3 5 9 15 17 18 20 21 24 25 29 31

32 SBU 41 43 45 46 47 49 51 53 53 58 63 65 67 71 75 83 85 86 98 105 107 107 119 127 129 139 149 151 152 169 2?

SBU SBU 175 SBU 177 SBU 179 SBU 183 SBU 183 SCP 187 SCP 189 190 191 195 199 201 203 209 211 215 218 221 223 225 226 244 250 254 IMC 257 259 264 289? 3

4? 291 293 295 303 309 314 321 323 324 326 337

EnterpriseIGLandorFuturebrandTrout

2? 20 90 360 1 2

? 3 3 4 5W1H ABC

4? SBU SBU SCP

? 5 IMC 200417

LaryLight

? 5 1 1 1 1 2 1-1 AMA

6? MSI 2 19 1-2 19 1 4 11 2 5 12 13 3 6 14 15 7 16 8 17 9 10 18 19

? 7 3 1-3 16 1 3 10 13 14 2 4 15 5 11 16 6 12 7 8 9 1-4 50%~ 80% 10%~20% 1 1 9% 3 1% 2 1 2 60 1 2 3 4 7 10

8? 4 4 1 1-5 4 1 2 3 4 4 2 1-6 1 2 3 4 5 6 7 8 9 10

? 9 4 3 1-7 1. 2. 3. 4. 5 1-8 1

10? 1-9 10 1 6 2 7 3 8 9 4 5 10 2 2 1 1-10 perceivedquality brandawarenes brandloyalty brandasociations otherproprietarybrandasets 2 2

1-11 CI 2 3 1-12 2 4 85% P&G 5% 95% CEO? 11

1-13 P&G 3 3 1 1-1 12?

? 13 3 2 3 2 1 brand trademark 3 2 2 3 2 3

macrae

? 17

18? 1 2 2-1 8 3 SBU 3 1 SBU 2-2 SBU SBU

? 19 SBU SBU SBU SBU SBU 3 2 1. 5. 2. 6. 3. 7. 4. 1. 4. SBU 2. 5. 3. 6. 2-1

1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 2-2 20?

? 21 2-3 14 1 2 3 4 5 6 7 8 9 10 11 12 13 14

22? 1 2-4 1 2 3 SBU SBU 4 2 2-5

3 3 1 2-6 3 2 2-7 3 4~5 1? 23

24? 10 SBU SBU 2-3 2-8 SBU SBU SBU SBU

? 25 1 13 2-9 13 1 2 3 4 5 6 7 8 9 10 11 12 13 2 12 2-10 12 1 2 3 4 5 6 7 8 9 10 11 12

? 31 1 3-1

32? 2 P&G P&G2005 3-2 2+2=5

? 33 1. 5. 2. 6. 3. 7. 4. 3-1 1 3-3 1 2

34? 3 4 2 SBU SBU 1. 2. 3. 3-2 3

? 35 STRATEGIC GAP 3-4 1 2 3 4 5

36? 1. 2. 3-3 3-5 S B U 1 1 1 2 1 3 1 1 4 1 5 1 6 1 7 2 1 CIS 2 2 2 2 3 2 4 2 5 3 1 SBU 3 SBU 3 2 SBU 3 3SBU 1 2 3 6

3-6 1 2 3 4 1 2 1 2 1 2 3 4 1 2 3 4 5 1 2 3 1 2 3 1 2 3 4 5 6? 37

1 2 3 4 5 1 2 3 1 2 3 4 5 6 7 1 2 3 4 5 6 7 8 9 10 11 1 2 3 4 5 1 2 3 38?

1 2 3 1 2 3 4 1 2 3 4 1 2 1 2 3 1 2 1 2 1 2 1 2 1 2 3 4 1 2 3 4? 39

1 2 3 1 2 3 4 1 2 1 2 3 4 5 1 2 1 2 3 4 1 2 1 2 1 2 7 40?

3-7 1 2 KPI 3 4 5 SBU 1 3-8 SBU? 41

42? 2 3-9 / /

IBM

? 45 4-1 30% vision mision

4-2 5~10 40% 46?

