&giveawaymaintopicoftheanalyzevarioustypesofadverEsing.developproductsthatpeoplewilllike.useadverEsingsuccessfully.saEsfycustomerotheprofessor,whatmightbetworesultsofNOThavingangplan?Clickon2answerstheintroducEonofnewproducts.ofcustomers.haMenEonfocusedononeheprofessortalkaboutasizetheadvantagesofmarkeEngproductstogroupsofpeople.atehowtoselectthemostappropriaterEsingathatitisnotnecessarytospendmoneyonadverEsements.howapoorlycommunicatedmessagecanruinabusiness.pleaboutsportsequipment,whatdoestheprofessorimplygmoneyonadverEsing?te?ecEvejustbeforeholidayswhenpeoplegiveste,sincemanyconsumersselectproductsbasedonviousfessor'spointwhenshetalksaboutasoupulttounderstandhowsomecustomersreacttoadverEsing.ortanttoensurethequalityofaproductbeforengchosenadverEsingmessagecanhavenegaEveconsequences.sinessesremainunsuccessfulevenwhentheyfocusonthewomanimplywhenshesaysthis?gertoshareanamusingstory.eupthestorysheisabouttoveshumorinadverEsingisimportant.ellastoryaboutapopularcelebrity.ListentopartofalectureinaBusinessLet'sgetstarted.Um,lasttimeweweretalkingabouttheneedforadvertising.Now,let'slookathowyoucansuccessfullycallattentiontotheserviceorproductyouwanttosell.Tosucceed,you’vegottodevelopasystematicapproach.Ifyoudon'tcomeupwithasystem,um,aplan,youriskmakingdecisionsthatwastemoney,orevendriveawaypotentialcustomers.Butwhatdoesasystematicadvertisingplanlooklike?Well,itcoverswhatwecall--the‘FourMs’.The‘FourMs’:Market,Media,Money,Message.Allareimportantareastofocusonwhencreatingyouradvertisingplan.Wewilllookatthemonebyone.TheFirststepistolookatyourMarket,that’sthepeoplewhomightbecomecustomers,buyersofyourserviceorproduct.Youneedtoknowallaboutyourpossiblecustomers：Whoarethey？Whatagegrouparethey?Whatdotheylike,ordislike?Howdotheyshop?So,yougotthat?Amarketisagroupofpotentialcustomers.Next,Media…Obviouslythemajormediaaretelevision,radio,newspapers,magazines,um,billboards,andsoforth.Thereareallavenuesofcommunication.Andyouneedtofigureout:Whichmediayoushouldadvertisethrough?Whichmediawillreachyourintendedaudience--yourmarket?So,youdoresearch,tryingtodeterminewhichmediawillreachthemostpotentialcustomersforthelowestcost.Forinstance,ifyouhaveaproduct,that...oh...sayteacherswouldlike,thenteachersareyourmarket.Soyouaskyourself:Whatmagazinesdothemajorityofteachersread?WhatTVprogramsdoteacherswatch?Doteacherslistentomuchradio?Atwhattimesoftheday?Say,nowyourresearchturnsuptwomagazinesthatteachersread.Anditalsoshowsthatthemajorityofteachers-sayagestwentytothirty-readthemagazineaboutclassroomactivities.Whilemostteachersolderthanthatreadtheothermagazine,theoneabout,oh,let’ssay—‘EducationalPsychology’.Youthinkyourproductwillappealmosttoteachersagestwentytothirty,soyoudecidetoputyouradvertisementintheirfavoritemagazine,theoneaboutclassroomactivities.Youdon'twastemoneyadvertisinginthe‘EducationalPsychology’magazine,youknowtheonethattheyoungerteachersgenerallydon'tread.Andsinceyou’rereachingthemajorityoftheteachersinyourtargetagegroup,you’reprobablyspendingyourmoneywell,whichbringustothethirdM--Youhaveanadvertisingbudgettospend,buthowdoyoutospenditwisely.Again,researchisthekey.Goodresearchgivesyoufacts,factsthatcanhelpyoudecide,well,aswealreadymentioned,decidetherightmarkettotarget,andthebestmediatouse.Butalso:Whentoadvertise?or…orhowtogetthebestrates?Like,maybeyou’readvertisingSportsequipment,andyouhavebeenspendingmostofyourbudgetduringtheseasonwhenpeoplebuygiftsforeachother.Now,intheory,thatwouldseematimetoadvertise,butmayberesearchshowsthatyou’rewrong,thatthecustomerswhobuysportsequipmenttendnottogiveitasaholidaygift,butwanttouseitthemselves.Inthatcase,advertisingduringadifferentseasonoftheyearmightgiveyoubetterresults.And,um,maybeatevenlower,non-holidayrates,soyouactuallysavemoney.Butyouneedtogetthefacts;factsthatcomefromgoodresearchtobecertainandknowforsurethatyou’regettingyourmoney’sworth.OK,finally,thereisyourmessage:Whatyouwanttosayaboutyourproduct?Whybuyingitwillmakethecustomer’slifeeasier,orsaferorbettersomehow.Whateverthemessageis,makesureyougetitright.Letmegiveyouanexampleofnotgettingitright,Ha...ha...ha...youaregoingtolovethisone:TherewasthisSoupShop,thesoupwasreallytasty,butthereweren'talotofcustomers.Theownerthoughtthatmaybeiftheygavesomethingawayforfreewitheachpurchase,thenmorepeoplewouldcomebuysoup.Sotheygotsomecheapsocks,andtheyadvertisedtogiveapairawaywitheachbowlofsoup.But,thenevenfewerpeoplecametotherestaurant.Well,youcanimaginewhy.Peoplestartedtoassociatethesoupwithfeet;theybegantoimaginethesoupsmelledlikefeet.Theadvertisingmessage,soupmeansfreesocks,wasabadchoice;itwasawasteofmoney.Andworse,itcausedthelossofcustomers.Now,Iwanteveryonetogetintosmallgroupsandcomeupwithsomeexamples,notofgoodadvertisingmessages,butoftrulydisastrousones.Thinkofrealexamplesormakesomeup,andtalkaboutthereasonsthosemessagesareunsuccessful.Andthenwe’llgetbacktogetherandshare.本節(jié)課授課要點(diǎn)商業(yè)實(shí)戰(zhàn)訓(xùn)練哲學(xué)實(shí)戰(zhàn)訓(xùn)練社會學(xué)實(shí)戰(zhàn)訓(xùn)練&forone’sownsake/forthesakeofextrinsicvalueintrinsicvaluemainpurposeoftheratetheimportanceofextrinsicainAristotle’sviewsabouttheimportanceofteaching.inwhypeoplechangewhattheyvalue.ssAristotle’sviewsabouthumanorgivesexamplesofthingsthathavevalueforher.Indicateplewhattypeofvalueithasforher.OnlyExtrinsicBothExtrinsicandIntrinsicValuepinesscentraltoAristotle’stheory?itissodi?cultforpeopletoaMain.itisvaluedforitsownsakebyallpeople.itisameanstoaproducEvelife.otheprofessor,whydoesAristotlethinkthatfamecannotnnotbeobtainedwithouthelpfromotherpeople.nnotbeobtainedbyallpeople.annotsharetheirfamewithotherheprofessormeanwhenshesaysisnotahighlyvaluedprofessioninsociety.changeprofessionsinordertoearnmoremoney.onsheisateacherhasliMletodowithhersalary.oplewouldbecometeachersifthesalarywereListentopartofalectureinaphilosophyOK.AnotherancientGreekphilosopherweneedtodiscussisAristotle—Aristotle’sethicaltheory.WhatAristotle’sethicaltheoryisallaboutisthis:he’stryingtoshowyouhowtobehappy—whattruehappinessis.Now,whyisheinterestedinhumanhappiness?It’snotjustbecauseit’ssomethingthatallpeoplewanttoaimfor.It’smorethanthat.Buttogetthereweneedtofirstmakeaveryimportantdistinction.Letmeintroduceacoupleoftechnicalterms:extrinsicvalueandintrinsicvalue.TounderstandAristotle’sinterestinhappiness,youneedtounderstandthisSomethingsweaimforandvalue,notforthemselvesbutforwhattheybringaboutinadditiontothemselves.IfIvaluesomethingasameanstosomethingelse,thenithaswhatwewillcall“extrinsicvalue.”O(jiān)therthingswedesireandholdtobevaluableforthemselvesalone.Ifwevaluesomethingnotasameanstosomethingelse,butforitsownsake,letussaythatithas“intrinsicvalue.”Exercise.Theremaybesomepeoplewhovalueexerciseforitself,butIdon’t.IvalueexercisebecauseifIexercise,ItendtostayhealthierthanIwouldifIdidn’t.SoIdesiretoengageinexerciseandIvalueexerciseextrinsically...notforitsownsake,butasameanstosomethingbeyondit.Itbringsmegoodhealth.Health.WhydoIvaluegoodhealth?Well,hereitgetsalittlemorecomplicatedforme.Um,healthisimportantformebecauseIcan’t...dootherthingsIwanttodo—playmusic,teachphilosophy—ifI’mill.Sohealthisimportanttome—hasvaluetome—asameanstoaproductivelife.ButhealthisalsoimportanttomebecauseIjustkindofliketobehealthy—itfeelsgood.It’spleasanttobehealthy,unpleasantnottobe.SotosomedegreeIvaluehealthbothforitselfandasameanstosomethingelse:productivity.It’sgotextrinsicandintrinsicvalueforme.Thenthere’ssomethingsthatarejustvaluedforthemselves.I’mamusician,notaprofessionalmusician;Ijustplayamusicalinstrumentforfun.WhydoIvalueplayingmusic?Well,likemostamateurmusicians,Ionlyplaybecause,well,Ijustenjoyit.It’ssomethingthat’sanendinitself.Now,somethingelseIvalueisteaching.Why?Well,itbringsinamodestincome,butIcouldmakemoremoneydoingotherthings.I’ddoiteveniftheydidn’tpayme.Ijustenjoyteaching.Inthatsenseit’sanendtoitself.Butteaching’snotsomethingthathasintrinsicvalueforallpeople—andthat’sgenerally.Mostthingsthatareenjoyedinandofthemselvesvaryfrompersontoperson.Somepeoplevalueteachingintrinsically,butothersdon’t.Sohowdoesallthisrelatetohumanhappiness?Well,Aristotleasks:istheresomethingthatallhumanbeingsvalue...andvalueonlyintrinsically,foritsownsakeandonlyforitsownsake?Ifyoucouldfindsuchathing,thatwouldbetheuniversalfinalgood,ortrulytheultimatepurposeorgoalforallhumanbeings.Aristotlethoughttheanswerwasyes.Whatisit?Happiness.Everyonewillagree,heargues,thathappinessistheultimateendtobevaluedforitselfandreallyonlyforitself.Forwhatotherpurposeisthereinbeinghappy?Whatdoesityield?TheattainmentofhappinessbecomestheultimateorhighestgoodforAristotle.ThenextquestionthatAristotleraisesis:whatishappiness?Weallwantit;wealldesireit;weallseekit.It’sthegoalwehaveinlife.Butwhatisit?Howdowefindit?Herehenotes,withsomefrustration,peopledisagree.Buthedoesgiveusacoupleofcriteria,orfeatures,tokeepinmindaswelookforwhattruehumanhappinessis.Truehumanhappinessshouldbe,asheputsit,complete.Completeinthatit’sallwerequire.Well,truehumanhappiness...ifyouhadthat,whatelsedoyouneed?Nothing.And,second,truehappinessshouldbesomethingthatIcanobtainonmyown.Ishouldn’thavetorelyonotherpeopleforit.Manypeoplevaluefameandseekfame.Fameforthembecomesthegoal.But,accordingtoAristotle,thiswon’tworkeither,becausefamedependsaltogethertoomuchonotherpeople.Ican’tgetitonmyown,withouthelpfromotherpeople.Intheend,Aristotlesaysthattruehappinessistheexerciseofreason—alifeofintellectualcontemplation...ofthinking.Solet’sseehowhecomestothat.