MKB1700

• 你不是在背“名词表”，你是在训练自己把一张概念图（concept map）讲清楚，并在1 对 1 口试（oral）里当场为它辩护。
• 因为口试占 40% 且是 HURDLE（门槛）：口试不过=整门课不过，哪怕其他分数很高也救不了。[2]Source: asksia-bible-mkb1700-bilingual.pdfMKB1700 · MONASH UNIVERSITY 中英双语版 · BILINGUAL EDITION 英文主讲,中文随行 一 考试要点与术语保留英文原词 Built around this subject's own arc - what marketing is, the environment, the buyer, STP and the 7 Ps, then planning & research. It teaches each framework plainly, then shows how the pieces link, because the whole semester funnels into one concept map you defend out loud in a 1-on-1 oral exam (40%, a hurdle). Independent study companion Not affiliated with or endorsed by Monash University Corrections: takedowns@asksia. ai PREFACE - - HOW TO USE THIS BOOK One book, three passes 一本书,三轮通关 Learn it, connect it, then defend it out loud 学会它,连接它,再大声为它辩护 This is not a transcript of the lectures. It is a self-contained tour of every framework MKB1700 teaches - defined plainly, shown with a real brand, then linked to the concepts around it. Because your grade hinges on a concept map you talk an examiner through, every page closes with how the idea slots into that map. 这不是讲座的文字记录。它是对 MKB1700 所教每一个框架的自成体系的巡礼 -- 以平实语言下定义,用真实品牌加以展示, 再与其周围的概念相连接。由于你的成绩取决于一张你要向考官口头讲解的概念图,因此每一页都以“这个观点如何嵌入那张 图”作结。 A 1 . LEARN 1·学习 You haven't done the lesson yet. Read a chapter top to bottom. Each concept opens with a plain-English definition, a model, and a real-brand example you'll recognise. You can meet the framework here cold, before the tutorial. 你还没上过这节课。从头到尾读 完一章。每个概念都以一段平实 英语的定义、一个模型,以及一 个你会认出的真实品牌示例开 场。你可以在辅导课之前,先在 这里零基础地认识这个框架。 B 2 . CONNECT 2 · 连接 You've done the lesson and tutorial. Use the "on your concept map" box at the end of every section to add a node and, more importantly, label the link to a concept you already placed. That labelled link is what earns marks. 你已上过课、也上过辅导课。用 每一节末尾那个“在你的概念图 上”方框来添加一个节点,更重 要的是,去标注这条连接,把它 连向一个你已经放好的概念。那 条带标签的连接才是得分点。 C 3 . DEFEND 3· 辩护 It's the oral. Re-read each chapter asking "why is this here, why at this level, why linked to that?" The blueprint overleaf shows what the examiner probes - rehearse saying the answer aloud, not just recognising it. 到口试了。重读每一章,边读边 问“它为何在这里、为何在这个 层次、为何与那个相连?”后页 的蓝图展示了考官会探问什么 出声排练把答案说出来,而 不只是认得出来。 ! Read this first: the oral exam is a HURDLE 先读这一段:口试是一道必过关卡(HURDLE) The interactive oral exam is worth 40% of the subject and is a threshold hurdle: you must pass it (and attend in person on campus) to pass MKB1700 - no matter how strong your quizzes, reflections, essay and concept map are. It assesses the whole semester, structured around the map you submitted. Shallow memorisation will not survive a follow-up question; you can only defend a map you genuinely understand. This book is built to get you there. 这场互动式口试占本课程的 40%,并且是一道门槛性关卡:你必须通过它(并亲自到校园现场出席),才能通过 MKB1700 -- 无论你的测验、反思、论文和概念图有多强。它考核整个学期,围绕你所提交的图来组织。浅层的死记硬 背撑不过一个追问;你只能为一张你真正理解的图辩护。这本书正是为带你抵达那一步而打造的。 MKB1700 . Fundamentals of Marketing i Two-layer rule, and how this book was built[5]Source: asksia-bible-mkb1700-bilingual.pdfTHE 40% HURDLE The interactive oral - defending your map 互动口试 -- 为你的概念图辩护 A 1-on-1 conversation where you justify every node, level and link 一场一对一的对话,你要为每个节点、层级和连接给出理由 The oral is an in-person, on-campus 1-on-1 conversation with an examiner, structured around the map you submitted - four questions / conversations in total (their nature is previewed in Week 12). It is a threshold hurdle: you must pass it (and attend) to pass the unit, and it covers the whole semester. Your map is effectively your "exam notes" that you talk through and justify live. 口试是一场当面的、在校园内进行的一对一对话,围绕你所提交的图来组织 -- 总共四个问题/对话(其性质在第12周先行 预告)。它是一道门槛性关卡:你必须通过它(并亲自到场),才能通过 MKB1700,而它覆盖整个学期。你的图实际上就是你 那份要现场讲解并论证的“考试笔记”。 - cm. 7 What you'll be asked to justify CM. 7 你将被要求论证什么 - Why include this concept? - its role in marketing. 为何收入这个概念 ?-- 它在营销中的角色。 - Why at this level? - why big / middle / small. 为何放在这一层 ?-- 为何是大/中/小。 - Why is this linked to that? - the relationship behind the line. 为何把这个与那个相连 ?-- 线条背后的关系。 > Why this exact wording? - defend your linking phrase and arrow direction. 为何正是这样的措辞 ?-- 为你的连接短语和箭头方向辩 护。 CM. 8 Defence tactics CM. 8 辩护策略 1 Lead with the backbone. Open by walking the big-level chain - it frames everything and shows you see the system. 以主干开场。开篇就梳理大层级链条 -- 它框定一切,并表 明你看见了这个系统。 2 Speak the link as a sentence. "Buyer behaviour reveals the bases for segmentation, because the influences on a buyer are exactly what we segment on. " 把关联当作句子说出来。“购买者行为揭示了市场细分的依 据,因为作用于买家的那些影响因素,正是我们用来细分的 东西。” 3 Back claims with a case. Anchor a link in a unit example (Kmart for repositioning, Garnier for IMC) - evidence beats assertion. 用案例支撑主张。把一条关联锚定在一个单元例子上 (Kmart 对应重新定位,Garnier 对应 IMC) -- 证据胜过 断言。 4 Concede gracefully. If a link is weak, say how you'd reword or redraw it. Showing judgement scores; defending a wrong line to the death does not. 得体地让步。如果一条关联薄弱,就说出你会如何重新措辞 或重画它。展现判断力能得分;为一条错误的线据死力辩护 则不会。 MKB1700 . Fundamentals of Marketing ★ Prepare by talking, not re-reading 靠讲述来备考,而非反复阅读 Recognition is not recall, and the oral is pure recall- under-questioning. Rehearse out loud: trace your spine (environment - STP - mix -> value), then have a friend point at random links and ask "why this one, why here, why those words?" If you can narrate the map without notes, you will clear the hurdle. 再认不等于回想,而口试是纯粹的“被追问下的回 想”。大声排练:梳理你的主干(环境→ STP→营销 组合→价值),然后让朋友随机指向关联并追问“为什 么是这条、为什么放这里、为什么用这些词?”。如果 你能不看笔记把整张图叙述出来,就能闯过这道关 卡。[4]Source: asksia-bible-mkb1700-bilingual.pdfMarketing concept map (artefact) 15% ~Week 11 Weekly quizzes 10% Weekly (best 9) The two Written tasks are bundled on Moodle as one 35% banner (reflections 15% + essay 20%). Quizzes gate the in-class work; reflections capture what you learned - they become the building blocks of your map. Useful marks - but they cannot rescue a failed oral. 两项书面任务在 Moodle 上被打包为一个35%的总标题 (反思15%+论文 20%)。测验是课堂工作的准入门槛; 反思记录你学到了什么 -- 它们成为你概念图的构建模块。 这些分数有用 -- 但它们无法挽救一场不及格的口试。 What the map + oral require 概念图加口试的要求 The map asks The oral probes Place concepts as nodes at levels (big / middle / small) Why is this here? Draw labelled links naming the relationship Why this level? Organise the whole semester, readably Why linked - in those words? ★ The win this dictates 这所决定的取胜之道 The mark is not how many terms you can list - it is whether the connections are correct, meaningfully labelled and well organised. The oral is a 1-on-1 conversation (four questions, previewed in Week 12) where you explain and defend those choices live. So the goal of this whole book is the same: not just what each concept is, but how it CONNECTS to the rest. Read every "on your concept map" box with that in mind. 分数不在于你能罗列多少术语 -- 而在于那些连接是 否正确、是否被有意义地标注、是否组织良好。口试 是一场一对一对话(四个问题,在第12周预告),你 要在其中现场解释并捍卫那些选择。所以整本书的目 标是同一个:不只是每个概念是什么,而是它如何连 接到其余部分。带着这个念头去读每一个“在你的概念 图上”方框。 MKB1700 . Fundamentals of Marketing MKB1700 . Fundamentals of Marketing CONTENTS CONTENTS The whole subject, in one ordered book 整门课,浓缩进一本有序的书 Twelve weeks -> one map you can defend 十二周 → 一张你能为之辩护的概念图 Ch Topic Core idea

1）先把考试结构搞清楚：你该把时间花在哪里

考核结构（你这份宝典里给的蓝图）：

• Interactive oral exam（口试）40%，HURDLE，exam period，1 对 1，在校园现场进行。[1]Source: asksia-bible-mkb1700-bilingual.pdf两层规则,以及本书是如何构建的 Standard marketing concepts (the AMA definition, the 4 Ps, PESTEL, the decision process) are stated as the discipline states them. Where this subject frames or sequences ideas its own way, that framing is paraphrased, never copied from slides. Real public brands are used as examples. Always verify weights, dates and the rubric against your live Moodle - details shift between cohorts. 标准的营销概念(AMA 定义、4P、PESTEL、决策过程)按学科本身所述的方式陈述。凡本课程以其自己的方式框定或 排序各种观点之处,那种框定均为转述,绝非照抄自幻灯片。所用的示例皆为真实的公开品牌。请务必对照你正在使用 的 Moodle 核对各项权重、日期与评分量表 -- 这些细节会因届别而变动。 MKB1700 . Fundamentals of Marketing THE BLUEPRINT - THE ASSESSMENT BLUEPRINT ORAL . 40% + HURDLE Where every mark lives 每一分都藏在哪里 Four pieces feed one map - then you defend it 四块内容汇入一张图 -- 然后由你来辩护 MKB1700 is a scaffolded subject: weekly tasks are the raw material for a concept map, which you then defend in a final oral exam. Everything funnels into one threshold you must clear. MKB1700 是一门层层搭建的课程:每周任务是概念图的原材料,而你随后要在期末口试中为这张图辩护。一切都汇入你必须 跨越的同一道门槛。 40% ORAL EXAM 口试 hurdle MUST PASS TO PASS 必须通过才能及格 15% CONCEPT MAP 概念图 55% MAP + ORAL TOGETHER 图与口试合并评估 The four assessment pieces 四个考核组成部分 Component Weight When Interactive oral exam - hurdle 40% Exam period Written - weekly reflections 15% Weekly (best 9) Written - "What is Marketing" essay 20% Week 4[2]Source: asksia-bible-mkb1700-bilingual.pdfMKB1700 · MONASH UNIVERSITY 中英双语版 · BILINGUAL EDITION 英文主讲,中文随行 一 考试要点与术语保留英文原词 Built around this subject's own arc - what marketing is, the environment, the buyer, STP and the 7 Ps, then planning & research. It teaches each framework plainly, then shows how the pieces link, because the whole semester funnels into one concept map you defend out loud in a 1-on-1 oral exam (40%, a hurdle). Independent study companion Not affiliated with or endorsed by Monash University Corrections: takedowns@asksia. ai PREFACE - - HOW TO USE THIS BOOK One book, three passes 一本书,三轮通关 Learn it, connect it, then defend it out loud 学会它,连接它,再大声为它辩护 This is not a transcript of the lectures. It is a self-contained tour of every framework MKB1700 teaches - defined plainly, shown with a real brand, then linked to the concepts around it. Because your grade hinges on a concept map you talk an examiner through, every page closes with how the idea slots into that map. 这不是讲座的文字记录。它是对 MKB1700 所教每一个框架的自成体系的巡礼 -- 以平实语言下定义,用真实品牌加以展示, 再与其周围的概念相连接。由于你的成绩取决于一张你要向考官口头讲解的概念图,因此每一页都以“这个观点如何嵌入那张 图”作结。 A 1 . LEARN 1·学习 You haven't done the lesson yet. Read a chapter top to bottom. Each concept opens with a plain-English definition, a model, and a real-brand example you'll recognise. You can meet the framework here cold, before the tutorial. 你还没上过这节课。从头到尾读 完一章。每个概念都以一段平实 英语的定义、一个模型,以及一 个你会认出的真实品牌示例开 场。你可以在辅导课之前,先在 这里零基础地认识这个框架。 B 2 . CONNECT 2 · 连接 You've done the lesson and tutorial. Use the "on your concept map" box at the end of every section to add a node and, more importantly, label the link to a concept you already placed. That labelled link is what earns marks. 你已上过课、也上过辅导课。用 每一节末尾那个“在你的概念图 上”方框来添加一个节点,更重 要的是,去标注这条连接,把它 连向一个你已经放好的概念。那 条带标签的连接才是得分点。 C 3 . DEFEND 3· 辩护 It's the oral. Re-read each chapter asking "why is this here, why at this level, why linked to that?" The blueprint overleaf shows what the examiner probes - rehearse saying the answer aloud, not just recognising it. 到口试了。重读每一章,边读边 问“它为何在这里、为何在这个 层次、为何与那个相连?”后页 的蓝图展示了考官会探问什么 出声排练把答案说出来,而 不只是认得出来。 ! Read this first: the oral exam is a HURDLE 先读这一段:口试是一道必过关卡(HURDLE) The interactive oral exam is worth 40% of the subject and is a threshold hurdle: you must pass it (and attend in person on campus) to pass MKB1700 - no matter how strong your quizzes, reflections, essay and concept map are. It assesses the whole semester, structured around the map you submitted. Shallow memorisation will not survive a follow-up question; you can only defend a map you genuinely understand. This book is built to get you there. 这场互动式口试占本课程的 40%,并且是一道门槛性关卡:你必须通过它(并亲自到校园现场出席),才能通过 MKB1700 -- 无论你的测验、反思、论文和概念图有多强。它考核整个学期,围绕你所提交的图来组织。浅层的死记硬 背撑不过一个追问;你只能为一张你真正理解的图辩护。这本书正是为带你抵达那一步而打造的。 MKB1700 . Fundamentals of Marketing i Two-layer rule, and how this book was built[5]Source: asksia-bible-mkb1700-bilingual.pdfTHE 40% HURDLE The interactive oral - defending your map 互动口试 -- 为你的概念图辩护 A 1-on-1 conversation where you justify every node, level and link 一场一对一的对话,你要为每个节点、层级和连接给出理由 The oral is an in-person, on-campus 1-on-1 conversation with an examiner, structured around the map you submitted - four questions / conversations in total (their nature is previewed in Week 12). It is a threshold hurdle: you must pass it (and attend) to pass the unit, and it covers the whole semester. Your map is effectively your "exam notes" that you talk through and justify live. 口试是一场当面的、在校园内进行的一对一对话,围绕你所提交的图来组织 -- 总共四个问题/对话(其性质在第12周先行 预告)。它是一道门槛性关卡:你必须通过它(并亲自到场),才能通过 MKB1700,而它覆盖整个学期。你的图实际上就是你 那份要现场讲解并论证的“考试笔记”。 - cm. 7 What you'll be asked to justify CM. 7 你将被要求论证什么 - Why include this concept? - its role in marketing. 为何收入这个概念 ?-- 它在营销中的角色。 - Why at this level? - why big / middle / small. 为何放在这一层 ?-- 为何是大/中/小。 - Why is this linked to that? - the relationship behind the line. 为何把这个与那个相连 ?-- 线条背后的关系。 > Why this exact wording? - defend your linking phrase and arrow direction. 为何正是这样的措辞 ?-- 为你的连接短语和箭头方向辩 护。 CM. 8 Defence tactics CM. 8 辩护策略 1 Lead with the backbone. Open by walking the big-level chain - it frames everything and shows you see the system. 以主干开场。开篇就梳理大层级链条 -- 它框定一切,并表 明你看见了这个系统。 2 Speak the link as a sentence. "Buyer behaviour reveals the bases for segmentation, because the influences on a buyer are exactly what we segment on. " 把关联当作句子说出来。“购买者行为揭示了市场细分的依 据,因为作用于买家的那些影响因素,正是我们用来细分的 东西。” 3 Back claims with a case. Anchor a link in a unit example (Kmart for repositioning, Garnier for IMC) - evidence beats assertion. 用案例支撑主张。把一条关联锚定在一个单元例子上 (Kmart 对应重新定位,Garnier 对应 IMC) -- 证据胜过 断言。 4 Concede gracefully. If a link is weak, say how you'd reword or redraw it. Showing judgement scores; defending a wrong line to the death does not. 得体地让步。如果一条关联薄弱,就说出你会如何重新措辞 或重画它。展现判断力能得分;为一条错误的线据死力辩护 则不会。 MKB1700 . Fundamentals of Marketing ★ Prepare by talking, not re-reading 靠讲述来备考,而非反复阅读 Recognition is not recall, and the oral is pure recall- under-questioning. Rehearse out loud: trace your spine (environment - STP - mix -> value), then have a friend point at random links and ask "why this one, why here, why those words?" If you can narrate the map without notes, you will clear the hurdle. 再认不等于回想,而口试是纯粹的“被追问下的回 想”。大声排练:梳理你的主干(环境→ STP→营销 组合→价值),然后让朋友随机指向关联并追问“为什 么是这条、为什么放这里、为什么用这些词?”。如果 你能不看笔记把整张图叙述出来,就能闯过这道关 卡。
• Concept map artefact（概念图成品）15%，大约 Week 11。[4]Source: asksia-bible-mkb1700-bilingual.pdfMarketing concept map (artefact) 15% ~Week 11 Weekly quizzes 10% Weekly (best 9) The two Written tasks are bundled on Moodle as one 35% banner (reflections 15% + essay 20%). Quizzes gate the in-class work; reflections capture what you learned - they become the building blocks of your map. Useful marks - but they cannot rescue a failed oral. 两项书面任务在 Moodle 上被打包为一个35%的总标题 (反思15%+论文 20%)。测验是课堂工作的准入门槛; 反思记录你学到了什么 -- 它们成为你概念图的构建模块。 这些分数有用 -- 但它们无法挽救一场不及格的口试。 What the map + oral require 概念图加口试的要求 The map asks The oral probes Place concepts as nodes at levels (big / middle / small) Why is this here? Draw labelled links naming the relationship Why this level? Organise the whole semester, readably Why linked - in those words? ★ The win this dictates 这所决定的取胜之道 The mark is not how many terms you can list - it is whether the connections are correct, meaningfully labelled and well organised. The oral is a 1-on-1 conversation (four questions, previewed in Week 12) where you explain and defend those choices live. So the goal of this whole book is the same: not just what each concept is, but how it CONNECTS to the rest. Read every "on your concept map" box with that in mind. 分数不在于你能罗列多少术语 -- 而在于那些连接是 否正确、是否被有意义地标注、是否组织良好。口试 是一场一对一对话(四个问题,在第12周预告),你 要在其中现场解释并捍卫那些选择。所以整本书的目 标是同一个:不只是每个概念是什么,而是它如何连 接到其余部分。带着这个念头去读每一个“在你的概念 图上”方框。 MKB1700 . Fundamentals of Marketing MKB1700 . Fundamentals of Marketing CONTENTS CONTENTS The whole subject, in one ordered book 整门课,浓缩进一本有序的书 Twelve weeks -> one map you can defend 十二周 → 一张你能为之辩护的概念图 Ch Topic Core idea[1]Source: asksia-bible-mkb1700-bilingual.pdf两层规则,以及本书是如何构建的 Standard marketing concepts (the AMA definition, the 4 Ps, PESTEL, the decision process) are stated as the discipline states them. Where this subject frames or sequences ideas its own way, that framing is paraphrased, never copied from slides. Real public brands are used as examples. Always verify weights, dates and the rubric against your live Moodle - details shift between cohorts. 标准的营销概念(AMA 定义、4P、PESTEL、决策过程)按学科本身所述的方式陈述。凡本课程以其自己的方式框定或 排序各种观点之处,那种框定均为转述,绝非照抄自幻灯片。所用的示例皆为真实的公开品牌。请务必对照你正在使用 的 Moodle 核对各项权重、日期与评分量表 -- 这些细节会因届别而变动。 MKB1700 . Fundamentals of Marketing THE BLUEPRINT - THE ASSESSMENT BLUEPRINT ORAL . 40% + HURDLE Where every mark lives 每一分都藏在哪里 Four pieces feed one map - then you defend it 四块内容汇入一张图 -- 然后由你来辩护 MKB1700 is a scaffolded subject: weekly tasks are the raw material for a concept map, which you then defend in a final oral exam. Everything funnels into one threshold you must clear. MKB1700 是一门层层搭建的课程:每周任务是概念图的原材料,而你随后要在期末口试中为这张图辩护。一切都汇入你必须 跨越的同一道门槛。 40% ORAL EXAM 口试 hurdle MUST PASS TO PASS 必须通过才能及格 15% CONCEPT MAP 概念图 55% MAP + ORAL TOGETHER 图与口试合并评估 The four assessment pieces 四个考核组成部分 Component Weight When Interactive oral exam - hurdle 40% Exam period Written - weekly reflections 15% Weekly (best 9) Written - "What is Marketing" essay 20% Week 4
• Written – weekly reflections（每周反思）15%，每周，取 best 9。[1]Source: asksia-bible-mkb1700-bilingual.pdf两层规则,以及本书是如何构建的 Standard marketing concepts (the AMA definition, the 4 Ps, PESTEL, the decision process) are stated as the discipline states them. Where this subject frames or sequences ideas its own way, that framing is paraphrased, never copied from slides. Real public brands are used as examples. Always verify weights, dates and the rubric against your live Moodle - details shift between cohorts. 标准的营销概念(AMA 定义、4P、PESTEL、决策过程)按学科本身所述的方式陈述。凡本课程以其自己的方式框定或 排序各种观点之处,那种框定均为转述,绝非照抄自幻灯片。所用的示例皆为真实的公开品牌。请务必对照你正在使用 的 Moodle 核对各项权重、日期与评分量表 -- 这些细节会因届别而变动。 MKB1700 . Fundamentals of Marketing THE BLUEPRINT - THE ASSESSMENT BLUEPRINT ORAL . 40% + HURDLE Where every mark lives 每一分都藏在哪里 Four pieces feed one map - then you defend it 四块内容汇入一张图 -- 然后由你来辩护 MKB1700 is a scaffolded subject: weekly tasks are the raw material for a concept map, which you then defend in a final oral exam. Everything funnels into one threshold you must clear. MKB1700 是一门层层搭建的课程:每周任务是概念图的原材料,而你随后要在期末口试中为这张图辩护。一切都汇入你必须 跨越的同一道门槛。 40% ORAL EXAM 口试 hurdle MUST PASS TO PASS 必须通过才能及格 15% CONCEPT MAP 概念图 55% MAP + ORAL TOGETHER 图与口试合并评估 The four assessment pieces 四个考核组成部分 Component Weight When Interactive oral exam - hurdle 40% Exam period Written - weekly reflections 15% Weekly (best 9) Written - "What is Marketing" essay 20% Week 4[4]Source: asksia-bible-mkb1700-bilingual.pdfMarketing concept map (artefact) 15% ~Week 11 Weekly quizzes 10% Weekly (best 9) The two Written tasks are bundled on Moodle as one 35% banner (reflections 15% + essay 20%). Quizzes gate the in-class work; reflections capture what you learned - they become the building blocks of your map. Useful marks - but they cannot rescue a failed oral. 两项书面任务在 Moodle 上被打包为一个35%的总标题 (反思15%+论文 20%)。测验是课堂工作的准入门槛; 反思记录你学到了什么 -- 它们成为你概念图的构建模块。 这些分数有用 -- 但它们无法挽救一场不及格的口试。 What the map + oral require 概念图加口试的要求 The map asks The oral probes Place concepts as nodes at levels (big / middle / small) Why is this here? Draw labelled links naming the relationship Why this level? Organise the whole semester, readably Why linked - in those words? ★ The win this dictates 这所决定的取胜之道 The mark is not how many terms you can list - it is whether the connections are correct, meaningfully labelled and well organised. The oral is a 1-on-1 conversation (four questions, previewed in Week 12) where you explain and defend those choices live. So the goal of this whole book is the same: not just what each concept is, but how it CONNECTS to the rest. Read every "on your concept map" box with that in mind. 分数不在于你能罗列多少术语 -- 而在于那些连接是 否正确、是否被有意义地标注、是否组织良好。口试 是一场一对一对话(四个问题,在第12周预告),你 要在其中现场解释并捍卫那些选择。所以整本书的目 标是同一个:不只是每个概念是什么,而是它如何连 接到其余部分。带着这个念头去读每一个“在你的概念 图上”方框。 MKB1700 . Fundamentals of Marketing MKB1700 . Fundamentals of Marketing CONTENTS CONTENTS The whole subject, in one ordered book 整门课,浓缩进一本有序的书 Twelve weeks -> one map you can defend 十二周 → 一张你能为之辩护的概念图 Ch Topic Core idea
• Written – “What is Marketing” essay（论文）20%，Week 4。[1]Source: asksia-bible-mkb1700-bilingual.pdf两层规则,以及本书是如何构建的 Standard marketing concepts (the AMA definition, the 4 Ps, PESTEL, the decision process) are stated as the discipline states them. Where this subject frames or sequences ideas its own way, that framing is paraphrased, never copied from slides. Real public brands are used as examples. Always verify weights, dates and the rubric against your live Moodle - details shift between cohorts. 标准的营销概念(AMA 定义、4P、PESTEL、决策过程)按学科本身所述的方式陈述。凡本课程以其自己的方式框定或 排序各种观点之处,那种框定均为转述,绝非照抄自幻灯片。所用的示例皆为真实的公开品牌。请务必对照你正在使用 的 Moodle 核对各项权重、日期与评分量表 -- 这些细节会因届别而变动。 MKB1700 . Fundamentals of Marketing THE BLUEPRINT - THE ASSESSMENT BLUEPRINT ORAL . 40% + HURDLE Where every mark lives 每一分都藏在哪里 Four pieces feed one map - then you defend it 四块内容汇入一张图 -- 然后由你来辩护 MKB1700 is a scaffolded subject: weekly tasks are the raw material for a concept map, which you then defend in a final oral exam. Everything funnels into one threshold you must clear. MKB1700 是一门层层搭建的课程:每周任务是概念图的原材料,而你随后要在期末口试中为这张图辩护。一切都汇入你必须 跨越的同一道门槛。 40% ORAL EXAM 口试 hurdle MUST PASS TO PASS 必须通过才能及格 15% CONCEPT MAP 概念图 55% MAP + ORAL TOGETHER 图与口试合并评估 The four assessment pieces 四个考核组成部分 Component Weight When Interactive oral exam - hurdle 40% Exam period Written - weekly reflections 15% Weekly (best 9) Written - "What is Marketing" essay 20% Week 4
• Weekly quizzes（每周小测）10%，每周，取 best 9。[4]Source: asksia-bible-mkb1700-bilingual.pdfMarketing concept map (artefact) 15% ~Week 11 Weekly quizzes 10% Weekly (best 9) The two Written tasks are bundled on Moodle as one 35% banner (reflections 15% + essay 20%). Quizzes gate the in-class work; reflections capture what you learned - they become the building blocks of your map. Useful marks - but they cannot rescue a failed oral. 两项书面任务在 Moodle 上被打包为一个35%的总标题 (反思15%+论文 20%)。测验是课堂工作的准入门槛; 反思记录你学到了什么 -- 它们成为你概念图的构建模块。 这些分数有用 -- 但它们无法挽救一场不及格的口试。 What the map + oral require 概念图加口试的要求 The map asks The oral probes Place concepts as nodes at levels (big / middle / small) Why is this here? Draw labelled links naming the relationship Why this level? Organise the whole semester, readably Why linked - in those words? ★ The win this dictates 这所决定的取胜之道 The mark is not how many terms you can list - it is whether the connections are correct, meaningfully labelled and well organised. The oral is a 1-on-1 conversation (four questions, previewed in Week 12) where you explain and defend those choices live. So the goal of this whole book is the same: not just what each concept is, but how it CONNECTS to the rest. Read every "on your concept map" box with that in mind. 分数不在于你能罗列多少术语 -- 而在于那些连接是 否正确、是否被有意义地标注、是否组织良好。口试 是一场一对一对话(四个问题,在第12周预告),你 要在其中现场解释并捍卫那些选择。所以整本书的目 标是同一个:不只是每个概念是什么,而是它如何连 接到其余部分。带着这个念头去读每一个“在你的概念 图上”方框。 MKB1700 . Fundamentals of Marketing MKB1700 . Fundamentals of Marketing CONTENTS CONTENTS The whole subject, in one ordered book 整门课,浓缩进一本有序的书 Twelve weeks -> one map you can defend 十二周 → 一张你能为之辩护的概念图 Ch Topic Core idea[20]Source: asksia-cheatsheet-mkb1700.pdfMKB1700 Fundamentals of Marketing MONASH UNIVERSITY . BUSINESS SCHOOL EXAM REVISION Sem 1 2026 . SIDE 1 OF 2 Oral exam 40% (hurdle) + concept map SIDE 1/2 FOUNDATIONS - CUSTOMER - STP . Marketing concept & orientations . Customer value . Needs/Maslow . Micro & macro (PESTEL) . Buyer behaviour . Segmentation, targeting, positioning 0 . How to Use This READ FIRST * MKB1700 is assessed by quizzes 10% (best 9) · written 35% (weekly reflections + a "What is Marketing" essay) . a concept-map artefact 15% (~Wk11) . and an interactive oral exam 40% - a THRESHOLD HURDLE (in-person, 1-on-1: you explain & defend your concept map). The WIN is not listing terms - it is mastering the whole framework and how the concepts CONNECT . That's exactly what the concept map + oral reward. Treat this sheet as the connective map: foundations -> customer > STP (Side 1), the mix -> planning -> "how it connects" (Side 2). ----- SIA - For every concept, rehearse one sentence: "this links to _ because _. "A node you can defend out loud beats ten you only memorised. 1 . What Is Marketing W1 . CH1 AMA definition: marketing is the activity, set of institutions & processes for creating, communicating, delivering & exchanging offerings that have value for customers, clients, partners & society. Creating/communicating/delivering = right good/service/idea, right place & time; value exchange = mutually beneficial. Business rationale: Profit = revenue - expenses; revenue comes from customers (current + future) => the task is "get customers & keep them coming back. " Marketing as a philosophy: puts customer, partner & society at the heart of decisions (Felton 1959 - integrate & coordinate all functions for long-run profit). 2 . The 5 Orientations AN EVOLUTION 1. Production - make it cheap & available (assume demand) 2. Product - best quality/features (risk: myopia) 3. Selling - push hard, sell what we make 4. Marketing - find & satisfy customer needs (customer-led) 5. Societal - needs + society's long-run welfare A firm's chosen orientation sits in its internal environment. 2b · Triple Bottom Line FIG 1. 6 How to measure beneficial exchange & the societal orientation: Environmental . Social . Economic. Reused in Pricing objectives & in Planning control. 2c . Exchange DEFINE Obtaining a desired product by offering something in return. Types: restricted (2 parties) · generalised (3) . complex (many independent). Org = Value => Customers, extended to Society.

