98版策略行销工具箱.ppt

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1、Much of the material in this file has been jointly developed by Colin Benjamin of the Horizons Network and Ian Strachan of Ogilvy&Mather.Copy right is retained byColin Benjamin and Ogilvy&MatherAsia PacificI乱流度Turbulence Level12345世界World重覆的Repetitive扩展的Expanding改变的Changing不连续的Discontinuous充满惊奇的Full

2、 of Surprises事件Event熟悉的Familiar可预测的Predictable不连续的Discontinuous只能做事後诸葛亮 Predictableafter the event无法预测的Unpredictable未来的可见性Visibility ofFuture清晰CrystalClear清楚Clear朦胧Fuzzy雾里看花Obscure一团迷雾Puzzling迈向未来的途径Path to Future康庄大道An OpenRoad缓坡A GentleClimb不平的阶梯An UnevenStaircase攀岩A Rock Climb星际大战的光束旅行“BeamMe Up

3、Scotty”环境Environment稳定Stable反应Reactive可预期Anticipatory创业Entrepreneurial创造Creative亂乱流度Turbulence Level12345你的感受HowWe Typically Feel满足Content舒适Comfortable有成就感Achieving焦虑Anxious歇斯底里Hysterical你的做法WhatWe Typically Do高枕无忧Sleep a lot工作Work努力工作Work Hard想要取回控制Try To GetControl惊慌Panic乱流度Turbulence Level12345你的

4、感受HowWe Typically Feel挫折Cross&Frustrated无趣Bored有期待A sense ofAnticipation激动Excited挑战Challenged你的做法WhatWe Typically Do计画革命PlotRevolution埋怨Complain计画Plan突围Breakout突破Breakfree+=+=+=+=+=Ref:TN/SM/STRMKTOL/rcDeterminants of Buyer Power本世纪最棒的本世纪最棒的航空公司航空公司Best of thedecadeBEST AIRLINEOF DECADE1993/941994/95/961997/981999MONITORQUARTERLY每季监看结果HALFYEARLYREVIEW半年后再看RECONSIDER以后再说吧PLAN ONEMONTHRESPONSE一个月后做ALLOCATERESPONSIBLE-ITIES分派责任归属ANNUALREVIEW半年后再看ACT NOW现在做现在做PLAN THREEMONTHRESPONSE三个月后做MONITORQUARTERLY每季监看结果II