? 47 4-3 1 2 3 4 5 6 7 4-4 1 2 1 2 2 2

48? 3 1 3 3 2 4 4 1 4 2 4-5 1 2 3

? 49 4 4-6 1 2 3 4

50? 4-7 1 2 3 4 1 2 3 1 2 3 1 2 3 4 5 6

? 53 SBU SBU SBU SBU SBU SBU SBU 1. 2. 3. 5-1

54? 1 1 1 5-1 1 2 5-2

? 55 2 3 EFE IFE CPM EFE IFE CPM 2 1 EFE 2 1 1 EFE EFE 5-3 EFE 1 2 n 1 2 n 1= 2= 3= 4=

56? 2 1 2 EFE EFE 5-4 EFE 1 10~20 2 4 1 2 5 3 2 5 4 1 2 2 2 IFE 2 2 1 IFE IFE 5-5 IFE 1 2 n 1 2 n 1= 2= 3= 4=

? 57 2 2 2 IFE IFE 5-6 IFE 1 10~20 2 4 1 2 5 3 2 5 4 1 2 2 3 CPM 2 3 1 CPM CPM 5-7 CPM 1 n 1= 2= 3= 4= 5 2 3 2 CPM CPM IFE CPM

58? 5-8 CPM 1 2 3 4 EFE 5-1 1 1-5-9 25% 15% 15% 15% 10% 5% 5% 5% 5% 25% 25% 15% 15% 15% 5%

5 50% 50% 1= 2= 3= 4= EFE 12 5 2 54 1= 2= 3= 4= IFE 12 5 2 5 4 5-2 & 1 2 5-3 D C B A? 59

60? 2 2 1 5-4 & 2 2 stars cashcow 1

? 61 2 questionmarks dogs 5-10 2 3 -

62? 5-11

? 63 QSPM 5-12 1 2 n 1 2 n 1 2 n AS TAS AS TAS AS TAS AS= TAS= 1= 2= 3= 4=

? 67 STRATEGIC GAP 39 6-1 1 1 1 2 2 2 3 3 3 6-1

68? 1 6-2 1 1 6-3 1 1 2 3 1 2 2 3 3 1 2 3 1 2

? 69 6-4 1 2 3 1 3 6-5 1 2 3 2 6-6 1 2

6-7 3 6-8 70?

? 71 6-9 1 1 1 2 2 3 3 2 4 3 4 6-2

72? 1 6-10 1 3

? 73 2 6-11

74? 3 6-12

? 75 1

76? 6-13 1 2 3 4 5 2 6-14 1 2 3

? 77 2 1 6-15 1 2 2 1 1 6-16 1 2 3 4 5 6

2 1 2 2 1 3 6-17 6-18 78?

? 79 2 1 4 2 1 5 6-19 2 2 2 2 1 6-20

80? 6-21 NOKIA 6-1 NOKIA Swatch Noki a9000

? 81 2 2 2 6-22 2 2 3 6-23

82? 2 3 6-24

? 85 2+2=5 7-1 1 2

86? 7-2 1 2 3 1 4 8

? 87 7-3 1 1 7-4 80 GM GM -

88? 1 2 7-5 Polo 1 3

? 89 7-6 Sensor Sensor Dimension Di mension Dimension 1 2 3 4 5 6 1 Valentino Valentino Valentino 2 1 4

90? 7-7 GECapital GE 2 7-8 1 2 3 4

Sunkist C Sunkist 1 Pert 2 Viper TaurusNeon 3 4 5 1 2 3? 91

92? 3 6 5 7-9 6 1 2 3 4 5 6

3 1 7-10 1 2 3 2 7-11 1 2 3 IBM ThinkPad IBM? 93

94? 4 3 3 Sevile Sevile 4 7-12 IntelInsideUPS PilsburyBrownies Kelogg s - Visa 0%~100% 3 4 3

? 95 7-13 1 Courtyard FairfieldInn ResidenceInns FairfieldInn Biotherm Redken 2 3 7-14 1 Campbel ssoup GM