你复习的“最短路径”：

• 先把整门课压成一条你能背诵出来的主线（下面第 2 部分给你模板）。[9]Source: asksia-bible-mkb1700-bilingual.pdfMost tutorials from Week 2 include a concept-mapping block; Week 10 maps the Planning topic and Week 11 reviews printed A3 drafts for feedback before submission. Treat your weekly reflections as raw nodes and grow the map all semester - that is also how you rehearse for the oral. 第2 周起的多数辅导课都包含一个概念图模块;第10周绘制营销计划主题,第11周在提交前评审打印出的 A3 草稿以 给予反馈。把你的每周反思当作原始节点,整个学期不断扩充这张图 -- 这也正是你为口试排练的方式。 - MKB1700 . Fundamentals of Marketing CONCEPT MAP . WEB CHAPTER . CONCEPT MAP (CONT. ) HOW IT ALL CONNECTS The connection web of MKB1700 MKB1700 的关联网络 The one storyline that links every topic: environment - STP - mix - value 贯穿每个主题的唯一主线:环境→ STP→ 营销组合→价值 Behind the whole unit is a single storyline. If your map tells this story with well-worded links, the oral writes itself. The spine: scan the environment - choose who to serve and how (STP) - build the mix to deliver it - create value - with research and planning wrapping the loop. 整门课程的背后是一条单一的故事线。如果你的图用措辞讲究的连接讲出这个故事,口试便会自动写就。这条脊柱是:扫描环 境→选择服务谁、如何服务(STP)→搭建组合来交付它→创造价值 -- 其外有调研与规划包裹着这个环。 THE SPINE OF THE WHOLE UNIT VALUE (the central theme) Marketing environment - STP - Marketing mix (7Ps) - Value delivered & exchanged wrapped by - Research (information) + Planning (control loop) cMl. 3 A worked "connection web" - example links CM. 3 一个演练版“关联网络” -- 示例连接 From node Linking phrase To node The backbone (big-level chain) Marketing exists to create & exchange Value (Smith & Colgate) Marketing environment is scanned by Situation analysis Situation analysis informs the choice of STP STP[18]Source: asksia-cheatsheet-mkb1700.pdf4. Data analysis 5. Findings - report: brief, method, results, limits, insight Data: secondary first (ABS, Nielsen, Roy Morgan, IBISWorld - already exists) then primary (collected for this purpose). Methods: quant = surveys, experiments; qual = depth interviews, focus groups, observation. Ethics: AMSRS code + Privacy Act. 16 . HOW IT CONNECTS THE CONCEPT-MAP CHEAT The whole unit is one value chain - the spine to draw & defend: THE THROUGH-LINE ENVIRONMENT (micro/macro) - understand the CUSTOMER & their VALUE - STP (segment . target . position) - MARKETING MIX (4/7 Ps deliver the value) - PLANNING & CONTROL (research feeds back) Every concept is a node hanging off "creating & delivering customer value. " 16b . The Through- LINK LABELS THAT Lines WIN · Value threads all of it: needs->value types->positioning->each P · PESTEL/competition feeds situation analysis & SWOT · STP > mix: positioning dictates every P · Hierarchy of effects > buyer decision process stages 17 . Oral Exam Discipline 40% . HURDLE
• 再把每个章节的概念都变成“节点 + 有标签的连接句”。因为分数在连接，不在节点数量。[4]Source: asksia-bible-mkb1700-bilingual.pdfMarketing concept map (artefact) 15% ~Week 11 Weekly quizzes 10% Weekly (best 9) The two Written tasks are bundled on Moodle as one 35% banner (reflections 15% + essay 20%). Quizzes gate the in-class work; reflections capture what you learned - they become the building blocks of your map. Useful marks - but they cannot rescue a failed oral. 两项书面任务在 Moodle 上被打包为一个35%的总标题 (反思15%+论文 20%)。测验是课堂工作的准入门槛; 反思记录你学到了什么 -- 它们成为你概念图的构建模块。 这些分数有用 -- 但它们无法挽救一场不及格的口试。 What the map + oral require 概念图加口试的要求 The map asks The oral probes Place concepts as nodes at levels (big / middle / small) Why is this here? Draw labelled links naming the relationship Why this level? Organise the whole semester, readably Why linked - in those words? ★ The win this dictates 这所决定的取胜之道 The mark is not how many terms you can list - it is whether the connections are correct, meaningfully labelled and well organised. The oral is a 1-on-1 conversation (four questions, previewed in Week 12) where you explain and defend those choices live. So the goal of this whole book is the same: not just what each concept is, but how it CONNECTS to the rest. Read every "on your concept map" box with that in mind. 分数不在于你能罗列多少术语 -- 而在于那些连接是 否正确、是否被有意义地标注、是否组织良好。口试 是一场一对一对话(四个问题,在第12周预告),你 要在其中现场解释并捍卫那些选择。所以整本书的目 标是同一个:不只是每个概念是什么,而是它如何连 接到其余部分。带着这个念头去读每一个“在你的概念 图上”方框。 MKB1700 . Fundamentals of Marketing MKB1700 . Fundamentals of Marketing CONTENTS CONTENTS The whole subject, in one ordered book 整门课,浓缩进一本有序的书 Twelve weeks -> one map you can defend 十二周 → 一张你能为之辩护的概念图 Ch Topic Core idea[8]Source: asksia-bible-mkb1700-bilingual.pdf- 层级结构 -- “大”的组织性概念在顶端,“中”的概念在其 下,更小/细节的概念在那之下。 - - Labelled links - the lines between nodes, each one carrying a linking phrase that names the relationship ("is a type of", "feeds into", "is judged by"). 带标注的关联 -- 节点之间的线条,每一条都承载一个命名 其关系的连接短语(“是 . . . 的一种”、“供给入”、“由 . . . 评 判”)。 ✓ Read a map as sentences 把概念图当作句子来读 A good link reads as a short sentence: node - linking phrase - node. "Marketing environment -is scanned by- Situation analysis" is a claim you can defend. "Environment -- SWOT" with a blank line is not. The wording of the link is where the marks are. 一条好的关联读起来像一个短句:节点 一 连接短语 →节点。“营销环境 一被 . . . 扫描→态势分析”是一个 你能为之辩护的主张。“环境一→ SWOT”配一条空白 线则不是。关联的措辞才是得分所在。 MKB1700 · Fundamentals of Marketing - Cross-links - the prized lines that connect different branches of the map (e. g. Buyer behaviour - Segmentation). 交叉关联 -- 连接图中不同分支的那些宝贵线条(例如 购 买者行为 → 市场细分)。 ! A map is not a mind-map or a list 概念图不是思维导图,也不是清单 Bubbles with no labelled lines, or a tidy outline of every term, both miss the point. The unit marks correct, meaningful, well-worded connections - a smaller map with great links beats a huge map of unlabelled bubbles. 没有标注线条的气泡,或把每个术语整齐列出的提 纲,都没抓到要点。本单元评判的是正确、有意义、 措辞良好的连接 -- 一张带有出色关联的小图,胜过 一张满是无标注气泡的大图。 CM. 2 What you are marked on CM. 2 你的得分点是什么 Criterion (paraphrased) What good looks like Correct connections Links state relationships that are actually true of marketing Meaningful link labels Every line is worded; the phrase names the real relationship Organisation & hierarchy Big - middle - small levels make logical sense Readability Uncluttered, legible, follows the provided template Coverage of the unit Spans the whole semester, not one favourite topic i It is built incrementally - don't leave it to Week 11 它是逐步搭建的 -- 别拖到第11周[12]Source: asksia-bible-mkb1700-bilingual.pdf- Transparency - be honest about who is researching and why. 透明 -- 诚实告知谁在做调研、为何而做。 MKB1700 · Fundamentals of Marketing Responsibilities to clients & participants - competent, fair, no deception. 对客户与参与者的责任 -- 胜任、公平、不欺骗。 - Privacy - aligned to the Australian Privacy Principles / Privacy Act: informed consent, secure data, no re- purposing without permission. 隐私 -- 与《澳大利亚隐私原则》/《隐私法》对齐:知情同意、数据安全、未经许可不得另作他用。 - Legal & ethical adherence - comply with the law and professional standards throughout. 法律与伦理遵从 -- 全程遵守法律和专业标准。 ★ How research links across the map 调研如何贯穿整张概念图 Research is the continuous wrapper around the whole marketing cycle: it feeds the situation analysis (planning), it identifies segments (STP), it measures promotion effectiveness, and it tracks the metrics in the control loop. In the oral, frame research as "the information engine the rest of the unit runs on" - that shows you see the connections. 调研是环绕整个营销周期的持续外壳:它供给态势分析(计划),它识别细分市场(STP),它衡量促销效果,它追踪控 制回路中的指标。在口试里,把调研框定为“本单元其余部分赖以运转的信息引擎” -- 这表明你看见了连接。 Define the problem first, exhaust secondary data, then choose qual for why and quant for how many - ethically, every time. 先定义问题,用尽二手数据,再选定性问为什么、定量问有多少 -- 而且每一次都合乎伦理。 RESEARCH . MKB1700 MKB1700 . Fundamentals of Marketing CONCEPT MAP . WHAT CHAPTER . THE CONCEPT MAP THE SIGNATURE ASSESSMENT Build & defend the concept map 构建并辩护你的概念图 The 55% spine of the unit: a map you draw, then justify out loud 占本门课 55% 的主干:一张你亲手绘制、再口头论证的概念图 TL;DR. MKB1700's distinctive assessment is a concept map (15% artefact) that you then defend in a 1-on-1 oral exam (40%, a hurdle - together 55%). A concept map is hierarchical nodes (concepts at big / middle / small levels) joined by labelled relationship links (each line names how two concepts relate). You are marked on the quality of the connections - not how many terms you can list. The oral tests whether you can explain why every node, level and link is there. You can only defend a map you genuinely built. 一句话总结。MKB1700 与众不同的考核是一张概念图(15% 的作品),你随后要在一场一对一口试中为其辩护(40%,一道 门槛 -- 合计 55%)。概念图是由带标签的关系连接所连起的分层节点(概念分大/中/小三个层次,每条连线都命名了两 个概念如何相关)。你被评分的是连接的质量 -- 而非你能罗列多少术语。口试考查你能否解释为何每个节点、每个层次、每 条连接都在那里。你只能为一张你真正搭建过的图辩护。 ★ Why this design exists (and what it rewards) 此设计为何存在(以及它奖励什么) The artefact-plus-oral pairing makes copying useless and rote memory insufficient. The marks go to understanding how the pieces CONNECT, not recall. So this chapter is less "content" and more method: how to choose nodes, set levels, draw and word links, and talk through them live. “成品+口试”的配对使抄袭无用、死记硬背不足。分数归于理解各部分如何连接,而非记忆。所以这一章与其说是“内 容”,不如说是方法:如何选择节点、设定层级、画出并措辞关联,并现场把它们讲清楚。 cMl. 1 What a concept map is made of CM. 1 概念图由什么构成 - Nodes - the concepts (e. g. STP, Segmentation, Positioning, Marketing mix). 节点 -- 各个概念(例如 STP、市场细分、市场定位、营销 组合)。 - Levels of hierarchy - "big" organising concepts at the top, "middle" concepts beneath, smaller / detail concepts below those.

2）全课主线（你概念图的大骨架）：背这一条，口试就有底

这门课背后有一条“贯穿一切的故事线”（你概念图的 spine）：

• Environment（环境）→ STP（Segmentation/Targeting/Positioning）→ Marketing Mix 4/7Ps（营销组合）→ Value（价值）
• 外面再被 **Research（调研/信息）+ Planning & Control（计划与控制回路）**包起来，形成循环。[9]Source: asksia-bible-mkb1700-bilingual.pdfMost tutorials from Week 2 include a concept-mapping block; Week 10 maps the Planning topic and Week 11 reviews printed A3 drafts for feedback before submission. Treat your weekly reflections as raw nodes and grow the map all semester - that is also how you rehearse for the oral. 第2 周起的多数辅导课都包含一个概念图模块;第10周绘制营销计划主题,第11周在提交前评审打印出的 A3 草稿以 给予反馈。把你的每周反思当作原始节点,整个学期不断扩充这张图 -- 这也正是你为口试排练的方式。 - MKB1700 . Fundamentals of Marketing CONCEPT MAP . WEB CHAPTER . CONCEPT MAP (CONT. ) HOW IT ALL CONNECTS The connection web of MKB1700 MKB1700 的关联网络 The one storyline that links every topic: environment - STP - mix - value 贯穿每个主题的唯一主线:环境→ STP→ 营销组合→价值 Behind the whole unit is a single storyline. If your map tells this story with well-worded links, the oral writes itself. The spine: scan the environment - choose who to serve and how (STP) - build the mix to deliver it - create value - with research and planning wrapping the loop. 整门课程的背后是一条单一的故事线。如果你的图用措辞讲究的连接讲出这个故事,口试便会自动写就。这条脊柱是:扫描环 境→选择服务谁、如何服务(STP)→搭建组合来交付它→创造价值 -- 其外有调研与规划包裹着这个环。 THE SPINE OF THE WHOLE UNIT VALUE (the central theme) Marketing environment - STP - Marketing mix (7Ps) - Value delivered & exchanged wrapped by - Research (information) + Planning (control loop) cMl. 3 A worked "connection web" - example links CM. 3 一个演练版“关联网络” -- 示例连接 From node Linking phrase To node The backbone (big-level chain) Marketing exists to create & exchange Value (Smith & Colgate) Marketing environment is scanned by Situation analysis Situation analysis informs the choice of STP STP[18]Source: asksia-cheatsheet-mkb1700.pdf4. Data analysis 5. Findings - report: brief, method, results, limits, insight Data: secondary first (ABS, Nielsen, Roy Morgan, IBISWorld - already exists) then primary (collected for this purpose). Methods: quant = surveys, experiments; qual = depth interviews, focus groups, observation. Ethics: AMSRS code + Privacy Act. 16 . HOW IT CONNECTS THE CONCEPT-MAP CHEAT The whole unit is one value chain - the spine to draw & defend: THE THROUGH-LINE ENVIRONMENT (micro/macro) - understand the CUSTOMER & their VALUE - STP (segment . target . position) - MARKETING MIX (4/7 Ps deliver the value) - PLANNING & CONTROL (research feeds back) Every concept is a node hanging off "creating & delivering customer value. " 16b . The Through- LINK LABELS THAT Lines WIN · Value threads all of it: needs->value types->positioning->each P · PESTEL/competition feeds situation analysis & SWOT · STP > mix: positioning dictates every P · Hierarchy of effects > buyer decision process stages 17 . Oral Exam Discipline 40% . HURDLE[12]Source: asksia-bible-mkb1700-bilingual.pdf- Transparency - be honest about who is researching and why. 透明 -- 诚实告知谁在做调研、为何而做。 MKB1700 · Fundamentals of Marketing Responsibilities to clients & participants - competent, fair, no deception. 对客户与参与者的责任 -- 胜任、公平、不欺骗。 - Privacy - aligned to the Australian Privacy Principles / Privacy Act: informed consent, secure data, no re- purposing without permission. 隐私 -- 与《澳大利亚隐私原则》/《隐私法》对齐:知情同意、数据安全、未经许可不得另作他用。 - Legal & ethical adherence - comply with the law and professional standards throughout. 法律与伦理遵从 -- 全程遵守法律和专业标准。 ★ How research links across the map 调研如何贯穿整张概念图 Research is the continuous wrapper around the whole marketing cycle: it feeds the situation analysis (planning), it identifies segments (STP), it measures promotion effectiveness, and it tracks the metrics in the control loop. In the oral, frame research as "the information engine the rest of the unit runs on" - that shows you see the connections. 调研是环绕整个营销周期的持续外壳:它供给态势分析(计划),它识别细分市场(STP),它衡量促销效果,它追踪控 制回路中的指标。在口试里,把调研框定为“本单元其余部分赖以运转的信息引擎” -- 这表明你看见了连接。 Define the problem first, exhaust secondary data, then choose qual for why and quant for how many - ethically, every time. 先定义问题,用尽二手数据,再选定性问为什么、定量问有多少 -- 而且每一次都合乎伦理。 RESEARCH . MKB1700 MKB1700 . Fundamentals of Marketing CONCEPT MAP . WHAT CHAPTER . THE CONCEPT MAP THE SIGNATURE ASSESSMENT Build & defend the concept map 构建并辩护你的概念图 The 55% spine of the unit: a map you draw, then justify out loud 占本门课 55% 的主干:一张你亲手绘制、再口头论证的概念图 TL;DR. MKB1700's distinctive assessment is a concept map (15% artefact) that you then defend in a 1-on-1 oral exam (40%, a hurdle - together 55%). A concept map is hierarchical nodes (concepts at big / middle / small levels) joined by labelled relationship links (each line names how two concepts relate). You are marked on the quality of the connections - not how many terms you can list. The oral tests whether you can explain why every node, level and link is there. You can only defend a map you genuinely built. 一句话总结。MKB1700 与众不同的考核是一张概念图(15% 的作品),你随后要在一场一对一口试中为其辩护(40%,一道 门槛 -- 合计 55%)。概念图是由带标签的关系连接所连起的分层节点(概念分大/中/小三个层次,每条连线都命名了两 个概念如何相关)。你被评分的是连接的质量 -- 而非你能罗列多少术语。口试考查你能否解释为何每个节点、每个层次、每 条连接都在那里。你只能为一张你真正搭建过的图辩护。 ★ Why this design exists (and what it rewards) 此设计为何存在(以及它奖励什么) The artefact-plus-oral pairing makes copying useless and rote memory insufficient. The marks go to understanding how the pieces CONNECT, not recall. So this chapter is less "content" and more method: how to choose nodes, set levels, draw and word links, and talk through them live. “成品+口试”的配对使抄袭无用、死记硬背不足。分数归于理解各部分如何连接,而非记忆。所以这一章与其说是“内 容”,不如说是方法:如何选择节点、设定层级、画出并措辞关联,并现场把它们讲清楚。 cMl. 1 What a concept map is made of CM. 1 概念图由什么构成 - Nodes - the concepts (e. g. STP, Segmentation, Positioning, Marketing mix). 节点 -- 各个概念(例如 STP、市场细分、市场定位、营销 组合)。 - Levels of hierarchy - "big" organising concepts at the top, "middle" concepts beneath, smaller / detail concepts below those.[30]Source: asksia-cheatsheet-mkb1700.pdfW10 . CH2 & 15 Cycle: Understand -> Create -> Communicate -> Deliver, wrapped in research. Brooksbank (1990) 7- stage process: 1. Adopt the marketing philosophy 2. Define the business mission (IKEA vision) 3. Conduct situation analysis 4. Develop marketing objectives 5. Formulate marketing strategy 6. Design the marketing organisation 7. Implement marketing control Situation analysis (Fig 2. 5): four lenses - Company (internal) · Market · Competitive · Environmental (PESTEL). Mission = a clear long-term vision of products, markets & values (IKEA's vision vs business idea). 14b . SWOT & SMART SUMMARISE . SET SWOT summarises the situation analysis (no new info). Internal = Strengths/Weaknesses (controllable); external = Opportunities/Threats (industry-wide). ~ 5 factors/box, all traceable to evidence. SMART OBJECTIVES Specific . Measurable . Actionable . Reasonable . Timely 14c . Control & Metrics A PLAN # A DOCUMENT Control loop: set goals > measure > evaluate > corrective action. Marketing metrics (awareness, preference, loyalty, satisfaction) link to financials (sales, share, ROI); Triple Bottom Line reused as a value/control measure. Objectives split: financial (profit, cash flow, ROI, ROS) + marketing (unit sales, market share, distribution penetration, new products, price). "A plan is not just a document" - implementation is the critical element . 15 . Marketing Research w11 . CH3 MkIS (Fig 3. 1): three inputs to a decision-support system - market intelligence ("what others say") . internal reports ("what you know") . market research (commissioned for a specific problem). Types: exploratory (gather info) · descriptive (characteristics) . causal (if-this-then).

你在口试里最“稳”的开场方式（照着说）：

• “我这张图的主干是：先扫描营销环境做态势分析，然后用 STP 选择服务谁与如何定位，再用 4/7Ps 去交付定位承诺的价值，最后用研究与计划的控制回路持续测量与纠偏。”[9]Source: asksia-bible-mkb1700-bilingual.pdfMost tutorials from Week 2 include a concept-mapping block; Week 10 maps the Planning topic and Week 11 reviews printed A3 drafts for feedback before submission. Treat your weekly reflections as raw nodes and grow the map all semester - that is also how you rehearse for the oral. 第2 周起的多数辅导课都包含一个概念图模块;第10周绘制营销计划主题,第11周在提交前评审打印出的 A3 草稿以 给予反馈。把你的每周反思当作原始节点,整个学期不断扩充这张图 -- 这也正是你为口试排练的方式。 - MKB1700 . Fundamentals of Marketing CONCEPT MAP . WEB CHAPTER . CONCEPT MAP (CONT. ) HOW IT ALL CONNECTS The connection web of MKB1700 MKB1700 的关联网络 The one storyline that links every topic: environment - STP - mix - value 贯穿每个主题的唯一主线:环境→ STP→ 营销组合→价值 Behind the whole unit is a single storyline. If your map tells this story with well-worded links, the oral writes itself. The spine: scan the environment - choose who to serve and how (STP) - build the mix to deliver it - create value - with research and planning wrapping the loop. 整门课程的背后是一条单一的故事线。如果你的图用措辞讲究的连接讲出这个故事,口试便会自动写就。这条脊柱是:扫描环 境→选择服务谁、如何服务(STP)→搭建组合来交付它→创造价值 -- 其外有调研与规划包裹着这个环。 THE SPINE OF THE WHOLE UNIT VALUE (the central theme) Marketing environment - STP - Marketing mix (7Ps) - Value delivered & exchanged wrapped by - Research (information) + Planning (control loop) cMl. 3 A worked "connection web" - example links CM. 3 一个演练版“关联网络” -- 示例连接 From node Linking phrase To node The backbone (big-level chain) Marketing exists to create & exchange Value (Smith & Colgate) Marketing environment is scanned by Situation analysis Situation analysis informs the choice of STP STP[10]Source: asksia-bible-mkb1700-bilingual.pdf3 On-positioning & on-segment. The AO audience overlaps Garnier's target; the active, sun-and- sport context fits the positioning - so the ★ How to use this case in the oral 如何在口试中运用此案例 If asked to explain a Promotion node, walk the examiner through a touchpoint web like this: name the tools, map each to a ladder rung, then show the links - Promotion - STP (aimed at the target segment), Promotion - Place (push/pull through the channel), Promotion - Product/Price (message consistent with the offer). Demonstrating the connections is what earns the marks, not listing the six tools. 如果被要求解释一个促销节点,就带着考官走一遍这 样的触点网络:点名工具,把每个对应到一个阶梯级 别,然后展示关联 -- 促销→STP(瞄准目标细分市 场)、促销→渠道(沿渠道推动/拉动)、促销→产 品/价格(信息与产品供给一致)。展示连接才是得分 点,而非罗列那六个工具。 MKB1700 . Fundamentals of Marketing message decodes cleanly (overlapping fields of experience). 对位且对市场。AO 受众与 Garnier 的目标重叠;活跃的、 阳光与运动的情境契合其定位 -- 所以信息被干净地解码 (经验场重叠)。 4 Consistent with the other 3 Ps. The premium- mass positioning the promotion projects has to match Garnier's product range, price points and supermarket/pharmacy distribution - external consistency. 与其余 3P一致。促销所投射的“高端大众”定位,必须与 Garnier 的产品线、价位以及超市/药房分销相匹配 -- 外 部一致性。 IMC isn't about saying more - it's about everything saying the same thing. Map the touchpoints, climb the ladder, stay on- positioning. IMC 不在于说得更多 -- 而在于一切都说同一件事。 绘制触点、攀登阶梯、保持对位定位。 PROMOTION · MKB1700 ! Don't confuse the mix-of-tools with the message 不要把工具组合与信息相混淆 A campaign with six tools but six different messages is not IMC - it's noise. Integration is judged on message consistency across tools, not on how many tools were used. 一个用了六种工具却传达六种不同信息的营销活动不是 IMC -- 而是噪音。整合的评判标准是各工具间的信息一致性, 而非用了多少工具。 MKB1700 . Fundamentals of Marketing PLANNING . BROOKSBANK - CHAPTER . PLANNING & RESEARCH BRINGING IT TOGETHER Marketing planning - pulling the mix together 营销规划 -- 把营销组合整合起来 Where the whole semester converges: a plan that turns strategy into action 整个学期在此汇聚:一份把战略转化为行动的计划 TL;DR. Planning is where the environment scan, STP and the marketing mix stop being separate topics and become one coherent plan. MKB1700 teaches it as Brooksbank's seven-stage process: commit to the philosophy, define the mission, analyse the situation, set objectives, formulate strategy, organise, and control. The plan is judged on whether it gets implemented and controlled - "a plan is not just a document. " 一句话总结。规划正是环境扫描、STP和营销组合不再是各自分立的主题、而成为一份连贯计划之处。MKB1700 将其讲授为 Brooksbank 的七阶段流程:承诺其哲学、界定使命、分析处境、设定目标、制定战略、组织实施,以及控制。该计划的优 劣,以它是否得到实施与控制来评判 -- “一份计划不只是一份文件。” ★ What this topic asks of you 本主题对你的要求 Planning is the natural spine of your concept map - it links every other topic. Expect to order the seven stages, distinguish situation analysis vs SWOT, write a SMART objective, and trace the control loop. The recurring trap: treating SWOT as new research rather than a summary of the situation analysis. 营销计划是你概念图天然的主干 -- 它连接其余每一个主题。要预期会被要求排列七个阶段、区分态势分析与 SWOT、 写出一个 SMART 目标,并追踪控制回路。反复出现的陷阱:把 SWOT 当作新调研,而非态势分析的一个总结。 PL. 1 The marketing cycle & planning loop[30]Source: asksia-cheatsheet-mkb1700.pdfW10 . CH2 & 15 Cycle: Understand -> Create -> Communicate -> Deliver, wrapped in research. Brooksbank (1990) 7- stage process: 1. Adopt the marketing philosophy 2. Define the business mission (IKEA vision) 3. Conduct situation analysis 4. Develop marketing objectives 5. Formulate marketing strategy 6. Design the marketing organisation 7. Implement marketing control Situation analysis (Fig 2. 5): four lenses - Company (internal) · Market · Competitive · Environmental (PESTEL). Mission = a clear long-term vision of products, markets & values (IKEA's vision vs business idea). 14b . SWOT & SMART SUMMARISE . SET SWOT summarises the situation analysis (no new info). Internal = Strengths/Weaknesses (controllable); external = Opportunities/Threats (industry-wide). ~ 5 factors/box, all traceable to evidence. SMART OBJECTIVES Specific . Measurable . Actionable . Reasonable . Timely 14c . Control & Metrics A PLAN # A DOCUMENT Control loop: set goals > measure > evaluate > corrective action. Marketing metrics (awareness, preference, loyalty, satisfaction) link to financials (sales, share, ROI); Triple Bottom Line reused as a value/control measure. Objectives split: financial (profit, cash flow, ROI, ROS) + marketing (unit sales, market share, distribution penetration, new products, price). "A plan is not just a document" - implementation is the critical element . 15 . Marketing Research w11 . CH3 MkIS (Fig 3. 1): three inputs to a decision-support system - market intelligence ("what others say") . internal reports ("what you know") . market research (commissioned for a specific problem). Types: exploratory (gather info) · descriptive (characteristics) . causal (if-this-then).

