BUSI1130 Principles of Marketing - 17小时授课式冲分复习

第一节：先把考试看透

老师现在先告诉你最重要的一句话：这门课不是考你“知道多少术语”，而是考你能不能用 marketing concepts 去解释一个商业问题。每道题 50 分，题干通常会有 Discuss, Critically evaluate, illustrate with examples。这意味着你只写定义最多中低分；你必须解释为什么、什么时候有效、有什么限制，并配例子。

1. 你的抢分优先级

优先级	主题	对应 lecture	复习策略
A+	Marketing value, costs and benefits, ethics, sustainability	L1, L2, L9	必须准备完整 essay。这个主题可连接社会、企业、消费者、CSR、sustainable marketing。
A+	Customer relationship, satisfaction, CRM, CLV	L1, L2, L6	必须准备完整 essay。去年 Q5 已考过，仍然是核心基础。
A	Branding and social media branding	L8	老师重点 lecture，容易出“importance / strategies / social media impact”。
A	Marketing environment, PESTEL, Porter, SWOT, analytics	L3	老师重点 lecture，适合答环境变化、战略选择、市场分析。
A-	Emerging technologies in marketing	L7	老师重点 lecture，准备 AI + VR/AR + ethics 的综合答案。
B	Globalization: standardization vs adaptation	L10	去年 Q1 考过，但仍要准备，因为很容易换问法。
B	Consumer behaviour: Maslow, motivation, values, learning	L4	去年 Q3 学生答得不好，所以要准备“现代营销应用”，不能只背 Maslow。
C	B2B buying situations	L5	只保底。背 three buying situations 和 buying center 即可。

2. 可以大胆少花时间的部分

不要平均用力。以下内容只需要知道，不要深挖：CLV transition matrix 的细节计算、B2B 全球品牌排名、Schwartz value map 的图形细节、NFT/metaverse 的文献定义、Hofstede/Hall 的复杂维度细节。考试是 essay，不是细节填空。

3. 你真正要背的不是 PPT，而是 6 套可写答案

Marketing creates value but also has social costs. How should marketers balance benefits and harms?
How do customer satisfaction and customer relationship stages benefit a business?
Why is branding strategically important, and how do firms manage brands in social media environments?
How do firms analyse marketing environment and design customer-oriented strategy?
How do emerging technologies transform marketing practice, and what are the risks?
Should international marketing be standardized or adapted to local culture?

第二节：50分 Essay 的固定写法

每道题只有 45 分钟左右。你不能临场重新发明结构。所有答案都用同一个骨架：定义题目关键词，给理论框架，展开 3 个主论点，每个论点带例子，最后做 critical evaluation。

中英结合答题原则：先用中文想，再用英文术语点题

你脑子里想中文	卷面上保留的英文词	一句可直接写的表达
这个概念是什么意思？	define / refers to / means	Marketing refers to the process of creating and delivering value.
它为什么有用？	because / enables / helps firms	This helps firms build customer satisfaction and loyalty.
它怎么运作？	through / by / leads to	Through CRM, firms use customer information to improve retention.
有什么问题？	however / limitation / trade-off	However, personalization may create privacy concerns.
最终判断是什么？	therefore / in the long term	Therefore, firms should balance short-term sales with long-term trust.

你的记忆方式可以是中文：定义 -> 作用 -> 机制 -> 例子 -> 局限 -> 结论。英文只需要在关键术语处出现，这样既好记，也像考试答案。

1. 标准结构

部分	时间	写什么
Introduction	4分钟	定义关键词 + 表明你的判断。不要空泛写背景。
Main body 1	10分钟	第一个核心理论点。解释概念如何运作。
Main body 2	10分钟	第二个核心理论点。加入具体公司例子。
Main body 3	10分钟	第三个核心理论点。体现 broader impact 或 strategic implication。
Critical evaluation	7分钟	写 trade-off, limitation, condition。比如“有效，但 depends on culture / privacy / resources / competition”。
Conclusion	3分钟	回到题目，给一句清楚判断。

2. 高分句型

定义型：Marketing can be understood as the process of creating, communicating, delivering and exchanging value with customers and stakeholders.

评价型：However, this strategy is not universally effective; its success depends on customer heterogeneity, cultural context, competitive reactions and the firm's resources.

例子型：For example, IKEA's co-creation platform shows how customer involvement can generate product ideas, improve satisfaction and strengthen long-term relationships.

结论型：Therefore, the most effective marketing approach is not simply to maximize short-term sales, but to create sustainable value for customers, firms and society.

3. 评分老师最想看到什么

1你知道 lecture 概念，例如 value proposition, CRM, PESTEL, brand loyalty, standardization。
2你能解释概念之间的关系，例如 satisfaction leads to loyalty, retention and CLV。
3你能举贴切例子，不是硬塞公司名。
4你能批判：短期与长期、全球与本地、效率与伦理、个性化与隐私。

Lecture 1：What is Marketing?

这一讲是整门课的地基。你要先纠正一个误区：marketing 不是 advertising，也不只是 selling。考试中任何题目都可以回到这句核心定义：marketing is about creating, communicating, delivering and exchanging value。

授课顺序：我们一步步讲这节课

Step 1先破除误解。很多人一听 marketing 就想到广告、销售、促销，但老师要你理解的是：marketing 是企业理解需求、创造价值、沟通价值、交付价值、维持关系的一整套管理过程。

Step 2再建立核心定义。考试里你可以先写：Marketing is not merely selling or advertising; it is the process of creating, communicating, delivering and exchanging value with customers and stakeholders. 这句话能打开几乎所有题。

Step 3然后讲 marketing 为什么重要。对顾客，它帮助满足 needs and wants；对企业，它带来 loyalty, retention, profit；对社会，它推动 innovation, jobs, living standards，但也可能带来 unethical practices。

Step 4最后进入批判。Marketing concept 很重要，但不是无条件正确。顾客不一定知道自己未来需要什么，过度依赖 customers 可能限制 disruptive innovation；只追求 customer satisfaction 也不一定保护 society welfare。

知识点逻辑：从误解到完整理解

Misconceptions Marketing definition Core concepts Value creation Customer relationship Societal responsibility

这节课的逻辑不是背术语，而是从“marketing 不是广告销售”走向“marketing 是企业与顾客及社会之间的价值管理系统”。所以后面任何 lecture，其实都是在展开 value, relationship, environment, branding, ethics 这些维度。

中英结合记忆卡：L1 核心词怎么背

English term	中文理解	考场怎么写/怎么记
Marketing	营销，不只是广告或销售，而是管理价值的全过程。	背中文逻辑：发现需求 -> 创造价值 -> 沟通价值 -> 交付价值 -> 维护关系。英文保留：creating, communicating, delivering and exchanging value。
Misconceptions	常见误解。	不要把 marketing 写窄。Advertising 和 selling 只是 marketing 的一小部分。
Customer needs	顾客需求，指顾客真实想解决的问题。	写 essay 时先说 firms must understand customer needs before designing value proposition。
Customer satisfaction	顾客满意，产品表现达到或超过预期。	中文记：满意不是终点，满意会带来 loyalty 和 retention。
Societal marketing concept	社会营销观念：不能只看企业赚钱和顾客满意，还要看社会福祉。	适合 ethics 题：balance customer satisfaction, firm profit and society well-being。

可能考的大题与踩点给分解析

Possible essay question: Marketing is often misunderstood as advertising or selling. Discuss the real meaning of marketing and critically evaluate its importance to firms and society.

