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商務(wù)介紹產(chǎn)品如何工作對話(2)
a young violin player.
一位年輕的小提琴手。
ms wong: it' s very beautiful.
黃女士：很漂亮。
how does it work?
它是怎樣用的?
clive harris: well, you just wind it up
克萊夫.哈里斯：只要給它上緊發(fā)條，
...and of he goes ...
他就會動了。
grandmother played with some of these when she was a girl.
我祖母年輕的時候玩過一些。
and my father collected clockwork toys.
我父親收集了這些機械玩具。
ms wong: they are very clever.
黃女士：都很精巧。
clive harris: but not very safe ...look at the sharp edges on this one.
克萊夫.哈里斯：但卻不怎么安全……看這個，邊上很鋒利。
very dangerous and it' s covered with lead paint.
很危險，并且是用鉛噴漆的。
ms wong: tell me, how does this work?
黃女士：告訴我，這個怎么用?
geraldine: i' ve pressed return and nothing happens.
杰拉爾�。何野戳朔祷�，但沒什么反應(yīng)。
i' ve tried that.
我這樣試過了。
how can i get out of the programme?
我怎么才能推出這個程序呢?
just a second. could you speak more slowly, please?
請稍等。能說的再慢些嗎?
right. let me try.
好了。讓我試試。
f1 and then return.yes,
先按f1，再按返回鍵。對了，
then press "escape".
再按“退出”。
oh that' s it. thanks.
啊，對了。謝謝。
edward green: ...let me show you how products are market researched...
愛德華.格林：……我來給你演示一下，怎樣對產(chǎn)品進行市場調(diào)查……
edward green: you see all products go through the same, basic process.
愛德華.格林：所有的產(chǎn)品都要履行一樣的基本程序。
they start as an idea.
開始時只是個想法。
every month, a management committee looks at all the new ideas and they put development money into some of them.
管理層委員會每個月都對所有的新想法進行篩選，對其中的一些想法注入研發(fā)資金。
let me show you an example.
我給你看個例子。
take this product: "friendly fish".
比如這個產(chǎn)品： “friendly fish”。
the idea came from a freelance designer.
這個想法來自一名自由設(shè)計師。
a management committee looked at the designs and they liked them.
管理層委員會看了設(shè)計，很喜歡。
follow me.
請隨我來。
they asked the development team how much it would cost to manufacture the product,
于是他們詢問隊伍，制作這種產(chǎn)品要花多少錢。
and they asked the marketing department two questions:
他們對市場營銷部提出了兩個問題：
1. who is the target market for friendly fish?
1、friendly fish的目標市場是哪人?
2. how big is that market?
2、市場有多大?
we then know if the idea is worth taking on to the next stage which is the feasibility study.
這樣我們就會知道這個想法是否值得進行到下一步，也就是可行性研究。
phil watson: so what happened with the friendly fish?
菲爾.沃森：那么friendly fish最后怎樣了呢?
edward green: we learned at this stage that it was a low cost high volume mass market product.
愛德華.格林：我們在這個階段了解到這是一種量大價廉的大眾產(chǎn)品。
the feasibility study indicated that friendly fish would sell all over europe.
可行性研究顯示friendly fish將行銷整個歐洲。
we then invested in more market research.
之后，我們投資進行了更多的市場研究。
we asked a large group of eight year olds from different backgrounds about "friendly fish".
我們對來自不同階層的8歲一大批兒童進行了詢問。
we asked them questions like:
問題有：
which material shall we use?
我們應(yīng)該使用何種材料?
which colours do you like? etc.
你喜歡什么顏色?等等。
a few of the kids wanted it green and blue.
少數(shù)孩子希望是藍綠相間。
17.5% other children wanted it red.
17.5% 的希望是紅色。
but all of them wanted friendly fish.
但他們都想要friendly fish。
all of them. they loved friendly fish.
全部。他們喜愛friendly fish。
we checked each key indicator.
我們核對了每個關(guān)鍵指標。
every one of them was positive.
每個都是積極的 。
we made half a million.
于是我們制造了50萬件。
phil watson: and what are sales like?
菲爾.沃森：那么銷售如何呢?
edward green: terrible.
愛德華.格林：很糟。
sometimes it happens.
世事難料。
even with all the market research, you can never be one hundred per cent certain.
就算有市場研究，也不可能有百分百的把握啊。
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