d . Through packaging - Recommend evolutions in packaging

e .Through promotions - Review and harmonize consumer promotion planning.
3、与消费者沟通
A、建立讯息渠道 -开发消费者对品牌的立场和见识

B、广告 -知晓度
-确定品牌地域
-选择代理和媒体
-推介媒体计划
C、媒体支持 -担当集中购买，实现规模效益

D、通过包装实现 -包装改进受到欢迎

E、通过促销 -反复推敲和协调消费促销计划

Work in team with other Depts :

Strategy

Working together for the long term business strategy
Translate into market strategy and brand stragegy
R & D

a. Prospective - Know the research projects worldwide to
(Key directions in Research) generate new ideas and opportunities.

b. Operational - Prioritize research fields.
- Initate development projects

Commerical General Manager/ Marketing Manager
- Pricing policy
- Distribution policy
- Merchandising policy
- Promotion policy

Finance - Evaluate potential of actions
Evaluate contribution to Company’s profit

4团队式工作

战略
一起制定公司的长期战略
转化为市场和品牌战略
研发
预期的 -知道研究项目（方向）世界上的新变化和机会
可操作性 -研究领域的优先排序
-主张研发项目
3）商业化的总经理/市场经理 -定价政策
-分销政策
-市场推广政策
-促销政策
4）财务 -评价潜在的活动
-评价对公司利润的贡献
STUCTURE

Job Description工作描述
Marketing Manager 市场经理
Job Title: Marketing Manager/Group Product Manager
Department: Marketing Prepared By: Ian Tang
名称：行销经理/产品经理群
部门：市场部
JOB PURPOSE (Why does the job exist?)工作目的（工作存在的理由）
Manage the portfolio of brand within the same market segment by developing medium term strategies for brand development, new market entry strategy and product launches supervision of the short term brand marketing activities and desired brand values are maintained.To handle market entry stragegy of the companyAct as brand guidance, to manage and monitor the brand identity of the assigned brand.
为了发展品牌在媒体一定战略时期内的一致性，必须发挥好整体品牌作用，新市场进入战略和产品投放监管，短期内会影响行销活动，但应保持长期的品牌价值。处理好公司的市场进入战略担当品牌领导者，管理和监控品牌特性及品牌增值
REPORTING RELATIONSHIPS (Reporting Hierarchy)报告关系（报告层次）
Reports to: Marketing DirectorSupervise : Senior Brand Managers / Brand Managers, Assistant Brand Manager / Trainee
向上报告：市场总监向下关系：高级品牌经理/品牌管理者，品牌助理/实习生
KEY RESPONSIBILITIES (The critical accountabilities needed to fulfill the job purpose)
工作职责（认真地、有责任地、必须地完成工作目的）
Identify segment opportunities and to develop the medium term and short term marketing strategies Recommend long term brand positioning strategy that continually enhances the values of the brandPropose, lead and monitor the implementation of all brand-related marketing activities / new product development process so as to ensure on time product launches and brand profitabilityTeam working cross functionally to develop the optimal brand profitability, pricing, distribution and merchandising strategies and promotion strategies Supervise brand managers to monitor and recommend actions to ensure achievement of brand SOM, volumeCoach and develop the brand team members and SBU staffs to achieve a good marketing competencies, communication and analytical skill Help marketing director to train marketing staff
识别阶段性机会，逐步开展中、短期市场战略推介能使品牌价值持续提高的长期市场地域战略建议、领导、监控和执行所有与品牌相关的活动/产品开发流程可以保证产品及时投放和品牌的收益性团队很好地交叉工作，可以保证理想的品牌效益、价格、分销、广告推销、促销战略的执行监督品牌管理者监控和推介活动，可以保证品牌销售数量和市场占有率指导和发展品牌团队成员和事业部员工在营销能力、沟通能力和分析技巧方面的提高协助市场总监搞好员工培训
KEY COMPETENCIES (Required competencies to successfully do the job)
任职资格（有能力成功地完成工作）
Able to analyse comprehensive data sources and make appropriate decision. Integrate intuition and data effectively and identify important issues and explore alternativesStrong leadership skill. Able to set clear direction, share vision and goal and to challenge ideas.Able to work productivity in cross-functional multi-functional teamsSound and solid marketing techniques / skillsExcellent communication skills. Organize and express clearly the idea, active listening Ability to identify potential, and coach and develop staff
能够全面地分析数据资源，并适当地作出结论。通过有效地分析数据和直觉判断，能够确定重要的问题并有选择性的方法强有力的领导艺术。能够选择清晰的方向，与大家分享目标和憧憬，同时敢于向观念挑战能够在交叉团队和多功能组织中促进生产力具有可靠的、坚实的行销技巧和方法良好的沟通技巧。组织和表达清晰的观念，积极地听取他人意见有能力识别潜力，指导和促使员工发展
EDUCATION/EXPERIENCE (Minimum entry level requirements for the job)
教育程度/阅历（工作需求最低水平）
Degree in Business A minimum of 6 years in marketing or multinationals, preferably within the FMCG industry and MBA degree.
商业类学位至少6年跨国公司市场营销经验，从事快速消费品或MBA专业更好
MAJOR CHALLENGES (What are the major challenges in carrying out the purpose of this job)
挑战性的工作（在执行工作时的主要挑战是什么）
Identify and develop the best strategies to develop the brand to reach SBU targetManage brand portfolio and cross brand activities to best capture segment needsLead the cross cultural and functional development team
识别和发展最好的战略来保证事业部品牌目标的实现管理品牌群和交叉的品牌活动，满足细分市场的需要领导整合文化和职能部门