96? 2 Courtyard 3 5 7-15 1 ThinkPad IBM IBM 2 3 4 7-16 1

2 3? 97

98? 7-1 CEO 1 2 1 2 3 1 2 3 1 2+2=5

7-17 2? 99

100? 7-18

2 1 7-19? 101

102? 2 2 7-20

? 103 2 3 7-21

104? 2 4 7-22 12 12 2 5

? 107 SBU 1

108? GE 3M SBU 8-1 1 1 1 2 1 3 1 1 4 1 5 1 6 1 7 2 1 CIS 2 2 2 2 3 2 4 2 5 3 1 SBU 3 SBU 3 2 SBU 3 3SBU

? 109 8-1 GE GE GE GE-X XGE GE GE GE GE 2 SBU SBU SBU 2 1 SBU SBU SBU

110? 8-2 SBU 1 SBU Carnation SBU Nescafe 2 3 SBU 2 2 20 30 8-3

? 111 8-4 1 2 3 4 8-5

112? 2 3 8-6 1 2 3 4 2 4

A B C 8-1 2 5 R&B 8-2? 113

114? 2 6 8-3 8-7

? 115

116? 8-2 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 11 12 13 8-3 1 2 3 4 5 6 7 8 9 10 11 R&D 12 13 14 15 16 17

? 117 8-4 1 2 3 4 5 6 7 8 9 10 8-5 1 2 3

118? 2 7 8-4 1 2 8-8 3 2 8 8-9 1 FGD 2 RetailAudit 3 H&P 4 5 6 U&A

? 119 1 2 3 4 ROI 1 2 3 1 2 1 GRP 2 Reach&Frequency 3 4 SOV SOS 5 1 2 3 1 2 3 4 1 2 3 1 MRP-I 2 3

120? 8-6 1 2 3 4 5 6 7 8 9 1 8-10 1 2 3 4 5 6 7 8 9 10 11 12

? 121 8-7 6 6 8-11

122?

? 123 3 Qantas CEO 8-12

124? 3 1 8-13 3 2 8-14 ODM

? 125 3 3 8-15

21

1 9-1? 129

2 9-2 130?

3 9-1 1 2 3 4 4 5 4 9 9-2? 131

132? 9-3 1 2 3 4 1 2 1 2 1 2 3 4 1 2 3 4 5 1 2 3 1 2 3 1 2 3 4 5 6

1 2 3 4 5 1 2 3 1 2 3 4 5 6 7 1 2 3 4 5 6 7 8 9 10 11 1 2 3 4 5 1 2 3? 133

1 2 3 1 2 3 4 1 2 3 4 1 2 1 2 3 1 2 1 2 1 2 1 2 1 2 3 4 1 2 3 4 134?

1 2 3 1 2 3 4 1 2 1 2 3 4 5 1 2 1 2 3 4 1 2 1 2 1 2 5? 135

9-1 C F E A D B 1 2 1~2 3 3 4 5 6 1 3 4 8 7 6 5 2 9-2 1 136?

2 3 4 5 6 7 8 1 6 2 4 3 5 9-3 1 2 3? 137

4 5 6 3 6 2 5 7 8 4 9-4 1 1 2 3 4 5 6 7 8 138?

? 139 9-5 1 2 3 4 1 2 3 4 1 Proces Fundamental Radical Dramatic

140? 9-4 1 2 3 9-5 5%~20% 50% 2 1990 IBM XEROXAT&T BPR 600 70% 15% 50%~80% 100%

9-6 1 28 4 5 2 9 24 3 112 24 4 120 38 98% 15 5 DEC 10 6 35 % 8~12 7 50% 10% 97% 680 70% 285% 70000 8 80% 32 70% 50% 25% 9 30% 10 5 11 50 1100 1992 9-6 3 C T Q C S? 141

142? 250 3 3 1 9-7 1 2 3 4 5

? 143 800~810 810~825 825~930 930~1000 1000~1015 1015~1100 1100~1130 1130~1200 1200~1300 1300~1400 1400~1430 1430~1500 1500~1515 1515~1530 1530~1630 1630~1700 1 10~15 2 3 4 5 6

3 2 9-8 1 2 144?