踩点 1：先定义 marketing，不要直接写广告。必须出现 creating, communicating, delivering, exchanging value。

踩点 2：解释 misconceptions，例如 advertising/selling 只是 marketing 的一部分。

踩点 3：写 firm benefits：customer satisfaction, loyalty, retention, profit, competitive advantage。

踩点 4：写 society benefits and costs：innovation/jobs/living standards，同时提 unethical marketing, overconsumption, privacy。

踩点 5：critical evaluation：marketing concept 有局限，societal marketing concept 更完整。

1. Marketing misconceptions

常见误解包括：marketing is all about advertising, selling, sizzle；marketing is inherently unethical；only marketers market；marketing is just a cost center。老师把这些放在第一讲，说明考试很可能让你解释 marketing 的真实作用。

记忆：广告只是 promotion，selling 只是 exchange 的一部分。真正的 marketing 从理解 customer needs 开始，到 design value proposition、deliver value、maintain relationship 结束。

2. Marketing definitions

你可以背一个最通用版本：

Marketing is an organisational function and a set of processes for creating, communicating and delivering value to customers, and for managing customer relationships in ways that benefit the organisation and its stakeholders.

这句话好用，因为它同时覆盖 customer、firm、stakeholders。遇到 ethics/sustainability 题，也能把 society 放进去。

3. Four activities of marketing

Activity	解释	例子
Creating value	设计能满足需求的产品、服务、idea。	Apple 通过产品设计和生态系统创造 perceived value。
Communicating value	通过广告、内容、社交媒体、品牌故事让顾客理解价值。	Oreo 在社交媒体上持续互动，强化品牌关系。
Delivering value	通过渠道、物流、place 决策让顾客方便获得产品。	Walmart 和 UPS 的 supply chain 本身成为竞争优势。
Exchanging value	顾客付出 money, time, energy，企业获得 revenue 和 relationship value。	订阅制服务不只追求一次交易，而追求长期复购。

4. Core concepts

考试要能区分以下概念：

Needs: 基本需求，例如 hunger, safety, social belonging。
Wants: 需求被文化和个人偏好塑造后的具体形式，例如想喝 Starbucks 而不是普通咖啡。
Demands: 有支付能力的 wants。
Value: 顾客眼中 benefits 与 costs 的比率。
Satisfaction: 产品/服务表现是否达到或超过 expectation。
Exchange: 双方用价值换价值。
Relationship: 从一次交易走向长期互动和 loyalty。

5. Marketing management philosophies

Orientation	核心逻辑	局限
Production concept	顾客喜欢容易买到、便宜的产品。	容易忽视顾客真实需求和差异化。
Selling concept	靠 aggressive promotion 推动购买。	容易短期销售导向，忽略满意度。
Marketing concept	先理解 customer needs，再满足需求。	过度依赖顾客可能限制 radical innovation。
Societal marketing concept	同时考虑 customer satisfaction、firm profit、society well-being。	短期成本可能更高，且 stakeholder interests 会冲突。

6. 可直接用的考试段落

Marketing should not be reduced to advertising or selling. A more accurate view is that marketing creates, communicates, delivers and exchanges value. This broader view explains why marketing can contribute to firm success through customer satisfaction, loyalty and profitable relationships. At the same time, the societal marketing concept reminds firms that customer satisfaction alone is insufficient if marketing activities harm consumer welfare or the environment.

Lecture 2：Value to Consumers, Firms and Society

这讲非常适合出大题，因为它能连接三个层次：consumer, firm, society。你要学会把 value 讲成一个系统，而不是一句“benefits minus costs”。

授课顺序：先从一个问题开始

Step 1问自己：为什么同样一杯咖啡，有人愿意花 35 元买 Starbucks，有人只买便利店咖啡？答案不是产品本身，而是 perceived value。Value 是顾客眼中 benefits 与 costs 的比较。

Step 2拆开 benefits and costs。Benefits 可以是 functional, emotional, social, symbolic；costs 可以是 money, time, effort, risk, privacy。考试里写得越完整，越显得 analytical。

Step 3把 value 放到 4P。Product creates value, price captures value, place delivers value, promotion communicates value。这样你能把抽象概念写成完整 marketing logic。

Step 4最后上升到 stakeholders。Marketing 不只让顾客满意，也让企业盈利，让社会产生 innovation, jobs, trade；但同样也可能造成 overconsumption and social harm。

知识点逻辑：Value 是整门课的主线

Customer needs Perceived value Value proposition Marketing mix Satisfaction Loyalty and profit Societal impact

这条链非常适合考场直接写：企业先理解 customer needs，然后设计 value proposition，再通过 4P 执行，带来 satisfaction 和 loyalty，最终影响 firm performance and society。

中英结合记忆卡：L2 Value 相关词

English term	中文理解	考场怎么写/怎么记
Value	价值，是顾客感受到的收益和成本之间的比较。	中文记：值不值。英文写：value is perceived benefits relative to costs。
Benefits	顾客得到的好处，可以是功能、情感、社交、身份象征。	不要只写 product function，也要写 emotional/social/symbolic benefits。
Costs	顾客付出的东西，不只是钱，还包括时间、精力、风险、隐私。	英文保留：money, time, effort, risk, privacy cost。
Value proposition	价值主张，企业向顾客承诺“为什么选我”。	中文记：我给你的独特好处是什么。英文写：the bundle of benefits the firm promises to deliver。
Co-creation	共创价值，顾客参与产品、服务或体验的创造。	例子用 IKEA：customers provide ideas and insights, firm improves satisfaction and innovation。

可能考的大题与踩点给分解析

Possible essay question: Discuss how marketing creates value for consumers, firms and society. Critically evaluate the potential tensions among these forms of value.

踩点 1：定义 value = perceived benefits relative to costs，不要只写“value is benefit”。

踩点 2：讲 consumer value：utility, 4P, value proposition, satisfaction。

踩点 3：讲 firm value：market share, loyalty, premium price, lower acquisition cost, CLV。

踩点 4：讲 society value：economic growth, jobs, innovation, better standards of living。

踩点 5：批判 tension：企业 profit 可能和 consumer welfare / environmental sustainability 冲突。

1. Value 的核心定义

Value is a ratio of benefits to costs, as viewed from the eyes of the customer. 注意最后半句：value 是顾客感知出来的，不是企业自己说的。

Costs 不只是 money，还包括 time, energy, psychological risk, privacy cost。Benefits 也不只是功能，还包括 emotional, social, symbolic benefits。

2. Four types of utility

Utility	中文理解	例子
Form utility	产品形态满足需求。	把原材料做成 iPhone、咖啡、课程。
Time utility	在顾客需要的时间提供。	外卖平台夜间配送。
Place utility	在顾客方便的位置提供。	便利店、线上渠道、校园附近餐厅。
Ownership utility	让顾客顺利拥有或使用。	分期付款、订阅、租赁、共享经济。

3. Value proposition

Value proposition 是企业向顾客承诺的独特价值组合。它不只是产品功能，而是 whole bundle of benefits。

考试写法：一个强 value proposition 必须让顾客从 satisfaction 走向 loyalty，再降低 switching，并提升 retention。这样它不只是服务顾客，也能服务企业的长期利润。

4. Value to customers

企业为顾客创造价值，可以从 product, price, place, promotion 四个角度写：

Product: 设计能解决顾客问题的 goods, services, ideas。
Price: 顾客放弃的不只是钱，还包括时间和精力。
Place: 渠道和供应链让产品在正确时间、正确地点出现。
Promotion: 让顾客知道、理解并记住价值。

5. Value to firms

Marketing 对企业财务表现的贡献包括：

Grow market size: 通过新产品、新服务、降低购买门槛创造新需求。
Grow market share: 通过 better value proposition 从竞争者那里赢得顾客。
Improve margin: 强品牌和忠诚度可以支持 premium pricing。
Reduce cost: retention 和 word-of-mouth 通常比 acquisition 更便宜。

6. Value to society

Marketing 的社会贡献包括 economic growth, job creation, better standards of living, international trade, innovation diffusion。比如绿色产品、健康信息、共享经济平台，都可以被解释成 marketing 对 society 的正面影响。

但它也有成本：overconsumption, environmental waste, misleading advertising, privacy invasion, targeting vulnerable groups。这部分和 Lecture 9 可以合并成大题答案。