3）概念图与口试：真正的得分点（也是最容易翻车的点）

概念图到底由什么构成（你要会用英文说出来）：

• Nodes（节点）：概念本身（如 STP、Segmentation、Positioning、Marketing mix）。[12]Source: asksia-bible-mkb1700-bilingual.pdf- Transparency - be honest about who is researching and why. 透明 -- 诚实告知谁在做调研、为何而做。 MKB1700 · Fundamentals of Marketing Responsibilities to clients & participants - competent, fair, no deception. 对客户与参与者的责任 -- 胜任、公平、不欺骗。 - Privacy - aligned to the Australian Privacy Principles / Privacy Act: informed consent, secure data, no re- purposing without permission. 隐私 -- 与《澳大利亚隐私原则》/《隐私法》对齐:知情同意、数据安全、未经许可不得另作他用。 - Legal & ethical adherence - comply with the law and professional standards throughout. 法律与伦理遵从 -- 全程遵守法律和专业标准。 ★ How research links across the map 调研如何贯穿整张概念图 Research is the continuous wrapper around the whole marketing cycle: it feeds the situation analysis (planning), it identifies segments (STP), it measures promotion effectiveness, and it tracks the metrics in the control loop. In the oral, frame research as "the information engine the rest of the unit runs on" - that shows you see the connections. 调研是环绕整个营销周期的持续外壳:它供给态势分析(计划),它识别细分市场(STP),它衡量促销效果,它追踪控 制回路中的指标。在口试里,把调研框定为“本单元其余部分赖以运转的信息引擎” -- 这表明你看见了连接。 Define the problem first, exhaust secondary data, then choose qual for why and quant for how many - ethically, every time. 先定义问题,用尽二手数据,再选定性问为什么、定量问有多少 -- 而且每一次都合乎伦理。 RESEARCH . MKB1700 MKB1700 . Fundamentals of Marketing CONCEPT MAP . WHAT CHAPTER . THE CONCEPT MAP THE SIGNATURE ASSESSMENT Build & defend the concept map 构建并辩护你的概念图 The 55% spine of the unit: a map you draw, then justify out loud 占本门课 55% 的主干:一张你亲手绘制、再口头论证的概念图 TL;DR. MKB1700's distinctive assessment is a concept map (15% artefact) that you then defend in a 1-on-1 oral exam (40%, a hurdle - together 55%). A concept map is hierarchical nodes (concepts at big / middle / small levels) joined by labelled relationship links (each line names how two concepts relate). You are marked on the quality of the connections - not how many terms you can list. The oral tests whether you can explain why every node, level and link is there. You can only defend a map you genuinely built. 一句话总结。MKB1700 与众不同的考核是一张概念图(15% 的作品),你随后要在一场一对一口试中为其辩护(40%,一道 门槛 -- 合计 55%)。概念图是由带标签的关系连接所连起的分层节点(概念分大/中/小三个层次,每条连线都命名了两 个概念如何相关)。你被评分的是连接的质量 -- 而非你能罗列多少术语。口试考查你能否解释为何每个节点、每个层次、每 条连接都在那里。你只能为一张你真正搭建过的图辩护。 ★ Why this design exists (and what it rewards) 此设计为何存在(以及它奖励什么) The artefact-plus-oral pairing makes copying useless and rote memory insufficient. The marks go to understanding how the pieces CONNECT, not recall. So this chapter is less "content" and more method: how to choose nodes, set levels, draw and word links, and talk through them live. “成品+口试”的配对使抄袭无用、死记硬背不足。分数归于理解各部分如何连接,而非记忆。所以这一章与其说是“内 容”,不如说是方法:如何选择节点、设定层级、画出并措辞关联,并现场把它们讲清楚。 cMl. 1 What a concept map is made of CM. 1 概念图由什么构成 - Nodes - the concepts (e. g. STP, Segmentation, Positioning, Marketing mix). 节点 -- 各个概念(例如 STP、市场细分、市场定位、营销 组合)。 - Levels of hierarchy - "big" organising concepts at the top, "middle" concepts beneath, smaller / detail concepts below those.
• Levels of hierarchy（层级）：big / middle / small（大-中-小）。[12]Source: asksia-bible-mkb1700-bilingual.pdf- Transparency - be honest about who is researching and why. 透明 -- 诚实告知谁在做调研、为何而做。 MKB1700 · Fundamentals of Marketing Responsibilities to clients & participants - competent, fair, no deception. 对客户与参与者的责任 -- 胜任、公平、不欺骗。 - Privacy - aligned to the Australian Privacy Principles / Privacy Act: informed consent, secure data, no re- purposing without permission. 隐私 -- 与《澳大利亚隐私原则》/《隐私法》对齐:知情同意、数据安全、未经许可不得另作他用。 - Legal & ethical adherence - comply with the law and professional standards throughout. 法律与伦理遵从 -- 全程遵守法律和专业标准。 ★ How research links across the map 调研如何贯穿整张概念图 Research is the continuous wrapper around the whole marketing cycle: it feeds the situation analysis (planning), it identifies segments (STP), it measures promotion effectiveness, and it tracks the metrics in the control loop. In the oral, frame research as "the information engine the rest of the unit runs on" - that shows you see the connections. 调研是环绕整个营销周期的持续外壳:它供给态势分析(计划),它识别细分市场(STP),它衡量促销效果,它追踪控 制回路中的指标。在口试里,把调研框定为“本单元其余部分赖以运转的信息引擎” -- 这表明你看见了连接。 Define the problem first, exhaust secondary data, then choose qual for why and quant for how many - ethically, every time. 先定义问题,用尽二手数据,再选定性问为什么、定量问有多少 -- 而且每一次都合乎伦理。 RESEARCH . MKB1700 MKB1700 . Fundamentals of Marketing CONCEPT MAP . WHAT CHAPTER . THE CONCEPT MAP THE SIGNATURE ASSESSMENT Build & defend the concept map 构建并辩护你的概念图 The 55% spine of the unit: a map you draw, then justify out loud 占本门课 55% 的主干:一张你亲手绘制、再口头论证的概念图 TL;DR. MKB1700's distinctive assessment is a concept map (15% artefact) that you then defend in a 1-on-1 oral exam (40%, a hurdle - together 55%). A concept map is hierarchical nodes (concepts at big / middle / small levels) joined by labelled relationship links (each line names how two concepts relate). You are marked on the quality of the connections - not how many terms you can list. The oral tests whether you can explain why every node, level and link is there. You can only defend a map you genuinely built. 一句话总结。MKB1700 与众不同的考核是一张概念图(15% 的作品),你随后要在一场一对一口试中为其辩护(40%,一道 门槛 -- 合计 55%)。概念图是由带标签的关系连接所连起的分层节点(概念分大/中/小三个层次,每条连线都命名了两 个概念如何相关)。你被评分的是连接的质量 -- 而非你能罗列多少术语。口试考查你能否解释为何每个节点、每个层次、每 条连接都在那里。你只能为一张你真正搭建过的图辩护。 ★ Why this design exists (and what it rewards) 此设计为何存在(以及它奖励什么) The artefact-plus-oral pairing makes copying useless and rote memory insufficient. The marks go to understanding how the pieces CONNECT, not recall. So this chapter is less "content" and more method: how to choose nodes, set levels, draw and word links, and talk through them live. “成品+口试”的配对使抄袭无用、死记硬背不足。分数归于理解各部分如何连接,而非记忆。所以这一章与其说是“内 容”,不如说是方法:如何选择节点、设定层级、画出并措辞关联,并现场把它们讲清楚。 cMl. 1 What a concept map is made of CM. 1 概念图由什么构成 - Nodes - the concepts (e. g. STP, Segmentation, Positioning, Marketing mix). 节点 -- 各个概念(例如 STP、市场细分、市场定位、营销 组合)。 - Levels of hierarchy - "big" organising concepts at the top, "middle" concepts beneath, smaller / detail concepts below those.[8]Source: asksia-bible-mkb1700-bilingual.pdf- 层级结构 -- “大”的组织性概念在顶端,“中”的概念在其 下,更小/细节的概念在那之下。 - - Labelled links - the lines between nodes, each one carrying a linking phrase that names the relationship ("is a type of", "feeds into", "is judged by"). 带标注的关联 -- 节点之间的线条,每一条都承载一个命名 其关系的连接短语(“是 . . . 的一种”、“供给入”、“由 . . . 评 判”)。 ✓ Read a map as sentences 把概念图当作句子来读 A good link reads as a short sentence: node - linking phrase - node. "Marketing environment -is scanned by- Situation analysis" is a claim you can defend. "Environment -- SWOT" with a blank line is not. The wording of the link is where the marks are. 一条好的关联读起来像一个短句:节点 一 连接短语 →节点。“营销环境 一被 . . . 扫描→态势分析”是一个 你能为之辩护的主张。“环境一→ SWOT”配一条空白 线则不是。关联的措辞才是得分所在。 MKB1700 · Fundamentals of Marketing - Cross-links - the prized lines that connect different branches of the map (e. g. Buyer behaviour - Segmentation). 交叉关联 -- 连接图中不同分支的那些宝贵线条(例如 购 买者行为 → 市场细分)。 ! A map is not a mind-map or a list 概念图不是思维导图,也不是清单 Bubbles with no labelled lines, or a tidy outline of every term, both miss the point. The unit marks correct, meaningful, well-worded connections - a smaller map with great links beats a huge map of unlabelled bubbles. 没有标注线条的气泡,或把每个术语整齐列出的提 纲,都没抓到要点。本单元评判的是正确、有意义、 措辞良好的连接 -- 一张带有出色关联的小图,胜过 一张满是无标注气泡的大图。 CM. 2 What you are marked on CM. 2 你的得分点是什么 Criterion (paraphrased) What good looks like Correct connections Links state relationships that are actually true of marketing Meaningful link labels Every line is worded; the phrase names the real relationship Organisation & hierarchy Big - middle - small levels make logical sense Readability Uncluttered, legible, follows the provided template Coverage of the unit Spans the whole semester, not one favourite topic i It is built incrementally - don't leave it to Week 11 它是逐步搭建的 -- 别拖到第11周
• Labelled links（带标签的连接）：每条线必须写清楚关系短语（例如 “is a type of / feeds into / is judged by / must be consistent with”）。[8]Source: asksia-bible-mkb1700-bilingual.pdf- 层级结构 -- “大”的组织性概念在顶端,“中”的概念在其 下,更小/细节的概念在那之下。 - - Labelled links - the lines between nodes, each one carrying a linking phrase that names the relationship ("is a type of", "feeds into", "is judged by"). 带标注的关联 -- 节点之间的线条,每一条都承载一个命名 其关系的连接短语(“是 . . . 的一种”、“供给入”、“由 . . . 评 判”)。 ✓ Read a map as sentences 把概念图当作句子来读 A good link reads as a short sentence: node - linking phrase - node. "Marketing environment -is scanned by- Situation analysis" is a claim you can defend. "Environment -- SWOT" with a blank line is not. The wording of the link is where the marks are. 一条好的关联读起来像一个短句:节点 一 连接短语 →节点。“营销环境 一被 . . . 扫描→态势分析”是一个 你能为之辩护的主张。“环境一→ SWOT”配一条空白 线则不是。关联的措辞才是得分所在。 MKB1700 · Fundamentals of Marketing - Cross-links - the prized lines that connect different branches of the map (e. g. Buyer behaviour - Segmentation). 交叉关联 -- 连接图中不同分支的那些宝贵线条(例如 购 买者行为 → 市场细分)。 ! A map is not a mind-map or a list 概念图不是思维导图,也不是清单 Bubbles with no labelled lines, or a tidy outline of every term, both miss the point. The unit marks correct, meaningful, well-worded connections - a smaller map with great links beats a huge map of unlabelled bubbles. 没有标注线条的气泡,或把每个术语整齐列出的提 纲,都没抓到要点。本单元评判的是正确、有意义、 措辞良好的连接 -- 一张带有出色关联的小图,胜过 一张满是无标注气泡的大图。 CM. 2 What you are marked on CM. 2 你的得分点是什么 Criterion (paraphrased) What good looks like Correct connections Links state relationships that are actually true of marketing Meaningful link labels Every line is worded; the phrase names the real relationship Organisation & hierarchy Big - middle - small levels make logical sense Readability Uncluttered, legible, follows the provided template Coverage of the unit Spans the whole semester, not one favourite topic i It is built incrementally - don't leave it to Week 11 它是逐步搭建的 -- 别拖到第11周[16]Source: asksia-bible-mkb1700-bilingual.pdfIs-a / type-of "is a type of", "is one of the" Part-of / component "is a component of", "is one of the 7" Causes / leads to "leads to", "triggers", "drives" Feeds / informs "feeds into", "informs", "is scanned byʹ Is measured / judged by "is measured by", "is judged against" Must be consistent with "must be consistent with", "aligns to" ! Banned: the unlabelled line and the vague "relates to" 禁忌:无标签的连线与含糊的“与. . 相关 A line with no phrase, or a limp "is related to", earns nothing - it makes no claim. Force every link to say something specific and true. If you can't word the relationship, you don't yet understand the connection. 一条没有短语的线,或一句软绵绵的“与 . . . 相关”,得 不到分 -- 它没有作出任何主张。强迫每一条关联都 说出具体而真实的东西。如果你无法措辞这层关系, 你就还没有理解这个连接。 MKB1700 . Fundamentals of Marketing 小层级:细节 -- 促销之下:六个工具、效果层级、推动/ 拉动。 4 Defend each placement: be ready to say why a concept sits where it does (e. g. "positioning is middle-level because it's a component of STP"). 为每处摆放辩护:要准备好说出一个概念为何处在它所在之 处(例如“市场定位属中层级,因为它是 STP的一个组成部 分”)。 ✓ The arrow direction is a claim too 箭头方向同样是一种主张 Direction encodes which way the relationship runs - Environment -informs- STP, not the reverse. Get the arrow right and the examiner sees you understand cause and sequence. 方向编码了这层关系的走向 -- 环境→告知→ STP, 而非反过来。把箭头画对,考官就看出你理解因果与 次序。 i Use the provided template & rubric 使用所提供的模板与评分量表 A template and rubric are supplied. Follow the template's layout conventions and check your draft against every rubric line before the Friday submission - and bring the printed A3 draft to the Week 11 feedback session. 会提供一份模板和评分量规。遵循模板的版式约定,并在周五提交前对照量规的每一行检查你的草稿 -- 还要把打印好 的 A3 草稿带到第 11 周的反馈环节。 - MKB1700 . Fundamentals of Marketing CONCEPT MAP . ORAL - CHAPTER . CONCEPT MAP (CONT. )
• Cross-links（交叉连接）：把不同分支连接起来（例如 Buyer behaviour → Segmentation），这是高分线。[8]Source: asksia-bible-mkb1700-bilingual.pdf- 层级结构 -- “大”的组织性概念在顶端,“中”的概念在其 下,更小/细节的概念在那之下。 - - Labelled links - the lines between nodes, each one carrying a linking phrase that names the relationship ("is a type of", "feeds into", "is judged by"). 带标注的关联 -- 节点之间的线条,每一条都承载一个命名 其关系的连接短语(“是 . . . 的一种”、“供给入”、“由 . . . 评 判”)。 ✓ Read a map as sentences 把概念图当作句子来读 A good link reads as a short sentence: node - linking phrase - node. "Marketing environment -is scanned by- Situation analysis" is a claim you can defend. "Environment -- SWOT" with a blank line is not. The wording of the link is where the marks are. 一条好的关联读起来像一个短句:节点 一 连接短语 →节点。“营销环境 一被 . . . 扫描→态势分析”是一个 你能为之辩护的主张。“环境一→ SWOT”配一条空白 线则不是。关联的措辞才是得分所在。 MKB1700 · Fundamentals of Marketing - Cross-links - the prized lines that connect different branches of the map (e. g. Buyer behaviour - Segmentation). 交叉关联 -- 连接图中不同分支的那些宝贵线条(例如 购 买者行为 → 市场细分)。 ! A map is not a mind-map or a list 概念图不是思维导图,也不是清单 Bubbles with no labelled lines, or a tidy outline of every term, both miss the point. The unit marks correct, meaningful, well-worded connections - a smaller map with great links beats a huge map of unlabelled bubbles. 没有标注线条的气泡,或把每个术语整齐列出的提 纲,都没抓到要点。本单元评判的是正确、有意义、 措辞良好的连接 -- 一张带有出色关联的小图,胜过 一张满是无标注气泡的大图。 CM. 2 What you are marked on CM. 2 你的得分点是什么 Criterion (paraphrased) What good looks like Correct connections Links state relationships that are actually true of marketing Meaningful link labels Every line is worded; the phrase names the real relationship Organisation & hierarchy Big - middle - small levels make logical sense Readability Uncluttered, legible, follows the provided template Coverage of the unit Spans the whole semester, not one favourite topic i It is built incrementally - don't leave it to Week 11 它是逐步搭建的 -- 别拖到第11周

评分标准一句话：

• 不是你写了多少术语，而是连接是否正确、是否有意义、措辞是否精确、结构是否清晰。[4]Source: asksia-bible-mkb1700-bilingual.pdfMarketing concept map (artefact) 15% ~Week 11 Weekly quizzes 10% Weekly (best 9) The two Written tasks are bundled on Moodle as one 35% banner (reflections 15% + essay 20%). Quizzes gate the in-class work; reflections capture what you learned - they become the building blocks of your map. Useful marks - but they cannot rescue a failed oral. 两项书面任务在 Moodle 上被打包为一个35%的总标题 (反思15%+论文 20%)。测验是课堂工作的准入门槛; 反思记录你学到了什么 -- 它们成为你概念图的构建模块。 这些分数有用 -- 但它们无法挽救一场不及格的口试。 What the map + oral require 概念图加口试的要求 The map asks The oral probes Place concepts as nodes at levels (big / middle / small) Why is this here? Draw labelled links naming the relationship Why this level? Organise the whole semester, readably Why linked - in those words? ★ The win this dictates 这所决定的取胜之道 The mark is not how many terms you can list - it is whether the connections are correct, meaningfully labelled and well organised. The oral is a 1-on-1 conversation (four questions, previewed in Week 12) where you explain and defend those choices live. So the goal of this whole book is the same: not just what each concept is, but how it CONNECTS to the rest. Read every "on your concept map" box with that in mind. 分数不在于你能罗列多少术语 -- 而在于那些连接是 否正确、是否被有意义地标注、是否组织良好。口试 是一场一对一对话(四个问题,在第12周预告),你 要在其中现场解释并捍卫那些选择。所以整本书的目 标是同一个:不只是每个概念是什么,而是它如何连 接到其余部分。带着这个念头去读每一个“在你的概念 图上”方框。 MKB1700 . Fundamentals of Marketing MKB1700 . Fundamentals of Marketing CONTENTS CONTENTS The whole subject, in one ordered book 整门课,浓缩进一本有序的书 Twelve weeks -> one map you can defend 十二周 → 一张你能为之辩护的概念图 Ch Topic Core idea[8]Source: asksia-bible-mkb1700-bilingual.pdf- 层级结构 -- “大”的组织性概念在顶端,“中”的概念在其 下,更小/细节的概念在那之下。 - - Labelled links - the lines between nodes, each one carrying a linking phrase that names the relationship ("is a type of", "feeds into", "is judged by"). 带标注的关联 -- 节点之间的线条,每一条都承载一个命名 其关系的连接短语(“是 . . . 的一种”、“供给入”、“由 . . . 评 判”)。 ✓ Read a map as sentences 把概念图当作句子来读 A good link reads as a short sentence: node - linking phrase - node. "Marketing environment -is scanned by- Situation analysis" is a claim you can defend. "Environment -- SWOT" with a blank line is not. The wording of the link is where the marks are. 一条好的关联读起来像一个短句:节点 一 连接短语 →节点。“营销环境 一被 . . . 扫描→态势分析”是一个 你能为之辩护的主张。“环境一→ SWOT”配一条空白 线则不是。关联的措辞才是得分所在。 MKB1700 · Fundamentals of Marketing - Cross-links - the prized lines that connect different branches of the map (e. g. Buyer behaviour - Segmentation). 交叉关联 -- 连接图中不同分支的那些宝贵线条(例如 购 买者行为 → 市场细分)。 ! A map is not a mind-map or a list 概念图不是思维导图,也不是清单 Bubbles with no labelled lines, or a tidy outline of every term, both miss the point. The unit marks correct, meaningful, well-worded connections - a smaller map with great links beats a huge map of unlabelled bubbles. 没有标注线条的气泡,或把每个术语整齐列出的提 纲,都没抓到要点。本单元评判的是正确、有意义、 措辞良好的连接 -- 一张带有出色关联的小图,胜过 一张满是无标注气泡的大图。 CM. 2 What you are marked on CM. 2 你的得分点是什么 Criterion (paraphrased) What good looks like Correct connections Links state relationships that are actually true of marketing Meaningful link labels Every line is worded; the phrase names the real relationship Organisation & hierarchy Big - middle - small levels make logical sense Readability Uncluttered, legible, follows the provided template Coverage of the unit Spans the whole semester, not one favourite topic i It is built incrementally - don't leave it to Week 11 它是逐步搭建的 -- 别拖到第11周[12]Source: asksia-bible-mkb1700-bilingual.pdf- Transparency - be honest about who is researching and why. 透明 -- 诚实告知谁在做调研、为何而做。 MKB1700 · Fundamentals of Marketing Responsibilities to clients & participants - competent, fair, no deception. 对客户与参与者的责任 -- 胜任、公平、不欺骗。 - Privacy - aligned to the Australian Privacy Principles / Privacy Act: informed consent, secure data, no re- purposing without permission. 隐私 -- 与《澳大利亚隐私原则》/《隐私法》对齐:知情同意、数据安全、未经许可不得另作他用。 - Legal & ethical adherence - comply with the law and professional standards throughout. 法律与伦理遵从 -- 全程遵守法律和专业标准。 ★ How research links across the map 调研如何贯穿整张概念图 Research is the continuous wrapper around the whole marketing cycle: it feeds the situation analysis (planning), it identifies segments (STP), it measures promotion effectiveness, and it tracks the metrics in the control loop. In the oral, frame research as "the information engine the rest of the unit runs on" - that shows you see the connections. 调研是环绕整个营销周期的持续外壳:它供给态势分析(计划),它识别细分市场(STP),它衡量促销效果,它追踪控 制回路中的指标。在口试里,把调研框定为“本单元其余部分赖以运转的信息引擎” -- 这表明你看见了连接。 Define the problem first, exhaust secondary data, then choose qual for why and quant for how many - ethically, every time. 先定义问题,用尽二手数据,再选定性问为什么、定量问有多少 -- 而且每一次都合乎伦理。 RESEARCH . MKB1700 MKB1700 . Fundamentals of Marketing CONCEPT MAP . WHAT CHAPTER . THE CONCEPT MAP THE SIGNATURE ASSESSMENT Build & defend the concept map 构建并辩护你的概念图 The 55% spine of the unit: a map you draw, then justify out loud 占本门课 55% 的主干:一张你亲手绘制、再口头论证的概念图 TL;DR. MKB1700's distinctive assessment is a concept map (15% artefact) that you then defend in a 1-on-1 oral exam (40%, a hurdle - together 55%). A concept map is hierarchical nodes (concepts at big / middle / small levels) joined by labelled relationship links (each line names how two concepts relate). You are marked on the quality of the connections - not how many terms you can list. The oral tests whether you can explain why every node, level and link is there. You can only defend a map you genuinely built. 一句话总结。MKB1700 与众不同的考核是一张概念图(15% 的作品),你随后要在一场一对一口试中为其辩护(40%,一道 门槛 -- 合计 55%)。概念图是由带标签的关系连接所连起的分层节点(概念分大/中/小三个层次,每条连线都命名了两 个概念如何相关)。你被评分的是连接的质量 -- 而非你能罗列多少术语。口试考查你能否解释为何每个节点、每个层次、每 条连接都在那里。你只能为一张你真正搭建过的图辩护。 ★ Why this design exists (and what it rewards) 此设计为何存在(以及它奖励什么) The artefact-plus-oral pairing makes copying useless and rote memory insufficient. The marks go to understanding how the pieces CONNECT, not recall. So this chapter is less "content" and more method: how to choose nodes, set levels, draw and word links, and talk through them live. “成品+口试”的配对使抄袭无用、死记硬背不足。分数归于理解各部分如何连接,而非记忆。所以这一章与其说是“内 容”,不如说是方法:如何选择节点、设定层级、画出并措辞关联,并现场把它们讲清楚。 cMl. 1 What a concept map is made of CM. 1 概念图由什么构成 - Nodes - the concepts (e. g. STP, Segmentation, Positioning, Marketing mix). 节点 -- 各个概念(例如 STP、市场细分、市场定位、营销 组合)。 - Levels of hierarchy - "big" organising concepts at the top, "middle" concepts beneath, smaller / detail concepts below those.

口试会追问你什么（四个“为什么”）：

• Why include this concept?（为什么要放这个概念）[5]Source: asksia-bible-mkb1700-bilingual.pdfTHE 40% HURDLE The interactive oral - defending your map 互动口试 -- 为你的概念图辩护 A 1-on-1 conversation where you justify every node, level and link 一场一对一的对话,你要为每个节点、层级和连接给出理由 The oral is an in-person, on-campus 1-on-1 conversation with an examiner, structured around the map you submitted - four questions / conversations in total (their nature is previewed in Week 12). It is a threshold hurdle: you must pass it (and attend) to pass the unit, and it covers the whole semester. Your map is effectively your "exam notes" that you talk through and justify live. 口试是一场当面的、在校园内进行的一对一对话,围绕你所提交的图来组织 -- 总共四个问题/对话(其性质在第12周先行 预告)。它是一道门槛性关卡:你必须通过它(并亲自到场),才能通过 MKB1700,而它覆盖整个学期。你的图实际上就是你 那份要现场讲解并论证的“考试笔记”。 - cm. 7 What you'll be asked to justify CM. 7 你将被要求论证什么 - Why include this concept? - its role in marketing. 为何收入这个概念 ?-- 它在营销中的角色。 - Why at this level? - why big / middle / small. 为何放在这一层 ?-- 为何是大/中/小。 - Why is this linked to that? - the relationship behind the line. 为何把这个与那个相连 ?-- 线条背后的关系。 > Why this exact wording? - defend your linking phrase and arrow direction. 为何正是这样的措辞 ?-- 为你的连接短语和箭头方向辩 护。 CM. 8 Defence tactics CM. 8 辩护策略 1 Lead with the backbone. Open by walking the big-level chain - it frames everything and shows you see the system. 以主干开场。开篇就梳理大层级链条 -- 它框定一切,并表 明你看见了这个系统。 2 Speak the link as a sentence. "Buyer behaviour reveals the bases for segmentation, because the influences on a buyer are exactly what we segment on. " 把关联当作句子说出来。“购买者行为揭示了市场细分的依 据,因为作用于买家的那些影响因素,正是我们用来细分的 东西。” 3 Back claims with a case. Anchor a link in a unit example (Kmart for repositioning, Garnier for IMC) - evidence beats assertion. 用案例支撑主张。把一条关联锚定在一个单元例子上 (Kmart 对应重新定位,Garnier 对应 IMC) -- 证据胜过 断言。 4 Concede gracefully. If a link is weak, say how you'd reword or redraw it. Showing judgement scores; defending a wrong line to the death does not. 得体地让步。如果一条关联薄弱,就说出你会如何重新措辞 或重画它。展现判断力能得分;为一条错误的线据死力辩护 则不会。 MKB1700 . Fundamentals of Marketing ★ Prepare by talking, not re-reading 靠讲述来备考,而非反复阅读 Recognition is not recall, and the oral is pure recall- under-questioning. Rehearse out loud: trace your spine (environment - STP - mix -> value), then have a friend point at random links and ask "why this one, why here, why those words?" If you can narrate the map without notes, you will clear the hurdle. 再认不等于回想,而口试是纯粹的“被追问下的回 想”。大声排练:梳理你的主干(环境→ STP→营销 组合→价值),然后让朋友随机指向关联并追问“为什 么是这条、为什么放这里、为什么用这些词?”。如果 你能不看笔记把整张图叙述出来,就能闯过这道关 卡。
• Why at this level?（为什么放在这个层级）[5]Source: asksia-bible-mkb1700-bilingual.pdfTHE 40% HURDLE The interactive oral - defending your map 互动口试 -- 为你的概念图辩护 A 1-on-1 conversation where you justify every node, level and link 一场一对一的对话,你要为每个节点、层级和连接给出理由 The oral is an in-person, on-campus 1-on-1 conversation with an examiner, structured around the map you submitted - four questions / conversations in total (their nature is previewed in Week 12). It is a threshold hurdle: you must pass it (and attend) to pass the unit, and it covers the whole semester. Your map is effectively your "exam notes" that you talk through and justify live. 口试是一场当面的、在校园内进行的一对一对话,围绕你所提交的图来组织 -- 总共四个问题/对话(其性质在第12周先行 预告)。它是一道门槛性关卡:你必须通过它(并亲自到场),才能通过 MKB1700,而它覆盖整个学期。你的图实际上就是你 那份要现场讲解并论证的“考试笔记”。 - cm. 7 What you'll be asked to justify CM. 7 你将被要求论证什么 - Why include this concept? - its role in marketing. 为何收入这个概念 ?-- 它在营销中的角色。 - Why at this level? - why big / middle / small. 为何放在这一层 ?-- 为何是大/中/小。 - Why is this linked to that? - the relationship behind the line. 为何把这个与那个相连 ?-- 线条背后的关系。 > Why this exact wording? - defend your linking phrase and arrow direction. 为何正是这样的措辞 ?-- 为你的连接短语和箭头方向辩 护。 CM. 8 Defence tactics CM. 8 辩护策略 1 Lead with the backbone. Open by walking the big-level chain - it frames everything and shows you see the system. 以主干开场。开篇就梳理大层级链条 -- 它框定一切,并表 明你看见了这个系统。 2 Speak the link as a sentence. "Buyer behaviour reveals the bases for segmentation, because the influences on a buyer are exactly what we segment on. " 把关联当作句子说出来。“购买者行为揭示了市场细分的依 据,因为作用于买家的那些影响因素,正是我们用来细分的 东西。” 3 Back claims with a case. Anchor a link in a unit example (Kmart for repositioning, Garnier for IMC) - evidence beats assertion. 用案例支撑主张。把一条关联锚定在一个单元例子上 (Kmart 对应重新定位,Garnier 对应 IMC) -- 证据胜过 断言。 4 Concede gracefully. If a link is weak, say how you'd reword or redraw it. Showing judgement scores; defending a wrong line to the death does not. 得体地让步。如果一条关联薄弱,就说出你会如何重新措辞 或重画它。展现判断力能得分;为一条错误的线据死力辩护 则不会。 MKB1700 . Fundamentals of Marketing ★ Prepare by talking, not re-reading 靠讲述来备考,而非反复阅读 Recognition is not recall, and the oral is pure recall- under-questioning. Rehearse out loud: trace your spine (environment - STP - mix -> value), then have a friend point at random links and ask "why this one, why here, why those words?" If you can narrate the map without notes, you will clear the hurdle. 再认不等于回想,而口试是纯粹的“被追问下的回 想”。大声排练:梳理你的主干(环境→ STP→营销 组合→价值),然后让朋友随机指向关联并追问“为什 么是这条、为什么放这里、为什么用这些词?”。如果 你能不看笔记把整张图叙述出来,就能闯过这道关 卡。
• Why linked to that?（为什么要连到那个概念）[5]Source: asksia-bible-mkb1700-bilingual.pdfTHE 40% HURDLE The interactive oral - defending your map 互动口试 -- 为你的概念图辩护 A 1-on-1 conversation where you justify every node, level and link 一场一对一的对话,你要为每个节点、层级和连接给出理由 The oral is an in-person, on-campus 1-on-1 conversation with an examiner, structured around the map you submitted - four questions / conversations in total (their nature is previewed in Week 12). It is a threshold hurdle: you must pass it (and attend) to pass the unit, and it covers the whole semester. Your map is effectively your "exam notes" that you talk through and justify live. 口试是一场当面的、在校园内进行的一对一对话,围绕你所提交的图来组织 -- 总共四个问题/对话(其性质在第12周先行 预告)。它是一道门槛性关卡:你必须通过它(并亲自到场),才能通过 MKB1700,而它覆盖整个学期。你的图实际上就是你 那份要现场讲解并论证的“考试笔记”。 - cm. 7 What you'll be asked to justify CM. 7 你将被要求论证什么 - Why include this concept? - its role in marketing. 为何收入这个概念 ?-- 它在营销中的角色。 - Why at this level? - why big / middle / small. 为何放在这一层 ?-- 为何是大/中/小。 - Why is this linked to that? - the relationship behind the line. 为何把这个与那个相连 ?-- 线条背后的关系。 > Why this exact wording? - defend your linking phrase and arrow direction. 为何正是这样的措辞 ?-- 为你的连接短语和箭头方向辩 护。 CM. 8 Defence tactics CM. 8 辩护策略 1 Lead with the backbone. Open by walking the big-level chain - it frames everything and shows you see the system. 以主干开场。开篇就梳理大层级链条 -- 它框定一切,并表 明你看见了这个系统。 2 Speak the link as a sentence. "Buyer behaviour reveals the bases for segmentation, because the influences on a buyer are exactly what we segment on. " 把关联当作句子说出来。“购买者行为揭示了市场细分的依 据,因为作用于买家的那些影响因素,正是我们用来细分的 东西。” 3 Back claims with a case. Anchor a link in a unit example (Kmart for repositioning, Garnier for IMC) - evidence beats assertion. 用案例支撑主张。把一条关联锚定在一个单元例子上 (Kmart 对应重新定位,Garnier 对应 IMC) -- 证据胜过 断言。 4 Concede gracefully. If a link is weak, say how you'd reword or redraw it. Showing judgement scores; defending a wrong line to the death does not. 得体地让步。如果一条关联薄弱,就说出你会如何重新措辞 或重画它。展现判断力能得分;为一条错误的线据死力辩护 则不会。 MKB1700 . Fundamentals of Marketing ★ Prepare by talking, not re-reading 靠讲述来备考,而非反复阅读 Recognition is not recall, and the oral is pure recall- under-questioning. Rehearse out loud: trace your spine (environment - STP - mix -> value), then have a friend point at random links and ask "why this one, why here, why those words?" If you can narrate the map without notes, you will clear the hurdle. 再认不等于回想,而口试是纯粹的“被追问下的回 想”。大声排练:梳理你的主干(环境→ STP→营销 组合→价值),然后让朋友随机指向关联并追问“为什 么是这条、为什么放这里、为什么用这些词?”。如果 你能不看笔记把整张图叙述出来,就能闯过这道关 卡。
• Why this exact wording + arrow direction?（为什么用这句连接词、箭头为什么这个方向）[5]Source: asksia-bible-mkb1700-bilingual.pdfTHE 40% HURDLE The interactive oral - defending your map 互动口试 -- 为你的概念图辩护 A 1-on-1 conversation where you justify every node, level and link 一场一对一的对话,你要为每个节点、层级和连接给出理由 The oral is an in-person, on-campus 1-on-1 conversation with an examiner, structured around the map you submitted - four questions / conversations in total (their nature is previewed in Week 12). It is a threshold hurdle: you must pass it (and attend) to pass the unit, and it covers the whole semester. Your map is effectively your "exam notes" that you talk through and justify live. 口试是一场当面的、在校园内进行的一对一对话,围绕你所提交的图来组织 -- 总共四个问题/对话(其性质在第12周先行 预告)。它是一道门槛性关卡:你必须通过它(并亲自到场),才能通过 MKB1700,而它覆盖整个学期。你的图实际上就是你 那份要现场讲解并论证的“考试笔记”。 - cm. 7 What you'll be asked to justify CM. 7 你将被要求论证什么 - Why include this concept? - its role in marketing. 为何收入这个概念 ?-- 它在营销中的角色。 - Why at this level? - why big / middle / small. 为何放在这一层 ?-- 为何是大/中/小。 - Why is this linked to that? - the relationship behind the line. 为何把这个与那个相连 ?-- 线条背后的关系。 > Why this exact wording? - defend your linking phrase and arrow direction. 为何正是这样的措辞 ?-- 为你的连接短语和箭头方向辩 护。 CM. 8 Defence tactics CM. 8 辩护策略 1 Lead with the backbone. Open by walking the big-level chain - it frames everything and shows you see the system. 以主干开场。开篇就梳理大层级链条 -- 它框定一切,并表 明你看见了这个系统。 2 Speak the link as a sentence. "Buyer behaviour reveals the bases for segmentation, because the influences on a buyer are exactly what we segment on. " 把关联当作句子说出来。“购买者行为揭示了市场细分的依 据,因为作用于买家的那些影响因素,正是我们用来细分的 东西。” 3 Back claims with a case. Anchor a link in a unit example (Kmart for repositioning, Garnier for IMC) - evidence beats assertion. 用案例支撑主张。把一条关联锚定在一个单元例子上 (Kmart 对应重新定位,Garnier 对应 IMC) -- 证据胜过 断言。 4 Concede gracefully. If a link is weak, say how you'd reword or redraw it. Showing judgement scores; defending a wrong line to the death does not. 得体地让步。如果一条关联薄弱,就说出你会如何重新措辞 或重画它。展现判断力能得分;为一条错误的线据死力辩护 则不会。 MKB1700 . Fundamentals of Marketing ★ Prepare by talking, not re-reading 靠讲述来备考,而非反复阅读 Recognition is not recall, and the oral is pure recall- under-questioning. Rehearse out loud: trace your spine (environment - STP - mix -> value), then have a friend point at random links and ask "why this one, why here, why those words?" If you can narrate the map without notes, you will clear the hurdle. 再认不等于回想,而口试是纯粹的“被追问下的回 想”。大声排练:梳理你的主干(环境→ STP→营销 组合→价值),然后让朋友随机指向关联并追问“为什 么是这条、为什么放这里、为什么用这些词?”。如果 你能不看笔记把整张图叙述出来,就能闯过这道关 卡。[16]Source: asksia-bible-mkb1700-bilingual.pdfIs-a / type-of "is a type of", "is one of the" Part-of / component "is a component of", "is one of the 7" Causes / leads to "leads to", "triggers", "drives" Feeds / informs "feeds into", "informs", "is scanned byʹ Is measured / judged by "is measured by", "is judged against" Must be consistent with "must be consistent with", "aligns to" ! Banned: the unlabelled line and the vague "relates to" 禁忌:无标签的连线与含糊的“与. . 相关 A line with no phrase, or a limp "is related to", earns nothing - it makes no claim. Force every link to say something specific and true. If you can't word the relationship, you don't yet understand the connection. 一条没有短语的线,或一句软绵绵的“与 . . . 相关”,得 不到分 -- 它没有作出任何主张。强迫每一条关联都 说出具体而真实的东西。如果你无法措辞这层关系, 你就还没有理解这个连接。 MKB1700 . Fundamentals of Marketing 小层级:细节 -- 促销之下:六个工具、效果层级、推动/ 拉动。 4 Defend each placement: be ready to say why a concept sits where it does (e. g. "positioning is middle-level because it's a component of STP"). 为每处摆放辩护:要准备好说出一个概念为何处在它所在之 处(例如“市场定位属中层级,因为它是 STP的一个组成部 分”)。 ✓ The arrow direction is a claim too 箭头方向同样是一种主张 Direction encodes which way the relationship runs - Environment -informs- STP, not the reverse. Get the arrow right and the examiner sees you understand cause and sequence. 方向编码了这层关系的走向 -- 环境→告知→ STP, 而非反过来。把箭头画对,考官就看出你理解因果与 次序。 i Use the provided template & rubric 使用所提供的模板与评分量表 A template and rubric are supplied. Follow the template's layout conventions and check your draft against every rubric line before the Friday submission - and bring the printed A3 draft to the Week 11 feedback session. 会提供一份模板和评分量规。遵循模板的版式约定,并在周五提交前对照量规的每一行检查你的草稿 -- 还要把打印好 的 A3 草稿带到第 11 周的反馈环节。 - MKB1700 . Fundamentals of Marketing CONCEPT MAP . ORAL - CHAPTER . CONCEPT MAP (CONT. )