? 145 3 4 5 3 3 9-9

3 4 9-10 1 3~6 6~12 12 2 146?

? 147 3 4 3 5 9-11 1 2 3

? 151 10-1

152? 5 10-2 1 2 KPI 3 4 5 1

? 153 1 1 10-3 1 2 3 4 1 2

154? 1 2 1 10-4 50% 10% 100% ABB 1 2 2 10-5

? 155 1 2 3 10-6 1~5

156? 50%

? 157 2 10-7 2 1 2 1 1 10-8

158? 2 1 2 10-9 - - -SBU- - - 2 4 KPI 2 4 1 10-10

2 4 2 10-11 10-1 CEO? 159

160? 3 10-12 3 1 10-13 3 2

? 161 10-14 KPI KPI 3 3 3 3 1 10-15 3 3 2

162? 10-2 1 2 KPI 20 10 10 15 15 20 5 5 3 4 10-16 4

10-17 4 1 10-18 1 3 3 4 2 10-19 CEO? 163

164? CEO 4 3 KPI 10-3 15% 12% 20% 25% 2000 100 1700 80 2 2 2 95% 100% 5

? 165 10-20 5 1 5 1 1 10-21 3 1 2 3 KPI KPI KPI KPI KPI KPI KPI KPI KPI

166? 5 1 2 10-1 5 2 10-4 140 +200% 80 80140 + 1+2 5% -100 5 3

? 167 5 3 1 10-22 5 3 2 KPI 10-5 KPI >100% 4 15% 12% 80% 20% 16% 20% 25% 125% 10% 12 5% 2000 1700 100 80 85% 80% 20% 20% 17% 16% 2 2 2 110% 10% 11% 95% 100% 105% 20% 21% 100% 93 5% 80%~99% 3 60%~79% 2 <59% 1

168? 5 3 3 10-23 4 3 2 1 2 2 3 2 3 2 4 3 2 1 5 3 4 KPI 10-6 KPI 30% 70% 50% 50% 70% 30%

? 169 5 4 360 10-24 1

170? 10-25 1 2 3 4 5 6 7 8 9 10 11 12 2 10-26 1 9 CEO 2 9 3 9 SBU 4 10 +

? 171 5 10 6 9 7 9 3 10-27 A

SBU

SBU

SBU? 177 SBU StrategicBusinesUnitSBU 1 GE

178? 11-1 10 1 2 3 4 5 6 7 8 9 10 2 SBU SBU SBU SBU SBU SBU 11-2 SBU 1 2 3 4 4 1 4 2 4 3

SBU? 179 SBU SBU 1 11-3 S- C- P- 1 2 1 1 1 3 2 2 2 4 3 3 3 4 4 1 1 2 2 2

11-1 3 11-2 4. 1. 2. 3. 180?

SBU? 181 4 1. 2. 3. 4. 5. 6. 11-3 5

182? I IV I 11-4 6 1. 2.3. 11-5

SBU? 183 SBU SBU SBU SBU 11-6 SBU SBU SBU SBU SBU

184? 1 2 2 1 11-4 11-5 1 2 1 2 2 2 2 3 3 2 2

11-1 1 1 1 1 2 1 3 2 2 1 80~130cm 2 2POP 3 3 11-6 1 1 1 1 2 1 3 2 2 1 2 2 2 3 2 4 2 5 2 6 2 7 2 8 2 9 2 10 2 11 2 12 SBU? 185

186? 3 1 3 3 3 2 3 4 1 4 4 2

SCP

SBU? 189 SCP 1 4A 4Ps 3C

190? 2 - - SCP 12-1 SCP S- C- P- 1 2 1 3 2 4 3 4 1 1 2 2 3 3 4 1 1 2 2 SCP

SBU? 191 4 12-2 1 2 3 4 1

192? 12-3 1 2 3 4 5 6 7 8 9 10 11 2 2 1 1 Occupants 2 Objects 3 Objectives 12-4 Who What Why