7. Co-creation of value

Co-creation 强调市场不再是企业单向向顾客推送价值，而是 firm 与 consumer 共同创造价值。DART 框架包括：

Dialogue: 企业与顾客持续对话。
Access: 顾客能接触信息、平台或资源。
Risk-benefits: 企业和顾客共同理解参与的风险与收益。
Transparency: 信息透明带来信任。

例子：IKEA Co-Create 让顾客参与产品设计，企业获得 customer insights 和创新想法，顾客获得参与感和更贴合需求的产品。这能提升 satisfaction，并加深 relationship。

Lecture 3：Marketing Environment and Analytics

这一讲的考试逻辑是：企业不是在真空里做 marketing。它要理解 macro environment、micro environment 和 internal capability，然后选择 target market 和 positioning。

授课顺序：像 consultant 一样分析市场

Step 1先问：企业为什么不能只看自己产品？因为 customers, competitors, suppliers, technology, law, culture 都会改变 marketing effectiveness。Marketing strategy 要和 environment fit。

Step 2先看 macro environment，用 PESTEL 扫描大环境。比如 BYD 进入印度时，political regulation, EV infrastructure, consumer perception, economic affordability 都会影响策略。

Step 3再看 micro environment，用 Five Forces 判断行业吸引力。竞争强不强、替代品多不多、买方是否强势，会决定品牌、价格、渠道和定位怎么做。

Step 4最后看 company itself，用 SWOT 把外部机会威胁和内部强弱项连起来。分析的目的不是展示工具，而是支持 STP and marketing mix decisions。

知识框架：从环境分析到战略选择

Marketing audit PESTEL Five Forces SWOT Segmentation Targeting Positioning Marketing mix

考试不要把 PESTEL、Five Forces、SWOT 分开背成三个孤岛。它们的逻辑是：PESTEL 看机会威胁，Five Forces 看行业吸引力，SWOT 看企业是否有能力抓住机会，然后进入 STP。

中英结合记忆卡：L3 环境分析词

English term	中文理解	考场怎么写/怎么记
Marketing environment	营销环境，影响企业营销的外部和内部因素。	中文记：企业不是在真空里卖东西。英文写：forces that affect a firm's ability to build customer relationships。
PESTEL	宏观环境分析：政治、经济、社会文化、技术、环境、法律。	中文记：大环境。英文只保留六个词：Political, Economic, Sociocultural, Technological, Environmental, Legal。
Porter's Five Forces	行业竞争结构分析。	中文记：这个行业好不好做。写 rivalry, entrants, substitutes, suppliers, buyers。
SWOT	企业自身与外部环境的综合分析。	中文记：我有什么、我缺什么、外面有什么机会和威胁。
STP	细分市场、选择目标市场、定位。	中文记：先分人群，再选人群，最后告诉他们“我是谁”。英文：segmentation, targeting, positioning。

可能考的大题与踩点给分解析

Possible essay question: Explain why analysing the marketing environment is important for developing effective marketing strategy. Refer to PESTEL, Porter's Five Forces and SWOT.

踩点 1：开头说明 environment analysis 是为了 strategic fit，不是为了列工具。

踩点 2：PESTEL 要讲 macro opportunities and threats，至少展开 3 个维度。

踩点 3：Five Forces 要讲 industry attractiveness 和 competition pressure。

踩点 4：SWOT 要连接 internal resources/capabilities 与 external environment。

踩点 5：落到 STP/positioning/marketing mix，说明分析如何影响实际 marketing decisions。

1. 为什么要分析 marketing environment?

因为环境会影响机会、威胁、顾客需求、竞争结构和资源配置。企业要通过 environmental monitoring 发现 trends，并调整 strategy and tactics。

这可以写成一句高分逻辑：environmental analysis helps firms achieve strategic fit between the company, its strategy and its market environment.

2. 三层环境

层次	内容	常用工具
Macro environment	更大的社会力量，例如政治、经济、技术、文化、法律、环境。	PESTEL
Micro environment	更接近企业的参与者，例如 suppliers, competitors, customers, intermediaries, publics。	Porter's Five Forces
Internal environment	企业自身资源、能力、品牌、人员、数据、资金。	SWOT

3. PESTEL

Political: 政府政策、贸易限制、地缘政治风险。
Economic: 收入水平、通胀、消费能力、经济周期。
Sociocultural: 价值观、生活方式、人口结构、文化规范。
Technological: AI、平台、数据、自动化、VR/AR。
Environmental: 气候变化、资源限制、绿色消费。
Legal: 广告法规、隐私法、消费者保护法。

考试提醒：不要只列 PESTEL 六个词。要说明每个因素如何 create opportunities or threats。例如 AI 既能提升 personalization，也带来 privacy risk。

4. Porter's Five Forces

Force	如何影响 marketing
Competitive rivalry	竞争激烈时，企业更需要 differentiation, branding, pricing strategy。
Threat of new entrants	进入壁垒低时，企业要用品牌、渠道、规模经济防御。
Threat of substitutes	替代品多时，顾客 switching 更容易，value proposition 要更清楚。
Supplier power	供应商强势会推高成本，影响价格和利润。
Buyer power	顾客选择多、价格敏感时，企业更难维持 premium price。

5. SWOT

SWOT 是把 internal 和 external 合起来看：

Strengths: internal advantages, such as brand, technology, distribution。
Weaknesses: internal limitations, such as poor reputation, lack of data capability。
Opportunities: external trends that can be exploited。
Threats: external forces that may harm performance。

6. From analysis to STP

环境分析最终要服务战略选择。流程是：

Marketing audit -> SWOT -> marketing objective -> STP -> marketing mix -> implementation -> monitoring

Segmentation 把市场按 geographic, demographic, psychographic, behavioural factors 分组。Targeting 选择最有吸引力且与企业资源匹配的 segment。Positioning 在顾客心智中建立清晰、竞争性、一致、有说服力的差异化位置。

7. Marketing analytics

Marketing analytics 是 study and management of data to understand and influence marketing performance。它可以帮助企业做 segmentation, targeting, campaign evaluation, conversion optimization, brand monitoring。

Data type	含义	例子
First-party data	企业直接从顾客收集。	survey, transactions, website behaviour, A/B tests。
Second-party data	合作伙伴分享的数据。	联合促销、平台合作数据。
Third-party data	外部数据机构收集或出售。	市场报告、数据经纪商。

Lecture 4：Consumer Behaviour

去年关于 Maslow 的题，feedback 说很多人只讲了 Hierarchy of Needs，没有讲 modern marketing strategies 的 application。所以这章的关键不是背金字塔，而是把 motivation, values, learning 和现代消费者行为连起来。

授课顺序：从“人为什么买”讲起

Step 1先理解 motivation。消费者不是因为企业想卖才买，而是因为 actual state 和 desired state 之间有差距。例如“我现在不够健康/不够好看/不够被认可”，于是产生购买动机。

Step 2再用 Maslow 分类需求。Physiological, safety, belonging, esteem, self-actualization 都可以被 marketing 激活。但不要机械写五层，要解释每一层如何转化为 brand message。

Step 3然后进入 values。现代消费者不是只买功能，也买 values，比如 sustainability, authenticity, independence, community, self-expression。这解释了为什么消费者会支持某些品牌，也会抵制某些品牌。

Step 4最后讲 learning and schema。消费者会过滤广告、讨厌被强行说服，所以现代 marketing 要通过内容、社群、体验、KOL、平台机制让消费者自己“make sense”。

知识框架：Consumer behaviour 的完整链条

Need gap Motivation Values Information processing Learning and schema Purchase behaviour Modern marketing strategy

这节的关键逻辑是：需求产生动机，价值观影响判断，学习过程影响信息接受，最后才形成购买行为。这样写比只画 Maslow 金字塔高分得多。

中英结合记忆卡：L4 消费者行为词

English term	中文理解	考场怎么写/怎么记
Motivation	动机，推动消费者行动的内在力量。	中文记：为什么想买。英文写：motivation starts when there is a gap between actual state and desired state。
Maslow's hierarchy	马斯洛需求层次。	不要只背五层，要写应用：安全需求对应保险/隐私，尊重需求对应奢侈品和身份认同。
Values	价值观，消费者判断什么重要的标准。	中文记：我为什么认同这个品牌。英文保留：values guide evaluation and behaviour。
Consumer learning	消费者学习，消费者如何记住、理解、接受品牌信息。	中文记：广告不是硬塞，而是让消费者自己理解和形成联想。
Schema	认知框架，消费者脑中对某类产品的固定印象。	例子：fast food = quick, tasty, unhealthy。新品牌要么顺应 schema，要么改变 schema。

可能考的大题与踩点给分解析

Possible essay question: Discuss how consumer needs, motivations and values influence consumer behaviour, with reference to Maslow's hierarchy and modern marketing strategies.

