【文章內(nèi)容簡(jiǎn)介】 el商店根據(jù)現(xiàn)有的盈虧情況錯(cuò)誤地作出決定169。2023 Brand Management System 25PROS AND CONS OF GROUPINGS邏輯組合的利弊Governing thought中心思想Key lineSupport主要理由Pros Major points easy to remember 利 便于記住要點(diǎn) Very effective for actionoriented audiences 對(duì)注重具體措施的聽眾極為有效 If one point rejected ,remaining point may still persuade 一點(diǎn)被否定，其余各點(diǎn)仍具說服力 Cons Could be too forceful for some audiences 對(duì)一些聽眾可能有勉強(qiáng)之嫌169。2023 Brand Management System 26IS IT MECE？ 3這是否（不多不少）？ 3The pany should adopt an invest/grow strategy in this business對(duì)此項(xiàng)業(yè)務(wù)，公司應(yīng)采投資 /增長(zhǎng)戰(zhàn)略? The market is favorable 該市場(chǎng)看好? The business is strong 業(yè)務(wù)茁壯? Financial and market performance has been excellent 財(cái)務(wù)方面和市場(chǎng)的績(jī)效一直都非常好? The sales and financial outlook appears good 銷售和財(cái)政方面的前景看來很好? Innovative marketing strategies have proved successful 有創(chuàng)意的市場(chǎng)營(yíng)銷戰(zhàn)略證明是成功的169。2023 Brand Management System 27BUILDING OUR PYRAMID建立我們的金字塔? 我們主要傳達(dá)的信息（中心思想）是什么？是否合乎 TOPS的標(biāo)準(zhǔn)？? 應(yīng)采用論證式還是組合式？? 最后的架構(gòu)是否通過有關(guān)的邏輯測(cè)試呢？ 如采用邏輯組合方式，各要點(diǎn)在邏輯上是否相同（如：都是步驟、問題或利益？）并按照邏輯順序排列？ 如采用邏輯論證方式，第二點(diǎn)是否是針對(duì)第一點(diǎn)的評(píng)論意見，并一定會(huì)引申到第三點(diǎn)而且不致引申到其他地方？用論證式或組合式的論點(diǎn)是否可不多不海豹地支持結(jié)論呢？相互之間具有排他性：每一個(gè)論點(diǎn)是否只用一交次并用在最適當(dāng)?shù)奈恢?？整體而言毫無遺漏：我們是否提出了支持或辯護(hù)結(jié)論中心思想所需的全部論點(diǎn)？169。2023 Brand Management System 28SOLUTION解答169。2023 Brand Management System 29GROUPING AND SUMMARIZING—SOLUTION組合和總結(jié) — 解決方案 Fix hole in roof 修理車頂?shù)钠贫?Get new floor mats 買新的車內(nèi)地毯 Write newspaper ad 寫報(bào)紙廣告稿 Get new overhead light 買新的頂燈 Fix the dents 修理車身凹陷處 Get rust spots painted over 把銹斑噴漆 Make sign for rear window 寫后窗售車廣告 Write announcement for bulletin board 寫公告板的售車海報(bào) Vacuum interior 將車內(nèi)吸塵Get bodywork done(at body shop)（在車體修理工場(chǎng)） 修理車體Spruce up interior(at gas station)（在汽油站） 把車內(nèi)部打理干凈PrepareAdvertisements(at home)（在家里） 準(zhǔn)備廣告169。2023 Brand Management System 30麥肯錫公司客戶培訓(xùn)材料解決方案此報(bào)告僅供客戶內(nèi)部使用，未經(jīng)麥肯錫公司的書面許可，其它任何機(jī)構(gòu)不得擅自傳閱、引用或復(fù)制。169。2023 Brand Management System 31RAGU SOLUTION RAGU 的解決方案US sales of Ragu spaghetti sauce are declining as a result of adverse product development and environmental trends意大利面在美國(guó)的銷售下跌，主要因?yàn)槠浞闯绷鞫械漠a(chǎn)品開發(fā)作法及市場(chǎng)環(huán)境趨勢(shì)的影響 (11 )改變其醬汁配方但客戶不喜歡競(jìng)爭(zhēng)對(duì)手們的產(chǎn)品較受客戶喜愛美國(guó)的【面食風(fēng)潮】已過在醬汁中加重香料份量（ 3）在醬汁中減少肉份量（ 10）新推出價(jià)格較低、口味較好的醬汁（ 1）成功地推出一項(xiàng)創(chuàng)新的【意大利第一面醬汁】（ 6）以高品味質(zhì)的系列產(chǎn)品而且占有更大的市場(chǎng)份額（ 9）親的滸趨勢(shì)是吃米食而非面食（ 5）意大利肉醬面再度被視為廉價(jià)、呆板而且無趣的食物（ 8）169。2023 Brand Management System 32GROUPING AND SUMMARIZING組合和總結(jié)What do I need to do to sell my old car？ 賣舊車前的準(zhǔn)備 Fix hole in roof 修理車頂?shù)钠贫? Get new floor mats 買新的車內(nèi)地毯 Write newspaper ad 寫報(bào)紙廣告稿 Get new overhead light 買新的頂燈 Fix the dents 修理車身凹陷處 Get rust spots painted over 把銹斑噴漆 Make announcement for bulletin board 寫后窗售車廣告 Write announcement for bulletin board 寫公告板的售車海報(bào) Vacuum interior 將車內(nèi)吸塵練習(xí)題一169。2023 Brand Management System 33UNSCRAMBLE THE FOLLOWING整理以下各句 Kewpie has introduced a bettertasting sauce at a cheaper price Kewpie新推出價(jià)格較低、口味較好的醬汁 Ragu changed its sauce recipe and customers done like it Ragu 改變其醬汁配方但客戶不喜歡 The US “pasta boom” is over 美國(guó)的 [面食風(fēng)潮 ]已過 Competitors？ Products are gaining favor 競(jìng)爭(zhēng)對(duì)手們的產(chǎn)品較受客戶喜愛 Trendsetters now prefer wild rice to spaghetti 新的新趨勢(shì)是吃米食而非面食 Heinz has successfully launched an innovative new “Italian Prima” sauce 成功地推出一項(xiàng)創(chuàng)新的 [意大利第一面醬汁 ] Ragu added more spices to the sauce Ragu在醬汁中加重香料份量 Spaghetti is once again perceives as a lowbudget, starchy,and unexciting food 意大利肉醬面再度被視為廉價(jià)、呆板而無趣的食物 Hunt has increased its market share with its premiumquality “Donello”line Hunt以高品質(zhì)的系列產(chǎn)品而占有更大的市場(chǎng)份額 Ragu reduced the amount of meat in the sauce 在醬汁中