【正文】 New system LX20正如你所料想的，生產(chǎn)過程的瑕疵影響了新產(chǎn)品 LX20的銷售However,major cause ofdisappointing sales isDynamo unfocused marketing effort 然而，真正使得銷售不振的主要原因則在于貴公司市場營銷的重點不集中Therefor,DynamoShould take immediateSteps to develop andExecute a more targetedMarketing plan正如你所料想的，生產(chǎn)過程的瑕疵影響了新產(chǎn)品 LX20的銷售169。2023 Brand Management System 17SOME ARGUMENT PATTERNS部分邏輯論證模式Success requires X需有 X才能成功Success requires X需有 X才能成功You are pursuing X你正朝 X發(fā)展You thought X was aproblem你認(rèn)為 X是問題Performance is not As expected績效不如預(yù)期Therefore, develop Capability for X因此，建立作 X的能力Therefore,shirt focus to X因此，轉(zhuǎn)移重心到 XTherefore,changeDirection to Y因此，轉(zhuǎn)向 Y前進(jìn)Therefore, shift focus to Y因此，轉(zhuǎn)移重心到 YTherefore, take steps to Fix X因此，設(shè)法解決 XYou are not Equipped to do X你無法作到Y(jié)ou are not focusing on X你的重心不在 XY would be better但 Y比較有利Further investigation Shows it Y 但調(diào)查顯示 Y才是問題Underlying cause is X問題出在 X169。2023 Brand Management System 18PROS AND CONS OF ARGUMENTS邏輯論證的利弊Key lineSupport主要理由UncontroversialStatement about situation以無可爭議的說法來陳述情況Comment on situation對情況的評論意見Implication of situationAnd ment(“therefore ” point )情況所代表的涵義及評論（ [因此 ]…… ）Governing thought中心思想Pros Demonstrates that no other avenue will work 利 證明內(nèi)容的必然走向（沒有第二條路可走） Can be particularly effective with resistant audiences 對有拒絕心理的聽眾尢為有效Cons If audience disagrees with “situation ” or “ment ” argument 弊 will fail to persuade 如聽眾對 [情況 ]或 [意見 ]有異議，該論證即失去了說服力 Requires audience to remember much information before getting to “so what ” 聽眾在聽到最后的 [所以 ]結(jié)論時，先要記憶大量信息169。2023 Brand Management System 19AGENDA 課程? Writing Backwards—The Pyramid 從結(jié)論說起? The Governing Thought (TOPS) 中心思想? Logical Arguments 邏輯論證? No Gaps,No Overlaps (MECE) 不遺漏、不重疊（不多不少）? Logical Groupings 邏輯組合169。2023 Brand Management System 20GROUPING STRUCTURE （ INDUCTIVE REASONING）邏輯組合式架構(gòu)（歸納結(jié)論）Governing thought中心思想Key lineSupport主要理由Same kind of idea: Reasons 原因 同類想法 Examples 例子 Actions 行動169。2023 Brand Management System 21LOGICAL GROUPING EXAMPLE邏輯組合舉例To improve sales,Dynamo should takeImmediate steps to develop and execute aMore targeted marketing plan for the LX20貴公司必須立即采取行動，研擬并實行對象明確的營銷計劃以改善 LX20產(chǎn)品的銷售Explicitly IdentifyHighpriority Segments And Their needs確定找出高優(yōu)先性的客戶群及其需求Develop tailoredPromotions and Sales aids發(fā)展針對目標(biāo)客戶設(shè)計的促銷活動及工具Establish AppropriateCustomer contact And followup guidelines建立合宜的客戶聯(lián)系及追蹤制度169。2023 Brand Management System 22IS THIS A GOOD GROUPING—1這是個好的邏輯組合嗎 ？ 1The division shouldTake several steps toImprove profitability該部門應(yīng)采取多種措施，改善盈利Shift strategic focus改變戰(zhàn)略性焦點Reexamine salesteamincentives重新栓討銷售隊伍的原動力The improvementProgram has importantImplications for the Organization 改善計劃對公司而言有很重大的意義169。2023 Brand Management System 23IS THIS A GOOD GROUPING?—2這是個好的邏輯組合嗎 ？ 2Planning for the future該部門應(yīng)采取多種措施，改善盈利Implementing theProposed planningSystem will be costlyAnd timeconsuming推行建議的計劃系統(tǒng)花費會很高，而且很費時It is not clear that he new System will correct the Major weaknesses of the Existing system新系統(tǒng)是否可糾正現(xiàn)有系統(tǒng)的主要弱點還是未知之?dāng)?shù)Importance of goodplanning 好好作出規(guī)劃的重要性169。2023 Brand Management System 24IS THIS A GOOD GROUPING?—3這是個好的邏輯組合嗎？ 3Accounting system needsTo be modified會計系統(tǒng)需作修改Retail stores Have not Suffered majorProfit decline零售商店的利潤并未大幅下降Variations in Product line Profitability byRegion not wellunderstood并沒有真正理解各區(qū)不同產(chǎn)品系列的利潤差別Southem RegionOnly moderatelyMore profitable南區(qū)只取得稍高的利潤Present store PL leads toWrong decisionsAt store lev