某品牌市场营销培训教材英文版

某品牌市场营销培训教材英文版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”Oftenmis-usedGoodpositionsareusuallyverysimple.Re-positioningcanbeverydifficult.#1/BESTAGAINSTNICHENEWCATEGORYMarketingWarfareResultofcompetitivemarketoverloadZero-sumgameUsesprinciplesofVonClausewitz-militarystrategistUsefulforplanningandunderstandingcompetitivesituationDEFENSEOFFENSEFLANKINGGUERRILLABostonConsultingGroupPortfolioManagementUsefulmodel-butdon’toveruseKeyissue-categorygrowthHere’showitworks...COWDOG?CATEGORYGROWTHMARKETSHARESTARCorporateCultureReasonsforinternalbehaviorMaybedifferentdepartmentsHelpsusunderstandclientculturesHelpsusunderstandotherbehaviorsBETYOURCOMPANYMACHOPROCESSWORKHARDPLAYHARDLOWFEEDBACKHIGHHIGHRISKLOWExles:Discuss/suggestaBrandorMarketingProblemUse2differentmodelsononeproblemUseaspresentationintro通过辛勤的工作获得财富才是人生的大快事。一个人一生可能爱上很多人，等你获得真正属于你的幸福后，你就会明白以前的伤痛其实是一种财富，它让你学会更好地去把握和珍惜你爱的人。1月-2414:1014:10:02人只有为自己同时代人的完善，为他们的幸福而工作，他才能达到自身的完善。每项事业成功都离不开选择，而只有不同寻常的选择才会获取不同寻常的成功。14:10:0214:101月-24论命运如何，人生来就不是野蛮人，也不是乞讨者。人的四周充满真正而高贵的财富—身体与心灵的财富。人生没有彩排，每一个细节都是现场直播。对产品质量来说，不是100分就是0分。成功的经理人员在确定组织和个人的目标时，一般是现实主义的。他们不是害怕提出高目标，而是不让目标超出他们的能力。管理就是决策。14:1014:10:021月-24经营管理，成本分析，要追根究底，分析到最后一点。再实践。2024/1/314:10:02世上并没有用来鼓励工作努力的赏赐，所有的赏赐都只是被用来奖励工作成果的。除了心存感激还不够，还必须双手合十，以拜佛般的虔诚之心来领导员工。2024/1/314:1014:10:02预防是解决危机的最好方法。我们不一定知道正确的道路在哪里，但却不要在错误的道路上走得太远。不要把所有的鸡蛋放在同一个篮子里。用他，就要信任他;不信任他，就不要用他。沟通再沟通。03一月2024多挣钱的方法只有两个：不是多卖，就是降低管理费。我所做的，就是创办一家由我管理业务并把我们的钱放在一起的合伙人企业。我将保证你们有5%的回报，并在此后我将抽取所有利润的50%。请示问题不要带着问题请示，要带着方案请示。汇报工作不要评论性地汇报，而要陈述性的汇报。2024年1月3日在漫长的