某品牌市場營銷培訓教材英文版-文庫吧資料
2025-02-19 12:06本頁面
【正文】 on into its constituent parts… …and then reassembling them in the desired pattern is not a stepbystep methodology such as systems analysis. “Rather, it is that ultimate nonlinear thinking tool, the human brain.” Kenichi Ohmae ? “ No matter how difficult or unprecedented the problem, a breakthrough to the best possible solution can e only from a bination of rational analysis based on the real nature of things, and imaginative reintegration of all the different items into a new pattern… …using nonlinear brainpower.” Kenichi Ohmae ? Tonight’s Agenda: ? Hand in Memo Assignment ? Pizza Positioning Project Brief Review ? ―A Swiss Army Knife for your brain‖ – Strategic and Creative Thinking Lecture ? Form Agencies ? Client Presentation Full Audio/Music Now ? Next Week 1st Agency Presentations: – Select Pizza 3 Part Format – Select Country Strategy Selection Grid – Problem Analysis Full Audio/Music Now ? Assignments: Hand in Memo. Present Pizza!! ? Lecture: “ A Swiss Army Knife for your brain…‖ ? Concepts We’ll Cover: ? . ? The Strategic Triad ? Laddering ? FCB Grid ? ―Exploding the Dot‖ ? Learn/Feel/Do Circle ? 4A‘s to 4R‘s ? MarCom Matrix ? GE Focus System ? Three Part Format ? Strategy Selection Grid ? “ .” Tactics Strategy Objective Mission ? In the real world, things can also be driven from the ―bottom up.‖ ? Wherever you start, all should be linked and integrated ? Traditional business thinking drives from Mission or Objective ? The Strategic Triad: ? ? Customer ? Product ? Competition ? The Problem (?) –“The Problem the advertising must solve.” ? Laddering: Attributes Features Product Benefits Consumer Benefits Values ? Go up and down the ladder to look for the strongest lines of development. ? Generic vs. Specific ? A good framework to analyze your product and how it benefits the consumer. ? The FCB Grid: “ The FCB Gr
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