踩点 1：定义 motivation：need gap between actual and desired state。

踩点 2：解释 Maslow 五层，但每层都要配 marketing application。

踩点 3：加入 values：现代消费者关心身份、表达、环保、社群，不只是功能。

踩点 4：讲 learning/schema：消费者如何处理和接受 marketing information。

踩点 5：批判 Maslow：需求不一定线性，文化和数字平台会改变需求表达方式。

1. Motivation starts with a need

Need arises when there is a discrepancy between a desired state and an actual state。也就是说，消费者行为往往来自“现在状态”和“想要状态”的差距。

Approach motivation: 朝向某个积极目标，例如想获得健康、美感、身份认同。
Avoidance motivation: 远离负面状态，例如避免尴尬、风险、焦虑、浪费时间。

2. Maslow's Hierarchy of Needs

你不用长篇介绍每层，但要能应用：

Need level	Marketing application
Physiological	食品、饮料、睡眠、基础功能。广告强调 basic comfort。
Safety	保险、健康、数据安全、可靠性。品牌强调 trust and protection。
Social belonging	社群、粉丝文化、会员系统。品牌强调 connection。
Esteem	奢侈品、成就感、身份象征。品牌强调 status and recognition。
Self-actualization	教育、旅行、可持续生活、自我表达。品牌强调 personal growth。

3. Values

Values are desirable goals and modes of conduct that guide behaviour。它们有几个特点：

Values are beliefs, but not cold and objective; they carry feelings。
Values transcend specific situations。
Values are organised hierarchically, reflecting priorities。

现代消费者不只是买功能，还会买 values。例如环保、独立、真实、身份表达、社群归属。

4. Consumer learning

Companies try to persuade consumers by making them learn consciously or unconsciously。但现代消费者讨厌明显被说服，所以 marketing 要更自然、更能 resonate。

Rote memorisation: repeated exposure，让消费者记住品牌。
Elaborative rehearsal: 消费者主动处理信息，把新信息和已有知识结合。
Classical conditioning: 将品牌与积极情绪、场景、音乐、人物联系起来。

5. Schema, assimilation and accommodation

Schema 是消费者脑中对某类产品或品牌的认知结构。例如 fast food 可能关联 quick, tasty, unhealthy, greasy, convenient。

Assimilation: 新信息被放进已有 schema。例如低卡快餐仍被理解为 fast food。
Accommodation: 消费者修改原有 schema。例如 plant-based egg 让消费者重新理解“鸡蛋”的概念。

6. Modern consumers

Modern consumers are savvy, care about values, dislike being persuaded, want to resonate, and like to express and connect.

所以现代 marketing 不应只推销，而要通过内容、社群、平台、价值观和体验建立关系。

7. 这章的 essay 结构

题目：Discuss hierarchy of consumer needs and motivations in modern marketing.

Body 1: Motivation starts from needs; Maslow explains different levels of consumer goals.

Body 2: Values shape how consumers evaluate brands; modern consumers care about identity, sustainability and social connection.

Body 3: Learning and schema explain how consumers process marketing messages; brands must avoid intrusive persuasion and create resonance.

Evaluation: Maslow is useful but too linear; real consumers can pursue multiple needs simultaneously, and culture/digital platforms change how needs are expressed.

Lecture 5：B2B Marketing

这章去年考过 Q4，但选择人数少。你的策略是保底：如果今年题目非常直白问 three types of organizational buying situations，你能写；如果问得复杂，就尽量不选。

授课顺序：把 B2B 想成“组织在买”，不是“个人在买”

Step 1先区分 B2B 与 consumer market。Consumer buying 常常由个人偏好、情绪、身份驱动；B2B buying 更正式、更专业、更理性，且单笔金额更大。

Step 2再看 buying center。组织采购不是一个人说了算，users, buyers, influencers, deciders, gatekeepers 都会影响决策，所以 marketer 要识别不同角色的 needs。

Step 3然后讲 buying process：define problem, establish buying process, gather information, solicit proposals, select supplier, manage relationship。

Step 4最后重点背 three buying situations。Straight rebuy 最 routine；modified rebuy 有调整；new task 风险最高、信息搜索最多、marketer 影响空间最大。

知识框架：B2B buying 的判断顺序

Organisational need Buying center Buying process Buying situation Supplier selection Relationship management

这章只要抓住一个核心：B2B marketing 的本质是管理复杂组织决策和长期 buyer-seller relationship。

中英结合记忆卡：L5 B2B 词

English term	中文理解	考场怎么写/怎么记
B2B marketing	企业对企业的营销，买方是组织而不是普通个人。	中文记：组织采购更理性、更复杂、更长期。英文写：business buyer behaviour。
Buying center	采购决策中心，不同角色共同影响采购。	背 roles：users, buyers, influencers, deciders, gatekeepers。
Straight rebuy	直接复购，最常规、风险最低。	例子：复购办公纸。写 low involvement, routine reorder。
Modified rebuy	调整型复购，规格、价格或供应商有变化。	例子：换员工电脑型号。写 moderate involvement。
New task	首次采购，风险最高、参与者最多、信息搜索最多。	例子：首次采购大型系统。写 high involvement and multiple influences。

可能考的大题与踩点给分解析

Possible essay question: Compare and contrast straight rebuy, modified rebuy and new task buying situations in B2B markets. Illustrate your answer with examples.

踩点 1：先定义 business buyer behaviour 和 B2B market 特点。

踩点 2：逐一解释 straight rebuy, modified rebuy, new task。

踩点 3：比较三个维度：risk, time commitment, information search, number of participants。

踩点 4：每一类配例子，例如 copier paper, staff laptop, new building designer。

踩点 5：评价 marketer opportunity：new task 最有影响空间，straight rebuy 最难进入。

1. Business buyer behaviour

Business buyer behaviour refers to the buying behaviour of organisations that buy goods and services for use in production, resale or organisational operations。

2. Types of organisational customers

Producers: manufacturers, farms, mines, service providers。
Intermediaries: wholesalers and retailers。
Government units: public sector organisations。
Nonprofits: charities, universities, social organisations。

3. B2B markets differ from consumer markets

B2B 特点	考试解释
Fewer but larger customers	客户数量少但单笔采购大，所以 relationship 更重要。
Professional purchasing	采购经理更理性，流程更正式。
Multiple buying influence	不是一个人决定，而是 buying center 共同影响。
Economic needs primary	价格、质量、可靠性、交付、风险控制更重要。
Buyer-seller interdependence	供应商和买方长期依赖，售后和 performance monitoring 重要。

4. Buying center

Buying center 包括 users, buyers, influencers, deciders, gatekeepers。考试要说明：marketers must identify and market to every buying center member，因为每个人关心点不同。

5. Three buying situations

Buying situation	特点	例子
Straight rebuy	routine reorders, low involvement, minimal time commitment。	复购打印纸、常规办公耗材。
Modified rebuy	规格、价格、delivery terms 或供应商需要调整，中等参与度。	更换员工 laptop 型号或供应商。
New task	第一次购买，高参与度、多方影响、风险高。	选择新办公楼设计公司、首次采购大型系统。

6. 答题关键

如果考这题，不要只列三类。每一类都要 compare and contrast：风险、信息搜索、参与者数量、时间投入、供应商机会。New task 对 marketer 最有机会影响决策；straight rebuy 最难打入，因为 buyer 已有 approved vendor list。