SBU? 193 4 Organizations 5 Operations 6 Occasions 7 Outlets Who How When Where 2 2 2 12-5 1 2 3 4 5 2 3 4A 12-6 3

194? 12-7 1 2 3 4 5 6 7 4 12-8 A B C A B C

SBU? 195 A B C 1 5 12-9 1 2

196? 3 4 5 2 2 1 12-10 1 2

3 2 2 12-11 1 2 3 4 5 6 7 8 9 10 11 1 2 3 4 5 6 7 8 9 10 11 2 3 SBU? 197

198? 12-12 1 2 3 1 2 3 4 2 4 12-13 1 2

SBU? 199 5 3 4 5 6 1 12-14 1 2

200? 3 2 12-15 1 2 3 3 12-16 1 2 3

SBU? 201 4 5 1

202? 12-17 2 12-18

SBU? 203 1 12-1 12-19 1 2 3 4 5 6

204? 7 8 2 2 1 12-20 1 2 3 4 5 6 7 8 2 2 12-21 1 2 3 4 5 6 7 8 9

SBU? 205 2 3 12-22 1 2 3 4 5 6 7 2 4 12-23 1 2 3 4 5 6 7 8 9 10 3 3 1

206? 12-24 3 2 12-25 1 2 3 4 3 5 3

SBU? 207 6 7 8 9 3 3 12-26 5 5 1 5 5 5 2 7

SBU? 211 4P 1 60 80 80 60 20 300 300 400 400 300 100

13-1 2 IT DELL IBM 212?

SBU? 213 13-2 3

214? TCL TCL

SBU? 215 1 DELL 2 2 1

216? 2 1 1 2 1 2 2 1 3 2 1 4 2 1 5 2 2

SBU? 217 13-1 3 13-1 1 1 1 2 1 1 3 1 4 1 5 2 1 2 2 2 2 3 2 4

218? 3 1 3 2 3 3 3 3 4 1 13-2 2 ATM POS

SBU? 219 1+1+1 2 1 13-3 2 2 AmericanExpres

220? 13-2 2 2 1 2 2 2 2 2 3 PC MAC

SBU? 221 3 13-4 1 1 1 1 2 1 3 2 1 2 2 2 2 3 2 4 2 5 3 1 3 3 2 3 3 1

222? 2 3 13-5 1 1 1 2 1 3 1 4 1 1 5 1 6 1 7 2 1 2 2 2 2 3 3 1 3 3 2

SBU? 225 1 brandindentity 14-1 1 2 1 2 2 2 2 3 2 4 3 3 1 3 2 3 3 1 2

226? 1. 2. 3. 4. 14-1 1 14-1 2 brandmindin dentity brandbehaviorindentity

SBU? 227 brandsymbolindentity 14-2 1 1. 2. 3. 14-3 2 3 3 1 5

228? 14-2 1 1 1 2 1 1 3 2 1 2 2 2 2 3 2 4 3 1 3 2 3 3 3 3 4 3 5 3 6 4 1 4 4 2 4 3

SBU? 229 Justdoit 5 3 2 3 14-4 3 2 1 14-2 3 2 2

230? 14-3 6 14-3 1 2 3 2 3

SBU? 231 LEVI S 1 14-4 2 14-4 1

232? 2 2 1 2 2 3 4 1 4 4 2

5 Klein LEVI S 2000 Bodyshop 4 14-5 SBU? 233

234? 4 1 14-5 MICROSOFT BENZ DELL 4 2 IT IBM 14-6 SONY 5

14-6 5 1 5 1 1 14-5 1 1 1 1 2 1 3 1 4 1 5 SBU? 235

236? 2 1 2 2 2 M X 2 3 3 3 1 3 2 3 3 3 4 3 5 3 6

4 5 1 2 14-6 1 2 14-7 Qoo 199911 Qoo 2001 20014 6 20016 200110 Qoo 3 2 Qoo SBU? 237