最硬核但最管用的训练法（你从今天就开始）：

• 每个概念都练一句：“X links to Y because …”，而且要大声说出来（口试是 recall，不是 recognition）。[13]Source: asksia-cheatsheet-mkb1700.pdfYou explain & defend your map 1-on-1: why each node, why its level, why each labelled link. Justify placement & relationship wording, not just terms; rehearse "X links to Y because . . . " out loud; pin a real case to each big concept. Key cases: Kmart (repositioning) . Arnott's-Coles (channel power) · Garnier @ Aus Open (IMC) · Coca-Cola Amatil (intensive/franchise) . snack-food (benefit segmentation) · IKEA (mission). SIA > A correct, well-labelled link beats another node. Build a map you can defend. asksia. ai/cheatsheet/ monash-mkb1700 · side 2/2 AskSia STUDY SHEET SERIES ORAL 40% . HURDLE Compiled by AskSia . mapped to the MKB1700 syllabus . asksia. ai/cheatsheet/monash-mkb1700 oral exam 40% (hurdle) . check your current unit guide . @ 2026 good luck. connect the concepts. SKIMMING PENETRATION[5]Source: asksia-bible-mkb1700-bilingual.pdfTHE 40% HURDLE The interactive oral - defending your map 互动口试 -- 为你的概念图辩护 A 1-on-1 conversation where you justify every node, level and link 一场一对一的对话,你要为每个节点、层级和连接给出理由 The oral is an in-person, on-campus 1-on-1 conversation with an examiner, structured around the map you submitted - four questions / conversations in total (their nature is previewed in Week 12). It is a threshold hurdle: you must pass it (and attend) to pass the unit, and it covers the whole semester. Your map is effectively your "exam notes" that you talk through and justify live. 口试是一场当面的、在校园内进行的一对一对话,围绕你所提交的图来组织 -- 总共四个问题/对话(其性质在第12周先行 预告)。它是一道门槛性关卡:你必须通过它(并亲自到场),才能通过 MKB1700,而它覆盖整个学期。你的图实际上就是你 那份要现场讲解并论证的“考试笔记”。 - cm. 7 What you'll be asked to justify CM. 7 你将被要求论证什么 - Why include this concept? - its role in marketing. 为何收入这个概念 ?-- 它在营销中的角色。 - Why at this level? - why big / middle / small. 为何放在这一层 ?-- 为何是大/中/小。 - Why is this linked to that? - the relationship behind the line. 为何把这个与那个相连 ?-- 线条背后的关系。 > Why this exact wording? - defend your linking phrase and arrow direction. 为何正是这样的措辞 ?-- 为你的连接短语和箭头方向辩 护。 CM. 8 Defence tactics CM. 8 辩护策略 1 Lead with the backbone. Open by walking the big-level chain - it frames everything and shows you see the system. 以主干开场。开篇就梳理大层级链条 -- 它框定一切,并表 明你看见了这个系统。 2 Speak the link as a sentence. "Buyer behaviour reveals the bases for segmentation, because the influences on a buyer are exactly what we segment on. " 把关联当作句子说出来。“购买者行为揭示了市场细分的依 据,因为作用于买家的那些影响因素,正是我们用来细分的 东西。” 3 Back claims with a case. Anchor a link in a unit example (Kmart for repositioning, Garnier for IMC) - evidence beats assertion. 用案例支撑主张。把一条关联锚定在一个单元例子上 (Kmart 对应重新定位,Garnier 对应 IMC) -- 证据胜过 断言。 4 Concede gracefully. If a link is weak, say how you'd reword or redraw it. Showing judgement scores; defending a wrong line to the death does not. 得体地让步。如果一条关联薄弱,就说出你会如何重新措辞 或重画它。展现判断力能得分;为一条错误的线据死力辩护 则不会。 MKB1700 . Fundamentals of Marketing ★ Prepare by talking, not re-reading 靠讲述来备考,而非反复阅读 Recognition is not recall, and the oral is pure recall- under-questioning. Rehearse out loud: trace your spine (environment - STP - mix -> value), then have a friend point at random links and ask "why this one, why here, why those words?" If you can narrate the map without notes, you will clear the hurdle. 再认不等于回想,而口试是纯粹的“被追问下的回 想”。大声排练:梳理你的主干(环境→ STP→营销 组合→价值),然后让朋友随机指向关联并追问“为什 么是这条、为什么放这里、为什么用这些词?”。如果 你能不看笔记把整张图叙述出来,就能闯过这道关 卡。[11]Source: asksia-bible-mkb1700-bilingual.pdf(c) treat MkIS and market research as identical (d) skip defining the problem to save time Why (a): secondary is cheaper/faster - start there. (b) wastes money. (c) research is one input to the MkIS. (d) a bad problem definition wastes the whole study. 为何选(a):二手数据更便宜/更快 -- 从那里开始。(b)浪费钱。(c)调研只是 MkIS 的一项输入。(d)糟糕的问题界定会浪费 整项研究。 ✓ MCQ technique - eliminate, don't just recognise 选择题技巧 -- 靠排除,而非仅靠认出 Each wrong option here is a real concept in the wrong slot (push labelled as pull, sender vs receiver, MkIS vs research). If you can name what each distractor actually describes, the answer is unambiguous - and you revise four concepts per question. 这里每个错误选项都是放错位置的真实概念(把推动标成拉动、发送者 vs 接收者、MkIS vs 调研)。如果你能点名每个 干扰项实际上描述的是什么,答案就毫不含糊 -- 而且你每道题复习了四个概念。 Application beats recall in this unit. For every term, push to "so what, and what does it link to?" - that is exactly what the quiz, essay, map and oral reward. 在本单元里,应用胜过记忆。对每个术语,都推进到“那又怎样,它又关联到什么?” -- 这正是小测验、论文、概念图 和口试所奖励的。 PRACTICE . MKB1700 MKB1700 . Fundamentals of Marketing CH 3 . INVOLVEMENT - CHAPTER 3 (CONT. ) Involvement & B2B buying 卷入度与 B2B 采购 How hard the buyer works - and how businesses buy differently 购买者付出多少努力 -- 以及企业的购买方式有何不同 3. 2 Types of buying decisions (involvement) 3. 2 购买决策的类型(卷入度) Involvement = how much effort, thought and risk the buyer attaches to a purchase. It sets how long and elaborate the decision process is. 卷入度 = 购买者赋予一次购买的努力、思考与风险的多 寡。它决定了决策过程有多长、多繁复。 Low involvement High involvement Effort habitual / impulse, little thought extended decision- making Search responds to situational cues wide information search Example
• 每个“大概念”都准备一个真实案例当证据（证据 > 断言）。[5]Source: asksia-bible-mkb1700-bilingual.pdfTHE 40% HURDLE The interactive oral - defending your map 互动口试 -- 为你的概念图辩护 A 1-on-1 conversation where you justify every node, level and link 一场一对一的对话,你要为每个节点、层级和连接给出理由 The oral is an in-person, on-campus 1-on-1 conversation with an examiner, structured around the map you submitted - four questions / conversations in total (their nature is previewed in Week 12). It is a threshold hurdle: you must pass it (and attend) to pass the unit, and it covers the whole semester. Your map is effectively your "exam notes" that you talk through and justify live. 口试是一场当面的、在校园内进行的一对一对话,围绕你所提交的图来组织 -- 总共四个问题/对话(其性质在第12周先行 预告)。它是一道门槛性关卡:你必须通过它(并亲自到场),才能通过 MKB1700,而它覆盖整个学期。你的图实际上就是你 那份要现场讲解并论证的“考试笔记”。 - cm. 7 What you'll be asked to justify CM. 7 你将被要求论证什么 - Why include this concept? - its role in marketing. 为何收入这个概念 ?-- 它在营销中的角色。 - Why at this level? - why big / middle / small. 为何放在这一层 ?-- 为何是大/中/小。 - Why is this linked to that? - the relationship behind the line. 为何把这个与那个相连 ?-- 线条背后的关系。 > Why this exact wording? - defend your linking phrase and arrow direction. 为何正是这样的措辞 ?-- 为你的连接短语和箭头方向辩 护。 CM. 8 Defence tactics CM. 8 辩护策略 1 Lead with the backbone. Open by walking the big-level chain - it frames everything and shows you see the system. 以主干开场。开篇就梳理大层级链条 -- 它框定一切,并表 明你看见了这个系统。 2 Speak the link as a sentence. "Buyer behaviour reveals the bases for segmentation, because the influences on a buyer are exactly what we segment on. " 把关联当作句子说出来。“购买者行为揭示了市场细分的依 据,因为作用于买家的那些影响因素,正是我们用来细分的 东西。” 3 Back claims with a case. Anchor a link in a unit example (Kmart for repositioning, Garnier for IMC) - evidence beats assertion. 用案例支撑主张。把一条关联锚定在一个单元例子上 (Kmart 对应重新定位,Garnier 对应 IMC) -- 证据胜过 断言。 4 Concede gracefully. If a link is weak, say how you'd reword or redraw it. Showing judgement scores; defending a wrong line to the death does not. 得体地让步。如果一条关联薄弱,就说出你会如何重新措辞 或重画它。展现判断力能得分;为一条错误的线据死力辩护 则不会。 MKB1700 . Fundamentals of Marketing ★ Prepare by talking, not re-reading 靠讲述来备考,而非反复阅读 Recognition is not recall, and the oral is pure recall- under-questioning. Rehearse out loud: trace your spine (environment - STP - mix -> value), then have a friend point at random links and ask "why this one, why here, why those words?" If you can narrate the map without notes, you will clear the hurdle. 再认不等于回想,而口试是纯粹的“被追问下的回 想”。大声排练:梳理你的主干(环境→ STP→营销 组合→价值),然后让朋友随机指向关联并追问“为什 么是这条、为什么放这里、为什么用这些词?”。如果 你能不看笔记把整张图叙述出来,就能闯过这道关 卡。[13]Source: asksia-cheatsheet-mkb1700.pdfYou explain & defend your map 1-on-1: why each node, why its level, why each labelled link. Justify placement & relationship wording, not just terms; rehearse "X links to Y because . . . " out loud; pin a real case to each big concept. Key cases: Kmart (repositioning) . Arnott's-Coles (channel power) · Garnier @ Aus Open (IMC) · Coca-Cola Amatil (intensive/franchise) . snack-food (benefit segmentation) · IKEA (mission). SIA > A correct, well-labelled link beats another node. Build a map you can defend. asksia. ai/cheatsheet/ monash-mkb1700 · side 2/2 AskSia STUDY SHEET SERIES ORAL 40% . HURDLE Compiled by AskSia . mapped to the MKB1700 syllabus . asksia. ai/cheatsheet/monash-mkb1700 oral exam 40% (hurdle) . check your current unit guide . @ 2026 good luck. connect the concepts. SKIMMING PENETRATION

4）全课必须背熟的“定义/框架”（按口试高频来）

4.1 Marketing 的标准定义（AMA）——四个动词必须会

你要能背并解释：Marketing 是为了 creating / communicating / delivering / exchanging 有价值的供给物。[14]Source: asksia-bible-mkb1700-bilingual.pdfPart 5 . Walk in ready — Glossary every term, one place → — Practice map drills & oral prompts → i Why this order 为何采用这个顺序 It follows the subject's arc: define what marketing is (Ch 1), then the environment it works in (Ch 2), then understand the market - the buyer and STP (Ch 3-4), then the toolkit you build for a chosen segment - the 7 Ps (Ch 5-8), and finally bring it together with planning & research (Ch 9). Ch 10 shows how to wire all of it into the map you defend. 它遵循本课程的弧线:先界定市场营销是什么(第1章),再讲它所处的营销环境(第2章),接着理解市场 -- 购买者 与 STP(第3-4章),然后是你为某一所选细分市场所搭建的工具箱 -- 7P(第5-8章),最后用规划与调研把它们 汇拢起来(第9章)。第10章展示如何把这一切接线进你要辩护的那张图。 MKB1700 . Fundamentals of Marketing CH 1 . CONCEPT FOUNDATIONS - CHAPTER 1 What marketing actually is 市场营销究竟是什么 Not selling, not ads - creating and exchanging value 不是推销,也不是广告 -- 而是创造并交换价值 TL;DR - Marketing is the whole set of activities a business uses to create, communicate, deliver and exchange things of value. Everything else in this subject - the environment, the buyer, STP, the 7 Ps - is just a more detailed answer to one question: how do we create value a customer will exchange for? 一句话总结 -- 市场营销是企业用来创造、传播、传递和交换有价值之物的全套活动。本课程中的其他一切 -- 营销环境、购 买者、STP、7P -- 都只是对同一个问题更详细的回答:我们如何创造顾客愿意用以交换的价值? - i The standard (AMA) definition - learn the four verbs 标准(AMA) 定义 -- 记住这四个动词 The American Marketing Association defines marketing as the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. Read it as four jobs: create an offering, communicate it (promotion), deliver it (place), and exchange it for something in return - all so that value flows to everyone in the deal, including society. - 美国营销协会将市场营销定义为为顾客、客户、合作伙伴及整个社会创造、传播、传递和交换有价值的供给物的活动、 机构集合与过程。把它读作四桩活儿:创造一项供给物、传播它(促销)、传递它(渠道),并将它交换以换取某种回报 这一切都是为了让价值流向这笔交易中的每一方,包括社会。 1. 1 Marketing as a philosophy, not a department 1. 1 市场营销是一种经营哲学,而非一个部门 The deeper idea - the marketing concept - is that marketing is a way of running a business, not a function bolted on at the end. It puts the customer, the firm's partners and society at the heart of business decisions. The logic is blunt: profit = revenue - costs; revenue comes from customers; so the firm's real task is to get customers and keep them coming back by giving them value. Every organisation needs revenue, so every organisation needs marketing - even ones that never call it that. 更深层的观念 -- 营销观念 -- 认为市场营销是一种经营企业的方式,而非临时加装在末端的一项职能。它把顾客、企业的合 作伙伴以及社会置于商业决策的核心。其逻辑直白:利润=收入 - 成本;收入来自顾客;因此企业真正的任务是通过给予顾 客价值来获取顾客并让他们持续回头。每个组织都需要收入,所以每个组织都需要市场营销 -- 哪怕是那些从不这么称呼它的 组织。 Where the 4 Ps came from (one line of history): the "marketing mix" began as a long list of ingredients a manager blends together; McCarthy condensed that list into the four controllable levers - Product, Price, Place, Promotion - that you'll meet in Part 3. -[20]Source: asksia-cheatsheet-mkb1700.pdfMKB1700 Fundamentals of Marketing MONASH UNIVERSITY . BUSINESS SCHOOL EXAM REVISION Sem 1 2026 . SIDE 1 OF 2 Oral exam 40% (hurdle) + concept map SIDE 1/2 FOUNDATIONS - CUSTOMER - STP . Marketing concept & orientations . Customer value . Needs/Maslow . Micro & macro (PESTEL) . Buyer behaviour . Segmentation, targeting, positioning 0 . How to Use This READ FIRST * MKB1700 is assessed by quizzes 10% (best 9) · written 35% (weekly reflections + a "What is Marketing" essay) . a concept-map artefact 15% (~Wk11) . and an interactive oral exam 40% - a THRESHOLD HURDLE (in-person, 1-on-1: you explain & defend your concept map). The WIN is not listing terms - it is mastering the whole framework and how the concepts CONNECT . That's exactly what the concept map + oral reward. Treat this sheet as the connective map: foundations -> customer > STP (Side 1), the mix -> planning -> "how it connects" (Side 2). ----- SIA - For every concept, rehearse one sentence: "this links to _ because _. "A node you can defend out loud beats ten you only memorised. 1 . What Is Marketing W1 . CH1 AMA definition: marketing is the activity, set of institutions & processes for creating, communicating, delivering & exchanging offerings that have value for customers, clients, partners & society. Creating/communicating/delivering = right good/service/idea, right place & time; value exchange = mutually beneficial. Business rationale: Profit = revenue - expenses; revenue comes from customers (current + future) => the task is "get customers & keep them coming back. " Marketing as a philosophy: puts customer, partner & society at the heart of decisions (Felton 1959 - integrate & coordinate all functions for long-run profit). 2 . The 5 Orientations AN EVOLUTION 1. Production - make it cheap & available (assume demand) 2. Product - best quality/features (risk: myopia) 3. Selling - push hard, sell what we make 4. Marketing - find & satisfy customer needs (customer-led) 5. Societal - needs + society's long-run welfare A firm's chosen orientation sits in its internal environment. 2b · Triple Bottom Line FIG 1. 6 How to measure beneficial exchange & the societal orientation: Environmental . Social . Economic. Reused in Pricing objectives & in Planning control. 2c . Exchange DEFINE Obtaining a desired product by offering something in return. Types: restricted (2 parties) · generalised (3) . complex (many independent). Org = Value => Customers, extended to Society.

你可以把它解释成四个工作：

• create offering（创造供给）
• communicate it（传播：promotion）
• deliver it（传递：place）
• exchange it（交换：得到回报）[14]Source: asksia-bible-mkb1700-bilingual.pdfPart 5 . Walk in ready — Glossary every term, one place → — Practice map drills & oral prompts → i Why this order 为何采用这个顺序 It follows the subject's arc: define what marketing is (Ch 1), then the environment it works in (Ch 2), then understand the market - the buyer and STP (Ch 3-4), then the toolkit you build for a chosen segment - the 7 Ps (Ch 5-8), and finally bring it together with planning & research (Ch 9). Ch 10 shows how to wire all of it into the map you defend. 它遵循本课程的弧线:先界定市场营销是什么(第1章),再讲它所处的营销环境(第2章),接着理解市场 -- 购买者 与 STP(第3-4章),然后是你为某一所选细分市场所搭建的工具箱 -- 7P(第5-8章),最后用规划与调研把它们 汇拢起来(第9章)。第10章展示如何把这一切接线进你要辩护的那张图。 MKB1700 . Fundamentals of Marketing CH 1 . CONCEPT FOUNDATIONS - CHAPTER 1 What marketing actually is 市场营销究竟是什么 Not selling, not ads - creating and exchanging value 不是推销,也不是广告 -- 而是创造并交换价值 TL;DR - Marketing is the whole set of activities a business uses to create, communicate, deliver and exchange things of value. Everything else in this subject - the environment, the buyer, STP, the 7 Ps - is just a more detailed answer to one question: how do we create value a customer will exchange for? 一句话总结 -- 市场营销是企业用来创造、传播、传递和交换有价值之物的全套活动。本课程中的其他一切 -- 营销环境、购 买者、STP、7P -- 都只是对同一个问题更详细的回答:我们如何创造顾客愿意用以交换的价值? - i The standard (AMA) definition - learn the four verbs 标准(AMA) 定义 -- 记住这四个动词 The American Marketing Association defines marketing as the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. Read it as four jobs: create an offering, communicate it (promotion), deliver it (place), and exchange it for something in return - all so that value flows to everyone in the deal, including society. - 美国营销协会将市场营销定义为为顾客、客户、合作伙伴及整个社会创造、传播、传递和交换有价值的供给物的活动、 机构集合与过程。把它读作四桩活儿:创造一项供给物、传播它(促销)、传递它(渠道),并将它交换以换取某种回报 这一切都是为了让价值流向这笔交易中的每一方,包括社会。 1. 1 Marketing as a philosophy, not a department 1. 1 市场营销是一种经营哲学,而非一个部门 The deeper idea - the marketing concept - is that marketing is a way of running a business, not a function bolted on at the end. It puts the customer, the firm's partners and society at the heart of business decisions. The logic is blunt: profit = revenue - costs; revenue comes from customers; so the firm's real task is to get customers and keep them coming back by giving them value. Every organisation needs revenue, so every organisation needs marketing - even ones that never call it that. 更深层的观念 -- 营销观念 -- 认为市场营销是一种经营企业的方式,而非临时加装在末端的一项职能。它把顾客、企业的合 作伙伴以及社会置于商业决策的核心。其逻辑直白:利润=收入 - 成本;收入来自顾客;因此企业真正的任务是通过给予顾 客价值来获取顾客并让他们持续回头。每个组织都需要收入,所以每个组织都需要市场营销 -- 哪怕是那些从不这么称呼它的 组织。 Where the 4 Ps came from (one line of history): the "marketing mix" began as a long list of ingredients a manager blends together; McCarthy condensed that list into the four controllable levers - Product, Price, Place, Promotion - that you'll meet in Part 3. -

4.2 Marketing concept / orientation（五种导向演进）

你要会从 Production → Product → Selling → Marketing → Societal 讲清“为什么会演进、各自假设什么、风险是什么”。[20]Source: asksia-cheatsheet-mkb1700.pdfMKB1700 Fundamentals of Marketing MONASH UNIVERSITY . BUSINESS SCHOOL EXAM REVISION Sem 1 2026 . SIDE 1 OF 2 Oral exam 40% (hurdle) + concept map SIDE 1/2 FOUNDATIONS - CUSTOMER - STP . Marketing concept & orientations . Customer value . Needs/Maslow . Micro & macro (PESTEL) . Buyer behaviour . Segmentation, targeting, positioning 0 . How to Use This READ FIRST * MKB1700 is assessed by quizzes 10% (best 9) · written 35% (weekly reflections + a "What is Marketing" essay) . a concept-map artefact 15% (~Wk11) . and an interactive oral exam 40% - a THRESHOLD HURDLE (in-person, 1-on-1: you explain & defend your concept map). The WIN is not listing terms - it is mastering the whole framework and how the concepts CONNECT . That's exactly what the concept map + oral reward. Treat this sheet as the connective map: foundations -> customer > STP (Side 1), the mix -> planning -> "how it connects" (Side 2). ----- SIA - For every concept, rehearse one sentence: "this links to _ because _. "A node you can defend out loud beats ten you only memorised. 1 . What Is Marketing W1 . CH1 AMA definition: marketing is the activity, set of institutions & processes for creating, communicating, delivering & exchanging offerings that have value for customers, clients, partners & society. Creating/communicating/delivering = right good/service/idea, right place & time; value exchange = mutually beneficial. Business rationale: Profit = revenue - expenses; revenue comes from customers (current + future) => the task is "get customers & keep them coming back. " Marketing as a philosophy: puts customer, partner & society at the heart of decisions (Felton 1959 - integrate & coordinate all functions for long-run profit). 2 . The 5 Orientations AN EVOLUTION 1. Production - make it cheap & available (assume demand) 2. Product - best quality/features (risk: myopia) 3. Selling - push hard, sell what we make 4. Marketing - find & satisfy customer needs (customer-led) 5. Societal - needs + society's long-run welfare A firm's chosen orientation sits in its internal environment. 2b · Triple Bottom Line FIG 1. 6 How to measure beneficial exchange & the societal orientation: Environmental . Social . Economic. Reused in Pricing objectives & in Planning control. 2c . Exchange DEFINE Obtaining a desired product by offering something in return. Types: restricted (2 parties) · generalised (3) . complex (many independent). Org = Value => Customers, extended to Society.[3]Source: asksia-bible-mkb1700-bilingual.pdf✓ The map and the bible work together 概念图与这本宝典协同作战 Every teaching chapter in this bible ends by flagging its cross-topic links - those flags are ready-made map edges and ready-made oral answers. Build your map from them, and your revision and your defence become the same activity. 本 bible 里每一个教学章节都以标记其跨主题关联收尾 -- 那些标记就是现成的图边和现成的口试答案。用它们来搭建 你的图,你的复习和你的答辩就成了同一件事。 - You can only defend a map you genuinely built. So build it weekly, word every link, and rehearse the connections out loud - the hurdle is the connections. 你只能为一张你真正搭建过的图辩护。所以每周搭建它、为每条关联措辞、并大声排练这些连接 -- 这道关卡考的就是 连接。 CONCEPT MAP & ORAL . MKB1700 MKB1700 . Fundamentals of Marketing GLOSSARY 1/2 - CHAPTER . GLOSSARY EN · 中文 Bilingual glossary - key terms 中英对照 双语术语表 -- 关键术语中英对照 ~40 MKB1700 terms grouped by theme - English, #X, and a one-line definition 约 40个MKB1700 术语,按主题分组 -- 英文、中文,外加一行定义 How to use. These are the terms you must be able to define and connect for the quizzes, essay, concept map and oral. The X column is for comprehension only - the assessment is in English, so learn the English term + definition and treat the Chinese as a memory anchor. 如何使用。这些是你必须能够为测验、论文、概念图和口试加以定义并连接的术语。中文列仅供理解之用 -- 考核以英文进 行,所以请学习英文术语+定义,并把中文当作一个记忆锚点。 Term 中文 One-line definition Foundations - what marketing is (Wk1-2) Marketing (AMA) 营销 Activities & processes for creating, communicating, delivering & exchanging offerings of value Marketing concept / orientation 营销观念 / 导向 Putting the customer at the heart of decisions; evolves production-product-selling-marketing-societal Exchange 交换 Obtaining a desired object by offering something in return (simple / generalised / complex) Customer value (Smith & Colgate)

4.3 Exchange（交换）——别背空话

定义：为得到想要的东西而提供回报；可分为 restricted / generalised / complex。[20]Source: asksia-cheatsheet-mkb1700.pdfMKB1700 Fundamentals of Marketing MONASH UNIVERSITY . BUSINESS SCHOOL EXAM REVISION Sem 1 2026 . SIDE 1 OF 2 Oral exam 40% (hurdle) + concept map SIDE 1/2 FOUNDATIONS - CUSTOMER - STP . Marketing concept & orientations . Customer value . Needs/Maslow . Micro & macro (PESTEL) . Buyer behaviour . Segmentation, targeting, positioning 0 . How to Use This READ FIRST * MKB1700 is assessed by quizzes 10% (best 9) · written 35% (weekly reflections + a "What is Marketing" essay) . a concept-map artefact 15% (~Wk11) . and an interactive oral exam 40% - a THRESHOLD HURDLE (in-person, 1-on-1: you explain & defend your concept map). The WIN is not listing terms - it is mastering the whole framework and how the concepts CONNECT . That's exactly what the concept map + oral reward. Treat this sheet as the connective map: foundations -> customer > STP (Side 1), the mix -> planning -> "how it connects" (Side 2). ----- SIA - For every concept, rehearse one sentence: "this links to _ because _. "A node you can defend out loud beats ten you only memorised. 1 . What Is Marketing W1 . CH1 AMA definition: marketing is the activity, set of institutions & processes for creating, communicating, delivering & exchanging offerings that have value for customers, clients, partners & society. Creating/communicating/delivering = right good/service/idea, right place & time; value exchange = mutually beneficial. Business rationale: Profit = revenue - expenses; revenue comes from customers (current + future) => the task is "get customers & keep them coming back. " Marketing as a philosophy: puts customer, partner & society at the heart of decisions (Felton 1959 - integrate & coordinate all functions for long-run profit). 2 . The 5 Orientations AN EVOLUTION 1. Production - make it cheap & available (assume demand) 2. Product - best quality/features (risk: myopia) 3. Selling - push hard, sell what we make 4. Marketing - find & satisfy customer needs (customer-led) 5. Societal - needs + society's long-run welfare A firm's chosen orientation sits in its internal environment. 2b · Triple Bottom Line FIG 1. 6 How to measure beneficial exchange & the societal orientation: Environmental . Social . Economic. Reused in Pricing objectives & in Planning control. 2c . Exchange DEFINE Obtaining a desired product by offering something in return. Types: restricted (2 parties) · generalised (3) . complex (many independent). Org = Value => Customers, extended to Society.