Lecture 6：Strategic Marketing and CLV

这一讲不要陷入 CLV 计算。你要掌握它背后的管理逻辑：新客获取很贵，企业必须判断哪些顾客值得长期投资。

授课顺序：从“为什么不能只看一次购买”讲起

Step 1先看问题：acquiring new customers is expensive。企业如果只看第一次购买，很可能误判顾客价值。

Step 2再讲 CLV。Customer Lifetime Value 的重点不是考试计算，而是帮助企业理解 customer future profitability。一个忠诚顾客的价值来自重复购买、低维护成本、word-of-mouth 和较低 switching likelihood。

Step 3然后上升到 strategic marketing。企业要选择哪些 customers to serve，如何 serve them，如何把有限资源投到更有长期价值的 segment。

Step 4最后回到 market-driven strategy。好的 strategy 不是凭直觉，而是 matching customer value with firm capabilities，并根据 environment changes 持续调整。

知识框架：CLV 到 Strategic Marketing

High acquisition cost Customer segmentation Customer evolution Future revenue CLV Resource allocation Market-driven strategy

这章最好和 customer relationship 题一起用。它能把“满意度和忠诚度”从感性好处写成 economic value。

中英结合记忆卡：L6 战略与 CLV

English term	中文理解	考场怎么写/怎么记
Customer Lifetime Value (CLV)	顾客生命周期价值，一个顾客未来能为企业带来的长期价值。	中文记：不是只看这一单，而是看这个顾客以后值多少钱。英文写：future revenue from a customer relationship。
Retention	留存，让顾客继续购买。	比 acquisition 更省钱。写 retention reduces acquisition cost and increases profitability。
Churn	流失，顾客停止购买或转向竞争者。	CLV 题里可以写 firms should monitor churn rates。
Market-driven strategy	市场驱动战略，根据顾客需求、企业能力和环境变化制定战略。	中文记：不是老板拍脑袋，而是顾客价值 + 企业能力 + 环境适配。
Resource allocation	资源配置，把有限资源投到最值得的顾客和市场。	写 CLV helps firms decide where to invest marketing resources。

可能考的大题与踩点给分解析

Possible essay question: Discuss how customer lifetime value and market-driven strategy help firms make better strategic marketing decisions.

踩点 1：说明 acquisition cost high，所以企业要看 long-term relationship，不只看 transaction。

踩点 2：解释 CLV 四步：segment, measure evolution, predict future, discount revenues。

踩点 3：连接 retention, churn, loyalty, contribution margin。

踩点 4：说明 CLV 如何影响 targeting, resource allocation, CRM investment。

踩点 5：评价局限：预测依赖历史数据，环境变化、竞争者、技术变化会破坏假设。

1. Why CLV matters

Customer acquisition is expensive, and many acquisition campaigns are not immediately profitable. 因此企业不能只看 first purchase，而要看 future revenue stream。

2. CLV 的四步逻辑

Group customers into segments: 例如 recency, frequency, amount, value。
Measure how customers evolved: 看顾客从 active 到 warm/cold/lost 的变化。
Predict how they will evolve: 估计未来 retention, churn, revenue。
Discount future revenues: 未来的钱不等于今天的钱。

3. CLV 对 essay 的意义

你可以把 CLV 放进 customer relationship 题：

CLV shows that customer relationships have economic value over time. A satisfied customer is not only valuable because of one transaction, but because loyalty, repeat purchase and word-of-mouth can reduce acquisition costs and improve long-term profitability.

4. Strategic marketing

Strategic marketing 是 market-driven process of strategy development, considering changing business environment and the need to deliver superior customer value。

它连接 corporate, business and functional levels：

Corporate strategy: organisation scope, vision, resource allocation。
Business strategy: sustainable competitive advantage in a line of business。
Marketing strategy: target market, positioning, marketing mix。

5. Market-driven strategy

Market-driven strategy means strategy based on customer needs, firm capabilities and environmental conditions。它强调：

Customer is the focal point。
Continuous creation of superior customer value。
Matching customer value with firm capabilities。
Involvement and support of the entire workforce。

Lecture 7：Emerging Technologies in Marketing

这一讲是老师重点。你不要把它写成“科技清单”，而要围绕一个主线：technology changes how firms understand, reach, serve and build relationships with customers。

授课顺序：按 customer journey 来理解技术

Step 1先比较 traditional media 和 digital media。传统媒体是 one-to-many，数字媒体是 personalized, interactive, measurable。这是后面所有技术应用的基础。

Step 2再讲 AI。Mechanical AI 提升效率，Thinking AI 做 prediction and personalization，Feeling AI 改善 interaction and relationship。三类 AI 要分别对应 marketing benefit。

Step 3然后讲 robots。Robots can be products, employees or customers。这里体现的是 marketing 的边界被技术扩展了。

Step 4再讲 VR/AR。把它放进 pre-purchase, purchase, post-purchase 三阶段：吸引注意、降低风险、增强体验。

Step 5最后一定要评价风险。技术可以提高 personalization 和 conversion，但也带来 privacy, bias, consumer discomfort, ethical concerns。

知识框架：技术如何改变 marketing

Digital media Data collection AI analysis Personalized targeting Interactive experience Customer relationship Ethical risk

考试写技术题，不要按 slide 堆名词。你要围绕“data-driven, personalized, interactive, experiential, ethical”这五个关键词展开。

中英结合记忆卡：L7 技术营销词

English term	中文理解	考场怎么写/怎么记
Digital media	数字媒体，能互动、个性化、可衡量。	中文记：从“大喇叭广播”变成“一对一互动”。英文写：personalized, interactive and measurable。
Mechanical AI	机械型 AI，自动处理重复任务。	中文记：省人力、提效率。英文关键词：standardization。
Thinking AI	思考型 AI，用数据做判断和预测。	中文记：看数据，猜你想要什么。英文关键词：personalization and prediction。
Feeling AI	情感型 AI，识别和回应人的情绪。	中文记：像客服/助手一样互动。英文关键词：relationalization and engagement。
VR/AR	虚拟现实/增强现实，用沉浸或叠加信息改善体验。	中文记：购买前看得见、购买中降风险、购买后增强体验。英文写：improve customer experience across the journey。
Privacy risk	隐私风险，个性化背后需要收集数据。	技术题一定要评价：personalization can increase conversion but raises privacy and ethical concerns。

可能考的大题与踩点给分解析

Possible essay question: Critically evaluate how emerging technologies such as AI, robots and VR/AR are transforming marketing practice.

踩点 1：先比较 traditional vs digital media，说明技术改变 communication model。

踩点 2：AI 三分类必须清楚：mechanical, thinking, feeling，各自对应 standardization, personalization, relationalization。

踩点 3：写 predictive analytics / retargeting / generative AI 的实际用途。

踩点 4：写 VR/AR 对 customer journey 的影响：pre-purchase, purchase, post-purchase。

踩点 5：critical evaluation：privacy, manipulation, uncanny valley, cost, data bias, digital exclusion。

1. Traditional vs digital media

Traditional media	Digital media
One-to-many, mass communication。	One-to-one, personalized communication。
Unidirectional, low engagement。	Bidirectional, brand and consumers interact。
Hard to measure consumer interactions。	Interactions can be accurately measured and optimized。

2. Three types of AI in marketing

AI type	Function	Marketing benefit	Example
Mechanical AI	Automates repetitive and routine tasks。	Standardization, consistency, efficiency。	Service robots, email automation, SMS automation。
Thinking AI	Processes data to generate insights and decisions。	Personalization and prediction。	Recommendation systems, behavioural targeting, retargeting。
Feeling AI	Enables two-way interaction and emotion recognition。	Relationalization, engagement, customer experience。	ChatGPT, voice assistants, sentiment analysis。

3. Predictive AI and generative AI

Predictive analytics uses data analysis, machine learning and statistical models to forecast future outcomes。Marketing 用它预测 who is likely to convert, churn or respond。

Generative AI creates novel content, such as text, images and chatbot responses。Marketing 用它做 AI-generated content, customer service, promotional copy, creative ideation。

4. AI-powered retargeting

Retargeting targets ads to people who have interacted with a brand but have not converted。AI can identify patterns, infer why they did not convert, and deliver personalized messages at the right time and place。

评价点：Retargeting can increase conversion, but if overused it may feel intrusive and raise privacy concerns. Therefore, transparency and consent are important.

5. Robots in marketing

Robots as products: self-driving cars, smart home products。
Robots as employees: delivery robots, hospitality robots, medical robots。
Robots as customers: smart appliances and autonomous agents making choices。

消费者对机器人有 anthropomorphism，即把人类特征归因给非人类实体。但过度像人可能产生 uncanny valley，让消费者觉得 creepy。

6. VR and AR

VR creates a computer-generated environment that feels real。AR enhances the real-world environment with computer-generated information。

Customer journey stage	VR/AR role
Pre-purchase	Interactive advertising, product exploration, attention attraction。
Purchase	Try-on, virtual fitting, reducing purchase risk, increasing conversion。
Post-purchase	Enhancing consumption experience, product customization, re-experience。

7. Metaverse implications

Metaverse can affect marketing mix：

Branding: storytelling, UGC, virtual influencers。
Place: virtual channels, brandverse, virtual stores。
Product: NFTs, digital goods, scarcity and authenticity。
Promotion: experiential advertising, gamified campaigns, immersive product placement。

8. Technology essay structure

Intro: Emerging technologies transform marketing from mass communication to data-driven, personalized and interactive value creation.

Body 1: Digital media and AI improve targeting, personalization and measurement.

Body 2: Robots, VR and AR enhance customer experience across the customer journey.

Body 3: Metaverse and generative AI create new products, channels and promotional formats.

Evaluation: Benefits are limited by privacy risks, consumer discomfort, ethical concerns, cost and digital exclusion.

Lecture 8：Branding

Branding 是老师重点。你要把 brand 写成 strategic asset，而不是 logo。Logo 只是 brand element；真正的 brand 是顾客心中对产品、服务或 idea 的整体意义。

授课顺序：从 logo 走向 strategic asset

Step 1先纠正理解：brand is not just a logo。Logo, slogan, trademark 是 branding elements；brand 本身是消费者心中对产品、服务或 idea 的意义和联想。

Step 2再讲强品牌为什么有价值。Strong brands create loyalty, recognition, price premiums, competitive advantage, lower perceived risk and long-term profitability。

Step 3然后讲 social media。它让品牌能更快互动、客服、监测舆情、形成 word-of-mouth，但也让危机传播更快。

Step 4最后讲 brand strategies。Brand extension 是借已有品牌进入新类别；revitalization 是让老品牌重新有生命力；rebranding 是更明显地改变 identity and positioning。

知识框架：Branding 的四层逻辑

Brand meaning Brand elements Brand image Brand loyalty Business value Brand strategy Brand monitoring

这章可以从 consumer psychology 写到 business performance。品牌先在顾客心中形成 meaning and associations，再带来 loyalty 和 willingness to pay，最终变成企业的 strategic asset。

中英结合记忆卡：L8 品牌词

English term	中文理解	考场怎么写/怎么记
Brand	品牌，不只是 logo，而是顾客心中的整体意义和联想。	中文记：顾客想到你时脑子里出现什么。英文写：a brand represents everything a good, service or idea means to consumers。
Brand loyalty	品牌忠诚，顾客愿意持续购买并减少转向竞争者。	写 strong brands increase repeat purchase and reduce switching。
Brand equity	品牌资产，品牌本身带来的额外商业价值。	中文记：同样产品，因为品牌能卖更贵、更稳。
Brand extension	品牌延伸，用已有品牌进入新产品类别。	例子 Dove。风险：brand dilution or cannibalization。
Brand revitalization	品牌焕新，保留核心身份但更新形象、产品或沟通。	中文记：老品牌重新变得有吸引力。
Rebranding	重塑品牌，更明显地改变名字、logo、设计或定位。	例子 Burberry。写 repositioning in stakeholders' minds。

可能考的大题与踩点给分解析

Possible essay question: Explain the strategic importance of branding and critically evaluate how social media has changed brand management.

踩点 1：定义 brand，强调 brand is more than logo。

踩点 2：写 strong brand benefits：loyalty, recognition, price premium, competitive advantage, reduced risk。

踩点 3：讲 brand elements and consistency：slogan, logo, trademark, consistent messaging。

踩点 4：讲 social media：engagement, customer service, WOM, monitoring。

踩点 5：批判 social media：expectation higher, reputation risk faster, loss of brand control。

1. What is a brand?

A brand represents everything that a good, service or idea means to consumers. It identifies and differentiates the offering from competitors。

2. Why branding matters

Brand loyalty: loyal customers repeat purchase and are less likely to switch。
Brand recognition: customers remember symbols, names and associations。
Price premium: strong brands can charge higher prices。
Competitive advantage: brand differentiates when products are similar。
Reduced risk: strong brand lowers perceived risk for customers and business risk for firms。
Talent attraction: strong brands can attract and retain employees。

3. Components of a successful brand

Successful brands usually deliver a product that provides value, create a consistent brand image, communicate consistent messaging and capture feedback。

例子：Southwest Airlines 的 casual, comfortable, customer-focused image 体现了品牌形象一致性。Dove 通过 brand extension 从 soap 扩展到 hair care, lotion, deodorant，是利用已有 quality reputation 进入新类别。

4. Branding elements

Slogan
Brand mark
Logo
Trademark
Graphics

成功 brand elements 应该 positive, distinctive, easy to remember and pronounce, recognizable, legally and ethically permissible。

5. Social media and branding

Social media changes brand management because it increases speed, visibility and customer expectations。它可以用于：

Customer engagement through discounts, new product posts and educational posts。
Customer service: faster response, public problem solving。
Positive word-of-mouth across networks。
Brand monitoring: Google Alerts, Social Mention, UTM parameters, Hootsuite Impact。

批判点：Social media helps build deeper relationships, but also makes brand reputation more fragile. A complaint, ethical scandal or inconsistent message can spread quickly and damage brand equity.

6. Brand strategies

Strategy	含义	例子/风险
Brand extension	利用已有品牌认知进入不同产品类别。	Dove 进入 hair care, lotion。风险是 cannibalization 或稀释品牌。
Brand revitalization	保留核心身份，但更新 offerings, messaging or positioning。	Harley-Davidson 通过质量和社区营销重振品牌。
Rebranding	改变 name, logo, design, messaging or image，重新定位。	Burberry 从过度曝光和仿冒困境中转向现代奢侈形象。

7. Branding essay structure

Intro: Branding is a strategic asset because it creates meaning, differentiation and long-term customer relationships.

Body 1: Strong brands create business value through loyalty, price premiums, reduced risk and competitive advantage.

Body 2: Branding mechanisms such as logos, slogans and consistent messaging help build recognition and associations.

Body 3: Social media enables engagement and brand monitoring but increases reputational risk.

Evaluation: Brand strategies such as extension, revitalization and rebranding must fit customer expectations and market changes.