238? 5 1 3 14-8 5 2 14-9

SBU? 239 5 3 5 3 1 7000 1 EXXON 2001 15 14-10 1 ESPRIT ESPRIT 2 Clean&Clear + 3 Whisper P&G 4 SafeGuard + P&G 5 Rejoice P&G 6 Lucent Lucent 7 Agilent 8 NIKE Agile Agilent Nike NIKE 9 FONUDER 10 FORWARD

240? 11 SAGA 12 LEGEND 13 CLEVER 14 JOYO JOY 15 GREE 16 INFOCUS INFO+FOCUS INFOCUS + 17 SHARP SHARP 18 GUESS GUESS 19 ANTANO ANT + ANTANO ANO 14-7 1 parker Ford Philips Shangri-La texas 2 Nike pampers Timex time ex celent BMWRCA kodakxerox

SBU? 241 Miler Lite Lite miler Lite 3 sony International BusinesMachines IBM HiSense highsense BENZ 4 4 12 INTERNET

242? 5 1 5 2 5 5 3 5 4 5 5 10~20 5 6 5 7 5 8 2~5 5 9 6 5 3 2

SBU? 243 14-8 M&M 20 TOP20 14-11 TOP20 Volkswagen ThinkSmal Coca-Cola Thepausethatrefreshes Marlboro TheMarlboroMan Nike Justdoit McDonald s Youdeserveabreaktoday DeBeers Adiamondisforever AbsolutVodka TheAbsolutBotle MilerLitebeer Tastesgreatlesfiling Clairol Doesshe ordoesn tshe Avis Wetryharder FederalExpres Fasttalker AppleComputer 1984 1984 Alka-Seltzer Variousads Pepsi-Cola Pepsi-Colahitsthespot MaxwelHouse Goodtothelastdrop IvorySoap 100% Pure 100% AmericanExpres Doyouknowme U S Army Bealthatyoucanbe Anacin Fastfastfastrelief RolingStone Perception Reality

244? 6 14-9 8 1 2 3 4 5 6 7 8

SBU? 245 1. 2. 14-7 1 1 1 14-12

246? 1 2 1 14-10 2 3 4 5 6 7 8

SBU? 247 9 2 14-11 6 1 2

248? 12 3 4 5 6 7 1~10 1~10 3 8 8 6 8 8 6 4 3 4 5 Avi s

SBU? 249 6 1Safeguard 6 2 6 3 4 2 6 4 25~45 6 5 6 6 6 6 7 6 8 6 9 DPOF 20 70 14-13 Avis Avis DeBeers Intel

250? 14-14 % Tide Cheer Bold Gain Era Dash Oxydol Solo Ivory Snow Ariel Tough powerfulcleaner 31 1 Toughcleanerandcolorprotec 8 2 tion Detergentplusfabricsoftener 2 9 Sunshinescentandodor-removingformula 2 6 Stainpretreatmentandstrainremoval 2 2 Valuebrand 1 8 Bleach-boostedformulawhiten 1 4 ing Detergentandfabricsoftenerinliquidform 1 2 Outstanding 1 0 cleaningforbabyclothessafefortenderskin Fabricandskinsafe 0 7 tyonbabyclothesandfinewashables Toughcleaneraimedat 0 1 Hispanics 116 105 66 10 1

