某品牌市場營銷培訓(xùn)教材英文版

某品牌市場營銷培訓(xùn)教材英文版KenichiOhmae“Inbusinessasonthebattlefield……theobjectofstrategyistobringabouttheconditionsmostfavorabletoone’sownside.“Instrategicthinking,onefirstseeksaclearunderstandingoftheparticularcharacterofeachelementofasituation……andthenmakesthefullestpossibleuseofhumanbrainpowertorestructuretheelementsinthemostadvantageousway.“Phenomenaandeventsintherealworlddonotalwaysfitalinearmodel.“Hence,themostreliablemeansofdissectingasituationintoitsconstituentparts……andthenreassemblingtheminthedesiredpatternisnotastep-by-stepmethodologysuchassystemsanalysis.“Rather,itisthatultimatenon-linearthinkingtool,thehumanbrain.”

KenichiOhmae“Nomatterhowdifficultorunprecedentedtheproblem,abreakthroughtothebestpossiblesolutioncancomeonlyfromacombinationofrationalanalysisbasedontherealnatureofthings,andimaginativereintegrationofallthedifferentitemsintoanewpattern……usingnon-linearbrainpower.”KenichiOhmaeTonight’sAgenda:HandinMemoAssignmentPizzaPositioningProject-BriefReview“ASwissArmyKnifeforyourbrain”StrategicandCreativeThinkingLectureFormAgenciesClientPresentation-FullAudio/MusicNowNextWeek-1stAgencyPresentations:SelectPizza-3PartFormatSelectCountry-StrategySelectionGridProblemAnalysis-FullAudio/MusicNowAssignments:

HandinMemo.PresentPizza!!Lecture:“ASwissArmyKnifeforyourbrain…”ConceptsWe’llCover:M.O.S.T.TheStrategicTriadLadderingFCBGrid“ExplodingtheDot”Learn/Feel/DoCircle4A’sto4R’sMarComMatrixGEFocusSystemThreePartFormatStrategySelectionGrid“M.O.S.T.”TacticsStrategyObjectiveMission

Intherealworld,thingscanalsobedrivenfromthe“bottomup.”

Whereveryoustart,allshouldbelinkedandintegrated

TraditionalbusinessthinkingdrivesfromMissionorObjectiveTheStrategicTriad:?

Customer

Product

Competition

TheProblem(?)“TheProblemtheadvertisingmustsolve.”Laddering:AttributesFeaturesProductBenefitsConsumerBenefitsValues

Goupanddowntheladdertolookforthestrongestlinesofdevelopment.

Genericvs.Specific

Agoodframeworktoanalyzeyourproductandhowitbenefitstheconsumer.TheFCBGrid:“TheFCBGridrevealsinagraphic,tangiblewayhowconsumersapproachthepurchaseofaparticularproductorservice.”THINKING

FEELINGINVOLVEMENTLOWTHINKLOWFEELLowThink-PracticalandfunctionalproductsLowFeel-SensateandpleasurableproductsHIGHFEELHighFeel-ProductsthatreflectonyouHIGHTHINKHighThink-ConsideredpurchasesExplodingtheDot!Exle:OldElPaso(AmericanbrandofMexicanFood)LowFeelHighFeelHighThinkLowThinkHighThinkVariety,goodnutritionLowThinkEasy,economical,specialsavings

HighFeelCreativeservingsuggestionstodemonstrateyourskills.

LowFeelFunandflavor.Ole!TheLearn/Feel/DoCircle:ThreebehaviorsassociatedwithproductinvolvementFeelLearnDoEnteratanyplaceGoinanydirection.Learn/Feel/DoLearn/Do/FeelFeel/Learn/DoDo/Learn/FeelFrom4A’sto4R’sThe4R’sReactionRelevanceResponseRelationship

The4A’sAttentionAwarenessAttitudeActionTheMatrix:

Advertising

SalesPromotion

PublicRelations

DirectMarketing

EventMarketing

InteractiveGEFocusSystem:FocusontheReceiverFocusonthePropositionDramatizethePropositionTheThreePartFormat:Advertising/Communicationswillconvince(TargetAudience)that(CommunicationsObjective)Supportwillbe…SupportPoint1SupportPoint2Tone/BrandCharacterwillbe…StrategySelectionGrid:

ProductClassDefinition TargetGroupSelection MessageElementSelection Rationale-basedoninformation and/orjudgementGreatAmericanPopcorn

ProductClassDefinition TargetGroupSelection MessageElementSelection Rationale-basedoninformation and/orjudgement

