MKB1700

• 你该背什么（定义句）
• 你该会什么（连接句：X links to Y because ...）
• 你该练什么（口试四类追问：why node/why level/why link/why wording）[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

0）先把“评分逻辑”想对：你在被考什么？

• 而是：你的连接是否正确、是否有意义、是否写得具体，以及你的图是否有层级（big/middle/small）、是否可读、是否覆盖全学期。[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[11]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.

• 为什么要放这个概念（它在营销里的角色）？[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。
• 为什么放在这个层级（大/中/小）？[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。[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
• 为什么要连这两个（线背后的关系是什么）？[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。[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
• 为什么要用“这句”连接短语、箭头为什么朝这边？（措辞+方向都是主张）[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. )

1）全课“主干脊柱”（你概念图的大层级必备）

• Environment（微观/宏观）→ Customer & Value → STP（Seg/Target/Position）→ Marketing Mix（4/7Ps）→ Planning & Control（Research反馈）。[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[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

• “我们先扫描环境，再理解顾客需要与价值，然后做STP决定服务谁与如何被看见，接着用4/7Ps把定位交付出来，最后用规划与调研形成控制回路持续修正。”[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[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).

2）必须背熟的“定义句”（口试/小测都用得上）

2.1 Marketing（AMA定义：四个动词）

• Marketing 是一套活动/制度/过程，用来creating / communicating / delivering / exchanging 有价值的供给物，价值流向顾客、伙伴与社会。[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.[24]Source: asksia-cheatsheet-mkb1700.pdfSegmentation, 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 . 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
• 口试常见加问（你答法要像“商业逻辑”）：利润=收入-成本；收入来自顾客，所以营销是“获得顾客并让他们持续回来”。[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.[24]Source: asksia-cheatsheet-mkb1700.pdfSegmentation, 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 . 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

2.2 Marketing concept / orientation（五种导向演化）

• 五种导向：Production / Product / Selling / Marketing / Societal（由“以产为中心”走向“以顾客+社会长期福祉为中心”）。[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.[24]Source: asksia-cheatsheet-mkb1700.pdfSegmentation, 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 . 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
• 考点用法：把它连到“内部环境（internal environment）”——企业选择的导向属于内部环境的一部分。[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.[24]Source: asksia-cheatsheet-mkb1700.pdfSegmentation, 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 . 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

2.3 Exchange（交换）

• Exchange：通过提供某物来换取想要的东西；可分 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.[24]Source: asksia-cheatsheet-mkb1700.pdfSegmentation, 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 . 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

2.4 Customer Value（价值：这门课的“中心主题”）

• Value（Zeithaml）：你得到的benefits 相对你付出的cost/sacrifice。[24]Source: asksia-cheatsheet-mkb1700.pdfSegmentation, 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 . 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[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：四种价值类型（非常核心，反复连接到Product/Price/Involvement/Positioning）：
  • Functional（功能/性能/效用）
  • Experiential（感受/体验/感官愉悦）
  • Symbolic（自我形象/身份/表达）
  • Cost/Sacrifice（价格+心理成本+精力+时间+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。

2.5 Needs / Wants / Demands（必考区分）

• Need：匮乏状态（生理/社交/自我表达）；不是营销者创造，先于营销存在。[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：需要的具体形式（受文化与个体塑造）；营销者会塑造wants。[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：有购买力与支付意愿支撑的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
• 口试可直接套用例子链条（饥饿→想吃某个具体食物→你有钱并愿意买）。[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

2.6 Satisfaction（满意）

• Satisfaction = 实际表现 vs 期望；会体现在购后行为。[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[29]Source: asksia-cheatsheet-mkb1700.pdfright 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 4. Esteem - status, recognition 5. Self-actualisation - fulfilment 4c . Key Terms W2 Product = a good, service or idea offered for exchange (goods/services/places/ideas/people/orgs). Market (Kotler) = the set of all actual & potential buyers; size set by demand. Customer vs consumer: customer = purchaser (for self or others); consumer = user. Marketing mix = the controllable 4/7 Ps. 4d . Why It Connects FOR THE MAP These foundations are the root nodes of the whole map: a need becomes a want, the firm offers value through an exchange, and the four value types decide which benefits the later mix must deliver. Maslow + value types map a need-level onto a value-type - a high-scoring link to draw. -- SIA > Don't over-claim a CLV formula - the unit only talks "current + future revenue. " Say it that way in the oral.
• 提醒：材料明确提示不要硬背“CLV公式”，本单元更偏“current + future revenue”的表述方式。[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[29]Source: asksia-cheatsheet-mkb1700.pdfright 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 4. Esteem - status, recognition 5. Self-actualisation - fulfilment 4c . Key Terms W2 Product = a good, service or idea offered for exchange (goods/services/places/ideas/people/orgs). Market (Kotler) = the set of all actual & potential buyers; size set by demand. Customer vs consumer: customer = purchaser (for self or others); consumer = user. Marketing mix = the controllable 4/7 Ps. 4d . Why It Connects FOR THE MAP These foundations are the root nodes of the whole map: a need becomes a want, the firm offers value through an exchange, and the four value types decide which benefits the later mix must deliver. Maslow + value types map a need-level onto a value-type - a high-scoring link to draw. -- SIA > Don't over-claim a CLV formula - the unit only talks "current + future revenue. " Say it that way in the oral.

