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托福TPO-12 Lecture 2

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Narrator:Listen to part of a lecture in a Business Class

独白:听下面一段关于商学的讲座。
Professor:Ok, as we've talked about a key aspect of running a successful business is knowing, um, getting a good sense of what the customer actually wants, and how they perceive your product.
教授:好的。我们之前谈到了做一笔成功生意的重要方面,就是要了解...嗯,就是了解客户的真正需要,以及了解他们是如何看待你的商品。
So with that in mind, I want to describe a very simple method of researching customer preference, and it is becoming increasingly common,
那么,关于这个概念,我想要描述一个非常简单的关于受众喜好的调查方法,而且这个方法越来越普遍,
it's called-MBWA-which stands for managing by wandering around.
它就是 MBWA,意思是“漫游式管理。
Now, MBWA, that's not the most technical sounding name you've ever heard, but it describes the process pretty accurately.
MBWA,可能对你来说,它听上去技术性不是很强,但其实比较准确地形容了整个过程。
Here is how it works.
它的原理如下:
Basically, Um, the idea is that business owners or business managers just go out and actually talk to their customers,
基本上商人或者商业管理者会直接到外面去跟客户谈话,
and learn more about how well the business is serving their needs,
去了解自己的商业机构是否满足他们的需求,
and try to see what the customer experiences,
而且试着发掘客户都经历了什么。
because that's a great way to discover for yourself, how your product is perceived,
因为这对于你自己来说,是个非常好的办法去了解自己的产品如何被客户看待的。
what the strengths and weaknesses are, you know, how to you can improved it that sort of thing,
优势和劣势在哪里,如何去改进它等等。
you know Dortans, they make soup and can vegetables and such.
你们知道 Dalton 公司吧,他们制造汤和蔬菜罐头产品。
Well, the head of the company,
这个公司的领导,
had Dortans'topped executives walk around supermarkets, um, asking shoppers what they thought of Dortans'soup, and he use the data to make changes to the company's product,
让 Dalton 的高层行政人员在超市里走来走去,去询问客户觉得 Dalton 公司的汤怎么样,而他则把这些数据用来改进公司的产品。
I mean, when Dortans of all the companies, embraces something as radical as MBWA, it really show you how popular the theory has become, yes, Lisa?
我的意思是,Dalton 公司都接受了 MBWA 这种近乎激进的东西,足可以显示出这个理论的受欢迎程度。好的,Lisa有什么问题吗?
Student A:But this is dangerous to base decisions on information from a small sample of people?
学生A:但是把决策建立在少数人组成的样本之上,会不会有点太危险了?
Is it large scale market research safer getting data on a lot of people?
大规模的市场调查不是更保险吗,从大量人身上获得数据?
Professor:That's a good question,
教授:这个问题提的很好。
and well I don't want to pretend that MBWA is some sort of, um, replacement for other methods of customer research.
我不想假装 MBWA可以替代其他的调查方式,
Now, the market research data definitely can give you a good idea of,
一个市场调查肯定能给你一个更全面的视角,
um, of the big picture, but MBWA is really useful kind of filling in the blanks,
但 MBWA在填补空白的时候的确非常有用,
you know, getting a good underground sense of how you products you use, and how people need respond to them, and Yes, the numbers of opinion you get is small so you do need to be careful,
你知道,一种暗访意义上揭示你的产品如何被使用,人们对它的反映如何。但的确,访问的人数有限,所以要格外小心。
but, good business managers will tell you that the big fear they have an.. .and one of the most frequent problems they come across is well becoming out of touch with what their customers really want and need,
但是,一个好的商业管理者会告诉你,他们最担心的东西,也是频繁出现问题的东西,就是跟客户的真正需要发生脱节。
you know surveys and market research stuff like that, they can only tell you so much about what the customers actually want in their day-to-day lives.
这些调查,市场调查只能告诉你客户在日常生活中的需求;
Managing by wandering around on the other hand, that get you in there give you a good sense about what customers needs so.
漫游式的管理方式却实实在在告诉了你客户想要什么。
So when use combination then, MBWA and market research were the powerful tools.
所以应当联合使用这些方法,MBWA 和市场调查都是有用的工具。