本節(jié)課授課要點(diǎn)商業(yè)實(shí)戰(zhàn)訓(xùn)練哲學(xué)實(shí)戰(zhàn)訓(xùn)練社會學(xué)實(shí)戰(zhàn)訓(xùn)練 &strikefearintomainpurposeoftheduceamethodthatcanhelpstudentsrememberduceawaytostudyhowinformaEonpassesfromsontoanother.ainthedi?erencesbetweenbiologicalinformaEonandinthedi?erencesbetweenstories,songs,andotherfinformaEon.heprofessortellthestoryaboutnthedi?erencebetweentrueandfalseananalogybetweenalligatorreproducEonandnexampleofapieceofinformaEonthatfuncEonshowastorycangraduallychangeintoaotheprofessor,whichofthefollowingareexamplesofmemeon2answersngoriginalascienEficpledoestheprofessorgiveofameme’sasbeenchangingsinceitfirstappearedinthe1930s.remembersastoryformanyyears.uicklybecomespopularallovertheheprofessorcomparetoahouseflylayingmanyeggs?arningmanydi?erentideasfromorherparents.reproducinginNewYorkpeoplerememberingdi?erentversionsofastory.singingthe“Twinkle,twinkle”songmanyEmes.heprofessorsaynwhysomememesdonotchangeestudentsfortheiropinionaboutsongsasmemes.wledgeaproblemwiththememetheory.estudenttotestanideaaboutListentopartofalectureinasociologyHaveyoueverheardtheoneaboutalligatorslivinginNewYorksewers?Thestorygoeslikethis:afamilywentonvacationinFloridaandboughtacoupleofbabyalligatorsaspresentsfortheirchildren,thenreturnedfromvacationtoNewYork,bringingthealligatorshomewiththemaspets.ButthealligatorswouldescapeandfindtheirwayintotheNewYorksewersystemwheretheystartedreproducing,grewtohugesizesandnowstrikefearintosewerworkers.Haveyouheardthisstory?Well,itisn’ttrueanditneverhappened.Butdespitethat,thestoryhasbeenaroundsincethe1930s.Orhowaboutthesong‘twinkle,twinklelittlestar’,youknow,‘twinkle,twinkle,littlestar,howIwonderwhatyouare’.Wellwe’veallheardthissong.WhereamIgoingwiththis?Well,boththesongandthestoryareexamplesofmemes.Andthat’swhatwewouldtalkabout,thetheoryofmemes.Amemeisdefinedasapieceofinformationcopiedfrompersontoperson.Bythisdefinition,mostofwhatyouknow,ideas,skills,stories,songsarememes.Allthewordsyouknow,allthescientifictheoriesyou’velearned,therulesyourparentstaughtyoutoobserve,allarememesthathavebeenpassedonfrompersontoperson.Sowhat?Youmaysay.Passingonideasfromonepersontoanotherisnothingnew.Well,thewholepointofdefiningthisfamiliarprocessastransmissionofmemesissothatwecanexploreitsanalogywiththetransmissionofgenes.Asyouknow,alllivingorganismspassonbiologicalinformationthroughthegenes.What’sagene?Ageneisapieceofbiologicalinformationthatgetscopiedorreplicated,andthecopyorreplicaispassedontothenewgeneration.Sogenesaredefinedasreplicators.Genesarereplicatorsthatpassoninformationaboutpropertiesandcharacteristicsoforganisms.Byanalogy,memesalsogetreplicatedandintheprocesspassonculturalinformationfrompersontoperson,generationtogeneration.Somemesarealsoreplicators.Tobeasuccessfulreplicator,therearethreekeycharacteristics:longevity,fecundityandfidelity.Let’stakeacloserlook.First,longevity.Areplicatormustexistlongenoughtobeabletogetcopied,andtransferitsinformation.Clearly,thelongerareplicatorsurvives,thebetteritschancesofgettingitsmessagecopiedandpassedon.Solongevityisakeycharacteristicofareplicator.Ifyoutakethealligatorstory,itcanexistforalongtimeinindividualmemory,let’ssay,mymemory.Icantellyouthestorynowortenyearsfromnow,thesamewiththetwinkle,twinklesong.Sothesememeshavelongevitybecausetheyarememorableforonereasonoranother.Next,fecundity.Fecundityistheabilitytoreproduceinlargenumbers.Forexample,