FunSnack

Popcorn

EveningEnhancement

Fund-Raising

Everyone

Peoplewholikepopcorn

CouplesandFamilies

ChurchSchoolCommunityLeaders

BetterSnackChoice

BestPopcornChoice

Goesw.Videos&Sports

GreatNewIdea

BiggestPotential

PositionsasCategoryLeader

BestUsageOccasion

HugeIncrementalBusinessPotentialGreatAmericanPopcornAdvertising/Communicationswillconvincegroupsthatneedfund-raisingandpeoplelookingforfunthattheGreatAmericanPopcornCompanyprovidesagreatnewwaytoenjoyaneveningandraisefundsforyourchurch,school,orcommunitygroupSupportwillbe…GreatAmerican’sdeliciousqualityandvarietyAndit’suniquenessasafund-raiser.TonewillreinforcethefunofpopcornandthesuperiorqualityofGreatAmerican’sofferings.CombineThemUsethemsystematicallyUsethemcreativelyUsethemtopresentTonight’sProjectFullAudio...MusicNow…ChrisGladwinAfterthePresentation“TheIntelligentQuestionRule”willbeineffect.Everyonemustbepreparedtoaskoneintelligentquestion.NextWeek:InitialAgencyPresentationsSelectedPizza-3PartStatementFullAudio/MusicNowWhat’stheProblem?StateorCountrySelectionGridBookReportExlesThePopeyesPresentationPositioningResultofmessageoverloadOccurs“inmindofconsumer”O(jiān)ftenmis-usedGoodpositionsareusuallyverysimple.Re-positioningcanbeverydifficult.#1/BESTAGAINSTNICHENEWCATEGORYMarketingWarfareResultofcompetitivemarketoverloadZero-sumgameUsesprinciplesofVonClausewitz-militarystrategistUsefulforplanningandunderstandingcompetitivesituationDEFENSEOFFENSEFLANKINGGUERRILLABostonConsultingGroupPortfolioManagementUsefulmodel-butdon’toveruseKeyissue-categorygrowthHere’showitworks...COWDOG?CATEGORYGROWTHMARKETSHARESTARCorporateCultureReasonsforinternalbehaviorMaybedifferentdepartmentsHelpsusunderstandclientculturesHelpsusunderstandotherbehaviorsBETYOURCOMPANYMACHOPROCESSWORKHARDPLAYHARDLOWFEEDBACKHIGHHIGHRISKLOWExles:Discuss/suggestaBrandorMarketingProblemUse2differentmodelsononeproblemUseaspresentationintro通過辛勤的工作獲得財富才是人生的大快事。一個人一生可能愛上很多人，等你獲得真正屬于你的幸福后，你就會明白以前的傷痛其實是一種財富，它讓你學(xué)會更好地去把握和珍惜你愛的人。1月-2414:1014:10:02人只有為自己同時代人的完善，為他們的幸福而工作，他才能達到自身的完善。每項事業(yè)成功都離不開選擇，而只有不同尋常的選擇才會獲取不同尋常的成功。14:10:0214:101月-24論命運如何，人生來就不是野蠻人，也不是乞討者。人的四周充滿真正而高貴的財富—身體與心靈的財富。人生沒有彩排，每一個細節(jié)都是現(xiàn)場直播。對產(chǎn)品質(zhì)量來說，不是100分就是0分。成功的經(jīng)理人員在確定組織和個人的目標時，一般是現(xiàn)實主義的。他們不是害怕提出高目標，而是不讓目標超出他們的能力。管理就是決策。14:1014:10:021月-24經(jīng)營管理，成本分析，要追根究底，分析到最后一點。再實踐。2024/1/314:10:02世上并沒有用來鼓勵工作努力的賞賜，所有的賞賜都只是被用來獎勵工作成果的。除了心存感激還不夠，還必須雙手合十，以拜佛般的虔誠之心來領(lǐng)導(dǎo)員工。2024/1/314:1014:10:02預(yù)防是解決危機的最好方法。我們不一定知道正確的道路在哪里，但卻不要在錯誤的道路上走得太遠。不要把所有的雞蛋放在同一個籃子里。用他，就要信任他;不信任他，就不要用他。溝通再溝通。03一月2024多掙錢的方法只有兩個：不是多賣，就是降低管理費。我所做的，就是創(chuàng)辦一家由我管理業(yè)務(wù)并把我們的錢放在一起的合伙人企業(yè)。我將保證你們有5%的回報，并在此后我將抽取所有利潤的50%。請示問題不要帶著問題請示，要帶著方案請示。匯報工作不要評論性地匯報，而要陳述性的匯報。2024年1月3日在漫長的