3）概念图（Concept Map）本身：怎么画才得分

3.1 组成件（口试会问到“你凭什么这么画”）

• Nodes：概念节点（如 STP、Segmentation、Positioning、Marketing mix）。[11]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.
• Hierarchy：大/中/小层级（顶层是组织性概念）。[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[11]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.
• Labelled links：每条线必须有连接短语，写清“关系是什么”。[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：跨分支连接（例如 Buyer behaviour → Segmentation），非常加分但必须真实。[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[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

3.2 连接短语“词库”（直接背下来当模板）

• is a type of / is one of（类型）[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. )
• is a component of / is one of the 7（组成部分）[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. )
• leads to / drives（因果推动）[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. )
• feeds into / informs / is scanned by（供给信息）[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. )
• is measured by / is judged against（衡量标准）[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. )
• must be consistent with / aligns to（一致性）[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. )
• 禁忌：无标签连线、或含糊的“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. )

3.3 口试“最稳答题动作”

• 把每条连线读成句子：Node – linking phrase – Node。[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
• 箭头方向也要讲得通：例如 Environment informs STP，而不是反过来。[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. )

4）全课最高频“连接链条”（你复习要围绕这些练口述）

你每个链条都要准备至少一句能背出来的口试句（X links to Y because...）

链条A：Value 串起全课（最核心枢纽）

• Needs → Value types → Positioning → 每一个P（价值贯穿一切）。[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[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
• 地图建议：把 Customer value 放顶层节点，四种价值做子节点；往前连：
  • 到 Product：Total product concept交付功能/体验/象征价值
  • 到 Price：价格属于cost/sacrifice；价值定价上限=感知价值
  • 到 Involvement：感知风险=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。

链条B：Environment → Situation analysis → SWOT → STP

• PESTEL/competition feeds situation analysis & SWOT。[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 .[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
• SWOT 是对 situation analysis 的总结，不是新调研（这是反复陷阱）。[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).

链条C：STP → Mix（定位统治每一个P）

• “STP links to mix because positioning dictates every P.”（定位决定你每个P怎么做）。[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 .[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
• Positioning statement 模板（口试能加分的“会写会讲”）：
  • 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

链条D：Promotion（IMC）↔ Buyer decision process / Hierarchy of effects

• hierarchy-of-effects 的阶梯与消费者决策过程阶段互相映射（常考“为什么连这条线”）。[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 .[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 的核心不是“用很多工具”，而是所有触点说同一件事（信息一致）。[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

链条E：Research 是“包裹全循环的信息引擎”

• Research 贯穿整个cycle：供给situation analysis（planning）、识别segments（STP）、衡量促销效果、追踪控制指标。[11]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.
• 研究流程五步：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[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).
• 数据：secondary first，再primary；qual问why，quant问how many；并强调隐私与伦理。[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[11]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.

链条F：Planning & Control（控制回路）

• 控制回路：set goals → measure → evaluate → corrective action。[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).
• Brooksbank 七阶段（按顺序要会讲）：
  • adopt philosophy → define mission → situation analysis → objectives → strategy → organisation → control。[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).[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

5）“公式/算术题”类：你要掌握到能现场解释

这门课不是数学课，但在 Price/Planning 会出现明确算术结构（尤其“盈亏平衡”）

Break-even（盈亏平衡）

• 定义：总收入恰好覆盖总成本、利润为0时的销量；低于亏，高于赚。[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)
• 关键点：分母 $(price - variable\ cost)$ 是每单位贡献毛利（contribution margin）。[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)
• 注意：你给的摘录里，盈亏平衡公式那一行在原文排版看起来有点压缩/可能缺少括号，我只能确定概念与分母含义来自材料；如果你把那一页截图/发我，我可以帮你把公式写成标准形式并教你怎么口试解释。[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（成本加成）

• 过程：先算 unit cost，再加 mark-up；优点是简单覆盖成本，缺点是“向内看”，忽略顾客愿付与竞品价格。[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）口试冲刺：你最该怎么练（最省命、最贴评分）

• 先用“主干脊柱”走一遍（Environment→STP→Mix→Value→Research/Planning包裹）。[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。[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
• 然后随机指一条线，用完整句子解释：X links to Y because...。[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
• 每个大概念配一个真实案例作证据（材料点名的案例你可以直接用）：
  • Kmart（repositioning）
  • Arnott’s–Coles（channel power）
  • Garnier @ Australian Open（IMC）
  • Coca-Cola Amatil（intensive/franchise）
  • snack-food（benefit segmentation）
  • IKEA（mission）[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[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 .

7）我建议你下一步给我3个信息，我就能给你“逐章背诵+口试答案模板”

• 你口试日期大概在什么时候？（不用精确到分钟）
• 你的概念图现在完成度：0-100%？
• 你最怕被追问的2个主题：Environment / Value / STP / Mix（Product/Price/Place/Promotion）/ Planning / Research / Concept-map方法 哪两个？