Brand Manager品牌经理
Job Title: Brand Manager / Senior Brand Manager
Department: Marketing Prepared By: Ian Tang
名称：品牌经理/高级品牌经理 部门：市场部 JOB PURPOSE (Why does the job exist?)工作目的（工作存在的目的）
Act as a brand guardient, to manage allocated brand , to formulate and implement marketing plan so as to achieve overall marketing objectives, strategies and profitable growthTo manage media buying bouse and to develop media planTo handle new category development project
担当品牌维护者。管理分派品牌，阐明和执行市场计划，以保证整体市场目标、战略的实现和利益的增长管理媒介集中投放和发展媒体计划处理新的发展项目类别
REPORTING RELATIONSHIPS (Reporting Hierarchy)报告关系（层次）
Reports to: Marketing Director / Marketing ManagerSupervise : Brand Manager / Assistant Brand Manager / Trainee
向上：市场总监/市场经理向下：品牌经理/品牌经理助理/实习生
KEY RESPONSIBILITIES (The critical accountabilities needed to fulfill the job purpose)
工作职责
Recommend, formulate and implement annual brand marketing plan so as to achieve allocated brand objectives and profitable growthWrite proposal and to formulate action plan according to the brand / product strategyMonitor all brand activities (advertising, promotion / campaign, NPD, packaging, pricing and distribution / merchandising), to ensure on time delivery and quality execution with SBU marketing team. Make recommendation so as to pursue the brand value and brand profitabilityIdentify the market issues, define research objectives, oversee the market research process and analyze the data, make critical recommendation to better answer to the consumer need and for further brand development Assist in the development of the long term brand strategic plan by analyzing and tracking of various market dataControl Media spending to ensure cost efficiencyLiaise and coordinate with media buying/planning/review so as to ensure execution within budget and on timeConsolidate new category product/cateogry informationCoach and develop the brand member to achieve familiarization of marketing procedure / techniques, communication and analytical skill Help marketing director to train SBU marketing staff
推介、阐明和执行年度市场品牌计划，以便于分配品牌目标和利润增长按照品牌/产品战略，写出建议并阐明行动计划监控所有品牌活动（广告、促销、战役、新品研发、包装、定价、分销/市场推广），以保证事业部市场群及时交货及品质保证执行。提供建议，保证跟踪品牌价值和品牌收益率确定市场问题，定义研究目标，对市场研究步骤和分析数据进行纠偏，制作合理建议，满足消费者需要和品牌进一步发展通过分析和跟踪各种数据资源，帮助发展长期品牌战略计划控制媒介支出费用，保证成本效益保持媒体联络，整理媒体买卖/计划/评论，以保证及时完成预算巩固新类别产品/细分信息指导和发展品牌数，熟悉市场程序/技术、沟通和分析技巧帮助市场总监对事业部市场员工的培训
KEY COMPETENCIES (Required competencies to successfully do the job)
任职资格
Able to analyze comprehensive data sources and make appropriate decision. Integrate intuition and data effectively and identify important issues and explore alternativesStrong leadership skill. Able to set clear direction, share vision and goal and to challenge ideas.Able to work productivity in cross-functional multi-functional teamsSound and solid marketing techniques / skillsExcellent communication skills. Organize and express clearly the idea, active listening Ability to coach and develop staff
能够全面地分析数据资源，并适当地作出结论。通过有效地分析数据和直觉判断，能够确定重要的问题并有选择性的方法强有力的领导艺术。能够选择清晰的方向，与大家分享目标和憧憬，同时敢于向观念挑战能够在交叉团队和复杂的职能部门中卓有成效地工作具有可靠的、坚实的行销技巧和方法良好的沟通技巧。组织和表达清晰的观念，积极地听取他人意见指导和促使员工发展
EDUCATION/EXPERIENCE (Minimum entry level requirements for the job)
教育程度/阅历
Degree in Business A minimum of 3 years in marketing or multinationals, preferably within the FMCG industry
商业类学位至少3年跨国公司市场营销经验，有快速消费品专业更好
MAJOR CHALLENGES (What are the major challenges in carrying out the purpose of this job)
挑战性的工作
Identify the best and cost effective activities to achieve the brand strategiesLead the cross cultural and functional development team On time delivery of various marketing activitiesAnalyze complexity of data and identify key issues and explore alternatives
确定最佳和有效的控制成本活动，保证品牌战略的实现领导整合文化和职能部门及时传送各种市场行动分析复杂数据并能发现主要问题，从中找出解决问题的方法

