策略行銷工具箱

1、O & M Ref: TN/SM/STRMKTOL/rc 1 Much of the material in this file has been jointly developed by Colin Benjamin of the Horizons Network and Ian Strachan of Ogilvy & Mather. Copy right is retained by Colin Benjamin and Ogilvy & Mather Asia Pacific O & M Ref: TN/SM/STRMKTOL/rc 2 O & M Ref: TN/SM/STRMKTO

2、L/rc 3 O & M Ref: TN/SM/STRMKTOL/rc 4 O & M Ref: TN/SM/STRMKTOL/rc 5 亂流度 Turbulence Level 12345 世界 World 重覆的 Repetitive 擴展的 Expanding 改變的 Changing 不連續(xù)的 Discontinuous 充滿驚奇的 Full of Surprises 事件 Event 熟悉的 Familiar 可預測的 Predictable 不連續(xù)的 Discontinuous 只能做事後諸葛 亮 Predictable after the event 無法預測的 Unpredic

3、table 未來的可見性 Visibility of Future 清晰 Crystal Clear 清楚 Clear 朦朧 Fuzzy 霧里看花 Obscure 一團迷霧 Puzzling 邁向未來的途徑 Path to Future 康莊大道 An Open Road 緩坡 A Gentle Climb 不平的階梯 An Uneven Staircase 攀巖 A Rock Climb 星際大戰(zhàn)的光 束旅行 “Beam Me Up Scotty” 環(huán)境 Environment 穩(wěn)定 Stable 反應 Reactive 可預期 Anticipatory 創(chuàng)業(yè) Entrepreneurial

4、 創(chuàng)造 Creative O & M Ref: TN/SM/STRMKTOL/rc 6 亂亂流度 Turbulence Level 12345 你的感受 How We Typically Feel 滿足 Content 舒適 Comfortable 有成就感 Achieving 焦慮 Anxious 歇斯底里 Hysterical 你的做法 What We Typically Do 高枕無憂 Sleep a lot 工作 Work 努力工作 Work Hard 想要取回控制 Try To Get Control 驚慌 Panic O & M Ref: TN/SM/STRMKTOL/rc 7 亂

5、流度 Turbulence Level 12345 你的感受 How We Typically Feel 挫折 Cross & Frustrated 無趣 Bored 有期待 A sense of Anticipation 激動 Excited 挑戰(zhàn) Challenged 你的做法 What We Typically Do 計畫革命 Plot Revolution 埋怨 Complain 計畫 Plan 突圍 Breakout 突破 Breakfree O & M Ref: TN/SM/STRMKTOL/rc 8 + + += += += += += Ref: TN/SM/STRMKTOL/r

6、c Determinants of Buyer Power O & M Ref: TN/SM/STRMKTOL/rc 12 O & M Ref: TN/SM/STRMKTOL/rc 13 O & M Ref: TN/SM/STRMKTOL/rc 14 O & M Ref: TN/SM/STRMKTOL/rc 15 本世紀最棒的本世紀最棒的 航空公司航空公司 Best of the decade O & M Ref: TN/SM/STRMKTOL/rc 16 BEST AIRLINE OF DECADE 1993/94 1994/95/96 1997/98 1999 O & M Ref: TN/SM/STRMKTOL/rc 17 O & M Ref: TN/SM/STRMKTOL/rc 18 MONITOR QUARTERLY 每季監(jiān)看結果 HALF YEARLY REVIEW 半年后再看 RECONSIDER 以后再說吧 PLAN ONE MONTH RESPONSE 一個月后做 ALLOCATE RESPONSIBLE- ITIES 分派責任歸屬 ANNUAL REVIEW 半年后再看 ACT NOW 現(xiàn)在做現(xiàn)在做 PLAN THREE MONT