1. Marketing Options Analysis Summary
1
Focus question:
Which of 8 marketing project
PLANNING ideas should Jeff pursue? EVALUATION
2 Value basis: 10 Value claims:
Jeff doesn't have time to pursue Jeff has a clear idea of which
markething option to pursue.
all 8 options and wants to make a Knowing why he chose it will
smart choice.
eliminate the distraction of other
options and provide motivation to
proceed.
3 9
Theory basis: Conclusions:
Taking a structured approach and One option emerged as best
having another person's input will meeting Jeff's criteria
result in a better decision.
4 8 Transformations:
Conceptual basis:
Sequential discussion of options allowed
Options: What alternatives? thorough consideration of each
Objectives: Achieve what? Systematic comparison of criteria facilitated
Evaluation criteria: Estimates of comparison of competing goals
how well each option satisfies Visual & numerical ranking gave a concrete
Jeff's objectives. sense of strength of relative preference
5 Methods basis: 7 Records, quality of data:
Meet several times Thorough analysis (discussion &
Some "offline" work also file) of options
Diverge, then converge Adequate time to consider & add
Eliminate obvious losers to options
Can retrace reasoning
IMPLEMENTATION
6 Objects & events:
Listing of options
Pros & cons of each
Brainstorm objectives
Prioritize objectives
Karen O. Storer 2006 Evaluate options re: objectives
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