Brand Executive 品牌执行经理
Job Title: Management Trainee / Assistant Brand Manager Date:
Department: Marketing Prepared By: Ian Tang
工作名称：品牌见习生/品牌经理助理 日期：2001-5-19
所属部门：市场部 完成人：Ian Tang
JOB PURPOSE (Why does the job exist?)工作目的
Initiate planning, execute and coordinate marketing activities so as to ensure the efficient implementation of the marketing plan
主张制定市场计划，实施和调整市场活动，以保证有效地执行市场计划
REPORTING RELATIONSHIPS (Reporting Hierarchy)报告关系
Reports to: Senior Brand Manager /brand managerSupervise : temporary staffs
对上：高级品牌经理/品牌管理者对下：临时雇工
KEY RESPONSIBILITIES (The critical accountabilities needed to fulfill the job purpose)
工作职责
Recommend action plan, coordinate and monitor brand related marketing activities , to ensure on timely and quality execution within budget. Make evaluation and recommendation so as to pursue the brand value and brand profitabilityLiaise and coordinate packaging and printing-related activities so as to ensure execution within budget and on timeCoordinate product development activities with R&D so as to ensure timely delivery at each stepsLearn internal marketing process and activities so as to fulfill accountabilities independentlyAssist in brand marketing plan / A&P proposal development by collecting, analyzing and tracking of various marketing dataWrite research brief and handle simple internal taste test and undertake report writingMonitor and highlight problems arising in the assigned brand segment so as to promote brand growthControl A&P spending for each of the assigned tasks to ensure cost efficiency
推介计划行动，调整和监控与品牌有关的活动，以保证预算执行的质量。为保证品牌价值和收益性，应对活动作出评价和建议保持联络和整理有关包装和印刷的活动，以保证预算的执行调整产品发展和研发活动，以保证产品及时升级换代学习国内的营销程序和活动，并具备独立操作能力帮助完成品牌营销计划/收集广告发展建议，分析和跟踪各种市场方面的数据起草调研大纲，处理国内简单的样本实验并承担撰写报告的任务监控和提升分配品牌阶段的问题，以促进品牌增长控制不同形式的广告支出，以保证成本效益
KEY COMPETENCIES (Required competencies to successfully do the job)
任职资格
Able to analyse comprehensive data sources and make appropriate decision. Integrate intuition and data effectively and identify important issues and explore alternativesAble to contribute in team working, work productivity and effectively in cross-functional multi-functional teamsExcellent communication skills. Organize and express clearly the idea, active listening Ability to coach staff
能够全面地分析数据资源，并适当地作出结论。通过有效地分析数据和直觉判断，能够确定重要的问题并有选择性的方法能够在交叉团队和复杂的职能部门中卓有成效地工作良好的沟通技巧。组织和表达清晰的观念，积极地听取他人意见有能力指导员工发展
EDUCATION/EXPERIENCE (Minimum entry level requirements for the job)
教育程度/阅历
Degree in Business No or with 1 year of working experience
商业类学位没有或具备1年工作经验
MAJOR CHALLENGES (What are the major challenges in carrying out the purpose of this job)
挑战性的工作
Decide on the print quality that best ensure the brand valueCost control within budgetBe an active team player in cross functional team On time delivery of various marketing activitiesAnalyze complexity of data and identify key issues and explore alternatives
判定印刷质量，保证品牌价值在预算内控制成本成为功能团队的倡导者及时传递各种营销活动分析复杂数据，确定主要问题并找出解决问题的方法