口试里常用一句：交换的本质是让价值在各方之间流动（客户，甚至社会）。[20]Source: asksia-cheatsheet-mkb1700.pdfMKB1700 Fundamentals of Marketing MONASH UNIVERSITY . BUSINESS SCHOOL EXAM REVISION Sem 1 2026 . SIDE 1 OF 2 Oral exam 40% (hurdle) + concept map SIDE 1/2 FOUNDATIONS - CUSTOMER - STP . Marketing concept & orientations . Customer value . Needs/Maslow . Micro & macro (PESTEL) . Buyer behaviour . Segmentation, targeting, positioning 0 . How to Use This READ FIRST * MKB1700 is assessed by quizzes 10% (best 9) · written 35% (weekly reflections + a "What is Marketing" essay) . a concept-map artefact 15% (~Wk11) . and an interactive oral exam 40% - a THRESHOLD HURDLE (in-person, 1-on-1: you explain & defend your concept map). The WIN is not listing terms - it is mastering the whole framework and how the concepts CONNECT . That's exactly what the concept map + oral reward. Treat this sheet as the connective map: foundations -> customer > STP (Side 1), the mix -> planning -> "how it connects" (Side 2). ----- SIA - For every concept, rehearse one sentence: "this links to _ because _. "A node you can defend out loud beats ten you only memorised. 1 . What Is Marketing W1 . CH1 AMA definition: marketing is the activity, set of institutions & processes for creating, communicating, delivering & exchanging offerings that have value for customers, clients, partners & society. Creating/communicating/delivering = right good/service/idea, right place & time; value exchange = mutually beneficial. Business rationale: Profit = revenue - expenses; revenue comes from customers (current + future) => the task is "get customers & keep them coming back. " Marketing as a philosophy: puts customer, partner & society at the heart of decisions (Felton 1959 - integrate & coordinate all functions for long-run profit). 2 . The 5 Orientations AN EVOLUTION 1. Production - make it cheap & available (assume demand) 2. Product - best quality/features (risk: myopia) 3. Selling - push hard, sell what we make 4. Marketing - find & satisfy customer needs (customer-led) 5. Societal - needs + society's long-run welfare A firm's chosen orientation sits in its internal environment. 2b · Triple Bottom Line FIG 1. 6 How to measure beneficial exchange & the societal orientation: Environmental . Social . Economic. Reused in Pricing objectives & in Planning control. 2c . Exchange DEFINE Obtaining a desired product by offering something in return. Types: restricted (2 parties) · generalised (3) . complex (many independent). Org = Value => Customers, extended to Society.[14]Source: asksia-bible-mkb1700-bilingual.pdfPart 5 . Walk in ready — Glossary every term, one place → — Practice map drills & oral prompts → i Why this order 为何采用这个顺序 It follows the subject's arc: define what marketing is (Ch 1), then the environment it works in (Ch 2), then understand the market - the buyer and STP (Ch 3-4), then the toolkit you build for a chosen segment - the 7 Ps (Ch 5-8), and finally bring it together with planning & research (Ch 9). Ch 10 shows how to wire all of it into the map you defend. 它遵循本课程的弧线:先界定市场营销是什么(第1章),再讲它所处的营销环境(第2章),接着理解市场 -- 购买者 与 STP(第3-4章),然后是你为某一所选细分市场所搭建的工具箱 -- 7P(第5-8章),最后用规划与调研把它们 汇拢起来(第9章)。第10章展示如何把这一切接线进你要辩护的那张图。 MKB1700 . Fundamentals of Marketing CH 1 . CONCEPT FOUNDATIONS - CHAPTER 1 What marketing actually is 市场营销究竟是什么 Not selling, not ads - creating and exchanging value 不是推销,也不是广告 -- 而是创造并交换价值 TL;DR - Marketing is the whole set of activities a business uses to create, communicate, deliver and exchange things of value. Everything else in this subject - the environment, the buyer, STP, the 7 Ps - is just a more detailed answer to one question: how do we create value a customer will exchange for? 一句话总结 -- 市场营销是企业用来创造、传播、传递和交换有价值之物的全套活动。本课程中的其他一切 -- 营销环境、购 买者、STP、7P -- 都只是对同一个问题更详细的回答:我们如何创造顾客愿意用以交换的价值? - i The standard (AMA) definition - learn the four verbs 标准(AMA) 定义 -- 记住这四个动词 The American Marketing Association defines marketing as the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. Read it as four jobs: create an offering, communicate it (promotion), deliver it (place), and exchange it for something in return - all so that value flows to everyone in the deal, including society. - 美国营销协会将市场营销定义为为顾客、客户、合作伙伴及整个社会创造、传播、传递和交换有价值的供给物的活动、 机构集合与过程。把它读作四桩活儿:创造一项供给物、传播它(促销)、传递它(渠道),并将它交换以换取某种回报 这一切都是为了让价值流向这笔交易中的每一方,包括社会。 1. 1 Marketing as a philosophy, not a department 1. 1 市场营销是一种经营哲学,而非一个部门 The deeper idea - the marketing concept - is that marketing is a way of running a business, not a function bolted on at the end. It puts the customer, the firm's partners and society at the heart of business decisions. The logic is blunt: profit = revenue - costs; revenue comes from customers; so the firm's real task is to get customers and keep them coming back by giving them value. Every organisation needs revenue, so every organisation needs marketing - even ones that never call it that. 更深层的观念 -- 营销观念 -- 认为市场营销是一种经营企业的方式,而非临时加装在末端的一项职能。它把顾客、企业的合 作伙伴以及社会置于商业决策的核心。其逻辑直白:利润=收入 - 成本;收入来自顾客;因此企业真正的任务是通过给予顾 客价值来获取顾客并让他们持续回头。每个组织都需要收入,所以每个组织都需要市场营销 -- 哪怕是那些从不这么称呼它的 组织。 Where the 4 Ps came from (one line of history): the "marketing mix" began as a long list of ingredients a manager blends together; McCarthy condensed that list into the four controllable levers - Product, Price, Place, Promotion - that you'll meet in Part 3. -

4.4 Customer Value（顾客价值）——全课中枢节点（强烈建议做“枢纽”）

价值的基本表达：得到的 benefits 相对付出的 costs/sacrifices。[25]Source: asksia-cheatsheet-mkb1700.pdf3 . Customer Value W1 . THE SPINE Value (Zeithaml 1988) = what you get (benefits) relative to what you give up (costs/sacrifices). Smith & Colgate (2007) - the unit's signature model & the course spine; 4 value types (recurs in Product, Price & involvement): TYPE WHAT IT DELIVERS Functional right features, performance, utility Experiential feelings, sensory/hedonic experience Symbolic Cost/sacrifice self-image, status, expression price + psychological + effort + risk Satisfaction = performance vs expectations; shows in post-purchase behaviour; happy employees <> happy customers. No CLV formula - the unit frames it as "current + future revenue. " Worked read: Garnier micellar water = functional (cleansing) + experiential (feel) + symbolic ("natural" self-image) - name the type, then the benefit that proves it. 4 . Needs . Wants . Demands W2 Need = state of felt deprivation (physical, social, self- expression). Want = the form a need takes, shaped by culture & individual. Demand = wants backed by buying power. Need=hunger > want=a specific food > demand=funds for the week. Marketers shape wants, they do not create needs. 4b . Maslow's Hierarchy FIG 4. 3 Lower needs first (a need must be largely met before the next motivates); reused in motivation: 1. Physiological - food, water, shelter 2. Safety - security, stability 3. Love/belonging - relationships

Smith & Colgate 的 4 种价值（你要能举例说明每一种）：

• Functional（功能性）
• Experiential（体验性）
• Symbolic（象征性）
• Cost/Sacrifice（成本/牺牲：价格 + 心理成本 + 时间精力 + 风险）[25]Source: asksia-cheatsheet-mkb1700.pdf3 . Customer Value W1 . THE SPINE Value (Zeithaml 1988) = what you get (benefits) relative to what you give up (costs/sacrifices). Smith & Colgate (2007) - the unit's signature model & the course spine; 4 value types (recurs in Product, Price & involvement): TYPE WHAT IT DELIVERS Functional right features, performance, utility Experiential feelings, sensory/hedonic experience Symbolic Cost/sacrifice self-image, status, expression price + psychological + effort + risk Satisfaction = performance vs expectations; shows in post-purchase behaviour; happy employees <> happy customers. No CLV formula - the unit frames it as "current + future revenue. " Worked read: Garnier micellar water = functional (cleansing) + experiential (feel) + symbolic ("natural" self-image) - name the type, then the benefit that proves it. 4 . Needs . Wants . Demands W2 Need = state of felt deprivation (physical, social, self- expression). Want = the form a need takes, shaped by culture & individual. Demand = wants backed by buying power. Need=hunger > want=a specific food > demand=funds for the week. Marketers shape wants, they do not create needs. 4b . Maslow's Hierarchy FIG 4. 3 Lower needs first (a need must be largely met before the next motivates); reused in motivation: 1. Physiological - food, water, shelter 2. Safety - security, stability 3. Love/belonging - relationships[7]Source: asksia-bible-mkb1700-bilingual.pdfprice + the hassle & risk of switching banks i Cost is more than the price tag 成本不只是标价 The fourth type is the one students under-rate. Cost / sacrifice bundles the economic price with psychological cost (worry, decision effort), personal investment (time, learning) and perceived risk (financial, social, functional). A "cheap" product can still feel expensive if it's risky or a hassle - raising perceived value can mean lowering sacrifice, not just cutting price. 第四种类型是学生们低估的那一种。成本 /牺牲把经济性价格与心理成本(担忧、决策耗费的精力)、个人投入(时间、 学习)和感知风险(财务、社会、功能)打包在一起。一件“便宜”的产品若有风险或带来麻烦,仍可能让人觉得贵 -- 抬高感知价值可以意味着降低牺牲,而不只是削价。 MKB1700 . Fundamentals of Marketing ★ On your concept map - make this a hub 在你的概念图上 -- 把它做成一个枢纽节点 Place customer value as a top-level node and the four types as its children. Then draw labelled links forward: to Product (the total-product concept delivers functional + experiential + symbolic value); to Price (price is the cost/sacrifice type, and a value-based price is capped by perceived value); to buyer involvement (perceived risk = cost/sacrifice). If you can talk an examiner around that hub, you've shown you understand how the subject connects - which is the whole game. 把顾客价值放为一个顶层节点,把四种类型放为它的子节点。然后画出向前的带标签连接:连到产品(总产品概念交付 功能性+体验性+象征性价值);连到价格(价格就是成本/牺牲那一类型,而基于价值的价格以感知价值为上限);连 到购买者卷入(感知风险=成本/牺牲)。如果你能围绕那个枢纽给考官讲明白,你就展示了你理解本课程是如何连接起 来的 -- 而这就是整盘游戏的全部。 MKB1700 . Fundamentals of Marketing CH 1 . NEEDS - CHAPTER 1 (CONT. ) Needs, wants, demands & satisfaction 需要、欲望、需求与顾客满意 Where value starts - and Maslow's ladder underneath it 价值从何处开始 -- 以及其底层的 Maslow 阶梯 1. 5 Needs - wants - demands 1. 5 需要→ 欲望→ 需求 These three are not synonyms - the exam and the oral both test the distinction. 这三者并非同义词 -- 考试和口试都会考查其区分。 - Need - a state of felt deprivation: physical (food, warmth), social (belonging), or self-expression. Needs are not created by marketers; they pre- exist. 需要––一种感到匮乏的状态:生理的(食物、温暖)、社 会的(归属感),或自我表达的。需要并非由营销者创造; 它们先于营销而存在。 → Want - the specific form a need takes, shaped by culture and the individual. Marketers shape wants. 欲求 -- 需要所采取的具体形式,由文化和个体塑造。营销 者塑造欲求。 - Demand - a want backed by buying power (and willingness to pay). 需求 -- 一个由购买力支撑(且有支付意愿)的欲求。 ✓ The worked example to memorise 需要背下来的演练实例 Need = you're hungry. Want = you specifically want a Guzman y Gomez burrito (culture + you shaped the form). Demand = you have $15 this week and will spend it on that burrito. Same chain works for any product - reach for it in the oral. 需要 = 你饿了。欲望=你特别想要一份 Guzman y Gomez 的卷饼(文化+你共同塑造了那种形式)。需 求= 你这周有 $15,并且会把它花在那份卷饼上。同 样的链条适用于任何产品 -- 口试时随手拿来用。

概念图高分连接怎么画（按宝典提示直接用）：

• Value → Product：Total Product 概念交付功能/体验/象征价值
• Value → Price：价格是 cost/sacrifice；价值定价上限由 perceived value 决定
• Value → Involvement：感知风险属于 cost/sacrifice 的一部分[7]Source: asksia-bible-mkb1700-bilingual.pdfprice + the hassle & risk of switching banks i Cost is more than the price tag 成本不只是标价 The fourth type is the one students under-rate. Cost / sacrifice bundles the economic price with psychological cost (worry, decision effort), personal investment (time, learning) and perceived risk (financial, social, functional). A "cheap" product can still feel expensive if it's risky or a hassle - raising perceived value can mean lowering sacrifice, not just cutting price. 第四种类型是学生们低估的那一种。成本 /牺牲把经济性价格与心理成本(担忧、决策耗费的精力)、个人投入(时间、 学习)和感知风险(财务、社会、功能)打包在一起。一件“便宜”的产品若有风险或带来麻烦,仍可能让人觉得贵 -- 抬高感知价值可以意味着降低牺牲,而不只是削价。 MKB1700 . Fundamentals of Marketing ★ On your concept map - make this a hub 在你的概念图上 -- 把它做成一个枢纽节点 Place customer value as a top-level node and the four types as its children. Then draw labelled links forward: to Product (the total-product concept delivers functional + experiential + symbolic value); to Price (price is the cost/sacrifice type, and a value-based price is capped by perceived value); to buyer involvement (perceived risk = cost/sacrifice). If you can talk an examiner around that hub, you've shown you understand how the subject connects - which is the whole game. 把顾客价值放为一个顶层节点,把四种类型放为它的子节点。然后画出向前的带标签连接:连到产品(总产品概念交付 功能性+体验性+象征性价值);连到价格(价格就是成本/牺牲那一类型,而基于价值的价格以感知价值为上限);连 到购买者卷入(感知风险=成本/牺牲)。如果你能围绕那个枢纽给考官讲明白,你就展示了你理解本课程是如何连接起 来的 -- 而这就是整盘游戏的全部。 MKB1700 . Fundamentals of Marketing CH 1 . NEEDS - CHAPTER 1 (CONT. ) Needs, wants, demands & satisfaction 需要、欲望、需求与顾客满意 Where value starts - and Maslow's ladder underneath it 价值从何处开始 -- 以及其底层的 Maslow 阶梯 1. 5 Needs - wants - demands 1. 5 需要→ 欲望→ 需求 These three are not synonyms - the exam and the oral both test the distinction. 这三者并非同义词 -- 考试和口试都会考查其区分。 - Need - a state of felt deprivation: physical (food, warmth), social (belonging), or self-expression. Needs are not created by marketers; they pre- exist. 需要––一种感到匮乏的状态:生理的(食物、温暖)、社 会的(归属感),或自我表达的。需要并非由营销者创造; 它们先于营销而存在。 → Want - the specific form a need takes, shaped by culture and the individual. Marketers shape wants. 欲求 -- 需要所采取的具体形式,由文化和个体塑造。营销 者塑造欲求。 - Demand - a want backed by buying power (and willingness to pay). 需求 -- 一个由购买力支撑(且有支付意愿)的欲求。 ✓ The worked example to memorise 需要背下来的演练实例 Need = you're hungry. Want = you specifically want a Guzman y Gomez burrito (culture + you shaped the form). Demand = you have $15 this week and will spend it on that burrito. Same chain works for any product - reach for it in the oral. 需要 = 你饿了。欲望=你特别想要一份 Guzman y Gomez 的卷饼(文化+你共同塑造了那种形式)。需 求= 你这周有 $15,并且会把它花在那份卷饼上。同 样的链条适用于任何产品 -- 口试时随手拿来用。

4.5 Needs / Wants / Demands + Maslow（基础但口试很爱问“区别”）

Need：匮乏状态（不是营销创造的）。[7]Source: asksia-bible-mkb1700-bilingual.pdfprice + the hassle & risk of switching banks i Cost is more than the price tag 成本不只是标价 The fourth type is the one students under-rate. Cost / sacrifice bundles the economic price with psychological cost (worry, decision effort), personal investment (time, learning) and perceived risk (financial, social, functional). A "cheap" product can still feel expensive if it's risky or a hassle - raising perceived value can mean lowering sacrifice, not just cutting price. 第四种类型是学生们低估的那一种。成本 /牺牲把经济性价格与心理成本(担忧、决策耗费的精力)、个人投入(时间、 学习)和感知风险(财务、社会、功能)打包在一起。一件“便宜”的产品若有风险或带来麻烦,仍可能让人觉得贵 -- 抬高感知价值可以意味着降低牺牲,而不只是削价。 MKB1700 . Fundamentals of Marketing ★ On your concept map - make this a hub 在你的概念图上 -- 把它做成一个枢纽节点 Place customer value as a top-level node and the four types as its children. Then draw labelled links forward: to Product (the total-product concept delivers functional + experiential + symbolic value); to Price (price is the cost/sacrifice type, and a value-based price is capped by perceived value); to buyer involvement (perceived risk = cost/sacrifice). If you can talk an examiner around that hub, you've shown you understand how the subject connects - which is the whole game. 把顾客价值放为一个顶层节点,把四种类型放为它的子节点。然后画出向前的带标签连接:连到产品(总产品概念交付 功能性+体验性+象征性价值);连到价格(价格就是成本/牺牲那一类型,而基于价值的价格以感知价值为上限);连 到购买者卷入(感知风险=成本/牺牲)。如果你能围绕那个枢纽给考官讲明白,你就展示了你理解本课程是如何连接起 来的 -- 而这就是整盘游戏的全部。 MKB1700 . Fundamentals of Marketing CH 1 . NEEDS - CHAPTER 1 (CONT. ) Needs, wants, demands & satisfaction 需要、欲望、需求与顾客满意 Where value starts - and Maslow's ladder underneath it 价值从何处开始 -- 以及其底层的 Maslow 阶梯 1. 5 Needs - wants - demands 1. 5 需要→ 欲望→ 需求 These three are not synonyms - the exam and the oral both test the distinction. 这三者并非同义词 -- 考试和口试都会考查其区分。 - Need - a state of felt deprivation: physical (food, warmth), social (belonging), or self-expression. Needs are not created by marketers; they pre- exist. 需要––一种感到匮乏的状态:生理的(食物、温暖)、社 会的(归属感),或自我表达的。需要并非由营销者创造; 它们先于营销而存在。 → Want - the specific form a need takes, shaped by culture and the individual. Marketers shape wants. 欲求 -- 需要所采取的具体形式,由文化和个体塑造。营销 者塑造欲求。 - Demand - a want backed by buying power (and willingness to pay). 需求 -- 一个由购买力支撑(且有支付意愿)的欲求。 ✓ The worked example to memorise 需要背下来的演练实例 Need = you're hungry. Want = you specifically want a Guzman y Gomez burrito (culture + you shaped the form). Demand = you have $15 this week and will spend it on that burrito. Same chain works for any product - reach for it in the oral. 需要 = 你饿了。欲望=你特别想要一份 Guzman y Gomez 的卷饼(文化+你共同塑造了那种形式)。需 求= 你这周有 $15,并且会把它花在那份卷饼上。同 样的链条适用于任何产品 -- 口试时随手拿来用。[25]Source: asksia-cheatsheet-mkb1700.pdf3 . Customer Value W1 . THE SPINE Value (Zeithaml 1988) = what you get (benefits) relative to what you give up (costs/sacrifices). Smith & Colgate (2007) - the unit's signature model & the course spine; 4 value types (recurs in Product, Price & involvement): TYPE WHAT IT DELIVERS Functional right features, performance, utility Experiential feelings, sensory/hedonic experience Symbolic Cost/sacrifice self-image, status, expression price + psychological + effort + risk Satisfaction = performance vs expectations; shows in post-purchase behaviour; happy employees <> happy customers. No CLV formula - the unit frames it as "current + future revenue. " Worked read: Garnier micellar water = functional (cleansing) + experiential (feel) + symbolic ("natural" self-image) - name the type, then the benefit that proves it. 4 . Needs . Wants . Demands W2 Need = state of felt deprivation (physical, social, self- expression). Want = the form a need takes, shaped by culture & individual. Demand = wants backed by buying power. Need=hunger > want=a specific food > demand=funds for the week. Marketers shape wants, they do not create needs. 4b . Maslow's Hierarchy FIG 4. 3 Lower needs first (a need must be largely met before the next motivates); reused in motivation: 1. Physiological - food, water, shelter 2. Safety - security, stability 3. Love/belonging - relationships

Want：need 的具体形式（文化/个人塑造，营销能影响）。[7]Source: asksia-bible-mkb1700-bilingual.pdfprice + the hassle & risk of switching banks i Cost is more than the price tag 成本不只是标价 The fourth type is the one students under-rate. Cost / sacrifice bundles the economic price with psychological cost (worry, decision effort), personal investment (time, learning) and perceived risk (financial, social, functional). A "cheap" product can still feel expensive if it's risky or a hassle - raising perceived value can mean lowering sacrifice, not just cutting price. 第四种类型是学生们低估的那一种。成本 /牺牲把经济性价格与心理成本(担忧、决策耗费的精力)、个人投入(时间、 学习)和感知风险(财务、社会、功能)打包在一起。一件“便宜”的产品若有风险或带来麻烦,仍可能让人觉得贵 -- 抬高感知价值可以意味着降低牺牲,而不只是削价。 MKB1700 . Fundamentals of Marketing ★ On your concept map - make this a hub 在你的概念图上 -- 把它做成一个枢纽节点 Place customer value as a top-level node and the four types as its children. Then draw labelled links forward: to Product (the total-product concept delivers functional + experiential + symbolic value); to Price (price is the cost/sacrifice type, and a value-based price is capped by perceived value); to buyer involvement (perceived risk = cost/sacrifice). If you can talk an examiner around that hub, you've shown you understand how the subject connects - which is the whole game. 把顾客价值放为一个顶层节点,把四种类型放为它的子节点。然后画出向前的带标签连接:连到产品(总产品概念交付 功能性+体验性+象征性价值);连到价格(价格就是成本/牺牲那一类型,而基于价值的价格以感知价值为上限);连 到购买者卷入(感知风险=成本/牺牲)。如果你能围绕那个枢纽给考官讲明白,你就展示了你理解本课程是如何连接起 来的 -- 而这就是整盘游戏的全部。 MKB1700 . Fundamentals of Marketing CH 1 . NEEDS - CHAPTER 1 (CONT. ) Needs, wants, demands & satisfaction 需要、欲望、需求与顾客满意 Where value starts - and Maslow's ladder underneath it 价值从何处开始 -- 以及其底层的 Maslow 阶梯 1. 5 Needs - wants - demands 1. 5 需要→ 欲望→ 需求 These three are not synonyms - the exam and the oral both test the distinction. 这三者并非同义词 -- 考试和口试都会考查其区分。 - Need - a state of felt deprivation: physical (food, warmth), social (belonging), or self-expression. Needs are not created by marketers; they pre- exist. 需要––一种感到匮乏的状态:生理的(食物、温暖)、社 会的(归属感),或自我表达的。需要并非由营销者创造; 它们先于营销而存在。 → Want - the specific form a need takes, shaped by culture and the individual. Marketers shape wants. 欲求 -- 需要所采取的具体形式,由文化和个体塑造。营销 者塑造欲求。 - Demand - a want backed by buying power (and willingness to pay). 需求 -- 一个由购买力支撑(且有支付意愿)的欲求。 ✓ The worked example to memorise 需要背下来的演练实例 Need = you're hungry. Want = you specifically want a Guzman y Gomez burrito (culture + you shaped the form). Demand = you have $15 this week and will spend it on that burrito. Same chain works for any product - reach for it in the oral. 需要 = 你饿了。欲望=你特别想要一份 Guzman y Gomez 的卷饼(文化+你共同塑造了那种形式)。需 求= 你这周有 $15,并且会把它花在那份卷饼上。同 样的链条适用于任何产品 -- 口试时随手拿来用。[25]Source: asksia-cheatsheet-mkb1700.pdf3 . Customer Value W1 . THE SPINE Value (Zeithaml 1988) = what you get (benefits) relative to what you give up (costs/sacrifices). Smith & Colgate (2007) - the unit's signature model & the course spine; 4 value types (recurs in Product, Price & involvement): TYPE WHAT IT DELIVERS Functional right features, performance, utility Experiential feelings, sensory/hedonic experience Symbolic Cost/sacrifice self-image, status, expression price + psychological + effort + risk Satisfaction = performance vs expectations; shows in post-purchase behaviour; happy employees <> happy customers. No CLV formula - the unit frames it as "current + future revenue. " Worked read: Garnier micellar water = functional (cleansing) + experiential (feel) + symbolic ("natural" self-image) - name the type, then the benefit that proves it. 4 . Needs . Wants . Demands W2 Need = state of felt deprivation (physical, social, self- expression). Want = the form a need takes, shaped by culture & individual. Demand = wants backed by buying power. Need=hunger > want=a specific food > demand=funds for the week. Marketers shape wants, they do not create needs. 4b . Maslow's Hierarchy FIG 4. 3 Lower needs first (a need must be largely met before the next motivates); reused in motivation: 1. Physiological - food, water, shelter 2. Safety - security, stability 3. Love/belonging - relationships

Demand：有购买力支撑、愿意支付的 want。[7]Source: asksia-bible-mkb1700-bilingual.pdfprice + the hassle & risk of switching banks i Cost is more than the price tag 成本不只是标价 The fourth type is the one students under-rate. Cost / sacrifice bundles the economic price with psychological cost (worry, decision effort), personal investment (time, learning) and perceived risk (financial, social, functional). A "cheap" product can still feel expensive if it's risky or a hassle - raising perceived value can mean lowering sacrifice, not just cutting price. 第四种类型是学生们低估的那一种。成本 /牺牲把经济性价格与心理成本(担忧、决策耗费的精力)、个人投入(时间、 学习)和感知风险(财务、社会、功能)打包在一起。一件“便宜”的产品若有风险或带来麻烦,仍可能让人觉得贵 -- 抬高感知价值可以意味着降低牺牲,而不只是削价。 MKB1700 . Fundamentals of Marketing ★ On your concept map - make this a hub 在你的概念图上 -- 把它做成一个枢纽节点 Place customer value as a top-level node and the four types as its children. Then draw labelled links forward: to Product (the total-product concept delivers functional + experiential + symbolic value); to Price (price is the cost/sacrifice type, and a value-based price is capped by perceived value); to buyer involvement (perceived risk = cost/sacrifice). If you can talk an examiner around that hub, you've shown you understand how the subject connects - which is the whole game. 把顾客价值放为一个顶层节点,把四种类型放为它的子节点。然后画出向前的带标签连接:连到产品(总产品概念交付 功能性+体验性+象征性价值);连到价格(价格就是成本/牺牲那一类型,而基于价值的价格以感知价值为上限);连 到购买者卷入(感知风险=成本/牺牲)。如果你能围绕那个枢纽给考官讲明白,你就展示了你理解本课程是如何连接起 来的 -- 而这就是整盘游戏的全部。 MKB1700 . Fundamentals of Marketing CH 1 . NEEDS - CHAPTER 1 (CONT. ) Needs, wants, demands & satisfaction 需要、欲望、需求与顾客满意 Where value starts - and Maslow's ladder underneath it 价值从何处开始 -- 以及其底层的 Maslow 阶梯 1. 5 Needs - wants - demands 1. 5 需要→ 欲望→ 需求 These three are not synonyms - the exam and the oral both test the distinction. 这三者并非同义词 -- 考试和口试都会考查其区分。 - Need - a state of felt deprivation: physical (food, warmth), social (belonging), or self-expression. Needs are not created by marketers; they pre- exist. 需要––一种感到匮乏的状态:生理的(食物、温暖)、社 会的(归属感),或自我表达的。需要并非由营销者创造; 它们先于营销而存在。 → Want - the specific form a need takes, shaped by culture and the individual. Marketers shape wants. 欲求 -- 需要所采取的具体形式,由文化和个体塑造。营销 者塑造欲求。 - Demand - a want backed by buying power (and willingness to pay). 需求 -- 一个由购买力支撑(且有支付意愿)的欲求。 ✓ The worked example to memorise 需要背下来的演练实例 Need = you're hungry. Want = you specifically want a Guzman y Gomez burrito (culture + you shaped the form). Demand = you have $15 this week and will spend it on that burrito. Same chain works for any product - reach for it in the oral. 需要 = 你饿了。欲望=你特别想要一份 Guzman y Gomez 的卷饼(文化+你共同塑造了那种形式)。需 求= 你这周有 $15,并且会把它花在那份卷饼上。同 样的链条适用于任何产品 -- 口试时随手拿来用。[25]Source: asksia-cheatsheet-mkb1700.pdf3 . Customer Value W1 . THE SPINE Value (Zeithaml 1988) = what you get (benefits) relative to what you give up (costs/sacrifices). Smith & Colgate (2007) - the unit's signature model & the course spine; 4 value types (recurs in Product, Price & involvement): TYPE WHAT IT DELIVERS Functional right features, performance, utility Experiential feelings, sensory/hedonic experience Symbolic Cost/sacrifice self-image, status, expression price + psychological + effort + risk Satisfaction = performance vs expectations; shows in post-purchase behaviour; happy employees <> happy customers. No CLV formula - the unit frames it as "current + future revenue. " Worked read: Garnier micellar water = functional (cleansing) + experiential (feel) + symbolic ("natural" self-image) - name the type, then the benefit that proves it. 4 . Needs . Wants . Demands W2 Need = state of felt deprivation (physical, social, self- expression). Want = the form a need takes, shaped by culture & individual. Demand = wants backed by buying power. Need=hunger > want=a specific food > demand=funds for the week. Marketers shape wants, they do not create needs. 4b . Maslow's Hierarchy FIG 4. 3 Lower needs first (a need must be largely met before the next motivates); reused in motivation: 1. Physiological - food, water, shelter 2. Safety - security, stability 3. Love/belonging - relationships

Maslow 层级：physiological → safety → love/belonging → esteem → self-actualisation。[25]Source: asksia-cheatsheet-mkb1700.pdf3 . Customer Value W1 . THE SPINE Value (Zeithaml 1988) = what you get (benefits) relative to what you give up (costs/sacrifices). Smith & Colgate (2007) - the unit's signature model & the course spine; 4 value types (recurs in Product, Price & involvement): TYPE WHAT IT DELIVERS Functional right features, performance, utility Experiential feelings, sensory/hedonic experience Symbolic Cost/sacrifice self-image, status, expression price + psychological + effort + risk Satisfaction = performance vs expectations; shows in post-purchase behaviour; happy employees <> happy customers. No CLV formula - the unit frames it as "current + future revenue. " Worked read: Garnier micellar water = functional (cleansing) + experiential (feel) + symbolic ("natural" self-image) - name the type, then the benefit that proves it. 4 . Needs . Wants . Demands W2 Need = state of felt deprivation (physical, social, self- expression). Want = the form a need takes, shaped by culture & individual. Demand = wants backed by buying power. Need=hunger > want=a specific food > demand=funds for the week. Marketers shape wants, they do not create needs. 4b . Maslow's Hierarchy FIG 4. 3 Lower needs first (a need must be largely met before the next motivates); reused in motivation: 1. Physiological - food, water, shelter 2. Safety - security, stability 3. Love/belonging - relationships

5）STP（你口试最常被“连到 mix”追问的模块）

5.1 Segmentation（细分）——背“变量”不如背“为什么要这么分”

细分基础变量（你要会说英文类别）：

• Geographic / Demographic / Psychographic / Behavioural。[26]Source: asksia-cheatsheet-mkb1700.pdfBASE VARIABLES Geographic region, climate, density, urban/rural Demographic age, gender, income, education, culture Psychographic lifestyle, values, personality (Roy Morgan Helix) Behavioural usage, loyalty, occasion, benefits sought Benefit segmentation (Haley 1968) groups by benefits sought, not descriptive traits - the Australian snack- food segments (nutritional/weight- watcher/guilty/party snackers) are the worked example. Effective segments = SMAP: Substantial . Measurable . Accessible . Practicable/responsive. 7c · Targeting CHOOSE Select segments to serve effectively & profitably - weigh segment attractiveness (competition, potential, substitutes) vs company fit (resources, objectives, skills, profitability). 7d . Positioning THE MIND Create an image of the brand relative to competitors in the target's mind; differentiate on attributes that matter. Process: map current positions -> find the ideal point -> continue or reposition > build the mix > write a positioning statement. Differentiation bases (Kotler): product · services . personnel · image. Competitive advantage = offering buyers greater value than rivals. The mix per segment must be consistent with the positioning, internally coordinated & sustainable. 7e . Profiling & B2B Bases AFTER CLUSTERING After clustering on behaviour/psychographics, profile each segment with demographic/geographic descriptors so you can find & reach them. Business markets segment by macro-variables (industry, size, end-use, application) + micro-variables (purchasing stage, experience, situation). Worked read: Arnott's targets "guilty snackers" (benefit base) yet profiles them by age/metro/income so the media buy can reach them.