SBU? 251 14-12 2 49 BENZ 6 14-8

252? 14-13 M&M 3M 3 14-14 1976 Multitech 100 Acer Acer Acer 1987 Acer 1 8

SBU? 253 20 90 IBM IBM Lucozade Locozade 2003 14-15 14-15 1897

254? 14-16 1 1 2 3 2 1 2 3 4 5

6 1 2 3 7 1 2 8 1 2 9 10 11 1 2 12 1 2 13 1 2 14 1 2 15 16 17 18 19 20 1 2 3 SBU? 255

256? 21 1 2 22 1 2 23 1 2 24 1 2 25 1 2 26 1 2 27 28 1 2 29

IMC

SBU? 259 IMC 20 90 4A TOTALCOMMUNICATIONS 1

260? 2 IMC 20 90 20 90 15-1 20 90 speakinonevoice 15-1 5 IMC 1

SBU? 261 2 IMC IMC 3 IMC 4 IMC 5 IMC IMC IMC 3 15-2 1 2 3 4

262? 5 6 7 8 4 15-3 5 5

15-4 1 2 3 4 5 6 15-5 1 2 3 4 5 6 7 SBU? 263

264? 6 1. 2. 3. 4. 5. 6. 15-1 6 1 1 1

SBU? 265 1~5 5 1 1 2 3 4 5 1 2 3 4 5 5 4 15-2 1 2

266? 15-6 1 A BC why what Howmuch Howmany who when where Howoften how 1 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 1 10 1 11 1 12 1 13 1 14 1 15 1 16 1 17 1 18 1 19 1 20 1 21 1 22 1 23 2 A BC

SBU? 267 2 1 2 2 2 3 2 4 2 5 2 6 2 7 2 8 2 9 2 10 2 11 2 12 2 13 2 14 3 3 1 3 2 3 3 3 4 3 5 3 6 3 7 3 8 3 9 3 10 3 11 3 12 3 13 3 14

268? 4 A BC 4 1 4 2 4 3 4 4 4 5 4 6 4 7 4 8 4 9 4 10 4 11 4 12 2 2 1 5 15-7 1 2

2 2 15-8 1 2 3 2 3 15-9 1 2 3 4 5 6 7 8 9 10 11 2 4 SBU? 269

15-2 3 270?

SBU? 271 3 1 15-3 3 2 15-10 1 2 3 4

272? Style Tone Words Format 5 3 3 3 3 1 15-11 1 5 2 5~8

SBU? 273 3 3 2 15-12 1 2 3 4 5

3 3 3 15-13 1 2 3 PPM DM 4 274?

SBU? 275 3M 15-3 100+ 5+ 500+ 20+ 1~5+ 3~4+ 10+ 10+ 1000+ 4 1

276? 15-14 1 2 3 4 2 15-15 1 2 3 4 5 6 7

SBU? 277 4 3 15-16 1 2 15-17 1 2 4 4 4 4 1

278? 15-18 1 2 3 4 5

4 4 2 15-19 SBU? 279

280? 15-20 1 2 3 4 6 7 5 15-4

4 4 3 15-21 SP SP SP / / 15-5 SBU? 281

282? 15-22 1 2 3 4 5 4 4 4 15-23 1 2 3 4 5 6 7

8 4 4 5 15-24 15-25 SBU? 283

284? 15-26 8% 15-27 80% 20% 1 30 40% 50% 1 1 20%

SBU? 285 35% 40 32 24 4~8 120 60 1 50% 1~3 4~6 4 4 5 15-28

15-6 15-29 Geler 286?

SBU? 287 5 SOV-SOM 15-30

288? 15-30 6 15-7

SBU? 289 Y/N Y/N Y/N 15-8

SBU? 293 1

294? I IV I 16-1 2 16-1

SBU? 295 1 16-2 89% 6% 5% 2 3 AC 40% 4 20 VCD 2 BrandExtension

296? 16-3 1 1 1 Category 1 2 extension 1 3 2 1 2 2 ARMANI 2 GIORGOARMANI Line EMPORIOARMANI extension ARMANIJEANS 2 3 2 4

SBU? 297 3 3 1 80% 3000 50 16-4 3 2 16-5 1 Schweppes

298? yo-yo 2 80% 4

SBU? 299 16-6 1 1982 3 P&G 21 13% 2 21 21 2113% 2% Charmin 5 IBM PC

300? 16-7 1 2 6

SBU? 301 16-8 1 1 1 1 2 1 3 2 1 2 2 2 2 3 3 1 3 2 3 3 3 3 4 4 1 4 4 2 4 3 4 4 5 5 1 5 2 5 3 7 7 1

0 9% 5% 130 1.9% 5.0% 0.9% -3.1% 16-2 7 2 GE Disney IBM American Expres Kodak Schwab Gap GTE Ralphlauren Nike BananaRepublic Sprinl AT&T Sears Chase Wal-Marl Targel Levi's TommyHiliger Viclora'sSecrel 16-3 302?

