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1、O&MRef:TN/SM/STRMKTOL/rc1Much 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 byColin Benjamin and Ogilvy&MatherAsia PacificO&MRef:TN/SM/STRMKTOL/rc2IO&MRef:TN/SM/STRMKTOL/rc3O&MRef:TN/SM/STRMK
2、TOL/rc4O&MRef:TN/SM/STRMKTOL/rc5乱流度Turbulence Level12345世界World重覆的Repetitive扩展的Expanding改变的Changing不连续的Discontinuous充满惊奇的Full of Surprises事件Event熟悉的Familiar可预测的Predictable不连续的Discontinuous只能做事後诸葛亮 Predictableafter the event无法预测的Unpredictable未来的可见性Visibility ofFuture清晰CrystalClear清楚Clear朦胧Fuzzy雾里看花Ob
3、scure一团迷雾Puzzling迈向未来的途径Path to Future康庄大道An OpenRoad缓坡A GentleClimb不平的阶梯An UnevenStaircase攀岩A Rock Climb星际大战的光束旅行“BeamMe Up Scotty”环境Environment稳定Stable反应Reactive可预期Anticipatory创业Entrepreneurial创造CreativeO&MRef:TN/SM/STRMKTOL/rc6亂乱流度Turbulence Level12345你的感受HowWe Typically Feel满足Content舒适Comfortabl
4、e有成就感Achieving焦虑Anxious歇斯底里Hysterical你的做法WhatWe Typically Do高枕无忧Sleep a lot工作Work努力工作Work Hard想要取回控制Try To GetControl惊慌PanicO&MRef:TN/SM/STRMKTOL/rc7乱流度Turbulence Level12345你的感受HowWe Typically Feel挫折Cross&Frustrated无趣Bored有期待A sense ofAnticipation激动Excited挑战Challenged你的做法WhatWe Typically Do计画革命PlotR
5、evolution埋怨Complain计画Plan突围Breakout突破BreakfreeO&MRef:TN/SM/STRMKTOL/rc8+=+=+=+=+=Ref:TN/SM/STRMKTOL/rcDeterminants of Buyer PowerO&MRef:TN/SM/STRMKTOL/rc12O&MRef:TN/SM/STRMKTOL/rc13O&MRef:TN/SM/STRMKTOL/rc14O&MRef:TN/SM/STRMKTOL/rc15本世纪最棒的本世纪最棒的航空公司航空公司Best of thedecadeO&MRef:TN/SM/STRMKTOL/rc16BEST
6、 AIRLINEOF DECADE1993/941994/95/961997/981999O&MRef:TN/SM/STRMKTOL/rc17O&MRef:TN/SM/STRMKTOL/rc18MONITORQUARTERLY每季监看结果HALFYEARLYREVIEW半年后再看RECONSIDER以后再说吧PLAN ONEMONTHRESPONSE一个月后做ALLOCATERESPONSIBLE-ITIES分派责任归属ANNUALREVIEW半年后再看ACT NOW现在做现在做PLAN THREEMONTHRESPONSE三个月后做MONITORQUARTERLY每季监看结果O&MRef:TN/SM/STRMKTOL/rc19IO&MRef:TN/SM/STRMKTOL/rc20I谢谢 谢谢23.3.95:08:305:085:0823.3.923.3.95:085:085:08:3023.3.923.3.95:08:302023年3月9日星期四5时08分30秒
奥美策略行销工具箱