Benefit segmentation（按利益细分）：按“想要的利益”分，不是按描述性特征分。[26]Source: asksia-cheatsheet-mkb1700.pdfBASE VARIABLES Geographic region, climate, density, urban/rural Demographic age, gender, income, education, culture Psychographic lifestyle, values, personality (Roy Morgan Helix) Behavioural usage, loyalty, occasion, benefits sought Benefit segmentation (Haley 1968) groups by benefits sought, not descriptive traits - the Australian snack- food segments (nutritional/weight- watcher/guilty/party snackers) are the worked example. Effective segments = SMAP: Substantial . Measurable . Accessible . Practicable/responsive. 7c · Targeting CHOOSE Select segments to serve effectively & profitably - weigh segment attractiveness (competition, potential, substitutes) vs company fit (resources, objectives, skills, profitability). 7d . Positioning THE MIND Create an image of the brand relative to competitors in the target's mind; differentiate on attributes that matter. Process: map current positions -> find the ideal point -> continue or reposition > build the mix > write a positioning statement. Differentiation bases (Kotler): product · services . personnel · image. Competitive advantage = offering buyers greater value than rivals. The mix per segment must be consistent with the positioning, internally coordinated & sustainable. 7e . Profiling & B2B Bases AFTER CLUSTERING After clustering on behaviour/psychographics, profile each segment with demographic/geographic descriptors so you can find & reach them. Business markets segment by macro-variables (industry, size, end-use, application) + micro-variables (purchasing stage, experience, situation). Worked read: Arnott's targets "guilty snackers" (benefit base) yet profiles them by age/metro/income so the media buy can reach them.

5.2 Targeting（目标市场选择）

核心：选哪些细分市场去服务；比较 segment attractiveness vs company fit。[26]Source: asksia-cheatsheet-mkb1700.pdfBASE VARIABLES Geographic region, climate, density, urban/rural Demographic age, gender, income, education, culture Psychographic lifestyle, values, personality (Roy Morgan Helix) Behavioural usage, loyalty, occasion, benefits sought Benefit segmentation (Haley 1968) groups by benefits sought, not descriptive traits - the Australian snack- food segments (nutritional/weight- watcher/guilty/party snackers) are the worked example. Effective segments = SMAP: Substantial . Measurable . Accessible . Practicable/responsive. 7c · Targeting CHOOSE Select segments to serve effectively & profitably - weigh segment attractiveness (competition, potential, substitutes) vs company fit (resources, objectives, skills, profitability). 7d . Positioning THE MIND Create an image of the brand relative to competitors in the target's mind; differentiate on attributes that matter. Process: map current positions -> find the ideal point -> continue or reposition > build the mix > write a positioning statement. Differentiation bases (Kotler): product · services . personnel · image. Competitive advantage = offering buyers greater value than rivals. The mix per segment must be consistent with the positioning, internally coordinated & sustainable. 7e . Profiling & B2B Bases AFTER CLUSTERING After clustering on behaviour/psychographics, profile each segment with demographic/geographic descriptors so you can find & reach them. Business markets segment by macro-variables (industry, size, end-use, application) + micro-variables (purchasing stage, experience, situation). Worked read: Arnott's targets "guilty snackers" (benefit base) yet profiles them by age/metro/income so the media buy can reach them.

5.3 Positioning（定位）——“在顾客心智里”

定义：在目标顾客心中，相对竞争者建立品牌形象与差异点。[26]Source: asksia-cheatsheet-mkb1700.pdfBASE VARIABLES Geographic region, climate, density, urban/rural Demographic age, gender, income, education, culture Psychographic lifestyle, values, personality (Roy Morgan Helix) Behavioural usage, loyalty, occasion, benefits sought Benefit segmentation (Haley 1968) groups by benefits sought, not descriptive traits - the Australian snack- food segments (nutritional/weight- watcher/guilty/party snackers) are the worked example. Effective segments = SMAP: Substantial . Measurable . Accessible . Practicable/responsive. 7c · Targeting CHOOSE Select segments to serve effectively & profitably - weigh segment attractiveness (competition, potential, substitutes) vs company fit (resources, objectives, skills, profitability). 7d . Positioning THE MIND Create an image of the brand relative to competitors in the target's mind; differentiate on attributes that matter. Process: map current positions -> find the ideal point -> continue or reposition > build the mix > write a positioning statement. Differentiation bases (Kotler): product · services . personnel · image. Competitive advantage = offering buyers greater value than rivals. The mix per segment must be consistent with the positioning, internally coordinated & sustainable. 7e . Profiling & B2B Bases AFTER CLUSTERING After clustering on behaviour/psychographics, profile each segment with demographic/geographic descriptors so you can find & reach them. Business markets segment by macro-variables (industry, size, end-use, application) + micro-variables (purchasing stage, experience, situation). Worked read: Arnott's targets "guilty snackers" (benefit base) yet profiles them by age/metro/income so the media buy can reach them.

口试高频追问：

• “为什么 positioning 在中层？”你可以回答：它是 STP 的组成部分，且它给后面的每一个 P 下指令（见下一条）。[16]Source: asksia-bible-mkb1700-bilingual.pdfIs-a / type-of "is a type of", "is one of the" Part-of / component "is a component of", "is one of the 7" Causes / leads to "leads to", "triggers", "drives" Feeds / informs "feeds into", "informs", "is scanned byʹ Is measured / judged by "is measured by", "is judged against" Must be consistent with "must be consistent with", "aligns to" ! Banned: the unlabelled line and the vague "relates to" 禁忌:无标签的连线与含糊的“与. . 相关 A line with no phrase, or a limp "is related to", earns nothing - it makes no claim. Force every link to say something specific and true. If you can't word the relationship, you don't yet understand the connection. 一条没有短语的线,或一句软绵绵的“与 . . . 相关”,得 不到分 -- 它没有作出任何主张。强迫每一条关联都 说出具体而真实的东西。如果你无法措辞这层关系, 你就还没有理解这个连接。 MKB1700 . Fundamentals of Marketing 小层级:细节 -- 促销之下:六个工具、效果层级、推动/ 拉动。 4 Defend each placement: be ready to say why a concept sits where it does (e. g. "positioning is middle-level because it's a component of STP"). 为每处摆放辩护:要准备好说出一个概念为何处在它所在之 处(例如“市场定位属中层级,因为它是 STP的一个组成部 分”)。 ✓ The arrow direction is a claim too 箭头方向同样是一种主张 Direction encodes which way the relationship runs - Environment -informs- STP, not the reverse. Get the arrow right and the examiner sees you understand cause and sequence. 方向编码了这层关系的走向 -- 环境→告知→ STP, 而非反过来。把箭头画对,考官就看出你理解因果与 次序。 i Use the provided template & rubric 使用所提供的模板与评分量表 A template and rubric are supplied. Follow the template's layout conventions and check your draft against every rubric line before the Friday submission - and bring the printed A3 draft to the Week 11 feedback session. 会提供一份模板和评分量规。遵循模板的版式约定,并在周五提交前对照量规的每一行检查你的草稿 -- 还要把打印好 的 A3 草稿带到第 11 周的反馈环节。 - MKB1700 . Fundamentals of Marketing CONCEPT MAP . ORAL - CHAPTER . CONCEPT MAP (CONT. )[17]Source: asksia-cheatsheet-mkb1700.pdf· PESTEL/competition feeds situation analysis & SWOT · STP > mix: positioning dictates every P · Hierarchy of effects > buyer decision process stages 17 . Oral Exam Discipline 40% . HURDLE You explain & defend your map 1-on-1: why each node, why its level, why each labelled link. Justify placement & relationship wording, not just terms; rehearse "X links to Y because . . . " out loud; pin a real case to each big concept. Key cases: Kmart (repositioning) . Arnott's-Coles (channel power) · Garnier @ Aus Open (IMC) · Coca-Cola Amatil (intensive/franchise) . snack-food (benefit segmentation) · IKEA (mission). SIA > A correct, well-labelled link beats another node. Build a map you can defend. asksia. ai/cheatsheet/ monash-mkb1700 · side 2/2 AskSia STUDY SHEET SERIES ORAL 40% . HURDLE Compiled by AskSia . mapped to the MKB1700 syllabus . asksia. ai/cheatsheet/monash-mkb1700 oral exam 40% (hurdle) . check your current unit guide . @ 2026 good luck. connect the concepts. SKIMMING PENETRATION MKB1700 Fundamentals of Marketing MONASH UNIVERSITY . BUSINESS SCHOOL EXAM REVISION Sem 1 2026 . SIDE 1 OF 2 Oral exam 40% (hurdle) + concept map SIDE 1/2 FOUNDATIONS - CUSTOMER - STP . Marketing concept & orientations . Customer value . Needs/Maslow . Micro & macro (PESTEL) . Buyer behaviour .[19]Source: asksia-cheatsheet-mkb1700.pdfORAL 40% . HURDLE Compiled by AskSia . mapped to the MKB1700 syllabus . asksia. ai/cheatsheet/monash-mkb1700 MKB1700 Fundamentals of Marketing MONASH UNIVERSITY . BUSINESS SCHOOL EXAM REVISION Sem 1 2026 . SIDE 2 OF 2 Oral exam 40% (hurdle) + concept map SIDE 2/2 THE MIX - PLANNING + CONNECT . 4Ps/7Ps . Product (PLC, NPD) . Price (break-even, skimming) . Place (channels) . Promotion (IMC, hierarchy of effects) . Planning & research . How it connects 9 . The Marketing Mix W5 . 4PS + 7PS 4 Ps (McCarthy 1960) = the controllable variables a firm combines to satisfy a target market & meet objectives: Product . Price . Place . Promotion. 7 Ps (services) add People . Process . Physical evidence - needed because services are Intangible · Inseparable · Heterogeneous · Perishable (the four service challenges). The mix must deliver the positioning chosen in STP - every P serves the target's value type. 10 . Product W6 . CH7 A good, service or idea offered for exchange - Levitt: "a cluster of value satisfactions. " Goods-services continuum runs pure-good -> pure-service. Total Product Concept . 4 levels: 1. Core - the fundamental benefit bought 2. Expected/Actual - features, design, quality, packaging, branding 3. Augmented - warranty, delivery, advice, service 4. Potential - all that's possible in future Relationships: product mix -> product line > item/SKU. Consumer classes: convenience . shopping · specialty . unsought (each implies effort, risk & the other Ps - e. g. convenience->intensive distribution, specialty->exclusive). 10b . Branding A PROMISE OF VALUE A name/term/symbol/design that identifies & differentiates (Kotler) - a promise, a heuristic, an asset. Terms: brand name . brand mark . trademark . trade name. Strategies: individual / family / extension; manufacturer / private-label / generic; co-branding & licensing. 10c . PLC & New Products FIG 7. 3- 7. 5

Positioning statement 模板（建议你背熟并能套用）：

• For [target segment] who [need], [brand] is the [category] that [key benefit] because [reason to believe], unlike [competitor].[22]Source: asksia-cheatsheet-mkb1700.pdf8b · Repositioning FLAGSHIP CASE Triggers: changing needs/fashion, competitor moves, new tech, regulation, "sameness. " Kmart Australia (Roberts et al. 2015): from near-zero profit to $289m EBIT by repositioning to "cut-price chic" - fewer lines, lower prices, on-trend own-brand. The unit's signature STP case: a deliberate shift of the perception in shoppers' minds. 8c · Value Proposition LINK TO THE MIX The mix for each segment must be (1) consistent with the desired positioning, (2) internally coordinated, (3) sustainable long-term. This is the hinge from Side 1 (who & where) to Side 2 (the 4Ps that deliver it). 8d . Side-1 Through- Line FOR THE ORAL One sentence to rehearse: read the environment -> understand the customer & their value > segment, target & position -> (Side 2) build a mix that delivers that value. Every node on Side 1 hangs off "creating customer value. " SIA > In the oral you'll be asked why two nodes are linked. Practice: "STP links to customer value because positioning promises the value type the target segment seeks. " 8e · Positioning Statement WRITE ONE TEMPLATE For [target segment] who [need], [brand] is the [category] that [key benefit] because [reason to believe], unlike [competitor]. A good statement is the brief for the whole mix - it names the segment, the value, and the point of difference each P then delivers. 8f . Foundations Recap SIDE-1 IN ONE LINE Marketing creates & delivers customer value through exchange. Read the environment, understand needs & value, then segment-target-position. Side 2 = the 4/7 Ps + the plan. asksia. ai/cheatsheet/ monash-mkb1700 . side 1/2 oral exam 40% (hurdle) . check your current unit guide . @ 2026 flip - for side 2 . the mix, planning & how it connects AskSia STUDY SHEET SERIES

6）Marketing Mix：4Ps/7Ps（Side 2 核心）

6.1 4Ps 与 7Ps

4Ps：Product / Price / Place / Promotion（可控变量组合，服务目标市场）。[19]Source: asksia-cheatsheet-mkb1700.pdfORAL 40% . HURDLE Compiled by AskSia . mapped to the MKB1700 syllabus . asksia. ai/cheatsheet/monash-mkb1700 MKB1700 Fundamentals of Marketing MONASH UNIVERSITY . BUSINESS SCHOOL EXAM REVISION Sem 1 2026 . SIDE 2 OF 2 Oral exam 40% (hurdle) + concept map SIDE 2/2 THE MIX - PLANNING + CONNECT . 4Ps/7Ps . Product (PLC, NPD) . Price (break-even, skimming) . Place (channels) . Promotion (IMC, hierarchy of effects) . Planning & research . How it connects 9 . The Marketing Mix W5 . 4PS + 7PS 4 Ps (McCarthy 1960) = the controllable variables a firm combines to satisfy a target market & meet objectives: Product . Price . Place . Promotion. 7 Ps (services) add People . Process . Physical evidence - needed because services are Intangible · Inseparable · Heterogeneous · Perishable (the four service challenges). The mix must deliver the positioning chosen in STP - every P serves the target's value type. 10 . Product W6 . CH7 A good, service or idea offered for exchange - Levitt: "a cluster of value satisfactions. " Goods-services continuum runs pure-good -> pure-service. Total Product Concept . 4 levels: 1. Core - the fundamental benefit bought 2. Expected/Actual - features, design, quality, packaging, branding 3. Augmented - warranty, delivery, advice, service 4. Potential - all that's possible in future Relationships: product mix -> product line > item/SKU. Consumer classes: convenience . shopping · specialty . unsought (each implies effort, risk & the other Ps - e. g. convenience->intensive distribution, specialty->exclusive). 10b . Branding A PROMISE OF VALUE A name/term/symbol/design that identifies & differentiates (Kotler) - a promise, a heuristic, an asset. Terms: brand name . brand mark . trademark . trade name. Strategies: individual / family / extension; manufacturer / private-label / generic; co-branding & licensing. 10c . PLC & New Products FIG 7. 3- 7. 5[21]Source: asksia-cheatsheet-mkb1700.pdfSIDE-1 IN ONE LINE Marketing creates & delivers customer value through exchange. Read the environment, understand needs & value, then segment-target-position. Side 2 = the 4/7 Ps + the plan. asksia. ai/cheatsheet/ monash-mkb1700 . side 1/2 oral exam 40% (hurdle) . check your current unit guide . @ 2026 flip - for side 2 . the mix, planning & how it connects AskSia STUDY SHEET SERIES ORAL 40% . HURDLE Compiled by AskSia . mapped to the MKB1700 syllabus . asksia. ai/cheatsheet/monash-mkb1700 MKB1700 Fundamentals of Marketing MONASH UNIVERSITY . BUSINESS SCHOOL EXAM REVISION Sem 1 2026 . SIDE 2 OF 2 Oral exam 40% (hurdle) + concept map SIDE 2/2 THE MIX - PLANNING + CONNECT . 4Ps/7Ps . Product (PLC, NPD) . Price (break-even, skimming) . Place (channels) . Promotion (IMC, hierarchy of effects) . Planning & research . How it connects 9 . The Marketing Mix W5 . 4PS + 7PS 4 Ps (McCarthy 1960) = the controllable variables a firm combines to satisfy a target market & meet objectives: Product . Price . Place . Promotion. 7 Ps (services) add People . Process . Physical evidence - needed because services are Intangible · Inseparable · Heterogeneous · Perishable (the four service challenges). The mix must deliver the positioning chosen in STP - every P serves the target's value type. 10 . Product W6 . CH7 A good, service or idea offered for exchange - Levitt: "a cluster of value satisfactions. " Goods-services continuum runs pure-good -> pure-service. Total Product Concept . 4 levels: 1. Core - the fundamental benefit bought

7Ps（服务增加）：People / Process / Physical evidence。[19]Source: asksia-cheatsheet-mkb1700.pdfORAL 40% . HURDLE Compiled by AskSia . mapped to the MKB1700 syllabus . asksia. ai/cheatsheet/monash-mkb1700 MKB1700 Fundamentals of Marketing MONASH UNIVERSITY . BUSINESS SCHOOL EXAM REVISION Sem 1 2026 . SIDE 2 OF 2 Oral exam 40% (hurdle) + concept map SIDE 2/2 THE MIX - PLANNING + CONNECT . 4Ps/7Ps . Product (PLC, NPD) . Price (break-even, skimming) . Place (channels) . Promotion (IMC, hierarchy of effects) . Planning & research . How it connects 9 . The Marketing Mix W5 . 4PS + 7PS 4 Ps (McCarthy 1960) = the controllable variables a firm combines to satisfy a target market & meet objectives: Product . Price . Place . Promotion. 7 Ps (services) add People . Process . Physical evidence - needed because services are Intangible · Inseparable · Heterogeneous · Perishable (the four service challenges). The mix must deliver the positioning chosen in STP - every P serves the target's value type. 10 . Product W6 . CH7 A good, service or idea offered for exchange - Levitt: "a cluster of value satisfactions. " Goods-services continuum runs pure-good -> pure-service. Total Product Concept . 4 levels: 1. Core - the fundamental benefit bought 2. Expected/Actual - features, design, quality, packaging, branding 3. Augmented - warranty, delivery, advice, service 4. Potential - all that's possible in future Relationships: product mix -> product line > item/SKU. Consumer classes: convenience . shopping · specialty . unsought (each implies effort, risk & the other Ps - e. g. convenience->intensive distribution, specialty->exclusive). 10b . Branding A PROMISE OF VALUE A name/term/symbol/design that identifies & differentiates (Kotler) - a promise, a heuristic, an asset. Terms: brand name . brand mark . trademark . trade name. Strategies: individual / family / extension; manufacturer / private-label / generic; co-branding & licensing. 10c . PLC & New Products FIG 7. 3- 7. 5[21]Source: asksia-cheatsheet-mkb1700.pdfSIDE-1 IN ONE LINE Marketing creates & delivers customer value through exchange. Read the environment, understand needs & value, then segment-target-position. Side 2 = the 4/7 Ps + the plan. asksia. ai/cheatsheet/ monash-mkb1700 . side 1/2 oral exam 40% (hurdle) . check your current unit guide . @ 2026 flip - for side 2 . the mix, planning & how it connects AskSia STUDY SHEET SERIES ORAL 40% . HURDLE Compiled by AskSia . mapped to the MKB1700 syllabus . asksia. ai/cheatsheet/monash-mkb1700 MKB1700 Fundamentals of Marketing MONASH UNIVERSITY . BUSINESS SCHOOL EXAM REVISION Sem 1 2026 . SIDE 2 OF 2 Oral exam 40% (hurdle) + concept map SIDE 2/2 THE MIX - PLANNING + CONNECT . 4Ps/7Ps . Product (PLC, NPD) . Price (break-even, skimming) . Place (channels) . Promotion (IMC, hierarchy of effects) . Planning & research . How it connects 9 . The Marketing Mix W5 . 4PS + 7PS 4 Ps (McCarthy 1960) = the controllable variables a firm combines to satisfy a target market & meet objectives: Product . Price . Place . Promotion. 7 Ps (services) add People . Process . Physical evidence - needed because services are Intangible · Inseparable · Heterogeneous · Perishable (the four service challenges). The mix must deliver the positioning chosen in STP - every P serves the target's value type. 10 . Product W6 . CH7 A good, service or idea offered for exchange - Levitt: "a cluster of value satisfactions. " Goods-services continuum runs pure-good -> pure-service. Total Product Concept . 4 levels: 1. Core - the fundamental benefit bought

必背口试金句：

• “The mix must deliver the positioning chosen in STP.”（定位决定每个 P）[19]Source: asksia-cheatsheet-mkb1700.pdfORAL 40% . HURDLE Compiled by AskSia . mapped to the MKB1700 syllabus . asksia. ai/cheatsheet/monash-mkb1700 MKB1700 Fundamentals of Marketing MONASH UNIVERSITY . BUSINESS SCHOOL EXAM REVISION Sem 1 2026 . SIDE 2 OF 2 Oral exam 40% (hurdle) + concept map SIDE 2/2 THE MIX - PLANNING + CONNECT . 4Ps/7Ps . Product (PLC, NPD) . Price (break-even, skimming) . Place (channels) . Promotion (IMC, hierarchy of effects) . Planning & research . How it connects 9 . The Marketing Mix W5 . 4PS + 7PS 4 Ps (McCarthy 1960) = the controllable variables a firm combines to satisfy a target market & meet objectives: Product . Price . Place . Promotion. 7 Ps (services) add People . Process . Physical evidence - needed because services are Intangible · Inseparable · Heterogeneous · Perishable (the four service challenges). The mix must deliver the positioning chosen in STP - every P serves the target's value type. 10 . Product W6 . CH7 A good, service or idea offered for exchange - Levitt: "a cluster of value satisfactions. " Goods-services continuum runs pure-good -> pure-service. Total Product Concept . 4 levels: 1. Core - the fundamental benefit bought 2. Expected/Actual - features, design, quality, packaging, branding 3. Augmented - warranty, delivery, advice, service 4. Potential - all that's possible in future Relationships: product mix -> product line > item/SKU. Consumer classes: convenience . shopping · specialty . unsought (each implies effort, risk & the other Ps - e. g. convenience->intensive distribution, specialty->exclusive). 10b . Branding A PROMISE OF VALUE A name/term/symbol/design that identifies & differentiates (Kotler) - a promise, a heuristic, an asset. Terms: brand name . brand mark . trademark . trade name. Strategies: individual / family / extension; manufacturer / private-label / generic; co-branding & licensing. 10c . PLC & New Products FIG 7. 3- 7. 5[17]Source: asksia-cheatsheet-mkb1700.pdf· PESTEL/competition feeds situation analysis & SWOT · STP > mix: positioning dictates every P · Hierarchy of effects > buyer decision process stages 17 . Oral Exam Discipline 40% . HURDLE You explain & defend your map 1-on-1: why each node, why its level, why each labelled link. Justify placement & relationship wording, not just terms; rehearse "X links to Y because . . . " out loud; pin a real case to each big concept. Key cases: Kmart (repositioning) . Arnott's-Coles (channel power) · Garnier @ Aus Open (IMC) · Coca-Cola Amatil (intensive/franchise) . snack-food (benefit segmentation) · IKEA (mission). SIA > A correct, well-labelled link beats another node. Build a map you can defend. asksia. ai/cheatsheet/ monash-mkb1700 · side 2/2 AskSia STUDY SHEET SERIES ORAL 40% . HURDLE Compiled by AskSia . mapped to the MKB1700 syllabus . asksia. ai/cheatsheet/monash-mkb1700 oral exam 40% (hurdle) . check your current unit guide . @ 2026 good luck. connect the concepts. SKIMMING PENETRATION MKB1700 Fundamentals of Marketing MONASH UNIVERSITY . BUSINESS SCHOOL EXAM REVISION Sem 1 2026 . SIDE 1 OF 2 Oral exam 40% (hurdle) + concept map SIDE 1/2 FOUNDATIONS - CUSTOMER - STP . Marketing concept & orientations . Customer value . Needs/Maslow . Micro & macro (PESTEL) . Buyer behaviour .[22]Source: asksia-cheatsheet-mkb1700.pdf8b · Repositioning FLAGSHIP CASE Triggers: changing needs/fashion, competitor moves, new tech, regulation, "sameness. " Kmart Australia (Roberts et al. 2015): from near-zero profit to $289m EBIT by repositioning to "cut-price chic" - fewer lines, lower prices, on-trend own-brand. The unit's signature STP case: a deliberate shift of the perception in shoppers' minds. 8c · Value Proposition LINK TO THE MIX The mix for each segment must be (1) consistent with the desired positioning, (2) internally coordinated, (3) sustainable long-term. This is the hinge from Side 1 (who & where) to Side 2 (the 4Ps that deliver it). 8d . Side-1 Through- Line FOR THE ORAL One sentence to rehearse: read the environment -> understand the customer & their value > segment, target & position -> (Side 2) build a mix that delivers that value. Every node on Side 1 hangs off "creating customer value. " SIA > In the oral you'll be asked why two nodes are linked. Practice: "STP links to customer value because positioning promises the value type the target segment seeks. " 8e · Positioning Statement WRITE ONE TEMPLATE For [target segment] who [need], [brand] is the [category] that [key benefit] because [reason to believe], unlike [competitor]. A good statement is the brief for the whole mix - it names the segment, the value, and the point of difference each P then delivers. 8f . Foundations Recap SIDE-1 IN ONE LINE Marketing creates & delivers customer value through exchange. Read the environment, understand needs & value, then segment-target-position. Side 2 = the 4/7 Ps + the plan. asksia. ai/cheatsheet/ monash-mkb1700 . side 1/2 oral exam 40% (hurdle) . check your current unit guide . @ 2026 flip - for side 2 . the mix, planning & how it connects AskSia STUDY SHEET SERIES

6.2 Product（产品）

Total Product Concept：4 层

• Core / Expected(Actual) / Augmented / Potential。[19]Source: asksia-cheatsheet-mkb1700.pdfORAL 40% . HURDLE Compiled by AskSia . mapped to the MKB1700 syllabus . asksia. ai/cheatsheet/monash-mkb1700 MKB1700 Fundamentals of Marketing MONASH UNIVERSITY . BUSINESS SCHOOL EXAM REVISION Sem 1 2026 . SIDE 2 OF 2 Oral exam 40% (hurdle) + concept map SIDE 2/2 THE MIX - PLANNING + CONNECT . 4Ps/7Ps . Product (PLC, NPD) . Price (break-even, skimming) . Place (channels) . Promotion (IMC, hierarchy of effects) . Planning & research . How it connects 9 . The Marketing Mix W5 . 4PS + 7PS 4 Ps (McCarthy 1960) = the controllable variables a firm combines to satisfy a target market & meet objectives: Product . Price . Place . Promotion. 7 Ps (services) add People . Process . Physical evidence - needed because services are Intangible · Inseparable · Heterogeneous · Perishable (the four service challenges). The mix must deliver the positioning chosen in STP - every P serves the target's value type. 10 . Product W6 . CH7 A good, service or idea offered for exchange - Levitt: "a cluster of value satisfactions. " Goods-services continuum runs pure-good -> pure-service. Total Product Concept . 4 levels: 1. Core - the fundamental benefit bought 2. Expected/Actual - features, design, quality, packaging, branding 3. Augmented - warranty, delivery, advice, service 4. Potential - all that's possible in future Relationships: product mix -> product line > item/SKU. Consumer classes: convenience . shopping · specialty . unsought (each implies effort, risk & the other Ps - e. g. convenience->intensive distribution, specialty->exclusive). 10b . Branding A PROMISE OF VALUE A name/term/symbol/design that identifies & differentiates (Kotler) - a promise, a heuristic, an asset. Terms: brand name . brand mark . trademark . trade name. Strategies: individual / family / extension; manufacturer / private-label / generic; co-branding & licensing. 10c . PLC & New Products FIG 7. 3- 7. 5

