APPENDIX 2: DATA COLLECTION INSTRUMENTS

The Food and Agriculture Organization (FAO) of the United Nations, in cooperation with the University of Bío-Bío in Concepción and Virginia Tech University in the United States, is collecting information to assist in the development of Forest Products Marketing educational and training programmes in Chile. As a leader in the forest products area, we are asking for your assistance in identifying marketing training and educational needs. The information you provide will assist government and private decision-makers in developing appropriate and useful programmes. Your cooperation is greatly appreciated and the results of the study will be made available to all participants upon request.

1. Does your organization offer training in Forest Products Marketing?

? No

? Yes: Please explain the type of training it offers.

_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________

2. Does your organization plan on offering Forest Products Marketing Education in the future?

? No

? Yes: Please explain the type of training you will be offering.

3. Please circle the number that best represents your opinion of the availability from these sources of forest products marketing training in Chile.

Not Available

Very Available

Educational materials

1

2

3

4

5

University programmes

1

2

3

4

5

Continuing education

1

2

3

4

5

Forest Products Marketing instructors

1

2

3

4

5

Seminars

1

2

3

4

5

Associations

1

2

3

4

5

4. Please circle the number that best represents your opinion of the availability of forest products marketing education to the following individuals?


	Not Available				Very Available
Undergraduate students	1	2	3	4	5
Graduate students	1	2	3	4	5
Upper management in industry	1	2	3	4	5
Middle management in industry	1	2	3	4	5
Labour force	1	2	3	4	5
Government officials	1	2	3	4	5

5. Please rate the following subject areas as to their importance within a forest products marketing educational programme and their current availability to individuals within the Chilean Forest Products Industry.


	Subject Importance						Subject Availability
Subject Area	Not Important	_	Average Importance	·	Very Important	Not Available		_	Average Availability	·	Very Available
Marketing Factors
Product promotion	1	2	3	4	5	1		2	3	4	5
Product distribution	1	2	3	4	5	1		2	3	4	5
Sales skills	1	2	3	4	5	1		2	3	4	5
Types of forest products	1	2	3	4	5	1		2	3	4	5
Pricing of products	1	2	3	4	5	1		2	3	4	5
New product development	1	2	3	4	5	1		2	3	4	5
Forestry related issues	1	2	3	4	5	1		2	3	4	5
Identifying Markets
Green marketing	1	2	3	4	5	1		2	3	4	5
Non-wood forest products	1	2	3	4	5	1		2	3	4	5
Identifying new markets	1	2	3	4	5	1		2	3	4	5
Finding market information	1	2	3	4	5	1		2	3	4	5
Market information systems	1	2	3	4	5	1		2	3	4	5
Conducting marketing research	1	2	3	4	5	1		2	3	4	5
Product certification	1	2	3	4	5	1		2	3	4	5
International markets	1	2	3	4	5	1		2	3	4	5
Marketing Management
Basic economics	1	2	3	4	5	1		2	3	4	5
Strategic market planning	1	2	3	4	5	1		2	3	4	5
e-commerce	1	2	3	4	5	1		2	3	4	5
Developing strategic partnerships	1	2	3	4	5	1		2	3	4	5
Developing marketing plans	1	2	3	4	5	1		2	3	4	5
Competitive positioning	1	2	3	4	5	1		2	3	4	5
Business Environment
Finance	1	2	3	4	5	1		2	3	4	5
Communication infrastructure	1	2	3	4	5	1		2	3	4	5
Personnel management	1	2	3	4	5	1		2	3	4	5
Developing business plans	1	2	3	4	5	1		2	3	4	5
Motivating personnel	1	2	3	4	5	1		2	3	4	5
Banking infrastructures	1	2	3	4	5	1		2	3	4	5
Environmental issues	1	2	3	4	5	1		2	3	4	5
Trade policy	1	2	3	4	5	1		2	3	4	5
Social issues	1	2	3	4	5	1		2	3	4	5

6. How effective is each educational training method in delivering forest products marketing educational training in Chile. (Please rate each method from least effective to most effective.)

METHOD	Least Effective	_	Average Effectiveness	·	Most Effective
Classroom training at university	1	2	3	4	5
Personal training visits	1	2	3	4	5
Continuing educational programmes	1	2	3	4	5
Electronic transfer (Internet)	1	2	3	4	5
Newsletters	1	2	3	4	5
Case studies	1	2	3	4	5
Video tapes	1	2	3	4	5
Training manuals	1	2	3	4	5
Trade journal articles	1	2	3	4	5
Short courses	1	2	3	4	5
Speakers at association meetings	1	2	3	4	5
Other:	1	2	3	4	5

7. What do you believe are the principal challenges in developing additional forest products marketing programmes in Chile?

8. How do you believe the needs for professionals with education in forest products marketing will change over the next five years?

9. What are the greatest challenges facing the Chilean forest products industry today? What do you predict will be the greatest challenges in 2005?

