策略行銷(xiāo)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(kuò)展的 Expanding 改變的 Changing 不連續(xù)的 Discontinuous 充滿(mǎn)驚奇的 Full of Surprises 事件 Event 熟悉的 Familiar 可預(yù)測(cè)的 Predictable 不連續(xù)的 Discontinuous 只能做事後諸葛 亮 Predictable after the event 無(wú)法預(yù)測(cè)的 Unpredic

3、table 未來(lái)的可見(jiàn)性 Visibility of Future 清晰 Crystal Clear 清楚 Clear 朦朧 Fuzzy 霧里看花 Obscure 一團(tuán)迷霧 Puzzling 邁向未來(lái)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(yīng) Reactive 可預(yù)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(mǎn)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(wú)憂(yōu) 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(wú)趣 Bored 有期待 A sense of Anticipation 激動(dòng) Excited 挑戰(zhàn) Challenged 你的做法 What We Typically Do 計(jì)畫(huà)革命 Plot Revolution 埋怨 Complain 計(jì)畫(huà) 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(jì)最棒的本世紀(jì)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(jié)果 HALF YEARLY REVIEW 半年后再看 RECONSIDER 以后再說(shuō)吧 PLAN ONE MONTH RESPONSE 一個(gè)月后做 ALLOCATE RESPONSIBLE- ITIES 分派責(zé)任歸屬 ANNUAL REVIEW 半年后再看 ACT NOW 現(xiàn)在做現(xiàn)在做 PLAN THREE MONT