📚 IB Business Management: Marketing Revision Guide | IB 商务：市场营销 考点精讲
Marketing is the strategic business function that identifies customer needs and wants, determines which target markets the organisation can serve best, and designs appropriate products, services, and programmes to serve these markets. In the IB Business Management syllabus, marketing is assessed across all papers, requiring students to apply concepts to case studies and evaluate marketing strategies.
市场营销是识别客户需求与欲望，确定组织最能服务的目标市场，并设计合适的产品、服务和计划来服务这些市场的战略业务职能。在IB商务管理课程中，市场营销贯穿所有试卷，要求学生将概念应用于案例分析并评估营销策略。
1. What is Marketing? | 什么是市场营销？
Marketing involves a wide range of activities including market research, product design, pricing, distribution, promotion, and after-sales service. It is not a single department’s job but a company-wide philosophy of customer satisfaction.
营销涉及市场调研、产品设计、定价、分销、促销和售后服务等一系列活动。它不是某一个部门的职责，而是整个公司对客户满意度的理念。
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.”
美国市场营销协会将营销定义为“为顾客、客户、合作伙伴以及整个社会创造、沟通、传递和交换具有价值的产品的活动、机构及过程。”
2. Market Orientation vs Product Orientation | 市场导向与产品导向
Market orientation is a business approach that prioritises identifying consumer needs and wants before developing products. Firms that adopt this orientation continuously gather market intelligence and adapt their offerings.
市场导向是一种在开发产品之前优先识别消费者需求与欲望的企业理念。采用这种导向的企业持续收集市场情报并调整其产品。
Product orientation assumes that a firm can produce a technically superior product and that consumers will naturally purchase it. This approach often leads to marketing myopia, neglecting changing customer preferences.
产品导向假设企业可以生产技术更优的产品，消费者自然会购买。这种做法往往导致营销近视，忽视了不断变化的消费者偏好。
IB candidates should be able to compare these orientations using examples: Apple’s development of the iPhone started with a market-oriented understanding of user experience, whereas a pharmaceutical company developing a new drug might be product-oriented initially.
IB考生应能举例比较这两种导向：苹果开发iPhone时从市场导向出发理解用户体验，而制药公司开发新药起初可能是产品导向的。
3. Market Segmentation, Targeting and Positioning (STP) | 市场细分、目标与定位
Segmentation divides a broad market into subsets of consumers with common needs. The main bases include:
市场细分将广阔市场划分为具有共同需求的消费者子集。主要细分基础包括：
- Geographic: by region, city, climate. / 地理细分：按区域、城市、气候。
- Demographic: age, gender, income, education. / 人口细分：年龄、性别、收入、教育程度。
- Psychographic: lifestyle, personality, values.
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