A. Greatest challenges today:
B. Greatest challenges in 2005:

10. With which type of organization are you employed?

? State University ? Local Government

? Private University ? Private Association

? Chilean Government ? Private Corporation

? Other:_________________________

11. What is your position at your organization?

? University Faculty Member ? Government Official

? Marketing Manager ? Other:____________________

? Association Director

12. Are there other issues in developing a forest products marketing programme that we have not discussed that you would like to share with us? Please tell us what would be needed to develop an effective forest products marketing programme in Chile.

Personal Interview Questions

Date:

Organization:

Person interviewed:

Title:

Please describe your organization (type, number of employees, goals, sales, geographic locations)

How many people in your organization are involved in the marketing of forest products? (if a university, discuss faculty members who teach forest products marketing)

What is the educational background of the people involved in the marketing of forest products within your organization?

Do any of these people have formal education/training in forest products marketing? If so, where/how did they receive this education/training?

Does your organization provide education in the marketing of forest products (skip if discussed above)? If so, please describe.

Please describe the perfect forest products marketing education programme for people in your organization:

Length?

Topics?

Degree/non-degree?

Sponsor?

Target audience?

Delivery method?

Forests offer many products besides solid wood.

What non-wood forest products are produced in Chile?

How should a forest products marketing programme include these products in their curriculum?

What is the demand within Chile for people with formal education in forest products marketing?

Currently?

Next 5 years?

Increasingly, continuing education is playing a role for forest products professionals. How should training for professionals be addressed in the development of a forest products marketing programme?

What obstacles or barriers are there to forest products marketing education/training in Chile?

Are there forests products marketing programmes in other countries which are good models for Chile?

What are the greatest challenges facing the Chilean forest products industry?

Today?

In 2005?

How can forest products education/training help Chile meet these challenges?

What other issues regarding forest products marketing should we know about?
APPENDIX 3: LIST OF INTERVIEWS CONDUCTED WITH FOREST PRODUCTS INDUSTRY AND EDUCATION PROFESSIONALS

Interview Schedule

Date	Organization	Individual
05/01/2000	Universidad de Concepción	Decanatura - Sr. Joel Zambrano (Decano y Presidente Colegio Ing.)
	Universidad de Concepción	Dirección Manejo de Bosques y Medio Ambiente Sr. Jaime Millán (Director)
06/01/2000	Fundación Chile	Sr. Jorge Holmberg Lundstedt (Gerente Forestal)
	Universidad del Bío-Bío	Sr. Arnaldo Jelvez C. (Ingeniero Forestal Ph.D.) Sr. Gustavo Chiang Acosta (Director - Departamento Ingeniería en Maderas)
	Corma Región del Bío-Bío	Silvicultura y Patrimonios Sr. Daniel Contesse (Gerente)
	Asoc. Tec. Celulosa y Papel de Chile	Sr. Luis Arriagada (Presidente) Sr. José Paz Pena (Director Ejecutivo)
07/01/2000	Masisa Planta Mapal	Sr. Carlos Romeny H. (Gerente Operaciones)
	Fibranova S.A.	Sr. José Miguel Valenzuela (Gerente General)
10/01/2000	Universidad Católica	Facultad de Ciencias Agropecuarias y Forestales Sr. Marcelo Hernandez Nauto (Director Carrera Ingeniería Forestal) Sr. Emilio Guerra Bugueno (Ing. Forestal, MBA)
	Universidad de la Frontera	Depto. Ciencias Forestales Sr. Patricio Nuñez M. (Director Depto.) Sr. Alejandro Espinosa Sepulveda (Ingeniero Forestal M.Sc.)
	Universidad Austral de Valdivia	Sr. Robert Juacida Percaz (Director)
12/01/2000	Universidad de Talca - Fac. Ing. Forestal	Sr. Mauricio Ponce Donosa (Director Escuela Ing. Forestal) Sr. Gerardo Soto Urbina (Director Centro Tecnología de la Madera) Sr. Francis Devlieger Sollier (Director Departamento) Sr. L. Emilio Cuevas Izquierdo (Ing. Forestal U. De Chile)
13/01/2000	ProChile	Sra. Regina Rodriguez (Gerente Promoción y Marketing Internacional) Sr. Wilfredo Guzmán Guajardo (Gerencia de Promoción y Marketing)
	INFOR	Sra. Susana Benedetti (Gerente Investigación) Sr. Alonso Quezado Fonseca (Subgerente Industrias) Sr. Ignacio Cerda Vargas (Subgerente Estudios Económicos y Ambientales) Sr. Gonzalo Paredes Veloso (Director Ejecutivo)
	Universidad de Chile	Dirección Investigación y Proyectos Externos Sr. Fernando Bascur Huck (Director) Sr. Misael Gutiérrez Daure (Director) Prof. Dr. Juan E. Donoso G. (Director)
	Fundación Chile	Sr. Juan Montes Santander (Gerente Depto. Industrias Secundarias)
14/01/2000	Icare	Sr. Sergio López Pugh (Asesor Gerencia General)


	Not Available				Very Available
Educational materials	1	2	3	4	5
University programmes	1	2	3	4	5
Continuing education	1	2	3	4	5
Forest Products Marketing instructors	1	2	3	4	5
Seminars	1	2	3	4	5
Associations	1	2	3	4	5