Lecture 9：Ethics and Sustainability

这讲能和 L1/L2 组合成最高性价比大题。你要学会用“marketing is powerful, therefore it creates trade-offs”这条主线。

授课顺序：先承认 marketing 的力量，再讨论责任

Step 1先问：marketing 是否 inherently unethical？更好的答案不是 yes/no，而是 marketing has power。它能 shape demand, behaviour, markets and society，所以必须承担 ethical responsibility。

Step 2再讲 benefits。Marketing informs consumers, stimulates demand, supports jobs, encourages innovation, helps beneficial products reach people。

Step 3接着讲 costs。Marketing 也可能造成 overconsumption, environmental damage, misleading advertising, privacy invasion, targeting vulnerable groups。

Step 4最后讲 solutions。Ethical guidelines, transparency, CSR, sustainable packaging, responsible sourcing, circular economy 都是 mitigation strategies。

知识框架：Ethics 题的完整论证

Marketing power Social benefits Social costs Ethical dilemma Sustainability challenge CSR and regulation Long-term trust

这节最适合写 critical evaluation，因为它天然有 trade-off：profit vs ethics, short-term sales vs long-term sustainability, personalization vs privacy。

中英结合记忆卡：L9 伦理与可持续词

English term	中文理解	考场怎么写/怎么记
Ethical marketing	伦理营销，按道德原则做营销决策。	中文记：不能为了卖货骗人、侵犯隐私或伤害弱势群体。英文写：honesty, privacy, fairness。
Sustainable marketing	可持续营销，满足现在需求但不牺牲未来。	中文记：今天能卖，明天社会和环境也承受得住。英文写：meet present needs without compromising future generations。
Overconsumption	过度消费，营销刺激不必要消费。	用于 costs of marketing：can increase waste and resource depletion。
Misleading advertising	误导性广告，夸大好处或隐藏缺点。	伦理题必备例子，写 consumer deception and loss of trust。
CSR	企业社会责任，企业主动承担社会和环境责任。	中文记：企业不只赚钱，也要回应社会期待。英文写：builds reputation, trust and loyalty。
Trade-off	取舍，两个目标之间有冲突。	高分评价词：profit vs ethics, personalization vs privacy, short-term sales vs long-term sustainability。

可能考的大题与踩点给分解析

Possible essay question: Discuss the dual facets of marketing by evaluating its costs and benefits to society. Critically evaluate how marketers can enhance benefits while mitigating costs.

踩点 1：开头说明 marketing is powerful but not inherently unethical。

踩点 2：benefits 至少写 3 个：economic growth, jobs, consumer information, innovation。

踩点 3：costs 至少写 3 个：overconsumption, environmental impact, misleading ads, privacy, vulnerable consumers。

踩点 4：mitigation strategies：ethical guidelines, transparency, CSR, sustainable marketing, regulation。

踩点 5：critical evaluation：ethical marketing may raise short-term cost but can build trust and loyalty long-term。

1. Is marketing inherently unethical?

答案不要极端。更好的判断是：marketing itself is not inherently unethical, but because it shapes demand, consumer behaviour and social values, it creates ethical responsibilities。

2. Costs of marketing to society

Environmental impact: promotes consumption, waste and resource use。
Resource depletion: overconsumption can deplete natural resources。
Negative effects on consumer well-being: unhealthy lifestyles, stress, unrealistic expectations。
Misleading advertising: exaggerating benefits or hiding drawbacks。
Invasion of privacy: using consumer data without consent。
Targeting vulnerable populations: children, elderly, financially vulnerable consumers。

3. Benefits of marketing to society

Economic growth: stimulates demand and business activity。
Job creation: marketing supports employment across industries。
Valuable products and services: informs consumers about innovations that improve quality of life。
Competition and innovation: firms differentiate and improve offerings。
Trust and loyalty: ethical marketing can build long-term relationships。

4. Ethical marketing

Ethics in marketing means systematically applying moral principles to marketing decision-making, actions and behaviours。Examples include honesty in advertising, respecting consumer privacy and fair pricing。

5. Sustainable marketing

Sustainability in marketing means meeting present needs without compromising the ability of future generations to meet their needs。Examples include eco-friendly product design, reduced packaging waste, recycling, lifecycle analysis and circular economy。

6. Main ethical challenges

Challenge	解释	考试评价
Profit vs ethics	Doing the right thing may increase short-term cost。	Long-term trust may outweigh short-term profit loss。
Stakeholder conflicts	Shareholders, customers, employees and society may want different things。	Marketing decisions require balancing interests, not satisfying one group only。
Cultural differences	Ethical norms vary across countries。	Global firms need cross-cultural sensitivity。
Consumer expectations	Consumers may want sustainable but cheap and high-performing products。	This creates tension between affordability, performance and sustainability。

7. Strategies for ethical and sustainable marketing

Ethical guidelines: clear standards for honesty, privacy, fairness。
Sustainability initiatives: reduce packaging, responsible sourcing, lower carbon footprint。
CSR activities: community involvement, philanthropy, environmental conservation。
Transparency: communicate claims honestly and avoid greenwashing。
Regulation and self-regulation: legal compliance and industry standards。

8. Ethics essay structure

Intro: Marketing creates value but also shapes consumption and society, so it has both benefits and costs.

Body 1: Benefits include economic growth, job creation, innovation and informed consumer choice.

Body 2: Costs include overconsumption, environmental damage, misleading advertising and privacy invasion.

Body 3: Ethical and sustainable marketing can mitigate costs through transparency, CSR, privacy protection and responsible consumption.

Evaluation: These strategies are not easy because firms face profit pressure, stakeholder conflict and cultural differences.

Lecture 10：Culture and Globalization

去年第一题就是 globalization。它可能不会连续原题，但标准化 vs 本地化是国际营销最经典题型，必须准备一套。

授课顺序：从“全球统一”与“本地适配”的矛盾讲起

Step 1先理解 globalization 的吸引力。全球市场让企业扩大规模、降低成本、保持统一品牌形象，并利用 global segments。

Step 2然后马上问：为什么不能所有国家都一样做？因为 customer tastes, culture, local regulation, income, infrastructure, language, media channels 都可能不同。

Step 3再引入 cross-cultural analysis。它不是装饰概念，而是帮助 firm decide whether to standardize or adapt marketing mix。

Step 4最后落到 4P。Product, promotion, price, place 都可以 standardize 或 adapt。高分答案通常会说：standardize core brand, adapt local execution。

知识框架：Global marketing 的决策链

Global opportunity Local difference Cross-cultural analysis Standardization Adaptation Global 4P Strategic balance

这章的核心不是二选一，而是 balance。成本、品牌一致性推动 standardization；文化、法规、购买力推动 adaptation。

中英结合记忆卡：L10 全球化词

English term	中文理解	考场怎么写/怎么记
Global marketing	全球营销，企业在不同国家和文化中进行营销。	中文记：同一个品牌走向不同市场。英文写：reach international markets across cultural contexts。
Standardization	标准化，在不同国家使用相同或相似的产品和营销方式。	中文记：全球统一，省成本、保一致。英文关键词：economies of scale, consistent brand image。
Adaptation / localization	本地化，根据当地文化、法规、收入和渠道调整营销。	中文记：入乡随俗。英文关键词：local preferences, culture, regulation, purchasing power。
Cross-cultural analysis	跨文化分析，比较不同国家消费者的相似和差异。	中文记：先研究差异，再决定统一还是本地化。
Communication adaptation	传播本地化，广告信息按当地语言和文化调整。	例子：语言、幽默、图像、平台都可能要改。
Strategic balance	战略平衡，核心品牌统一，具体执行本地化。	高分结论：standardize core brand values, adapt local execution。

可能考的大题与踩点给分解析

Possible essay question: Discuss two main global marketing strategies that companies use in different cultural contexts. Critically evaluate the factors that influence the choice between them.