SBU? 303 7 3 16-1 1 2 3 NIKE 7 4 16-2 1 2 IBM IBM 3 25%

304? 20% 85% 1+1>2 20 90 WINTEL IT 1 DEC 1 1 16-9 1 2 3 TCL R&D

SBU? 305 1 2 16-10 50% 2 16-11 1 2

3 16-12 1 2 4 12 16-13 1 1 1 1 2 1 3 306?

SBU? 307 2 1 2 2 2 2 3 3 1 3 2 3 3 3 4 1 4 4 2 5 1 5 5 2 5 3

308? 16-3 60 300 5

SBU? 309 16-14 CF 1 POP ATM PR 2 3 16-4 1 300

310? 2 CD 1 3 3 4000 1 16-15

SBU? 311 16-16 2 4 25

312? 16-5 3 16-17 1 2 3

SBU? 313 4 4 1 16-18 4 2 16-19 1 2

314? 3 4 5

SBU? 315 999 2000 2003 1 16-20 1 2 2 16-21 1 2

316? 3 16-22 1 2

SBU? 317 3 1 3 2 3 3 3 4 3 5 3 3 6 3 7 3 8 3 9 3 10

318? 4 16-23 1 1 1 2 1 1 3 1 4 1 5 1 6

SBU? 319 2 1 2 2 2 3 2 2 4 2 5 2 6 2 7 2 8 2 9 5 3 1 3 3 2 3 3 16-24 3 4 16-24 1 2

320? 3 4 5 6 7 5 8 9 10

CEO

SBU? 323 10 100 CS

324? 1. 2.3. 17-1 20 90 1 17-1 1 2

SBU? 325 3 1 MacPC 17-1 2 Mac PC 2 IBM 17-2 IBM IBM IBM IBM IBM IBM IBM IBM

326? 17-3 5 11 33% 30% 1 17-2 1 >= < 2 2

SBU? 327 17-3 1 2 3 17-4 4

328? 1 2 3 4 5 17-2 5 4 1 17-5 1 1 1 2 1 1 3 1 4 17-4 2 1 2 2 2 2 3

SBU? 329 17-4 1 2 3 4 1 2 1 2 3 4 4 2

17-6 TQM 5S 4 3 4 3 1 17-7 4 3 2 17-8 1 330?

SBU? 331 2 3 4 4 3 3 17-9 1 2 1 2 2 2 3 2 2 4 2 5 2 6 2 7

17-5 1 2 3 4 5 6 7 8 9 DM 10 11 12 13 14 15 16 17 18 19 20 21 22 4 4 3. 1. 2. 17-3 4 4 1 4 4 1 1 332?

SBU? 333 17-10 1 2 3 4 5 6 4 4 1 2 5 1 2 3 4 5 Vi=ΣkjRij i=123n j=1 23m n m 1~5 kj j 1 kj=1 Rij i j 4 4 1 3 5 5 4 3 2 1 Si=ΣXjYij i=123n j=1 23k

334? n k 1~5 Xj j X1=1X5=5 Yij i j 4 4 2 m=5 K 1 =1Km=5 K=5 X 1 =1 Xk=5 V=S=2 3V=S=3 7 1 Vi 2 3 2 3< Vi<3 7 3 7 Vi 5 1 Si 2 3 2 3< Si<3 7 3 7 Si 5 4 4 3 17-4

SBU? 335 4 5 20 80 17-6 1% 3% 5% 9% 14% 68% 4 5 1 17-11 1 2 3

4 5 6 7 4 5 2 17-12 1 2 3 4 336?

SBU? 337 5 6 7 4 5 3 17-13 1 2 3 4 5 6 7

338? 3 6 1% 500% CRM CRM 80% CRM 1 17-14 1 2 3

SBU? 339 4 5% 17-7 20% 30% 35% 50% 125% 2

17-15 3 17-16 1 2 340?

SBU? 341 4 17-17 1 2 ABC 3 4 5

342? 17-18 1 2 3 CalCenter