Goods-services continuum：从 pure-good 到 pure-service。[19]Source: asksia-cheatsheet-mkb1700.pdfORAL 40% . HURDLE Compiled by AskSia . mapped to the MKB1700 syllabus . asksia. ai/cheatsheet/monash-mkb1700 MKB1700 Fundamentals of Marketing MONASH UNIVERSITY . BUSINESS SCHOOL EXAM REVISION Sem 1 2026 . SIDE 2 OF 2 Oral exam 40% (hurdle) + concept map SIDE 2/2 THE MIX - PLANNING + CONNECT . 4Ps/7Ps . Product (PLC, NPD) . Price (break-even, skimming) . Place (channels) . Promotion (IMC, hierarchy of effects) . Planning & research . How it connects 9 . The Marketing Mix W5 . 4PS + 7PS 4 Ps (McCarthy 1960) = the controllable variables a firm combines to satisfy a target market & meet objectives: Product . Price . Place . Promotion. 7 Ps (services) add People . Process . Physical evidence - needed because services are Intangible · Inseparable · Heterogeneous · Perishable (the four service challenges). The mix must deliver the positioning chosen in STP - every P serves the target's value type. 10 . Product W6 . CH7 A good, service or idea offered for exchange - Levitt: "a cluster of value satisfactions. " Goods-services continuum runs pure-good -> pure-service. Total Product Concept . 4 levels: 1. Core - the fundamental benefit bought 2. Expected/Actual - features, design, quality, packaging, branding 3. Augmented - warranty, delivery, advice, service 4. Potential - all that's possible in future Relationships: product mix -> product line > item/SKU. Consumer classes: convenience . shopping · specialty . unsought (each implies effort, risk & the other Ps - e. g. convenience->intensive distribution, specialty->exclusive). 10b . Branding A PROMISE OF VALUE A name/term/symbol/design that identifies & differentiates (Kotler) - a promise, a heuristic, an asset. Terms: brand name . brand mark . trademark . trade name. Strategies: individual / family / extension; manufacturer / private-label / generic; co-branding & licensing. 10c . PLC & New Products FIG 7. 3- 7. 5

6.3 Price（价格）——两条“地板/天花板”逻辑要会讲

价格连接（特别适合画图边、口试解释）：

• 价格是定位最显眼的表达；上限受 customer value 约束（ceiling），下限受 cost 约束（floor）。[27]Source: asksia-cheatsheet-mkb1700.pdfAim max profit/unit max share fast Best when new tech, fashion, low price-sensitivity price-sensitive, scale economies Risk invites entry thin margins Adjustments: discounts/allowances, segmented, psychological ($9. 99), geographic, dynamic. Mix pricing: bundle, captive, by-product, optional, line. Worked read: Kmart = everyday-low + psychological points; Qantas = dynamic demand-based fares. 11e . Price Connects FOR THE MAP Price is the most visible expression of positioning (premium vs value) and is bounded by customer value (the ceiling) and cost (the floor). It draws on the competitive structure from the environment topic and on elasticity from demand. A captive/optional case = Apple iPhone accessories. 12 . Place / Distribution W8 · CH10 W9 . CH9 The channel = the chain between producer & consumer. Intermediaries (resellers, distributors, agents, physical-distribution & financial firms) add efficiency & reduce the number of transactions (the Weet-Bix/milk/bread grid). Channel levels: Producer-> Consumer (direct) . +Retailer . +Wholesaler+Retailer . +Agent/Broker. B2B mirrors this with industrial distributors. More levels = wider reach but less control. 12b · Distribution Intensity MATCH THE PRODUCT STRATEGY |COVERAGE . FITS Intensive every outlet - convenience goods (Coke)

成本加成 vs 盈亏平衡（考试爱考算术/概念）：

• 成本分 fixed / variable / total。[15]Source: asksia-bible-mkb1700-bilingual.pdfPRICE (CONT. ) Cost-plus & break-even 成本加成与盈亏平衡 Costs set the floor - the arithmetic the exam wants 成本设定了下限 -- 这是考试想要的算术 The company side of pricing starts from cost. Costs are split into fixed (don't change with output), variable (change per unit made) and total. Two procedures follow: cost-plus (build a price up from cost) and break- even (find the volume that covers all costs). 定价的公司一侧从成本起步。成本分为固定成本(不随产量变动)、可变成本(每多生产一单位即变动)和总成本。随之而来 两种程序:成本加成法(在成本之上构建价格)和盈亏平衡法(找到能覆盖全部成本的销量)。 7. 3 Cost-plus pricing 7. 3 成本加成定价 The simplest method: work out the unit cost, then add a mark-up. Common in the Introduction stage of the PLC, where there is little market data to price against. 最简单的方法:算出单位成本,再加上一笔加成。常见于 PLC 的导入阶段 -- 此时几乎没有市场数据可供定价参 照。 COST - PLUS Unit cost = variable cost + (fixed cost * unit sales) Sell price = unit cost + mark-up Strength: simple, ensures costs are covered. Weakness: it ignores what customers will actually pay and what competitors charge - it looks inward, not outward. 优点:简单,确保成本被覆盖。缺点:它忽视了顾客实际愿 付多少,也忽视了竞争者的收费 -- 它向内看,而非向外 看。 7. 5 Worked example - cost-plus then break-even 7. 5 实例演练 -- 先成本加成再盈亏平衡 7. 4 Break-even analysis 7. 4 盈亏平衡分析 The break-even volume is the number of units at which total revenue exactly covers total cost - zero profit. Below it you lose money; above it you profit. The denominator (price - variable cost) is the contribution margin per unit. 盈亏平衡销量是总收入恰好覆盖总成本、利润为零时的单位 数量。低于它你亏钱;高于它你盈利。分母(价格 -可变 成本)即每单位的边际贡献。 BREAK - EVEN Break-even volume = fixed cost + (unit sell price - unit variable cost) MKB1700 . Fundamentals of Marketing AskSia Library SUBJECT BIBLE MONASH BUSINESS SCHOOL SEMESTER 1 . 2026 - - THE COMPLETE SUBJECT BIBLE Fundamentals of Marketing 市场营销基础 MASTER THE FRAMEWORKS - AND HOW EVERY CONCEPT CONNECTS. 莫纳什大学 MKB1700 · 双语学科精读 · 概念图 +口试 40% (hurdle)
• Cost-plus：先算 unit cost，再加 mark-up（优点简单覆盖成本，缺点忽视顾客与竞品）。[15]Source: asksia-bible-mkb1700-bilingual.pdfPRICE (CONT. ) Cost-plus & break-even 成本加成与盈亏平衡 Costs set the floor - the arithmetic the exam wants 成本设定了下限 -- 这是考试想要的算术 The company side of pricing starts from cost. Costs are split into fixed (don't change with output), variable (change per unit made) and total. Two procedures follow: cost-plus (build a price up from cost) and break- even (find the volume that covers all costs). 定价的公司一侧从成本起步。成本分为固定成本(不随产量变动)、可变成本(每多生产一单位即变动)和总成本。随之而来 两种程序:成本加成法(在成本之上构建价格)和盈亏平衡法(找到能覆盖全部成本的销量)。 7. 3 Cost-plus pricing 7. 3 成本加成定价 The simplest method: work out the unit cost, then add a mark-up. Common in the Introduction stage of the PLC, where there is little market data to price against. 最简单的方法:算出单位成本,再加上一笔加成。常见于 PLC 的导入阶段 -- 此时几乎没有市场数据可供定价参 照。 COST - PLUS Unit cost = variable cost + (fixed cost * unit sales) Sell price = unit cost + mark-up Strength: simple, ensures costs are covered. Weakness: it ignores what customers will actually pay and what competitors charge - it looks inward, not outward. 优点:简单,确保成本被覆盖。缺点:它忽视了顾客实际愿 付多少,也忽视了竞争者的收费 -- 它向内看,而非向外 看。 7. 5 Worked example - cost-plus then break-even 7. 5 实例演练 -- 先成本加成再盈亏平衡 7. 4 Break-even analysis 7. 4 盈亏平衡分析 The break-even volume is the number of units at which total revenue exactly covers total cost - zero profit. Below it you lose money; above it you profit. The denominator (price - variable cost) is the contribution margin per unit. 盈亏平衡销量是总收入恰好覆盖总成本、利润为零时的单位 数量。低于它你亏钱;高于它你盈利。分母(价格 -可变 成本)即每单位的边际贡献。 BREAK - EVEN Break-even volume = fixed cost + (unit sell price - unit variable cost) MKB1700 . Fundamentals of Marketing AskSia Library SUBJECT BIBLE MONASH BUSINESS SCHOOL SEMESTER 1 . 2026 - - THE COMPLETE SUBJECT BIBLE Fundamentals of Marketing 市场营销基础 MASTER THE FRAMEWORKS - AND HOW EVERY CONCEPT CONNECTS. 莫纳什大学 MKB1700 · 双语学科精读 · 概念图 +口试 40% (hurdle)
• Break-even：盈亏平衡销量是 TR 刚好覆盖 TC；（price - unit variable cost）是 contribution margin per unit。[15]Source: asksia-bible-mkb1700-bilingual.pdfPRICE (CONT. ) Cost-plus & break-even 成本加成与盈亏平衡 Costs set the floor - the arithmetic the exam wants 成本设定了下限 -- 这是考试想要的算术 The company side of pricing starts from cost. Costs are split into fixed (don't change with output), variable (change per unit made) and total. Two procedures follow: cost-plus (build a price up from cost) and break- even (find the volume that covers all costs). 定价的公司一侧从成本起步。成本分为固定成本(不随产量变动)、可变成本(每多生产一单位即变动)和总成本。随之而来 两种程序:成本加成法(在成本之上构建价格)和盈亏平衡法(找到能覆盖全部成本的销量)。 7. 3 Cost-plus pricing 7. 3 成本加成定价 The simplest method: work out the unit cost, then add a mark-up. Common in the Introduction stage of the PLC, where there is little market data to price against. 最简单的方法:算出单位成本,再加上一笔加成。常见于 PLC 的导入阶段 -- 此时几乎没有市场数据可供定价参 照。 COST - PLUS Unit cost = variable cost + (fixed cost * unit sales) Sell price = unit cost + mark-up Strength: simple, ensures costs are covered. Weakness: it ignores what customers will actually pay and what competitors charge - it looks inward, not outward. 优点:简单,确保成本被覆盖。缺点:它忽视了顾客实际愿 付多少,也忽视了竞争者的收费 -- 它向内看,而非向外 看。 7. 5 Worked example - cost-plus then break-even 7. 5 实例演练 -- 先成本加成再盈亏平衡 7. 4 Break-even analysis 7. 4 盈亏平衡分析 The break-even volume is the number of units at which total revenue exactly covers total cost - zero profit. Below it you lose money; above it you profit. The denominator (price - variable cost) is the contribution margin per unit. 盈亏平衡销量是总收入恰好覆盖总成本、利润为零时的单位 数量。低于它你亏钱;高于它你盈利。分母(价格 -可变 成本)即每单位的边际贡献。 BREAK - EVEN Break-even volume = fixed cost + (unit sell price - unit variable cost) MKB1700 . Fundamentals of Marketing AskSia Library SUBJECT BIBLE MONASH BUSINESS SCHOOL SEMESTER 1 . 2026 - - THE COMPLETE SUBJECT BIBLE Fundamentals of Marketing 市场营销基础 MASTER THE FRAMEWORKS - AND HOW EVERY CONCEPT CONNECTS. 莫纳什大学 MKB1700 · 双语学科精读 · 概念图 +口试 40% (hurdle)

6.4 Place（渠道/分销）

Channel：生产者到消费者之间的链条；中间商通过提高效率减少交易次数。[27]Source: asksia-cheatsheet-mkb1700.pdfAim max profit/unit max share fast Best when new tech, fashion, low price-sensitivity price-sensitive, scale economies Risk invites entry thin margins Adjustments: discounts/allowances, segmented, psychological ($9. 99), geographic, dynamic. Mix pricing: bundle, captive, by-product, optional, line. Worked read: Kmart = everyday-low + psychological points; Qantas = dynamic demand-based fares. 11e . Price Connects FOR THE MAP Price is the most visible expression of positioning (premium vs value) and is bounded by customer value (the ceiling) and cost (the floor). It draws on the competitive structure from the environment topic and on elasticity from demand. A captive/optional case = Apple iPhone accessories. 12 . Place / Distribution W8 · CH10 W9 . CH9 The channel = the chain between producer & consumer. Intermediaries (resellers, distributors, agents, physical-distribution & financial firms) add efficiency & reduce the number of transactions (the Weet-Bix/milk/bread grid). Channel levels: Producer-> Consumer (direct) . +Retailer . +Wholesaler+Retailer . +Agent/Broker. B2B mirrors this with industrial distributors. More levels = wider reach but less control. 12b · Distribution Intensity MATCH THE PRODUCT STRATEGY |COVERAGE . FITS Intensive every outlet - convenience goods (Coke)

Channel levels（你至少要会举 2-3 种）：direct、+retailer、+wholesaler+retailer、+agent/broker。[27]Source: asksia-cheatsheet-mkb1700.pdfAim max profit/unit max share fast Best when new tech, fashion, low price-sensitivity price-sensitive, scale economies Risk invites entry thin margins Adjustments: discounts/allowances, segmented, psychological ($9. 99), geographic, dynamic. Mix pricing: bundle, captive, by-product, optional, line. Worked read: Kmart = everyday-low + psychological points; Qantas = dynamic demand-based fares. 11e . Price Connects FOR THE MAP Price is the most visible expression of positioning (premium vs value) and is bounded by customer value (the ceiling) and cost (the floor). It draws on the competitive structure from the environment topic and on elasticity from demand. A captive/optional case = Apple iPhone accessories. 12 . Place / Distribution W8 · CH10 W9 . CH9 The channel = the chain between producer & consumer. Intermediaries (resellers, distributors, agents, physical-distribution & financial firms) add efficiency & reduce the number of transactions (the Weet-Bix/milk/bread grid). Channel levels: Producer-> Consumer (direct) . +Retailer . +Wholesaler+Retailer . +Agent/Broker. B2B mirrors this with industrial distributors. More levels = wider reach but less control. 12b · Distribution Intensity MATCH THE PRODUCT STRATEGY |COVERAGE . FITS Intensive every outlet - convenience goods (Coke)

6.5 Promotion（促销）+ IMC（整合营销传播）

Promotion mix 6 tools（要会列，但更要会“连到 STP 与其他 P”）：

• Advertising / Personal selling / Sales promotion / PR & publicity / Sponsorship & events / Direct & digital。[28]Source: asksia-cheatsheet-mkb1700.pdf13c . Push vs Pull DIRECTION Push - promote to the channel (trade deals, personal selling) so they push product to buyers. Pull - promote to consumers (advertising) so they demand it from retailers. 13d . The Promotion Mix 6 TOOLS 1. Advertising - paid, mass; low cost/exposure but easy to ignore 2. Personal selling - one-to-few; can close but costly 3. Sales promotion - samples, coupons, contests; immediate sale 4. PR & publicity - credible but uncontrolled 5. Sponsorship & events 6. Direct & digital - mail, telemarketing, social, "viral" Garnier @ Australian Open = an IMC touchpoint case. Evaluate via brand/product recall, sales, share - tied to objectives. 13e . Promotion Connects FOR THE MAP Promotion communicates the positioning set in STP, and the hierarchy-of-effects ladder mirrors the consumer decision process (awareness<> need recognition, conviction<>evaluation, purchase>>purchase). IMC's whole point: every P sends one consistent message about the value promised. Tool-to-stage: advertising/PR build the cognitive rungs; sales promotion/personal selling push the behavioural rung (purchase). 14 . Marketing Planning W10 . CH2 & 15 Cycle: Understand -> Create -> Communicate -> Deliver, wrapped in research. Brooksbank (1990) 7- stage process: 1. Adopt the marketing philosophy 2. Define the business mission (IKEA vision) 3. Conduct situation analysis

IMC 核心不是“用很多工具”，而是信息一致；口试得分点在“展示连接”。[10]Source: asksia-bible-mkb1700-bilingual.pdf3 On-positioning & on-segment. The AO audience overlaps Garnier's target; the active, sun-and- sport context fits the positioning - so the ★ How to use this case in the oral 如何在口试中运用此案例 If asked to explain a Promotion node, walk the examiner through a touchpoint web like this: name the tools, map each to a ladder rung, then show the links - Promotion - STP (aimed at the target segment), Promotion - Place (push/pull through the channel), Promotion - Product/Price (message consistent with the offer). Demonstrating the connections is what earns the marks, not listing the six tools. 如果被要求解释一个促销节点,就带着考官走一遍这 样的触点网络:点名工具,把每个对应到一个阶梯级 别,然后展示关联 -- 促销→STP(瞄准目标细分市 场)、促销→渠道(沿渠道推动/拉动)、促销→产 品/价格(信息与产品供给一致)。展示连接才是得分 点,而非罗列那六个工具。 MKB1700 . Fundamentals of Marketing message decodes cleanly (overlapping fields of experience). 对位且对市场。AO 受众与 Garnier 的目标重叠;活跃的、 阳光与运动的情境契合其定位 -- 所以信息被干净地解码 (经验场重叠)。 4 Consistent with the other 3 Ps. The premium- mass positioning the promotion projects has to match Garnier's product range, price points and supermarket/pharmacy distribution - external consistency. 与其余 3P一致。促销所投射的“高端大众”定位,必须与 Garnier 的产品线、价位以及超市/药房分销相匹配 -- 外 部一致性。 IMC isn't about saying more - it's about everything saying the same thing. Map the touchpoints, climb the ladder, stay on- positioning. IMC 不在于说得更多 -- 而在于一切都说同一件事。 绘制触点、攀登阶梯、保持对位定位。 PROMOTION · MKB1700 ! Don't confuse the mix-of-tools with the message 不要把工具组合与信息相混淆 A campaign with six tools but six different messages is not IMC - it's noise. Integration is judged on message consistency across tools, not on how many tools were used. 一个用了六种工具却传达六种不同信息的营销活动不是 IMC -- 而是噪音。整合的评判标准是各工具间的信息一致性, 而非用了多少工具。 MKB1700 . Fundamentals of Marketing PLANNING . BROOKSBANK - CHAPTER . PLANNING & RESEARCH BRINGING IT TOGETHER Marketing planning - pulling the mix together 营销规划 -- 把营销组合整合起来 Where the whole semester converges: a plan that turns strategy into action 整个学期在此汇聚:一份把战略转化为行动的计划 TL;DR. Planning is where the environment scan, STP and the marketing mix stop being separate topics and become one coherent plan. MKB1700 teaches it as Brooksbank's seven-stage process: commit to the philosophy, define the mission, analyse the situation, set objectives, formulate strategy, organise, and control. The plan is judged on whether it gets implemented and controlled - "a plan is not just a document. " 一句话总结。规划正是环境扫描、STP和营销组合不再是各自分立的主题、而成为一份连贯计划之处。MKB1700 将其讲授为 Brooksbank 的七阶段流程:承诺其哲学、界定使命、分析处境、设定目标、制定战略、组织实施,以及控制。该计划的优 劣,以它是否得到实施与控制来评判 -- “一份计划不只是一份文件。” ★ What this topic asks of you 本主题对你的要求 Planning is the natural spine of your concept map - it links every other topic. Expect to order the seven stages, distinguish situation analysis vs SWOT, write a SMART objective, and trace the control loop. The recurring trap: treating SWOT as new research rather than a summary of the situation analysis. 营销计划是你概念图天然的主干 -- 它连接其余每一个主题。要预期会被要求排列七个阶段、区分态势分析与 SWOT、 写出一个 SMART 目标,并追踪控制回路。反复出现的陷阱:把 SWOT 当作新调研,而非态势分析的一个总结。 PL. 1 The marketing cycle & planning loop[28]Source: asksia-cheatsheet-mkb1700.pdf13c . Push vs Pull DIRECTION Push - promote to the channel (trade deals, personal selling) so they push product to buyers. Pull - promote to consumers (advertising) so they demand it from retailers. 13d . The Promotion Mix 6 TOOLS 1. Advertising - paid, mass; low cost/exposure but easy to ignore 2. Personal selling - one-to-few; can close but costly 3. Sales promotion - samples, coupons, contests; immediate sale 4. PR & publicity - credible but uncontrolled 5. Sponsorship & events 6. Direct & digital - mail, telemarketing, social, "viral" Garnier @ Australian Open = an IMC touchpoint case. Evaluate via brand/product recall, sales, share - tied to objectives. 13e . Promotion Connects FOR THE MAP Promotion communicates the positioning set in STP, and the hierarchy-of-effects ladder mirrors the consumer decision process (awareness<> need recognition, conviction<>evaluation, purchase>>purchase). IMC's whole point: every P sends one consistent message about the value promised. Tool-to-stage: advertising/PR build the cognitive rungs; sales promotion/personal selling push the behavioural rung (purchase). 14 . Marketing Planning W10 . CH2 & 15 Cycle: Understand -> Create -> Communicate -> Deliver, wrapped in research. Brooksbank (1990) 7- stage process: 1. Adopt the marketing philosophy 2. Define the business mission (IKEA vision) 3. Conduct situation analysis

Push vs Pull（方向概念）：

• Push：对渠道端促销，让渠道把货推给顾客；Pull：对消费者促销，让消费者去向零售商要。[28]Source: asksia-cheatsheet-mkb1700.pdf13c . Push vs Pull DIRECTION Push - promote to the channel (trade deals, personal selling) so they push product to buyers. Pull - promote to consumers (advertising) so they demand it from retailers. 13d . The Promotion Mix 6 TOOLS 1. Advertising - paid, mass; low cost/exposure but easy to ignore 2. Personal selling - one-to-few; can close but costly 3. Sales promotion - samples, coupons, contests; immediate sale 4. PR & publicity - credible but uncontrolled 5. Sponsorship & events 6. Direct & digital - mail, telemarketing, social, "viral" Garnier @ Australian Open = an IMC touchpoint case. Evaluate via brand/product recall, sales, share - tied to objectives. 13e . Promotion Connects FOR THE MAP Promotion communicates the positioning set in STP, and the hierarchy-of-effects ladder mirrors the consumer decision process (awareness<> need recognition, conviction<>evaluation, purchase>>purchase). IMC's whole point: every P sends one consistent message about the value promised. Tool-to-stage: advertising/PR build the cognitive rungs; sales promotion/personal selling push the behavioural rung (purchase). 14 . Marketing Planning W10 . CH2 & 15 Cycle: Understand -> Create -> Communicate -> Deliver, wrapped in research. Brooksbank (1990) 7- stage process: 1. Adopt the marketing philosophy 2. Define the business mission (IKEA vision) 3. Conduct situation analysis

7）Planning & Research（把全课“收口”的两章，口试很爱用来追问连接）

7.1 Marketing planning（Brooksbank 7 stages）

7 阶段（你至少要能顺序讲出来）：

• adopt marketing philosophy → define mission → situation analysis → objectives → strategy → organisation → control。[10]Source: asksia-bible-mkb1700-bilingual.pdf3 On-positioning & on-segment. The AO audience overlaps Garnier's target; the active, sun-and- sport context fits the positioning - so the ★ How to use this case in the oral 如何在口试中运用此案例 If asked to explain a Promotion node, walk the examiner through a touchpoint web like this: name the tools, map each to a ladder rung, then show the links - Promotion - STP (aimed at the target segment), Promotion - Place (push/pull through the channel), Promotion - Product/Price (message consistent with the offer). Demonstrating the connections is what earns the marks, not listing the six tools. 如果被要求解释一个促销节点,就带着考官走一遍这 样的触点网络:点名工具,把每个对应到一个阶梯级 别,然后展示关联 -- 促销→STP(瞄准目标细分市 场)、促销→渠道(沿渠道推动/拉动)、促销→产 品/价格(信息与产品供给一致)。展示连接才是得分 点,而非罗列那六个工具。 MKB1700 . Fundamentals of Marketing message decodes cleanly (overlapping fields of experience). 对位且对市场。AO 受众与 Garnier 的目标重叠;活跃的、 阳光与运动的情境契合其定位 -- 所以信息被干净地解码 (经验场重叠)。 4 Consistent with the other 3 Ps. The premium- mass positioning the promotion projects has to match Garnier's product range, price points and supermarket/pharmacy distribution - external consistency. 与其余 3P一致。促销所投射的“高端大众”定位,必须与 Garnier 的产品线、价位以及超市/药房分销相匹配 -- 外 部一致性。 IMC isn't about saying more - it's about everything saying the same thing. Map the touchpoints, climb the ladder, stay on- positioning. IMC 不在于说得更多 -- 而在于一切都说同一件事。 绘制触点、攀登阶梯、保持对位定位。 PROMOTION · MKB1700 ! Don't confuse the mix-of-tools with the message 不要把工具组合与信息相混淆 A campaign with six tools but six different messages is not IMC - it's noise. Integration is judged on message consistency across tools, not on how many tools were used. 一个用了六种工具却传达六种不同信息的营销活动不是 IMC -- 而是噪音。整合的评判标准是各工具间的信息一致性, 而非用了多少工具。 MKB1700 . Fundamentals of Marketing PLANNING . BROOKSBANK - CHAPTER . PLANNING & RESEARCH BRINGING IT TOGETHER Marketing planning - pulling the mix together 营销规划 -- 把营销组合整合起来 Where the whole semester converges: a plan that turns strategy into action 整个学期在此汇聚:一份把战略转化为行动的计划 TL;DR. Planning is where the environment scan, STP and the marketing mix stop being separate topics and become one coherent plan. MKB1700 teaches it as Brooksbank's seven-stage process: commit to the philosophy, define the mission, analyse the situation, set objectives, formulate strategy, organise, and control. The plan is judged on whether it gets implemented and controlled - "a plan is not just a document. " 一句话总结。规划正是环境扫描、STP和营销组合不再是各自分立的主题、而成为一份连贯计划之处。MKB1700 将其讲授为 Brooksbank 的七阶段流程:承诺其哲学、界定使命、分析处境、设定目标、制定战略、组织实施,以及控制。该计划的优 劣,以它是否得到实施与控制来评判 -- “一份计划不只是一份文件。” ★ What this topic asks of you 本主题对你的要求 Planning is the natural spine of your concept map - it links every other topic. Expect to order the seven stages, distinguish situation analysis vs SWOT, write a SMART objective, and trace the control loop. The recurring trap: treating SWOT as new research rather than a summary of the situation analysis. 营销计划是你概念图天然的主干 -- 它连接其余每一个主题。要预期会被要求排列七个阶段、区分态势分析与 SWOT、 写出一个 SMART 目标,并追踪控制回路。反复出现的陷阱:把 SWOT 当作新调研,而非态势分析的一个总结。 PL. 1 The marketing cycle & planning loop[30]Source: asksia-cheatsheet-mkb1700.pdfW10 . CH2 & 15 Cycle: Understand -> Create -> Communicate -> Deliver, wrapped in research. Brooksbank (1990) 7- stage process: 1. Adopt the marketing philosophy 2. Define the business mission (IKEA vision) 3. Conduct situation analysis 4. Develop marketing objectives 5. Formulate marketing strategy 6. Design the marketing organisation 7. Implement marketing control Situation analysis (Fig 2. 5): four lenses - Company (internal) · Market · Competitive · Environmental (PESTEL). Mission = a clear long-term vision of products, markets & values (IKEA's vision vs business idea). 14b . SWOT & SMART SUMMARISE . SET SWOT summarises the situation analysis (no new info). Internal = Strengths/Weaknesses (controllable); external = Opportunities/Threats (industry-wide). ~ 5 factors/box, all traceable to evidence. SMART OBJECTIVES Specific . Measurable . Actionable . Reasonable . Timely 14c . Control & Metrics A PLAN # A DOCUMENT Control loop: set goals > measure > evaluate > corrective action. Marketing metrics (awareness, preference, loyalty, satisfaction) link to financials (sales, share, ROI); Triple Bottom Line reused as a value/control measure. Objectives split: financial (profit, cash flow, ROI, ROS) + marketing (unit sales, market share, distribution penetration, new products, price). "A plan is not just a document" - implementation is the critical element . 15 . Marketing Research w11 . CH3 MkIS (Fig 3. 1): three inputs to a decision-support system - market intelligence ("what others say") . internal reports ("what you know") . market research (commissioned for a specific problem). Types: exploratory (gather info) · descriptive (characteristics) . causal (if-this-then).