踩点 1：定义 global marketing 和 cross-cultural analysis。

踩点 2：解释 standardized marketing mix：cost reduction, economies of scale, consistent brand image。

踩点 3：解释 adapted marketing mix：culture, law, income, infrastructure, local preferences。

踩点 4：把 4P 写进去：product, promotion, price, place 都可能调整。

踩点 5：critical evaluation：best approach often combines global consistency with local relevance。

1. Globalization 的推动因素

International flow of information increases awareness across boundaries。
Technology spreads internationally。
Products can be created at global scale。
Economies of scale push firms toward standardization。
Trade barriers may reduce and global market segments may emerge。

2. Factors against globalization

Customer tastes differ。
Culture differs。
Local market conditions differ。
Global organizations can be difficult to manage。
Pressure groups and regulation may force adaptation。

3. Common international marketing mistakes

Insufficient market research: 不理解 target market needs and wants。
Failing to localize content: 语言、幽默、图像、文化符号不合适。
Wrong channels: 没有使用当地消费者真正使用的平台和媒体。

4. Culture

Culture includes behaviours and values, the seen and unseen, learned, shared and transmitted by a group of people。它包括 language, religion, values, social interactions, aesthetics, technologies and customs。

5. Cross-cultural analysis

Cross-cultural analysis is the effort to determine to what extent consumers of two or more nations are similar or different。它帮助 marketers 决定是否 standardize the marketing mix or adapt it to local cultural norms。

6. Standardized vs adapted marketing mix

Strategy	含义	适用情况
Standardized marketing mix	在全球市场销售相同产品、使用相似营销方式。	市场 segment 相似、顾客需求趋同、技术规格统一、追求 economies of scale。
Adapted marketing mix	针对每个 target market 调整 product, price, place, promotion。	文化差异明显、法律法规不同、购买力不同、基础设施不同。

7. Global 4P decisions

Product: straight product extension, product adaptation, product invention。
Promotion: use same communication or communication adaptation。
Price: uniform pricing or standard markup pricing, but must consider income and cost differences。
Place: take a whole-channel view, including channels between nations and within nations。

8. Globalization essay structure

Intro: Globalization enables brands to reach international markets, but cultural and market differences mean firms must choose between standardization and adaptation.

Body 1: Standardization reduces cost, creates consistent brand identity and exploits economies of scale.

Body 2: Adaptation improves cultural fit, legal compliance and local relevance.

Body 3: Cross-cultural analysis helps firms decide which elements of the marketing mix to standardize or adapt.

Evaluation: The best strategy is often a balance: standardize core brand values while adapting execution to local culture.

真题与 Feedback：去年怎么考，老师怎么评

授课顺序：如何用 past paper 训练答题

Step 1先不写完整答案，只判断每道题属于哪个 lecture。考试五选二，你最重要的是快速识别“我有没有模板”。

Step 2再看题干动词。Discuss 要解释不同方面；Critically evaluate 要写优缺点、条件和限制；illustrate with examples 要每段至少一个 relevant example。

Step 3最后看 feedback。老师说上一届的问题是 depth 和 examples 不够，所以你练习时每个 paragraph 都要问：我有没有解释机制？我有没有具体例子？我有没有 evaluation？

1. 2024/25 五道题对应主题

Question	主题	对应 lecture	启示
Q1	Global marketing strategies in cultural contexts	L10 / feedback 写 week 8	standardization vs adaptation 必须会。
Q2	Costs vs benefits of marketing to society	L1, L2, L9	这是今年仍然最值得准备的综合题。
Q3	Maslow and consumer behaviour	L4	不能只讲 Maslow，要讲 modern marketing application。
Q4	Three organizational buying situations	L5	冷门但直白。保底即可。
Q5	Stages of customer relationship and satisfaction	L1, L2	最适合背模板，拿稳定分。

2. Feedback 的高分要求

上一届平均分 59.06。老师说多数学生能解释并举例，但需要 more in-depth and analytical answers，以及 more relevant examples depicting the concept。所以你考场上每段都要做这三件事：解释概念、讲作用机制、配例子。

3. 最可能的题型预测

Critically evaluate the benefits and costs of marketing to society, with reference to ethics and sustainability.
Discuss how customer satisfaction and CRM help firms build long-term profitable relationships.
Explain the strategic importance of branding and evaluate the role of social media in brand management.
Discuss how marketing environment analysis and analytics support customer-oriented marketing strategy.
Evaluate how emerging technologies such as AI, robots and VR/AR transform marketing practice.
Discuss standardization and adaptation in global marketing across different cultural contexts.

4. 精炼踩点规则：每道 50 分都这样拆

Definition marks: 先定义核心概念。不要上来就举例。

Theory marks: 至少用 2-3 个 lecture concepts，例如 value proposition, CRM, PESTEL, brand loyalty, standardization。

Application marks: 每个 main paragraph 给一个例子，并解释例子如何证明概念。

Evaluation marks: 写 trade-off and limitations，例如 privacy vs personalization, efficiency vs localization, profit vs sustainability。

Conclusion marks: 最后一段必须回答题目，不要只总结前文。

17小时详细执行表

现在开始你按这个表走，不要再纠结资料是否全部看完。每一轮都要产出能写的 outline 或段落。

时间	任务	必须产出
0:00-0:30	读“考试现实”和 essay 写法。	记住 45 分钟结构。
0:30-2:00	复习 L1+L2+L9：marketing value, society, ethics。	写出 benefits/costs/strategies 三栏表。
2:00-3:15	复习 customer relationship, satisfaction, CRM, CLV。	背 5 stages，并能解释 satisfaction 如何带来 loyalty, retention, CLV。
3:15-3:30	休息。	离开屏幕。
3:30-4:45	复习 L8 branding。	准备 brand importance + social media + brand strategies。
4:45-6:00	复习 L3 environment and analytics。	能默写 PESTEL, Five Forces, SWOT, STP。
6:00-6:15	休息。	不要开新资料。
6:15-7:30	复习 L7 emerging technologies。	准备 AI 三分类 + VR/AR customer journey + risks。
7:30-8:30	复习 L10 globalization。	准备 standardization vs adaptation 模板。
8:30-9:15	复习 L4 consumer behaviour。	准备 Maslow + values + learning + modern consumers。
9:15-9:45	复习 L5 B2B 保底。	背 three buying situations。
9:45-10:00	休息。	喝水，整理纸笔。
10:00-11:00	整理例子库。	每个主题至少 2 个例子。
11:00-12:00	背 6 个 essay outline。	每题 5 个 bullet：intro, 3 bodies, evaluation。
12:00-13:00	用 past paper 做快速选题。	5 道题每题 8 分钟 outline。
13:00-14:30	限时写完整 essay 1。	建议写 marketing value/ethics。
14:30-14:45	休息。	不要复盘太久。
14:45-16:15	限时写完整 essay 2。	建议写 branding 或 technology。
16:15-16:45	检查两篇 essay。	标出缺少 definition/example/evaluation 的地方。
16:45-17:00	最后速记。	只看关键词，不学新东西。

最后 20 分钟速记清单

Marketing = creating, communicating, delivering, exchanging value。
Value = perceived benefits / costs。
Societal marketing concept = customer satisfaction + firm profit + society well-being。
Customer relationship stages = pre-relationship, early, development, long-term, final。
CRM uses customer information to stimulate loyalty。
PESTEL = Political, Economic, Sociocultural, Technological, Environmental, Legal。
Five Forces = rivalry, new entrants, substitutes, suppliers, buyers。
STP = segmentation, targeting, positioning。
AI = mechanical, thinking, feeling。
Brand strategies = extension, revitalization, rebranding。
Global strategy = standardization vs adaptation。
B2B buying = straight rebuy, modified rebuy, new task。

可直接套用的例子库

例子	可用于哪些题	怎么写
Apple	Value, branding, price premium	Apple creates perceived value through design, ecosystem and brand image, enabling premium pricing and loyalty。
IKEA Co-Create	Co-creation, customer relationship, value	Customer involvement generates insights and strengthens satisfaction through participation。
Dove	Brand extension	Dove leveraged its quality reputation from soap into hair care and deodorant。
Burberry	Rebranding, revitalization	Burberry modernized its identity while preserving heritage to regain luxury appeal。
Nike	Ethics, sustainability, branding	Nike faces trade-offs between low-cost production and ethical sourcing, showing stakeholder conflict。
L'Oréal	Digital marketing, consumer insights, analytics	L'Oréal uses digital transformation to collect consumer insights and improve customer experience。
BYD in India	Globalization, PESTEL, localization	BYD's India entry requires analysis of regulation, infrastructure, consumer segment and country-of-origin image。
Oreo social media	Branding, social media engagement	Oreo builds brand relationships through continuous social media interaction and online community engagement。
IKEA Place / AR try-on	VR/AR, customer journey	AR reduces purchase risk by helping consumers visualize products before buying。