【正文】 tion Use a process or time map for ? Efficiency measures ? Time lines ? Process flows 30 來自 中國(guó)最大的資料庫(kù)下載 SOME BASIC RULES FOR EXPLANATORY GRAPHICS For Regressions and Causal Relationships Use an XY scatter chart for ? Point regressions do not show regression line if slide is for exploratory purposes but include it if you are sure of the point you want to make Use a bubble chart for regressions where ? A third dimension is required ., assets or sales bubble size should always refer to sizerelated variable (., assets, but not profitability) 31 來自 中國(guó)最大的資料庫(kù)下載 AFFLUENT IS AN ATTRACTIVE SEGMENT, GENERATING HIGHEST CONTRIBUTION PER CUSTOMER Segment breakdown of contribution per customer Upper 150 Affluent 40 50000 7000 Annual contribution per customer (US $) 2500 Size of market (m) (No. of customers) 5 15 Mass 80 2500 Source: Press literature, AC Nielson, BusinessOnLine, Ministry of Commerce, BCG case experience and analysis = Total contribution (B) Example 32 來自 中國(guó)最大的資料庫(kù)下載 SOME BASIC RULES FOR EXPLANATORY GRAPHICS For ―Novel‖ Comparisons Use a spider chart for ? Gap analysis along multiple dimensions simultaneously perceptions vs. reality client vs. petitors Use ―novel‖ graphics where an unusual point needs to be made ? Difficult to devise ? But sometimes nothing else works ? 33 來自 中國(guó)最大的資料庫(kù)下載 TABLES ARE ALSO USED TO DISPLAY QUANTITATIVE AND QUALITATIVE DATA Use a table when ? You have too many relationships for a graph ? You want to make your calculations overt ? You want to emphasize individual values either words–types of distributors or numbers Do not use tables for most other applications ? Tend to be cluttered and difficult to read, obscuring the message Tend to use it as backup or appendix 34 來自 中國(guó)最大的資料庫(kù)下載 WORD SLIDES HAVE SEVERAL USES To lead audience through logic flow ? Not used for proof, except for interview quotes To summarize findings, remendations To present qualitative information ? Most concepts can be effectively presented in words To present very simplistic data ? But don’t bury numbers in slide–difficult for audience to grasp the meaning 35 來自 中國(guó)最大的資料庫(kù)下載 Presents the message both visually and verbally ? Usually best with simple data or conceptual graphic However, make sure the slides do not bee too confusing COMBINING FORMATS CAN MAKE MESSAGE STRONGER 36 來自 中國(guó)最大的資料庫(kù)下載 CUSTOMER INTERACTION FAR FROM IDEAL 020406080H a n d le d T r a n s f e r r e d R e f e r r e d% of Calls Handled Transferred Referred 35% of all customer service calls are transferred or referred “ I’ve been back and forth, back and forth (between Billing and Customer Service) about six times.‖ Customer of Granada Hills Customer Service when asked if he would like to be transferred to Billing ―I’ve finally spoken with someone with some intelligence—after about six conversations.‖ Irate customer of Granada Hills Customer Service ―It would be so much easier if we could just look at the bill.‖ Customer Service rep to Billing rep when calling to get information for customer Customers are frustrated by process Sources: Call Monitoring (Granada Hills, Ohio, Louisville, Indiana, Garland)。s exclamation point 50 來自 中國(guó)最大的資料庫(kù)下載 THIS IS WHERE THE TITLE (ALL CAPS) IS POSITIONED The subtitle follows with only an initial cap The body of a word slide follows an outline format, beginning with main points which start with a capital letter ? The second level is called a bullet point。 it begins with a lowercase letter it is best to avoid these No end punctuation follows any of these points 51 來自 中國(guó)最大的資料庫(kù)下載 RECOMMENDED FORMAT FOR TABLES AND BOXES Type of assignment Corporate strategy Marketing strategy development Client Major German brewer Major . brewer Scottish brewer Various Major European brewer Australian wine amp。s on this slide? Everything on the slide? Is the point of this slide clear? Is it clearly laid out in the title? Is the title closely connected to the body of the slide? Is the body of the slide easy to read? Is it parallel? Does it contain any unneeded material? This will lead to the Pyramid Thinking / Logic in our next session 55 來自 中國(guó)最大的資料庫(kù)下載 RECAP: WHAT DO YOU SEE ON A GOOD SLIDE Logical and interesting storyline Simple, to the point (no more than 6 key points on one slide) ? Catch your eye ? Key message stands out Conclusion always supported by (appropriate) data and analysis Data always stated with source Consistent format and color schemes No typos