两个高频陷阱：

• Situation analysis vs SWOT 要分清；SWOT 是对 situation analysis 的总结，不是新调研。[10]Source: asksia-bible-mkb1700-bilingual.pdf3 On-positioning & on-segment. The AO audience overlaps Garnier's target; the active, sun-and- sport context fits the positioning - so the ★ How to use this case in the oral 如何在口试中运用此案例 If asked to explain a Promotion node, walk the examiner through a touchpoint web like this: name the tools, map each to a ladder rung, then show the links - Promotion - STP (aimed at the target segment), Promotion - Place (push/pull through the channel), Promotion - Product/Price (message consistent with the offer). Demonstrating the connections is what earns the marks, not listing the six tools. 如果被要求解释一个促销节点,就带着考官走一遍这 样的触点网络:点名工具,把每个对应到一个阶梯级 别,然后展示关联 -- 促销→STP(瞄准目标细分市 场)、促销→渠道(沿渠道推动/拉动)、促销→产 品/价格(信息与产品供给一致)。展示连接才是得分 点,而非罗列那六个工具。 MKB1700 . Fundamentals of Marketing message decodes cleanly (overlapping fields of experience). 对位且对市场。AO 受众与 Garnier 的目标重叠;活跃的、 阳光与运动的情境契合其定位 -- 所以信息被干净地解码 (经验场重叠)。 4 Consistent with the other 3 Ps. The premium- mass positioning the promotion projects has to match Garnier's product range, price points and supermarket/pharmacy distribution - external consistency. 与其余 3P一致。促销所投射的“高端大众”定位,必须与 Garnier 的产品线、价位以及超市/药房分销相匹配 -- 外 部一致性。 IMC isn't about saying more - it's about everything saying the same thing. Map the touchpoints, climb the ladder, stay on- positioning. IMC 不在于说得更多 -- 而在于一切都说同一件事。 绘制触点、攀登阶梯、保持对位定位。 PROMOTION · MKB1700 ! Don't confuse the mix-of-tools with the message 不要把工具组合与信息相混淆 A campaign with six tools but six different messages is not IMC - it's noise. Integration is judged on message consistency across tools, not on how many tools were used. 一个用了六种工具却传达六种不同信息的营销活动不是 IMC -- 而是噪音。整合的评判标准是各工具间的信息一致性, 而非用了多少工具。 MKB1700 . Fundamentals of Marketing PLANNING . BROOKSBANK - CHAPTER . PLANNING & RESEARCH BRINGING IT TOGETHER Marketing planning - pulling the mix together 营销规划 -- 把营销组合整合起来 Where the whole semester converges: a plan that turns strategy into action 整个学期在此汇聚:一份把战略转化为行动的计划 TL;DR. Planning is where the environment scan, STP and the marketing mix stop being separate topics and become one coherent plan. MKB1700 teaches it as Brooksbank's seven-stage process: commit to the philosophy, define the mission, analyse the situation, set objectives, formulate strategy, organise, and control. The plan is judged on whether it gets implemented and controlled - "a plan is not just a document. " 一句话总结。规划正是环境扫描、STP和营销组合不再是各自分立的主题、而成为一份连贯计划之处。MKB1700 将其讲授为 Brooksbank 的七阶段流程:承诺其哲学、界定使命、分析处境、设定目标、制定战略、组织实施,以及控制。该计划的优 劣,以它是否得到实施与控制来评判 -- “一份计划不只是一份文件。” ★ What this topic asks of you 本主题对你的要求 Planning is the natural spine of your concept map - it links every other topic. Expect to order the seven stages, distinguish situation analysis vs SWOT, write a SMART objective, and trace the control loop. The recurring trap: treating SWOT as new research rather than a summary of the situation analysis. 营销计划是你概念图天然的主干 -- 它连接其余每一个主题。要预期会被要求排列七个阶段、区分态势分析与 SWOT、 写出一个 SMART 目标,并追踪控制回路。反复出现的陷阱:把 SWOT 当作新调研,而非态势分析的一个总结。 PL. 1 The marketing cycle & planning loop[30]Source: asksia-cheatsheet-mkb1700.pdfW10 . CH2 & 15 Cycle: Understand -> Create -> Communicate -> Deliver, wrapped in research. Brooksbank (1990) 7- stage process: 1. Adopt the marketing philosophy 2. Define the business mission (IKEA vision) 3. Conduct situation analysis 4. Develop marketing objectives 5. Formulate marketing strategy 6. Design the marketing organisation 7. Implement marketing control Situation analysis (Fig 2. 5): four lenses - Company (internal) · Market · Competitive · Environmental (PESTEL). Mission = a clear long-term vision of products, markets & values (IKEA's vision vs business idea). 14b . SWOT & SMART SUMMARISE . SET SWOT summarises the situation analysis (no new info). Internal = Strengths/Weaknesses (controllable); external = Opportunities/Threats (industry-wide). ~ 5 factors/box, all traceable to evidence. SMART OBJECTIVES Specific . Measurable . Actionable . Reasonable . Timely 14c . Control & Metrics A PLAN # A DOCUMENT Control loop: set goals > measure > evaluate > corrective action. Marketing metrics (awareness, preference, loyalty, satisfaction) link to financials (sales, share, ROI); Triple Bottom Line reused as a value/control measure. Objectives split: financial (profit, cash flow, ROI, ROS) + marketing (unit sales, market share, distribution penetration, new products, price). "A plan is not just a document" - implementation is the critical element . 15 . Marketing Research w11 . CH3 MkIS (Fig 3. 1): three inputs to a decision-support system - market intelligence ("what others say") . internal reports ("what you know") . market research (commissioned for a specific problem). Types: exploratory (gather info) · descriptive (characteristics) . causal (if-this-then).
• SMART objectives：Specific/Measurable/Actionable/Reasonable/Timely。[30]Source: asksia-cheatsheet-mkb1700.pdfW10 . CH2 & 15 Cycle: Understand -> Create -> Communicate -> Deliver, wrapped in research. Brooksbank (1990) 7- stage process: 1. Adopt the marketing philosophy 2. Define the business mission (IKEA vision) 3. Conduct situation analysis 4. Develop marketing objectives 5. Formulate marketing strategy 6. Design the marketing organisation 7. Implement marketing control Situation analysis (Fig 2. 5): four lenses - Company (internal) · Market · Competitive · Environmental (PESTEL). Mission = a clear long-term vision of products, markets & values (IKEA's vision vs business idea). 14b . SWOT & SMART SUMMARISE . SET SWOT summarises the situation analysis (no new info). Internal = Strengths/Weaknesses (controllable); external = Opportunities/Threats (industry-wide). ~ 5 factors/box, all traceable to evidence. SMART OBJECTIVES Specific . Measurable . Actionable . Reasonable . Timely 14c . Control & Metrics A PLAN # A DOCUMENT Control loop: set goals > measure > evaluate > corrective action. Marketing metrics (awareness, preference, loyalty, satisfaction) link to financials (sales, share, ROI); Triple Bottom Line reused as a value/control measure. Objectives split: financial (profit, cash flow, ROI, ROS) + marketing (unit sales, market share, distribution penetration, new products, price). "A plan is not just a document" - implementation is the critical element . 15 . Marketing Research w11 . CH3 MkIS (Fig 3. 1): three inputs to a decision-support system - market intelligence ("what others say") . internal reports ("what you know") . market research (commissioned for a specific problem). Types: exploratory (gather info) · descriptive (characteristics) . causal (if-this-then).

7.2 Research / MkIS（信息系统）——“信息引擎”说法很加分

你可以在口试里把 research 框成：“the information engine the rest of the unit runs on”（调研是驱动整套循环的信息引擎）。[12]Source: asksia-bible-mkb1700-bilingual.pdf- Transparency - be honest about who is researching and why. 透明 -- 诚实告知谁在做调研、为何而做。 MKB1700 · Fundamentals of Marketing Responsibilities to clients & participants - competent, fair, no deception. 对客户与参与者的责任 -- 胜任、公平、不欺骗。 - Privacy - aligned to the Australian Privacy Principles / Privacy Act: informed consent, secure data, no re- purposing without permission. 隐私 -- 与《澳大利亚隐私原则》/《隐私法》对齐:知情同意、数据安全、未经许可不得另作他用。 - Legal & ethical adherence - comply with the law and professional standards throughout. 法律与伦理遵从 -- 全程遵守法律和专业标准。 ★ How research links across the map 调研如何贯穿整张概念图 Research is the continuous wrapper around the whole marketing cycle: it feeds the situation analysis (planning), it identifies segments (STP), it measures promotion effectiveness, and it tracks the metrics in the control loop. In the oral, frame research as "the information engine the rest of the unit runs on" - that shows you see the connections. 调研是环绕整个营销周期的持续外壳:它供给态势分析(计划),它识别细分市场(STP),它衡量促销效果,它追踪控 制回路中的指标。在口试里,把调研框定为“本单元其余部分赖以运转的信息引擎” -- 这表明你看见了连接。 Define the problem first, exhaust secondary data, then choose qual for why and quant for how many - ethically, every time. 先定义问题,用尽二手数据,再选定性问为什么、定量问有多少 -- 而且每一次都合乎伦理。 RESEARCH . MKB1700 MKB1700 . Fundamentals of Marketing CONCEPT MAP . WHAT CHAPTER . THE CONCEPT MAP THE SIGNATURE ASSESSMENT Build & defend the concept map 构建并辩护你的概念图 The 55% spine of the unit: a map you draw, then justify out loud 占本门课 55% 的主干:一张你亲手绘制、再口头论证的概念图 TL;DR. MKB1700's distinctive assessment is a concept map (15% artefact) that you then defend in a 1-on-1 oral exam (40%, a hurdle - together 55%). A concept map is hierarchical nodes (concepts at big / middle / small levels) joined by labelled relationship links (each line names how two concepts relate). You are marked on the quality of the connections - not how many terms you can list. The oral tests whether you can explain why every node, level and link is there. You can only defend a map you genuinely built. 一句话总结。MKB1700 与众不同的考核是一张概念图(15% 的作品),你随后要在一场一对一口试中为其辩护(40%,一道 门槛 -- 合计 55%)。概念图是由带标签的关系连接所连起的分层节点(概念分大/中/小三个层次,每条连线都命名了两 个概念如何相关)。你被评分的是连接的质量 -- 而非你能罗列多少术语。口试考查你能否解释为何每个节点、每个层次、每 条连接都在那里。你只能为一张你真正搭建过的图辩护。 ★ Why this design exists (and what it rewards) 此设计为何存在(以及它奖励什么) The artefact-plus-oral pairing makes copying useless and rote memory insufficient. The marks go to understanding how the pieces CONNECT, not recall. So this chapter is less "content" and more method: how to choose nodes, set levels, draw and word links, and talk through them live. “成品+口试”的配对使抄袭无用、死记硬背不足。分数归于理解各部分如何连接,而非记忆。所以这一章与其说是“内 容”,不如说是方法:如何选择节点、设定层级、画出并措辞关联,并现场把它们讲清楚。 cMl. 1 What a concept map is made of CM. 1 概念图由什么构成 - Nodes - the concepts (e. g. STP, Segmentation, Positioning, Marketing mix). 节点 -- 各个概念(例如 STP、市场细分、市场定位、营销 组合)。 - Levels of hierarchy - "big" organising concepts at the top, "middle" concepts beneath, smaller / detail concepts below those.

研究流程（5 步）：define problem → design → collect → analyse → report findings。[23]Source: asksia-cheatsheet-mkb1700.pdf15c . Improving Profit BROOKSBANK Two levers: increase volume (expand/penetrate the market, convert non-users, raise usage rate, win competitors' customers) or improve productivity (raise price, cut costs, rationalise the product mix). 15b · The Research Process 5 STEPS 1. Define the problem - symptoms vs problem -> research brief 2. Research design - method & plan 3. Data collection 4. Data analysis 5. Findings - report: brief, method, results, limits, insight Data: secondary first (ABS, Nielsen, Roy Morgan, IBISWorld - already exists) then primary (collected for this purpose). Methods: quant = surveys, experiments; qual = depth interviews, focus groups, observation. Ethics: AMSRS code + Privacy Act. 16 . HOW IT CONNECTS THE CONCEPT-MAP CHEAT The whole unit is one value chain - the spine to draw & defend: THE THROUGH-LINE ENVIRONMENT (micro/macro) - understand the CUSTOMER & their VALUE - STP (segment . target . position) - MARKETING MIX (4/7 Ps deliver the value) - PLANNING & CONTROL (research feeds back) Every concept is a node hanging off "creating & delivering customer value. " 16b . The Through- LINK LABELS THAT Lines WIN · Value threads all of it: needs->value types->positioning->each P

数据：secondary first，然后才 primary；qual vs quant：qual 问 why/how，quant 问 how-many。[23]Source: asksia-cheatsheet-mkb1700.pdf15c . Improving Profit BROOKSBANK Two levers: increase volume (expand/penetrate the market, convert non-users, raise usage rate, win competitors' customers) or improve productivity (raise price, cut costs, rationalise the product mix). 15b · The Research Process 5 STEPS 1. Define the problem - symptoms vs problem -> research brief 2. Research design - method & plan 3. Data collection 4. Data analysis 5. Findings - report: brief, method, results, limits, insight Data: secondary first (ABS, Nielsen, Roy Morgan, IBISWorld - already exists) then primary (collected for this purpose). Methods: quant = surveys, experiments; qual = depth interviews, focus groups, observation. Ethics: AMSRS code + Privacy Act. 16 . HOW IT CONNECTS THE CONCEPT-MAP CHEAT The whole unit is one value chain - the spine to draw & defend: THE THROUGH-LINE ENVIRONMENT (micro/macro) - understand the CUSTOMER & their VALUE - STP (segment . target . position) - MARKETING MIX (4/7 Ps deliver the value) - PLANNING & CONTROL (research feeds back) Every concept is a node hanging off "creating & delivering customer value. " 16b . The Through- LINK LABELS THAT Lines WIN · Value threads all of it: needs->value types->positioning->each P[12]Source: asksia-bible-mkb1700-bilingual.pdf- Transparency - be honest about who is researching and why. 透明 -- 诚实告知谁在做调研、为何而做。 MKB1700 · Fundamentals of Marketing Responsibilities to clients & participants - competent, fair, no deception. 对客户与参与者的责任 -- 胜任、公平、不欺骗。 - Privacy - aligned to the Australian Privacy Principles / Privacy Act: informed consent, secure data, no re- purposing without permission. 隐私 -- 与《澳大利亚隐私原则》/《隐私法》对齐:知情同意、数据安全、未经许可不得另作他用。 - Legal & ethical adherence - comply with the law and professional standards throughout. 法律与伦理遵从 -- 全程遵守法律和专业标准。 ★ How research links across the map 调研如何贯穿整张概念图 Research is the continuous wrapper around the whole marketing cycle: it feeds the situation analysis (planning), it identifies segments (STP), it measures promotion effectiveness, and it tracks the metrics in the control loop. In the oral, frame research as "the information engine the rest of the unit runs on" - that shows you see the connections. 调研是环绕整个营销周期的持续外壳:它供给态势分析(计划),它识别细分市场(STP),它衡量促销效果,它追踪控 制回路中的指标。在口试里,把调研框定为“本单元其余部分赖以运转的信息引擎” -- 这表明你看见了连接。 Define the problem first, exhaust secondary data, then choose qual for why and quant for how many - ethically, every time. 先定义问题,用尽二手数据,再选定性问为什么、定量问有多少 -- 而且每一次都合乎伦理。 RESEARCH . MKB1700 MKB1700 . Fundamentals of Marketing CONCEPT MAP . WHAT CHAPTER . THE CONCEPT MAP THE SIGNATURE ASSESSMENT Build & defend the concept map 构建并辩护你的概念图 The 55% spine of the unit: a map you draw, then justify out loud 占本门课 55% 的主干:一张你亲手绘制、再口头论证的概念图 TL;DR. MKB1700's distinctive assessment is a concept map (15% artefact) that you then defend in a 1-on-1 oral exam (40%, a hurdle - together 55%). A concept map is hierarchical nodes (concepts at big / middle / small levels) joined by labelled relationship links (each line names how two concepts relate). You are marked on the quality of the connections - not how many terms you can list. The oral tests whether you can explain why every node, level and link is there. You can only defend a map you genuinely built. 一句话总结。MKB1700 与众不同的考核是一张概念图(15% 的作品),你随后要在一场一对一口试中为其辩护(40%,一道 门槛 -- 合计 55%)。概念图是由带标签的关系连接所连起的分层节点(概念分大/中/小三个层次,每条连线都命名了两 个概念如何相关)。你被评分的是连接的质量 -- 而非你能罗列多少术语。口试考查你能否解释为何每个节点、每个层次、每 条连接都在那里。你只能为一张你真正搭建过的图辩护。 ★ Why this design exists (and what it rewards) 此设计为何存在(以及它奖励什么) The artefact-plus-oral pairing makes copying useless and rote memory insufficient. The marks go to understanding how the pieces CONNECT, not recall. So this chapter is less "content" and more method: how to choose nodes, set levels, draw and word links, and talk through them live. “成品+口试”的配对使抄袭无用、死记硬背不足。分数归于理解各部分如何连接,而非记忆。所以这一章与其说是“内 容”,不如说是方法:如何选择节点、设定层级、画出并措辞关联,并现场把它们讲清楚。 cMl. 1 What a concept map is made of CM. 1 概念图由什么构成 - Nodes - the concepts (e. g. STP, Segmentation, Positioning, Marketing mix). 节点 -- 各个概念(例如 STP、市场细分、市场定位、营销 组合)。 - Levels of hierarchy - "big" organising concepts at the top, "middle" concepts beneath, smaller / detail concepts below those.

MkIS：market intelligence + internal reports + market research 输入 decision-support system。[30]Source: asksia-cheatsheet-mkb1700.pdfW10 . CH2 & 15 Cycle: Understand -> Create -> Communicate -> Deliver, wrapped in research. Brooksbank (1990) 7- stage process: 1. Adopt the marketing philosophy 2. Define the business mission (IKEA vision) 3. Conduct situation analysis 4. Develop marketing objectives 5. Formulate marketing strategy 6. Design the marketing organisation 7. Implement marketing control Situation analysis (Fig 2. 5): four lenses - Company (internal) · Market · Competitive · Environmental (PESTEL). Mission = a clear long-term vision of products, markets & values (IKEA's vision vs business idea). 14b . SWOT & SMART SUMMARISE . SET SWOT summarises the situation analysis (no new info). Internal = Strengths/Weaknesses (controllable); external = Opportunities/Threats (industry-wide). ~ 5 factors/box, all traceable to evidence. SMART OBJECTIVES Specific . Measurable . Actionable . Reasonable . Timely 14c . Control & Metrics A PLAN # A DOCUMENT Control loop: set goals > measure > evaluate > corrective action. Marketing metrics (awareness, preference, loyalty, satisfaction) link to financials (sales, share, ROI); Triple Bottom Line reused as a value/control measure. Objectives split: financial (profit, cash flow, ROI, ROS) + marketing (unit sales, market share, distribution penetration, new products, price). "A plan is not just a document" - implementation is the critical element . 15 . Marketing Research w11 . CH3 MkIS (Fig 3. 1): three inputs to a decision-support system - market intelligence ("what others say") . internal reports ("what you know") . market research (commissioned for a specific problem). Types: exploratory (gather info) · descriptive (characteristics) . causal (if-this-then).

8）你现在就能照做的“Final 口试冲刺清单”（最省命）

A. 先做一张你能讲出来的地图（不要追求大）：

• 大节点只放主干：Environment → STP → Mix → Value →（Research & Planning wrap）。[9]Source: asksia-bible-mkb1700-bilingual.pdfMost tutorials from Week 2 include a concept-mapping block; Week 10 maps the Planning topic and Week 11 reviews printed A3 drafts for feedback before submission. Treat your weekly reflections as raw nodes and grow the map all semester - that is also how you rehearse for the oral. 第2 周起的多数辅导课都包含一个概念图模块;第10周绘制营销计划主题,第11周在提交前评审打印出的 A3 草稿以 给予反馈。把你的每周反思当作原始节点,整个学期不断扩充这张图 -- 这也正是你为口试排练的方式。 - MKB1700 . Fundamentals of Marketing CONCEPT MAP . WEB CHAPTER . CONCEPT MAP (CONT. ) HOW IT ALL CONNECTS The connection web of MKB1700 MKB1700 的关联网络 The one storyline that links every topic: environment - STP - mix - value 贯穿每个主题的唯一主线:环境→ STP→ 营销组合→价值 Behind the whole unit is a single storyline. If your map tells this story with well-worded links, the oral writes itself. The spine: scan the environment - choose who to serve and how (STP) - build the mix to deliver it - create value - with research and planning wrapping the loop. 整门课程的背后是一条单一的故事线。如果你的图用措辞讲究的连接讲出这个故事,口试便会自动写就。这条脊柱是:扫描环 境→选择服务谁、如何服务(STP)→搭建组合来交付它→创造价值 -- 其外有调研与规划包裹着这个环。 THE SPINE OF THE WHOLE UNIT VALUE (the central theme) Marketing environment - STP - Marketing mix (7Ps) - Value delivered & exchanged wrapped by - Research (information) + Planning (control loop) cMl. 3 A worked "connection web" - example links CM. 3 一个演练版“关联网络” -- 示例连接 From node Linking phrase To node The backbone (big-level chain) Marketing exists to create & exchange Value (Smith & Colgate) Marketing environment is scanned by Situation analysis Situation analysis informs the choice of STP STP[18]Source: asksia-cheatsheet-mkb1700.pdf4. Data analysis 5. Findings - report: brief, method, results, limits, insight Data: secondary first (ABS, Nielsen, Roy Morgan, IBISWorld - already exists) then primary (collected for this purpose). Methods: quant = surveys, experiments; qual = depth interviews, focus groups, observation. Ethics: AMSRS code + Privacy Act. 16 . HOW IT CONNECTS THE CONCEPT-MAP CHEAT The whole unit is one value chain - the spine to draw & defend: THE THROUGH-LINE ENVIRONMENT (micro/macro) - understand the CUSTOMER & their VALUE - STP (segment . target . position) - MARKETING MIX (4/7 Ps deliver the value) - PLANNING & CONTROL (research feeds back) Every concept is a node hanging off "creating & delivering customer value. " 16b . The Through- LINK LABELS THAT Lines WIN · Value threads all of it: needs->value types->positioning->each P · PESTEL/competition feeds situation analysis & SWOT · STP > mix: positioning dictates every P · Hierarchy of effects > buyer decision process stages 17 . Oral Exam Discipline 40% . HURDLE
• 每条线都必须写 label，禁止空线/“relates to”。[16]Source: asksia-bible-mkb1700-bilingual.pdfIs-a / type-of "is a type of", "is one of the" Part-of / component "is a component of", "is one of the 7" Causes / leads to "leads to", "triggers", "drives" Feeds / informs "feeds into", "informs", "is scanned byʹ Is measured / judged by "is measured by", "is judged against" Must be consistent with "must be consistent with", "aligns to" ! Banned: the unlabelled line and the vague "relates to" 禁忌:无标签的连线与含糊的“与. . 相关 A line with no phrase, or a limp "is related to", earns nothing - it makes no claim. Force every link to say something specific and true. If you can't word the relationship, you don't yet understand the connection. 一条没有短语的线,或一句软绵绵的“与 . . . 相关”,得 不到分 -- 它没有作出任何主张。强迫每一条关联都 说出具体而真实的东西。如果你无法措辞这层关系, 你就还没有理解这个连接。 MKB1700 . Fundamentals of Marketing 小层级:细节 -- 促销之下:六个工具、效果层级、推动/ 拉动。 4 Defend each placement: be ready to say why a concept sits where it does (e. g. "positioning is middle-level because it's a component of STP"). 为每处摆放辩护:要准备好说出一个概念为何处在它所在之 处(例如“市场定位属中层级,因为它是 STP的一个组成部 分”)。 ✓ The arrow direction is a claim too 箭头方向同样是一种主张 Direction encodes which way the relationship runs - Environment -informs- STP, not the reverse. Get the arrow right and the examiner sees you understand cause and sequence. 方向编码了这层关系的走向 -- 环境→告知→ STP, 而非反过来。把箭头画对,考官就看出你理解因果与 次序。 i Use the provided template & rubric 使用所提供的模板与评分量表 A template and rubric are supplied. Follow the template's layout conventions and check your draft against every rubric line before the Friday submission - and bring the printed A3 draft to the Week 11 feedback session. 会提供一份模板和评分量规。遵循模板的版式约定,并在周五提交前对照量规的每一行检查你的草稿 -- 还要把打印好 的 A3 草稿带到第 11 周的反馈环节。 - MKB1700 . Fundamentals of Marketing CONCEPT MAP . ORAL - CHAPTER . CONCEPT MAP (CONT. )[8]Source: asksia-bible-mkb1700-bilingual.pdf- 层级结构 -- “大”的组织性概念在顶端,“中”的概念在其 下,更小/细节的概念在那之下。 - - Labelled links - the lines between nodes, each one carrying a linking phrase that names the relationship ("is a type of", "feeds into", "is judged by"). 带标注的关联 -- 节点之间的线条,每一条都承载一个命名 其关系的连接短语(“是 . . . 的一种”、“供给入”、“由 . . . 评 判”)。 ✓ Read a map as sentences 把概念图当作句子来读 A good link reads as a short sentence: node - linking phrase - node. "Marketing environment -is scanned by- Situation analysis" is a claim you can defend. "Environment -- SWOT" with a blank line is not. The wording of the link is where the marks are. 一条好的关联读起来像一个短句:节点 一 连接短语 →节点。“营销环境 一被 . . . 扫描→态势分析”是一个 你能为之辩护的主张。“环境一→ SWOT”配一条空白 线则不是。关联的措辞才是得分所在。 MKB1700 · Fundamentals of Marketing - Cross-links - the prized lines that connect different branches of the map (e. g. Buyer behaviour - Segmentation). 交叉关联 -- 连接图中不同分支的那些宝贵线条(例如 购 买者行为 → 市场细分)。 ! A map is not a mind-map or a list 概念图不是思维导图,也不是清单 Bubbles with no labelled lines, or a tidy outline of every term, both miss the point. The unit marks correct, meaningful, well-worded connections - a smaller map with great links beats a huge map of unlabelled bubbles. 没有标注线条的气泡,或把每个术语整齐列出的提 纲,都没抓到要点。本单元评判的是正确、有意义、 措辞良好的连接 -- 一张带有出色关联的小图,胜过 一张满是无标注气泡的大图。 CM. 2 What you are marked on CM. 2 你的得分点是什么 Criterion (paraphrased) What good looks like Correct connections Links state relationships that are actually true of marketing Meaningful link labels Every line is worded; the phrase names the real relationship Organisation & hierarchy Big - middle - small levels make logical sense Readability Uncluttered, legible, follows the provided template Coverage of the unit Spans the whole semester, not one favourite topic i It is built incrementally - don't leave it to Week 11 它是逐步搭建的 -- 别拖到第11周

B. 练口试的 4 个“为什么”（每个节点都准备 20 秒答案）：

• why include / why level / why link / why wording + arrow。[5]Source: asksia-bible-mkb1700-bilingual.pdfTHE 40% HURDLE The interactive oral - defending your map 互动口试 -- 为你的概念图辩护 A 1-on-1 conversation where you justify every node, level and link 一场一对一的对话,你要为每个节点、层级和连接给出理由 The oral is an in-person, on-campus 1-on-1 conversation with an examiner, structured around the map you submitted - four questions / conversations in total (their nature is previewed in Week 12). It is a threshold hurdle: you must pass it (and attend) to pass the unit, and it covers the whole semester. Your map is effectively your "exam notes" that you talk through and justify live. 口试是一场当面的、在校园内进行的一对一对话,围绕你所提交的图来组织 -- 总共四个问题/对话(其性质在第12周先行 预告)。它是一道门槛性关卡:你必须通过它(并亲自到场),才能通过 MKB1700,而它覆盖整个学期。你的图实际上就是你 那份要现场讲解并论证的“考试笔记”。 - cm. 7 What you'll be asked to justify CM. 7 你将被要求论证什么 - Why include this concept? - its role in marketing. 为何收入这个概念 ?-- 它在营销中的角色。 - Why at this level? - why big / middle / small. 为何放在这一层 ?-- 为何是大/中/小。 - Why is this linked to that? - the relationship behind the line. 为何把这个与那个相连 ?-- 线条背后的关系。 > Why this exact wording? - defend your linking phrase and arrow direction. 为何正是这样的措辞 ?-- 为你的连接短语和箭头方向辩 护。 CM. 8 Defence tactics CM. 8 辩护策略 1 Lead with the backbone. Open by walking the big-level chain - it frames everything and shows you see the system. 以主干开场。开篇就梳理大层级链条 -- 它框定一切,并表 明你看见了这个系统。 2 Speak the link as a sentence. "Buyer behaviour reveals the bases for segmentation, because the influences on a buyer are exactly what we segment on. " 把关联当作句子说出来。“购买者行为揭示了市场细分的依 据,因为作用于买家的那些影响因素,正是我们用来细分的 东西。” 3 Back claims with a case. Anchor a link in a unit example (Kmart for repositioning, Garnier for IMC) - evidence beats assertion. 用案例支撑主张。把一条关联锚定在一个单元例子上 (Kmart 对应重新定位,Garnier 对应 IMC) -- 证据胜过 断言。 4 Concede gracefully. If a link is weak, say how you'd reword or redraw it. Showing judgement scores; defending a wrong line to the death does not. 得体地让步。如果一条关联薄弱,就说出你会如何重新措辞 或重画它。展现判断力能得分;为一条错误的线据死力辩护 则不会。 MKB1700 . Fundamentals of Marketing ★ Prepare by talking, not re-reading 靠讲述来备考,而非反复阅读 Recognition is not recall, and the oral is pure recall- under-questioning. Rehearse out loud: trace your spine (environment - STP - mix -> value), then have a friend point at random links and ask "why this one, why here, why those words?" If you can narrate the map without notes, you will clear the hurdle. 再认不等于回想,而口试是纯粹的“被追问下的回 想”。大声排练:梳理你的主干(环境→ STP→营销 组合→价值),然后让朋友随机指向关联并追问“为什 么是这条、为什么放这里、为什么用这些词?”。如果 你能不看笔记把整张图叙述出来,就能闯过这道关 卡。[16]Source: asksia-bible-mkb1700-bilingual.pdfIs-a / type-of "is a type of", "is one of the" Part-of / component "is a component of", "is one of the 7" Causes / leads to "leads to", "triggers", "drives" Feeds / informs "feeds into", "informs", "is scanned byʹ Is measured / judged by "is measured by", "is judged against" Must be consistent with "must be consistent with", "aligns to" ! Banned: the unlabelled line and the vague "relates to" 禁忌:无标签的连线与含糊的“与. . 相关 A line with no phrase, or a limp "is related to", earns nothing - it makes no claim. Force every link to say something specific and true. If you can't word the relationship, you don't yet understand the connection. 一条没有短语的线,或一句软绵绵的“与 . . . 相关”,得 不到分 -- 它没有作出任何主张。强迫每一条关联都 说出具体而真实的东西。如果你无法措辞这层关系, 你就还没有理解这个连接。 MKB1700 . Fundamentals of Marketing 小层级:细节 -- 促销之下:六个工具、效果层级、推动/ 拉动。 4 Defend each placement: be ready to say why a concept sits where it does (e. g. "positioning is middle-level because it's a component of STP"). 为每处摆放辩护:要准备好说出一个概念为何处在它所在之 处(例如“市场定位属中层级,因为它是 STP的一个组成部 分”)。 ✓ The arrow direction is a claim too 箭头方向同样是一种主张 Direction encodes which way the relationship runs - Environment -informs- STP, not the reverse. Get the arrow right and the examiner sees you understand cause and sequence. 方向编码了这层关系的走向 -- 环境→告知→ STP, 而非反过来。把箭头画对,考官就看出你理解因果与 次序。 i Use the provided template & rubric 使用所提供的模板与评分量表 A template and rubric are supplied. Follow the template's layout conventions and check your draft against every rubric line before the Friday submission - and bring the printed A3 draft to the Week 11 feedback session. 会提供一份模板和评分量规。遵循模板的版式约定,并在周五提交前对照量规的每一行检查你的草稿 -- 还要把打印好 的 A3 草稿带到第 11 周的反馈环节。 - MKB1700 . Fundamentals of Marketing CONCEPT MAP . ORAL - CHAPTER . CONCEPT MAP (CONT. )

C. 每个大概念配一个案例（证据）：

• 你这份 cheatsheet 给了关键案例池：Kmart（repositioning）、Arnott’s–Coles（channel power）、Garnier @ Aus Open（IMC）、IKEA（mission）等。[13]Source: asksia-cheatsheet-mkb1700.pdfYou explain & defend your map 1-on-1: why each node, why its level, why each labelled link. Justify placement & relationship wording, not just terms; rehearse "X links to Y because . . . " out loud; pin a real case to each big concept. Key cases: Kmart (repositioning) . Arnott's-Coles (channel power) · Garnier @ Aus Open (IMC) · Coca-Cola Amatil (intensive/franchise) . snack-food (benefit segmentation) · IKEA (mission). SIA > A correct, well-labelled link beats another node. Build a map you can defend. asksia. ai/cheatsheet/ monash-mkb1700 · side 2/2 AskSia STUDY SHEET SERIES ORAL 40% . HURDLE Compiled by AskSia . mapped to the MKB1700 syllabus . asksia. ai/cheatsheet/monash-mkb1700 oral exam 40% (hurdle) . check your current unit guide . @ 2026 good luck. connect the concepts. SKIMMING PENETRATION

9）我需要你回我 2 个信息，我就能把“复习重点”继续细化成你专属的口试问答稿

• 你口试大概是哪一天（或 exam period 的哪一周）？
• 你现在概念图做到什么程度：
  • ① 还没开始
  • ② 有主干但连接词很虚
  • ③ 节点很多但结构乱
  • ④ 基本完成，想练“追问”