Research Manager 调研主管
Job Title: Marketing Research Manager Date:
Department: Marketing
工作名称：市场部调研经理 日期：
所属部门：市场部 JOB PURPOSE (Why does the job exist?)工作目的
Lead the company initiatives by forecasting trend with the objectives of dominating the consumer understanding. To develop strategies and to manage the research activities such that marketing / brand strategies are developed, and consumer behaviors & market / competitive enjoinments are tracked, and desired brand values are maintained
领导公司主动预测消费的主要目标趋势。发展战略和管理调研活动，如市场营销/品牌发展战略、市场消费行为/竞争者追踪，品牌价值保持
REPORTING RELATIONSHIPS (Reporting Hierarchy)工作关系
Reports to: Marketing DirectorSupervise : Research Analyst / Executives / Assistant / Trainee
对上：市场总监对下：调研分析者/行政/助理/见习生
KEY RESPONSIBILITIES (The critical accountabilities needed to fulfill the job purpose)
工作职责
Identify consumer trend / opportunities and to develop medium and short term research strategies Recommend, initiate, develop syndicated or ad hoc research strategies / techniques that continually enhances the consumer / market and competitive understandingDevelop annual marketing research planPropose , lead and monitor the implementation of all research activities, formulate action plan, questionnaires / discussion guide so as to ensure on time activities launchesestablish systems to facilitate the storage and efficient retrieval of research data Supervise team members to develop research plan, coordinate with agencies, monitor the implementation of all research-related activities and effective use of A&P so as to ensure the achievement of quality standard team working cross functionally to develop the optimal research strategies and methodologies, to analyze company brand and marketing problem & provide recommendation for the on-going brand plan propose the allocation of the research budget and to monitor the use of the budget so as to ensure cost efficiencyCoach and develop the team members to achieve a good marketing competencies, communication and analytical skill
确定消费趋势/机会，中、短期调研发展战略推介、发起、开展联合的关键调研战略/方法，以提高持续的销量和有竞争的市场提高年市场调研计划建议、领导和监控、执行所有的市场活动，并阐明行动计划、问卷/指南，以保证活动发生建立系统，推动和修改数据库的调研数据监管有关人员开展市场调研计划，调整代理和监督执行所有与产品及广告的活动，确保质量水平通过职能部门的工作，开展最佳的战略和方法，为保证品牌计划的运行，要对品牌和问题进行分析和建议建议分配并监督调研预算，确保成本效益指导和提高职员在营销能力、沟通和分析能力的技巧
KEY COMPETENCIES (Required competencies to successfully do the job)
任职资格
Able to analyze comprehensive data sources and make appropriate decision. Integrate intuition and data effectively and identify important issues and explore alternativesStrong leadership skill. Able to set

主要负责研究市场情况和销售工作 有的没个公司的老板不一样 所以具体工作也不大一样

百度市场部 有所有你要的答案