班博思市场营销培训资料

(企管培训资料下载)Tonight’sClass:January14,2004YourHost…(企管培训资料下载)KenichiOhmae“Inbusinessasonthebattlefield……theobjectofstrategyistobringabouttheconditionsmostfavorabletoone’sownside.“Instrategicthinking,onefirstseeksaclearunderstandingoftheparticularcharacterofeachelementofasituation……andthenmakesthefullestpossibleuseofhumanbrainpowertorestructuretheelementsinthemostadvantageousway.(企管培训资料下载)“Phenomenaandeventsintherealworlddonotalwaysfitalinearmodel.“Hence,themostreliablemeansofdissectingasituationintoitsconstituentparts……andthenreassemblingtheminthedesiredpatternisnotastep-by-stepmethodologysuchassystemsanalysis.“Rather,itisthatultimatenon-linearthinkingtool,thehumanbrain.”KenichiOhmae(企管培训资料下载)“Nomatterhowdifficultorunprecedentedtheproblem,abreakthroughtothebestpossiblesolutioncancomeonlyfromacombinationofrationalanalysisbasedontherealnatureofthings,andimaginativereintegrationofallthedifferentitemsintoanewpattern……usingnon-linearbrainpower.”KenichiOhmae(企管培训资料下载)Tonight’sAgenda:•HandinMemoAssignment•PizzaPositioningProject-BriefReview•“ASwissArmyKnifeforyourbrain”–StrategicandCreativeThinkingLecture•FormAgencies•ClientPresentation-FullAudio/MusicNow•NextWeek-1stAgencyPresentations:–SelectPizza-3PartFormat–SelectCountry-StrategySelectionGrid–ProblemAnalysis-FullAudio/MusicNow(企管培训资料下载)Assignments:HandinMemo.PresentPizza!!(企管培训资料下载)Lecture:“ASwissArmyKnifeforyourbrain…”(企管培训资料下载)ConceptsWe’llCover:•M.O.S.T.•TheStrategicTriad•Laddering•FCBGrid•“ExplodingtheDot”•Learn/Feel/DoCircle•4A’sto4R’s•MarComMatrix•GEFocusSystem•ThreePartFormat•StrategySelectionGrid(企管培训资料下载)“M.O.S.T.”TacticsStrategyObjectiveMission•Intherealworld,thingscanalsobedrivenfromthe“bottomup.”•Whereveryoustart,allshouldbelinkedandintegrated•TraditionalbusinessthinkingdrivesfromMissionorObjective(企管培训资料下载)TheStrategicTriad:?•Customer•Product•Competition•TheProblem(?)–“TheProblemtheadvertisingmustsolve.”(企管培训资料下载)Laddering:AttributesFeaturesProductBenefitsConsumerBenefitsValues•Goupanddowntheladdertolookforthestrongestlinesofdevelopment.•Genericvs.Specific•Agoodframeworktoanalyzeyourproductandhowitbenefitstheconsumer.(企管培训资料下载)TheFCBGrid:“TheFCBGridrevealsinagraphic,tangiblewayhowconsumersapproachthepurchaseofaparticularproductorservice.”THINKINGFEELINGLOWTHINKLOWFEELLowThink-PracticalandfunctionalproductsLowFeel-SensateandpleasurableproductsHIGHFEELHighFeel-ProductsthatreflectonyouHIGHTHINKHighThink-Consideredpurchases(企管培训资料下载)ExplodingtheDot!Example:OldElPaso(AmericanbrandofMexicanFood)LowFeelHighFeelHighThinkLowThinkHighThinkVariety,goodnutritionLowThinkEasy,economical,specialsavingsHighFeelCreativeservingsuggestionstodemonstrateyourskills.LowFeelFunandflavor.Ole!(企管培训资料下载)TheLearn/Feel/DoCircle:•Threebehaviorsassociatedwithproductinvolvement•Enteratanyplace•Goinanydirection.•Learn/Feel/Do•Learn/Do/Feel•Feel/Learn/Do•Do/Learn/Feel(企管培训资料下载)From4A’sto4R’sThe4R’s•Reaction•Relevance•Response•RelationshipThe4A’s•Attention•Awareness•Attitude•Action(企管培训资料下载)TheMatrix:•Advertising•SalesPromotion•PublicRelations•DirectMarketing•EventMarketing•Interactive(企管培训资料下载)GEFocusSystem:•FocusontheReceiver•FocusontheProposition•DramatizetheProposition(企管培训资料下载)TheThreePartFormat:Advertising/Communicationswillconvince(TargetAudience)that(CommunicationsObjective)Supportwillbe…SupportPoint1SupportPoint2Tone/BrandCharacterwillbe…(企管培训资料下载)StrategySelectionGrid:ProductClassDefinitionTargetGroupSelectionMessageElementSelectionRationale-basedoninformationand/orjudgement(企管培训资料下载)GreatAmericanPopcornProductClassDefinitionTargetGroupSelectionMessageElementSelectionRationale-basedoninformationand/orjudgementFunSnackPopcornEveningEnhancementFund-RaisingEveryonePeoplewholikepopcornCouplesandFamiliesChurchSchoolCommunityLeadersBetterSnackChoiceBestPopcornChoiceGoesw.Videos&SportsGreatNewIdeaBiggestPotentialPositionsasCategoryLeaderBestUsageOccasionHugeIncrementalBusinessPotential(企管培训资料下载)GreatAmericanPopcornAdvertising/Communicationswillconvincegroupsthatneedfund-raisingandpeoplelookingforfunthattheGreatAmericanPopcornCompanyprovidesagreatnewwaytoenjoyaneveningandraisefundsforyourchurch,school,orcommunitygroupSupportwillbe…GreatAmerican’sdeliciousqualityandvarietyAndit’suniquenessasafund-raiser.TonewillreinforcethefunofpopcornandthesuperiorqualityofGreatAmerican’sofferings.(企管培训资料下载)CombineThem•Usethemsystematically•Usethemcreatively•Usethemtopresent(企管培训资料下载)Tonight’sProjectFullAudio...MusicNow…ChrisGladwin(企管培训资料下载)AfterthePresentation•“TheIntelligentQuestionRule”willbeineffect.•Everyonemustbepreparedtoaskoneintelligentquesti