Oh, here is another example for you, um, see you executive for a clothing manufacture.
再给你们举个例子。一个服装制造业的高级管理人员们,
It was, um, Lken, Lken jeans you know, they went in work in the store for a few days, selling Lken's cloths.
他们甚至在商店里工作了几天,销售 Elken 服装。这个牌子的服装和牛仔裤听说过吧?
Now that give them a very different idea about their product, they saw how people responded to it; they could go up to customers in the store asked questions about it,
这个经历使得他们对自己产品的看法发生了一个非常大的转变。他们亲眼看到了人们对产品的反应。他们可以直接在店里走到客户面前问问题。
yes Mike?
好的Mike有什么问题吗?
Student B:Well, I would think that a lot of customers will be bothered by, you know, if I'm shopping, I don't know if I want some business representatives coming up to me and asking me questions,
学生B:但我觉得客户应该不太乐意...比如我吧,我可不喜欢在我买东西的时候冒出来一个高层人员问我问题。
it's.. It's like when I got phone call at home from marketing researchers, I just hang up them
就好像我在家接到了市场调查的电话,我一般都直接挂断。
Professor:Oh, well, it's certainly true that well no one likes getting calls at home from market researchers or people like that, but I will tell you something.
教授:人们当然都不喜欢在家接到市场调查之类的电话。但实话告诉你吧,
Most customers have exact opposite reaction when they comes to MBWA.
大多数客户在MBWA 的过程中反应恰恰相反。
Now, don't ask me why, because I really have no idea,
别问我为什么,因为我也不知道,
but the fact is that customers tend to respond really well to MBWA, which is the key reason for a success.
但事实上客户通常对 MBWA调查的反映还不错,这也是它成功的一个主要原因。
In fact, the techniques of MBWA works so well, they have actually been extended to all kinds of different contacts like politics for instance,
事实上,因为 MBWA 技术实在太好,它甚至延伸到了其他的领域,比如政治。
Um, a few years back, the major of Baltimore, Um.. I can guess its name is Shapher or something like that.
前几年,巴尔的摩市市长,他好像叫,嗯,Shapher 还是什么...
Anyway, he decided that the best way to serve the people of the city, of his city, was actually get out there in it and experience the things that they experienced,
不管怎样,他决定服务市民的最好方式,就是到城市里去,去经历市民们在经历的事。
so he right around the city in, you know, all parts of it, and he see all the prattles; he see how the trash was sometimes, um, not pickup but off side the street and then they go back to the office and they write these memos,
所以他在城市的各个地方转了个遍,他看到了所有路面坑坑洼洼的地方,还有路边上没有被捡起来的垃圾,
and these memos to stuff about the problems he had seen, and how they needed to be fixed, you know that sort of thing,
然后他回到了办公室把这些写进了备忘录里,这些备忘录是用来记录他发现的问题及员工们如何解决这些问题。
but the thing is he got all the information just by going around and seeing the different Baltimore neighborhoods and talking to the people in them,
但他这些信息的获取,仅仅是靠在城市里瞎逛,看看不同的社区,和跟市民们谈话。他管这个方法叫“智慧策略”,
and he called it-small politics, we'd call it MBWA, or just, playing good customer service.
而我们叫它 MBWA,或者只是“在客户服务中游刃有余”。

重点单词   查看全部解释    
radical ['rædikəl]

想一想再看

adj. 激进的,基本的,彻底的
n. 激进分

 
narrator [næ'reitə]

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n. 叙述者,讲解员

 
tend [tend]

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v. 趋向,易于,照料,护理

 
combination [.kɔmbi'neiʃən]

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n. 结合,联合,联合体

联想记忆
scale [skeil]

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n. 鳞,刻度,衡量,数值范围
v. 依比例决

 
base [beis]

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n. 基底,基础,底部,基线,基数,(棒球)垒,[化]碱

 
popular ['pɔpjulə]

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adj. 流行的,大众的,通俗的,受欢迎的

联想记忆
executive [ig'zekjutiv]

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adj. 行政的,决策的,经营的,[计算机]执行指令

 
experienced [iks'piəriənst]

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adj. 有经验的

 
replacement [ri'pleismənt]

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n. 更换,接替者

 

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